本文選題：房地產(chǎn)項(xiàng)目　切入點(diǎn)：營(yíng)銷策略　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著社會(huì)的進(jìn)步和人民生活水平的提高,國(guó)家城市化的進(jìn)程越來(lái)越快,在地方經(jīng)濟(jì)快速發(fā)展的背景下,中國(guó)的房地產(chǎn)產(chǎn)業(yè)的發(fā)展已經(jīng)持續(xù)增長(zhǎng),經(jīng)濟(jì)發(fā)展所帶來(lái)的影響越來(lái)越不可忽視,并且已經(jīng)成為我國(guó)房地產(chǎn)發(fā)展的一大契機(jī)。一直以來(lái),房地產(chǎn)行業(yè)關(guān)乎人們安身立命之本,在衣食住行中扮演著重要的角色,它的發(fā)展走向頗受人們的關(guān)注與重視,是我國(guó)經(jīng)濟(jì)發(fā)展和市場(chǎng)營(yíng)銷開(kāi)放下的必然產(chǎn)物。過(guò)去的幾年來(lái),政府對(duì)房地產(chǎn)業(yè)一直進(jìn)行著宏觀調(diào)控,有資料表明,自2011年之后的三年間,我國(guó)的房產(chǎn)銷售一直呈現(xiàn)遞增的態(tài)勢(shì)。2014年房地產(chǎn)500強(qiáng)企業(yè)中,資產(chǎn)總值均值同比增長(zhǎng)了約6個(gè)百分點(diǎn),總資產(chǎn)均值達(dá)到了287.85億元,凈資產(chǎn)均值同比增長(zhǎng)了7.59個(gè)百分點(diǎn),凈資產(chǎn)均值達(dá)到了65.13億元。根據(jù)以上數(shù)據(jù)我們不難看出,房地產(chǎn)的發(fā)展趨勢(shì)一直穩(wěn)步增長(zhǎng)。不僅如此,房地產(chǎn)發(fā)展速度的增減、回落等特點(diǎn)與我國(guó)經(jīng)濟(jì)建設(shè)的總趨勢(shì)是十分吻合的,房地產(chǎn)行業(yè)為我國(guó)經(jīng)濟(jì)建設(shè)所帶來(lái)的貢獻(xiàn)也是有目共睹的。國(guó)民經(jīng)濟(jì)與房地產(chǎn)經(jīng)濟(jì)密不可分,這關(guān)乎我國(guó)億萬(wàn)人民的經(jīng)濟(jì)命脈,牽一發(fā)而動(dòng)全身。一旦國(guó)家對(duì)于房地產(chǎn)行業(yè)做出大的整改和政策調(diào)整,那么國(guó)民經(jīng)濟(jì)勢(shì)必會(huì)受到非常大的波動(dòng)與影響,使房地產(chǎn)市場(chǎng)需求出現(xiàn)變化。一般而言,我國(guó)政府會(huì)盡力調(diào)控房地產(chǎn)行業(yè)所出現(xiàn)的不可控因素,鼓勵(lì)人們置辦住房,出臺(tái)一些有利政策來(lái)保障房地產(chǎn)市場(chǎng)的健康良性發(fā)展。但是,房地產(chǎn)行業(yè)的發(fā)展只靠政府是遠(yuǎn)遠(yuǎn)不夠的,需要自身增強(qiáng)實(shí)力和營(yíng)銷手段,在市場(chǎng)疲軟的情況下刺激消費(fèi)者。因此,房地產(chǎn)企業(yè)的營(yíng)銷策略顯得至關(guān)重要。2016年,國(guó)家對(duì)房地產(chǎn)市場(chǎng)進(jìn)行最新一輪調(diào)控措施,對(duì)房地產(chǎn)行業(yè)的影響巨大,首先影響的是一線城市的開(kāi)發(fā)企業(yè),隨之給二線、三線城市帶來(lái)了投資機(jī)會(huì)的轉(zhuǎn)機(jī)。對(duì)于大型房地產(chǎn)企業(yè),開(kāi)發(fā)模式屬于全國(guó)開(kāi)發(fā)戰(zhàn)略布局,那么對(duì)于這樣的企業(yè),面臨的戰(zhàn)略調(diào)整可以根據(jù)國(guó)家對(duì)房地產(chǎn)市場(chǎng)的宏觀調(diào)控進(jìn)行相應(yīng)的全國(guó)性戰(zhàn)略調(diào)整。在房地產(chǎn)行業(yè),一線城市的銷售量驟減,必然帶來(lái)多米諾骨牌效應(yīng),一線城市的土地市場(chǎng)不再是眾多開(kāi)發(fā)商的熱衷之選。房地產(chǎn)企業(yè)會(huì)減少一線城市的投資,縮減土地儲(chǔ)備,將重心逐漸向二線或三線城市轉(zhuǎn)移。隨著二線、三線城市成為投資重點(diǎn),各大開(kāi)發(fā)商將重金砸向了如:福州、溫州、長(zhǎng)春、鄭州等城市,從2016年3月至11月初,長(zhǎng)春市共成交土地29宗,其中住宅用地23宗,平均溢價(jià)率高達(dá)37%,中海、中鐵建、萬(wàn)科、華潤(rùn)、恒大等大型地產(chǎn)企業(yè)紛紛出手,增加在長(zhǎng)春市的布局厚度,吉森、萬(wàn)龍、偉峰、嘉惠等本土實(shí)力房地產(chǎn)企業(yè)也不甘落后,在土地市場(chǎng)都有所斬獲。2010年4月23日,長(zhǎng)春市華潤(rùn)置地房地產(chǎn)項(xiàng)目立項(xiàng),同樣表明了著華潤(rùn)集團(tuán)開(kāi)始進(jìn)駐長(zhǎng)春。2011年6月,華潤(rùn)橡樹(shù)灣營(yíng)銷中心完美揭幕,開(kāi)始對(duì)公眾開(kāi)放。華潤(rùn)置地這樣一個(gè)龐大的企業(yè),在打造華潤(rùn)橡樹(shù)灣的過(guò)程中充分體現(xiàn)了其在建造速度與建造質(zhì)量上的優(yōu)勢(shì),華潤(rùn)置地的建造實(shí)力體現(xiàn)了我國(guó)對(duì)于住房要求的高標(biāo)準(zhǔn),同樣也體現(xiàn)了我國(guó)在建筑技術(shù)上的高水平。眾所周知,房地產(chǎn)行業(yè)的生存離不開(kāi)市場(chǎng)營(yíng)銷,這也是保障其自身利益的根本手段。品質(zhì)好的產(chǎn)品不僅要考慮工程的質(zhì)量與美觀,服務(wù)的全面周到,交通的便利,品牌的效力,同時(shí)也要有讓人耳目一新、獨(dú)特的營(yíng)銷策略,來(lái)吸引消費(fèi)者的關(guān)注和保證產(chǎn)品的銷售量。一直以來(lái),激烈的市場(chǎng)競(jìng)爭(zhēng)從未停止,房地產(chǎn)行業(yè)所面的嚴(yán)峻環(huán)境既是機(jī)遇也是挑戰(zhàn),陳舊的營(yíng)銷策略已經(jīng)不再適用時(shí)代的發(fā)展和市場(chǎng)的需求,只有企業(yè)不斷創(chuàng)新和融入新鮮的營(yíng)銷理念,才能在房地產(chǎn)市場(chǎng)中殺出一條屬于自己的道路,穩(wěn)立不敗之地。現(xiàn)如今,有關(guān)營(yíng)銷的手段五花八門(mén),營(yíng)銷方式也讓人眼花繚亂,總的來(lái)說(shuō),萬(wàn)變不離其宗,都是以顧客為中心展開(kāi)銷售。對(duì)華潤(rùn)置地項(xiàng)目的開(kāi)發(fā)探討,是在實(shí)際的案例分析基礎(chǔ)上找出長(zhǎng)春華潤(rùn)置地房地產(chǎn)營(yíng)銷的管理經(jīng)驗(yàn)和管理理念上的不足之處,整合調(diào)整現(xiàn)有的營(yíng)銷策略,就如何進(jìn)行深層次的營(yíng)銷進(jìn)行思考,建立具有市場(chǎng)實(shí)時(shí)反應(yīng)機(jī)制的成熟的營(yíng)銷策略體系,是目前房地產(chǎn)企業(yè)營(yíng)銷所要做的工作,同時(shí)也為長(zhǎng)春房地產(chǎn)其他企業(yè)起到了借鑒和參考的作用。本文是以長(zhǎng)春華潤(rùn)置地房地產(chǎn)公司為例,基于4P理論和相關(guān)的營(yíng)銷理論,就當(dāng)下長(zhǎng)春華潤(rùn)置地房地產(chǎn)項(xiàng)目華潤(rùn)橡樹(shù)灣和華潤(rùn)凱旋門(mén)項(xiàng)目的營(yíng)銷情況進(jìn)行實(shí)際分析,發(fā)現(xiàn)在房地產(chǎn)營(yíng)銷方面還存在著諸多的問(wèn)題。比如:營(yíng)銷管理機(jī)制不完善、高素質(zhì)的營(yíng)銷人員缺乏等。為了詳細(xì)把握華潤(rùn)置地公司有關(guān)營(yíng)銷環(huán)境和公司運(yùn)營(yíng)相關(guān)的全面信息,筆者就長(zhǎng)春華潤(rùn)置地房地產(chǎn)項(xiàng)目進(jìn)行了優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅的SWOT分析,為制定具體的營(yíng)銷策略做好鋪墊作用。由于房地產(chǎn)行業(yè)營(yíng)銷的特殊性,基于行業(yè)的具體研究,本文決定以營(yíng)銷的4P理論為理論基礎(chǔ)討論發(fā)展策略,即從產(chǎn)品、定價(jià)、渠道、促銷四個(gè)角度詳細(xì)闡述策略的內(nèi)容,以提升長(zhǎng)春華潤(rùn)置地房地產(chǎn)公司的營(yíng)銷水平和管理質(zhì)量。
[Abstract]:With the progress of society and the improvement of people's living standard, the National City in the process of rapidly growing, in the rapid development of the local economy, the development of Chinese real estate industry has continued to grow, the effects of economic development is more and more important, and has become a major opportunity for China's real estate development has been the real estate industry is the foundation of the people, plays an important role in the basic necessities of life, concern and attention to its development, China's economic development and marketing under the opening of the inevitable outcome. Over the past few years, the government of the real estate industry has been carried out in the macro regulation, the data show that since 2011 after three years, the real estate sales in China has been showing increasing trend in.2014 real estate 500 strong enterprises, the total assets mean an increase of about 6 percentage points in total. The average assets reached 28 billion 785 million yuan, net assets of the average year-on-year growth of 7.59 percentage points, the average net assets reached 6 billion 513 million yuan. According to the above data we can see that the trend of the development of real estate has been growing steadily. Moreover, the real estate development speed increase, the general trend of drop characteristics and construction economy in China is very consistent, the real estate industry for China's economic development brings the contribution was obvious to people. Closely related to national economy and the real estate economy, it is about hundreds of millions of people in China's economic lifeline, QianYiFaErDongQuanShen. Once the country made major reform and policy adjustment for the real estate industry, the national economy is bound to by fluctuation and very big impact, the real estate market demand change. In general, the Chinese government will try to control the real estate industry appears uncontrollable factors, to encourage people 浠疆鍔炰綇鎴，

本文編號(hào)：1567358