本文選題：營銷策劃 + SWOT　； 參考：《蘭州大學(xué)》2014年碩士論文

【摘要】：2003年至今,國內(nèi)房地產(chǎn)市場經(jīng)歷了黃金的發(fā)展10年。為了滿足消費(fèi)者不斷提高的居住需求,房地產(chǎn)市場上出現(xiàn)了很多不同名目的居住產(chǎn)品,如獨(dú)棟別墅、雙拼別墅、四[V屋、聯(lián)排別墅、疊墅等。這些產(chǎn)品還被融入了很多不同的特色或概念,如高爾夫別墅、外國風(fēng)情小鎮(zhèn)、溫泉?jiǎng)e墅、山海別墅等。但在目前的市場上,能真正將純正的游艇生活方式融入到別墅上的產(chǎn)品還非常罕見。其實(shí),近年來市場也出現(xiàn)過很多以游艇生活方式為宣傳噱頭的別墅產(chǎn)品,但其產(chǎn)品本身僅僅只是有幾艘游艇停放在項(xiàng)目內(nèi)有水的地方,對于體現(xiàn)真正游艇生活方式實(shí)質(zhì)的功能設(shè)施、服務(wù)配套卻無跡可尋。一方面可能因?yàn)殚_發(fā)企業(yè)缺乏對游艇生活方式需求的理解,另一方面也可能是項(xiàng)目本身?xiàng)l件的限制等,導(dǎo)致開發(fā)企業(yè)無法實(shí)現(xiàn)純正游艇生活方式別墅的打造。 在這樣的市場背景下,吉寶置業(yè)全方位打造一個(gè)配套完善、味道純正的差異化游艇生活項(xiàng)目,可以填補(bǔ)區(qū)域市場的空白,為未來的市場運(yùn)作提供有效的戰(zhàn)略支撐。 本文從客觀嚴(yán)謹(jǐn)?shù)氖袌稣{(diào)研分析入手,針對項(xiàng)目的區(qū)域經(jīng)濟(jì)發(fā)展情況、產(chǎn)業(yè)發(fā)展特點(diǎn)、項(xiàng)目所在市場區(qū)域的需求差異等進(jìn)行分析,結(jié)合企業(yè)的自身情況,對項(xiàng)目的優(yōu)勢、劣勢、面臨的機(jī)會和威脅進(jìn)行梳理,制定本項(xiàng)目的SWOT戰(zhàn)略以及確定本項(xiàng)目的目標(biāo)客戶群和產(chǎn)品的市場定位；然后運(yùn)用4Cs營銷理論,著重從消費(fèi)者策略、成本策略、方便策略、溝通策略等方面制定本項(xiàng)目的營銷策劃方案；最后,本文提出確保上述營銷策劃方案實(shí)施的保障措施和相應(yīng)的評價(jià)體系。 期待本文的研究成果能為其他類似項(xiàng)目帶來一些借鑒和啟發(fā)。
[Abstract]:Since 2003, the domestic real estate market has experienced the development of gold for 10 years.In order to meet the increasing living demand of consumers, there are many different residential products in the real estate market, such as single-family villa, double villa, four [V] house, townhouse, stacked villa and so on.These products are also incorporated into many different features or concepts, such as golf villas, foreign towns, hot spring villas, mountain villas and so on.But in the current market, the real integration of pure yacht lifestyle into the villa products are very rare.In fact, in recent years, there have been many villa products with yacht lifestyle as publicity gimmick, but the products themselves are only a few yachts parked in the project where there is water.For the real yacht life style of the essence of the functional facilities, the service is nowhere to be found.On the one hand, the lack of understanding of the yacht lifestyle needs of the development enterprises, on the other hand, the project itself may also be limited, resulting in the development enterprise can not achieve the building of pure yacht lifestyle villa.In such a market background, Jibao property to create a complete set of perfect, pure taste of differentiated yacht life project, can fill the gap in the regional market, for the future market operation to provide effective strategic support.Starting with objective and rigorous market research and analysis, this paper analyzes the regional economic development of the project, the characteristics of industrial development, the demand difference of the market region where the project is located, and combines the enterprise's own situation to analyze the advantages and disadvantages of the project.The opportunities and threats are combed out, the SWOT strategy of the project is formulated, and the target customer group and the market positioning of the product are determined. Then, using the 4Cs marketing theory, the author focuses on consumer strategy, cost strategy, convenience strategy, etc.Finally, this paper puts forward the guarantee measures and the corresponding evaluation system to ensure the implementation of the above marketing planning scheme.It is expected that the research results of this paper can bring some reference and inspiration for other similar projects.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F274

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本文編號：1753985