本文選題：市場營銷 + 霖峰一號(hào)　； 參考：《廣西大學(xué)》2014年碩士論文

【摘要】：近年來,我國房地產(chǎn)市場的迅猛發(fā)展,使得市場競爭環(huán)境日趨激烈,但房地產(chǎn)市場的機(jī)遇與挑戰(zhàn)也同時(shí)并存。在這樣的環(huán)境中,為更好的推進(jìn)南寧市房地產(chǎn)市場的發(fā)展,廣西霖峰房地產(chǎn)有限公司充分發(fā)揮自身優(yōu)勢,開發(fā)了“霖峰一號(hào)”地產(chǎn)項(xiàng)目。 對(duì)該項(xiàng)目營銷策略的探討,不僅可以提高市場營銷人員充分利用現(xiàn)有資源去尋求和發(fā)現(xiàn)當(dāng)前市場潛力的能力,使霖峰一號(hào)地產(chǎn)項(xiàng)目能夠更順利的與客戶需求對(duì)接；而且在對(duì)提升該項(xiàng)目自身的品質(zhì)和營銷理念方面具有重要意義,同時(shí)將項(xiàng)目中的劣勢轉(zhuǎn)化為優(yōu)勢,為霖峰一號(hào)項(xiàng)目的可持續(xù)發(fā)展提供有價(jià)值的參考和建議。因此,在高速發(fā)展的房地產(chǎn)背景下,霖峰一號(hào)地產(chǎn)項(xiàng)目的個(gè)案研究對(duì)目前房地產(chǎn)項(xiàng)目的營銷策略具有一定的現(xiàn)實(shí)指導(dǎo)意義。 本文以市場營銷的相關(guān)理論為基礎(chǔ),針對(duì)霖峰一號(hào)房地產(chǎn)項(xiàng)目的特性并對(duì)其營銷策略中提出的問題進(jìn)行分析,結(jié)合市場調(diào)研及收集的數(shù)據(jù)制定營銷策略解決方案。論文主要分為四個(gè)部分對(duì)霖峰一號(hào)項(xiàng)目的營銷策略進(jìn)行探討和研究。第一部分闡述國內(nèi)地產(chǎn)市場的現(xiàn)況。第二部分根據(jù)當(dāng)前房地產(chǎn)營銷策略的宏觀環(huán)境和微觀環(huán)境,運(yùn)用SWOT方法深入分析霖峰一號(hào)項(xiàng)目的優(yōu)勢、劣勢以及機(jī)遇和挑戰(zhàn)。第三部分根據(jù)市場細(xì)分及目標(biāo)市場選擇對(duì)霖峰一號(hào)項(xiàng)目進(jìn)行市場定位,并根據(jù)市場定位制定服務(wù)于定位的營銷策略。第四部分主要針對(duì)霖峰一號(hào)項(xiàng)目的順利開展而提出合理建議,并提出了具體的實(shí)施方案和保障措施。
[Abstract]:In recent years, with the rapid development of the real estate market in China, the market competition environment is becoming more and more fierce, but the opportunities and challenges of the real estate market coexist at the same time. In such an environment, in order to better promote the development of Nanning real estate market, Guangxi Linfeng Real Estate Co., Ltd. fully play its own advantages, the development of "Linfeng No. 1" real estate project. The discussion on the marketing strategy of the project can not only improve the ability of the marketers to make full use of the existing resources to seek and discover the current market potential, so that the Linfeng No. 1 real estate project can more smoothly connect with the customer demand; Moreover, it is of great significance in improving the quality and marketing concept of the project itself. At the same time, the inferiority of the project is transformed into an advantage, which provides valuable reference and advice for the sustainable development of the Linfeng No. 1 project. Therefore, under the background of the rapid development of real estate, the case study of Linfeng No. 1 real estate project has certain practical guiding significance to the marketing strategy of the current real estate project. Based on the relevant theories of marketing, this paper analyzes the characteristics of Linfeng No. 1 real estate project and the problems raised in its marketing strategy, and formulates the solution of marketing strategy based on market research and data collection. This paper is divided into four parts to discuss and study the marketing strategy of Linfeng No. 1 project. The first part describes the current situation of the domestic real estate market. According to the macro and micro environment of the current real estate marketing strategy, the second part analyzes the strengths, weaknesses, opportunities and challenges of Linfeng No. 1 project by using SWOT method. In the third part, according to the market segmentation and the target market, the market positioning of Linfeng No. 1 project is carried out, and the marketing strategy serving the positioning is formulated according to the market orientation. The fourth part mainly puts forward reasonable suggestions for the smooth development of Linfeng No. 1 project, and puts forward the concrete implementation scheme and safeguard measures.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.23;F274

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