近年來,科學技術(shù)和互聯(lián)網(wǎng)的飛速發(fā)展,“互聯(lián)網(wǎng)+”開始滲透到各行各業(yè),隨著房地產(chǎn)去庫存穩(wěn)房價的調(diào)控政出臺,行業(yè)競爭壓力加大,讓深圳房地產(chǎn)市場日益收緊,市場成交量有所下滑。從營銷層面尋找突破口,強化營銷策略成為眾多房地產(chǎn)公司的必然選擇,房地產(chǎn)營銷方式創(chuàng)新升級成為行業(yè)可持續(xù)良性發(fā)展的關(guān)鍵。本文以XS項目作為研究對象,對其營銷策略進行了綜合分析,包括項目營銷策略存在的問題,所處的宏觀環(huán)境、競爭者、SWOT等方面的分析。目前項目小戶型已全部銷售,但還有21.6%的大戶型產(chǎn)品卻出現(xiàn)滯銷,在品牌知名度和創(chuàng)收上沒有達到公司預期。通過綜合分析,本文認為XS項目的營銷策略存在大戶型市場定位不準確、品牌影響力不夠、營銷推廣觀念陳舊等問題,導致該項目的營銷成果欠佳。在對XS項目存在的問題進行分析后,主要利用STP戰(zhàn)略理論、營銷組合策略作為分析基礎(chǔ),找出大戶型的目標客群,并針對該群體就品牌、渠道、促銷三個方面提出了改進措施。除經(jīng)典營銷理論外,本文還立足于當前互聯(lián)網(wǎng)+時代背景,從微營銷的角度提出了適合XS項目的網(wǎng)絡(luò)營銷優(yōu)化策略。本文旨在通過研究XS項目的營銷策略,結(jié)合我國房地產(chǎn)市場營銷的相關(guān)理論,力爭探索一套適合... 

【文章來源】：廣東外語外貿(mào)大學廣東省

【文章頁數(shù)】：74 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
    1.1 Research Background and Research Significance
        1.1.1 Research Background
        1.1.2 Research significance
    1.2 Research Method and Research Thoughts
        1.2.1 Research Method
        1.2.2 Research Thoughts
    1.3 Innovation Points of the Research
2 Literature review and Theoretical Tools
    2.1 Foreign and Domestic Literature review
        2.1.1 Literature Review
        2.1.2 Literature Commentary
    2.2 Theoretical Tools of Real Estate Marketing
        2.2.1 STP Marketing Strategy
        2.2.2 SWOT Analysis
3 Marketing Status Analysis of XS Project
    3.1 ZX Group introduction
    3.2 Project Overview
    3.3 Analysis of project marketing status
        3.3.1 Target Market and Market Positioning
        3.3.2 Product Strategy
        3.3.3 Pricing Strategy
        3.3.4 Marketing Channel Strategy
        3.3.5 Promotion Strategy
        3.3.6 Overall Project Sales
    3.4 Analysis of Existing Problems
        3.4.1 Large house slow-moving
        3.4.2 Brand image cannot match large-sized customers
        3.4.3 Promotion channels have not been adjusted according to the needs of large house
4 Analysis of the Marketing Environment
    4.1 PEST Analysis
        4.1.1 Political Factors Analysis
        4.1.2 Economic Factors
        4.1.3 Social Environment Factors
        4.1.4 Technological Factors
    4.2 Market Factors
        4.2.1 Market Analysis
        4.2.2 Competition Project Analysis
        4.2.3 Customer Group Analysis
    4.3 SWOT Analysis of the Project
        4.3.1 Strengths
        4.3.2 Weaknesses
        4.3.3 Opportunities
        4.3.4 Threats
5 Marketing Strategy Formulation for XS Projects
    5.1 Large-house target market selection
        5.1.1 Market Segmentation
        5.1.2 Target Market
        5.1.3 Market Positioning
    5.2 Brand Optimization
        5.2.1 Establish Clear Brand Positioning
        5.2.2 Detail Control Improve Customer Satisfaction
        5.2.3 Customer Relationship Maintenance
    5.3 Channel Strategy
        5.3.1 Joint agent sales model
        5.3.2 Differentiated channel strategy
    5.4 Big customer promotion strategy
        5.4.1 Low-priced group purchase promotion strategy for big customer
        5.4.2 Micro marketing strategy
6 Conclusions and Further Study
    6.1 Conclusions
    6.2 The limitation and the Further Study
References



本文編號：3461074