【摘要】：地產(chǎn)十年，一直伴隨著我國(guó)改革開(kāi)放的不斷深入以及城鎮(zhèn)化的不斷推進(jìn)，見(jiàn)證了房地產(chǎn)前所未有的高速發(fā)展，房地產(chǎn)市場(chǎng)化的繁榮。這一切對(duì)于一名從業(yè)者也是一種挑戰(zhàn)，面對(duì)市場(chǎng)變革，客戶專業(yè)化提高，市場(chǎng)細(xì)分制定有效的市場(chǎng)營(yíng)銷策略，搶占先機(jī)，贏得市場(chǎng)份額，是一名地產(chǎn)營(yíng)銷人體現(xiàn)自我價(jià)值的關(guān)鍵所在。 在競(jìng)爭(zhēng)激烈的市場(chǎng)競(jìng)爭(zhēng)中，營(yíng)銷在很大程度上決定了企業(yè)的成敗。很多人都搞不清楚“營(yíng)銷”與“銷售”的區(qū)別，簡(jiǎn)言之，營(yíng)銷是過(guò)程，銷售是結(jié)果。 在當(dāng)前條件下，對(duì)于房地產(chǎn)企業(yè)來(lái)說(shuō)，所面臨的市場(chǎng)環(huán)境更是復(fù)雜的、多變的。然而，在同樣的市場(chǎng)環(huán)境中，有的房地產(chǎn)企業(yè)卻能迎難而上，能在逆境中求得生存與發(fā)展，銷售業(yè)績(jī)與市場(chǎng)份額都取得了巨大成績(jī)；而有的房地產(chǎn)企業(yè)卻是處境困難，甚至是舉步維艱。 本論文研究的目的基于多年的營(yíng)銷工作內(nèi)容的不斷變化和充實(shí)，本著對(duì)企業(yè)的負(fù)責(zé)精神和深厚感情，旨在對(duì)證大光明城項(xiàng)目一期，二期進(jìn)行有效的總結(jié)，梳理思路，總結(jié)分析客戶屬性，客戶需求，對(duì)位產(chǎn)品功能定位等方面，對(duì)三期銷售前期，銷售中期，銷售后期進(jìn)行計(jì)劃和安排，達(dá)到過(guò)程可控，過(guò)程優(yōu)化，目的明確，兌現(xiàn)結(jié)果的目的。 本論文通過(guò)證大光明城三期營(yíng)銷開(kāi)盤(pán)準(zhǔn)備的全過(guò)程，通過(guò)總結(jié)歸納了政策，競(jìng)品對(duì)位分析，項(xiàng)目自身及客戶群體的優(yōu)劣勢(shì)分析，公司內(nèi)部分析，公司品牌升級(jí)情況等方面，結(jié)合MBA課程所學(xué)的理論進(jìn)行了有目的的總結(jié)。 本文根據(jù)房地產(chǎn)營(yíng)銷的相關(guān)理論，聯(lián)系了幾年來(lái)房地產(chǎn)的實(shí)際，，通過(guò)回顧分析案例校正房地產(chǎn)營(yíng)銷相關(guān)策略的特點(diǎn)與不同規(guī)律。從而在實(shí)戰(zhàn)中更好地將實(shí)踐經(jīng)驗(yàn)進(jìn)行系統(tǒng)化的陳述和表達(dá)，對(duì)于未來(lái)面對(duì)市場(chǎng)的嚴(yán)峻考驗(yàn)和團(tuán)隊(duì)建設(shè)，從業(yè)人員的深度考核意義重大。 論文從四個(gè)方面入手，首先從對(duì)證大光明城項(xiàng)目所處區(qū)域市場(chǎng)進(jìn)行簡(jiǎn)要介紹，認(rèn)識(shí)市場(chǎng)的特點(diǎn)及規(guī)律。其次是結(jié)合項(xiàng)目運(yùn)營(yíng)全過(guò)程分析政策，競(jìng)爭(zhēng)對(duì)手，項(xiàng)目本體的優(yōu)劣勢(shì)確定項(xiàng)目定位及策略。最后是在實(shí)操層面圍繞營(yíng)銷費(fèi)用及管理方式方法組織項(xiàng)目的銷售。
[Abstract]:Ten years of real estate, along with the deepening of China's reform and opening up and urbanization, witnessed the unprecedented rapid development of real estate, real estate market prosperity. All this is also a challenge for a practitioner. In the face of market changes, customer specialization, market segmentation, effective marketing strategies, preemption and market share. Is a real estate marketer to reflect the key to self-worth. In the fierce competition in the market, marketing to a large extent determines the success or failure of the enterprise. Many people don't know the difference between marketing and sales. In short, marketing is a process, and sales is the result. Under the current conditions, the market environment faced by real estate enterprises is more complex and changeable. However, in the same market environment, some real estate enterprises are able to face the difficulties, can survive and develop in adversity, and have made great achievements in sales performance and market share, while some real estate enterprises are in a difficult situation. Or even struggling. The purpose of this paper is based on the continuous changes and enrichment of the marketing work content for many years, in line with the spirit of responsibility and deep feelings to the enterprise, the purpose of this paper is to effectively summarize and sort out the ideas of the first phase and the second phase of the Great Guangming City Project. Summarize and analyze the customer attribute, customer demand, function orientation of the product, plan and arrange the pre-sale period, the middle sale period and the later sales period, so that the process can be controlled, the process optimized, the purpose clear and the result realized. Through the whole process of preparing for the opening of the third phase of marketing, this paper summarizes the policy, the analysis of competing products, the analysis of the advantages and disadvantages of the project itself and the customer group, the internal analysis of the company, the situation of brand upgrading, and so on. Combined with the theory of MBA course, the author summarized it purposefully. According to the theory of real estate marketing, this paper combines the reality of real estate in the past few years, and corrects the characteristics and different laws of real estate marketing strategies by reviewing and analyzing cases. Therefore, it is of great significance to systematize and express the practical experience in the actual combat to face the severe test of the market and team building in the future, and the in-depth assessment of the practitioners is of great significance. This paper starts with four aspects, first of all, it introduces the regional market of Daguang City project briefly, and understands the characteristics and laws of the market. Secondly, combined with the whole process of project operation analysis policy, competitors, the advantages and disadvantages of the project ontology to determine the project positioning and strategy. Finally, in the practical level around marketing costs and management methods to organize the project sales.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.52

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相關(guān)期刊論文 前1條

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