本文選題：ZF房地產(chǎn)公司　切入點：S項目　出處：《西北大學》2014年碩士論文　論文類型：學位論文

【摘要】：近年來,我國市場經(jīng)濟快速發(fā)展,人均收入水平也有了很大的提高,購房需求也隨之日益增加。目前國內房地產(chǎn)行業(yè)發(fā)展迅速,并日漸成為重要經(jīng)濟產(chǎn)業(yè)之一。由于房地產(chǎn)價格的持續(xù)上升,我國政府陸續(xù)推出了相關購房政策以實現(xiàn)房地產(chǎn)行業(yè)的宏觀調控,從而使其逐漸趨于規(guī)范化發(fā)展。但是房地產(chǎn)之間的競爭壓力日益增加,企業(yè)為了能保證較高的行業(yè)競爭優(yōu)勢,不能將房地產(chǎn)簡單地看作普通商品銷售,而是要將房地產(chǎn)的營銷策劃作為將來主要研究內容,從企業(yè)的角度去統(tǒng)籌和規(guī)劃,從而確定最終的營銷方案。 本文以ZF房地產(chǎn)公司S項目為對象,通過PEST分析方法從政治法律環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、技術環(huán)境四個方面分析S項目營銷面臨的宏觀環(huán)境；運用SWOT分析方法具體分析S項目的優(yōu)勢、劣勢、機會和威脅；并通過STP方法對S項目的目標市場選擇定位；最后運用“4P”理論從產(chǎn)品、價格、促銷、渠道四個方面結合ZF房地產(chǎn)公司的特點與現(xiàn)狀構建出一套科學的營銷體系。其中產(chǎn)品策略包括產(chǎn)品差異化策略,物業(yè)智能化建議,產(chǎn)品品牌策略。價格策略包括低開高走定價策略,折扣與讓利定價策略,差別定價策略。渠道策略包括售樓處營銷渠道,網(wǎng)絡營銷渠道。促銷策略包括生命周期不同階段的促銷策略,營業(yè)推廣策略,公共關系策略。并提出S營銷策略的實施保障：完善銷售管理體系,加強人力資源隊伍建設,強化營銷制度保障,強化項目資金保障,加強企業(yè)文化建設。 房地產(chǎn)營銷不僅僅是傳統(tǒng)的銷售,更需要為消費者提供良好的服務和購買體驗。在了解市場動態(tài)的同時,結合消費者的實際需求,通過不同營銷方式的結合來為消費者提供服務,使房地產(chǎn)銷售逐漸向全面化發(fā)展。本文主要以ZF房地產(chǎn)公司為研究案例來進行探索,希望能夠今后房地產(chǎn)營銷的研究當中提供一些幫助。
[Abstract]:In recent years, China's market economy has developed rapidly, the level of per capita income has also been greatly improved, and the demand for housing has increased day by day. At present, the domestic real estate industry is developing rapidly. And has become one of the important economic industries. As the real estate prices continue to rise, our government has introduced related housing purchase policies in order to realize the macro-control of the real estate industry. But the competition pressure between the real estate is increasing day by day, in order to ensure the higher competitive advantage of the industry, the enterprise can not simply regard the real estate as the ordinary commodity sale. Instead, the marketing planning of real estate should be regarded as the main research content in the future, and the final marketing plan should be determined from the angle of enterprise. This article takes the S project of ZF real estate company as the object, analyzes the macro environment of S project marketing from four aspects: political legal environment, economic environment, social and cultural environment and technical environment through PEST analysis method; SWOT analysis method is used to analyze the strengths, weaknesses, opportunities and threats of S projects, and the STP method is used to locate the target market of S projects. Finally, the "4p" theory is used to analyze the advantages, disadvantages, opportunities and threats of S projects from the view of product, price and promotion. According to the characteristics and present situation of ZF real estate company, a set of scientific marketing system is constructed from four aspects of channel, in which product strategy includes product differentiation strategy, intelligent property suggestion, Product brand strategy. Price strategy includes low opening and high price strategy, discount and yield pricing strategy, differential pricing strategy. Network marketing channel. Promotion strategy includes promotion strategy at different stages of life cycle, business promotion strategy, public relations strategy. The implementation guarantee of S marketing strategy is put forward: perfecting sales management system, strengthening human resource team construction, Strengthen the guarantee of marketing system, strengthen the guarantee of project funds, strengthen the construction of enterprise culture. Real estate marketing is not only traditional sales, but also needs to provide consumers with good service and purchase experience. Through the combination of different marketing methods to provide services to consumers, so that real estate sales gradually develop into a comprehensive. This paper mainly takes ZF real estate company as a case study to explore, Hope to be able to provide some help in the future real estate marketing research.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4;F274

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