本文關(guān)鍵詞： 房地產(chǎn)開發(fā) 營銷策略 市場細分 市場定位　出處：《吉林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：經(jīng)過多年高速發(fā)展，我國房地產(chǎn)行業(yè)已經(jīng)成為國民經(jīng)濟的支柱產(chǎn)業(yè)，房地產(chǎn)企業(yè)在促進社會繁榮發(fā)展、提高國家經(jīng)濟水平方面，，發(fā)揮了其應(yīng)盡的職責和作用。當前我國正在全面推進城鎮(zhèn)化建設(shè)和新農(nóng)村建設(shè)，各地區(qū)房地產(chǎn)企業(yè)不斷加大對房地產(chǎn)產(chǎn)業(yè)的投資力度，我國正經(jīng)歷著房地產(chǎn)賣方市場逐漸轉(zhuǎn)變?yōu)橘I方市場的變化。由于我國擁有數(shù)量龐大的人口，加之經(jīng)濟的飛速發(fā)展，人們生活水平不斷得到提升，對于住房條件的要求越來越嚴苛，而房地產(chǎn)企業(yè)要想獲得利潤的最大化，就必須想盡一切辦法去做好市場營銷工作，一方面努力開發(fā)出能夠迎合廣大住房消費者高要求的住房產(chǎn)品，另一方面采取合適的營銷策略去吸引消費者傾向于購買自家的住房產(chǎn)品，此外，房地產(chǎn)企業(yè)還應(yīng)當注重自身綜合實力的提升，以適應(yīng)日趨激烈的房地產(chǎn)市場競爭。 沈陽綠地置業(yè)有限公司自成立以來終堅持“綠地，讓生活更美好”的企業(yè)宗旨，為市場所需，通過產(chǎn)業(yè)經(jīng)營與資本經(jīng)營并舉發(fā)展，已形成目前“房地產(chǎn)主業(yè)突出，能源、金融等相關(guān)產(chǎn)業(yè)并舉發(fā)展”的產(chǎn)業(yè)布局。然而，目前公司在沈陽房地產(chǎn)市場上的品牌知名度、占有率、客戶忠誠度不是很高，在市場營銷方面存在諸多問題，例如，在產(chǎn)品設(shè)計與規(guī)劃方面不能綜合考慮目標顧客的需求，在開發(fā)新樓盤時往往會脫離實際，不管顧客是否需要，不管是否適合現(xiàn)實的市場需求；公司所采取的價格策略與顧客導(dǎo)向定價法相背離，所依據(jù)的價格營銷理論要么簡單的套用市場營銷結(jié)論，要么以樓盤分析、運作例子堆砌而成，一會兒是半價革命，一會兒優(yōu)惠多少打多少折。每個推出的樓盤價格距離拉的太大使消費者無法接受；在產(chǎn)品促銷手段和理念方面存在諸多不足之處，在主體方面的選擇也沒有突出個性特點，創(chuàng)新能力不強；公司的銷售人員在經(jīng)驗和能力方面有待進一步提升；等等。這些問題在很大程度上制約了公司的發(fā)展，不利于公司住房產(chǎn)品更好、更迅速地推廣向市場。 本文在研究沈陽綠地置業(yè)有限公司營銷現(xiàn)狀和存在問題的基礎(chǔ)上，對公司的宏觀、微觀營銷環(huán)境、內(nèi)部優(yōu)劣勢等進行了分析，運用STP戰(zhàn)略分析工具對公司的市場細分、目標市場選擇、市場定位進行了研究，并探討了公司在產(chǎn)品、價格、渠道和促銷四個方面應(yīng)當采取的營銷策略，最后從資金、組織與人力資源、技術(shù)和制度四個方面提出了公司營銷策略的保障措施。希望通過本文的研究，可以為沈陽綠地置業(yè)有限公司乃至我國房地產(chǎn)企業(yè)實施有效地4P營銷策略提供理論方法指導(dǎo)和案例參考。
[Abstract]:After years of rapid development, China's real estate industry has become a pillar industry of the national economy. Real estate enterprises are promoting social prosperity and improving the national economic level. At present, China is comprehensively promoting the construction of urbanization and the construction of new rural areas, and the real estate enterprises in various regions are constantly increasing their investment in the real estate industry. Our country is experiencing the change from the real estate seller market to the buyer's market. Due to the large population and the rapid development of economy, people's living standard has been continuously improved. The requirements for housing conditions are becoming more and more stringent, and real estate companies must do everything they can to do a good job of marketing if they want to maximize their profits. On the one hand, we are trying to develop housing products that can meet the high requirements of the vast number of housing consumers, on the other hand, we should adopt appropriate marketing strategies to attract consumers to purchase their own housing products. Real estate enterprises should also pay attention to their comprehensive strength to adapt to the increasingly fierce competition in the real estate market. Since its establishment, Shenyang Green Land property Co., Ltd. has insisted on the enterprise aim of "green space, better life", which is needed by the market. Through the development of industrial management and capital management, it has formed the current "outstanding real estate industry and energy," However, at present, the company's brand awareness, share, and customer loyalty in the Shenyang real estate market are not very high, and there are many problems in marketing, such as, In the aspect of product design and planning, the needs of the target customers can not be considered comprehensively, and the development of new buildings is often divorced from the reality, no matter whether the customers need it or not, whether it is suitable for the actual market demand; The price strategy adopted by the company deviates from the customer-oriented pricing method. The price marketing theory is based on either a simple application of marketing conclusions or a piling up of real estate analysis, operation examples, and then a half-price revolution. After a while, the prices of each offer were too large to be accepted by consumers; there were many deficiencies in the means and concepts of product promotion, and the choice of the main body did not highlight the individual characteristics. The innovation ability is not strong; the company's sales staff needs to be further improved in experience and ability; and so on. These problems greatly restrict the development of the company, which is not conducive to the company's housing products better, more rapid promotion to the market. On the basis of studying the present marketing situation and existing problems of Shenyang Green Land property Co., Ltd., this paper analyzes the macro, micro marketing environment, internal advantages and disadvantages of the company, and uses the STP strategic analysis tool to segment the market of the company. The choice of target market, market orientation, and the marketing strategies of the company in the aspects of product, price, channel and promotion are discussed, and finally, from the aspects of capital, organization and human resources, the paper discusses the marketing strategies that should be adopted by the company in terms of product, price, channel and promotion. Four aspects of technology and system put forward the company's marketing strategy protection measures. It can provide theory and method guidance and case reference for Shenyang Green Land property Co., Ltd and real estate enterprises in our country to carry out 4P marketing strategy effectively.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F299.233.4

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