本文選題：房地產(chǎn) + 市場定位�。� 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：龍從長春2016年樓市表現(xiàn)來看,在政府持續(xù)各種利好政策支持下長春住宅成交量達(dá)到新高,1-5月商品住宅成交均價(jià)6473元/平,成交均價(jià)持續(xù)上漲,住宅庫存量和出清周期繼續(xù)下滑,去庫存政策見成效。長春的房地產(chǎn)市場在現(xiàn)有的市場環(huán)境下競爭進(jìn)一步加劇,不急于入市的購房群體開始適時(shí)而動(dòng)。房地產(chǎn)公司通過利用各種營銷方式去庫存,分別用自身營銷全部力量去化自身項(xiàng)目貨值。從今年的市場情況來看,雖然部分城市成交出現(xiàn)回暖,但全國范圍內(nèi)市場目前仍在調(diào)整周期內(nèi),目前市場仍有一些不穩(wěn)定因素。中央出臺(tái)的包括降息、降低首付比例、公積金政策調(diào)整等一系列房地產(chǎn)優(yōu)惠政策仍是按照分類調(diào)控的思路,將限購城市排除在利好政策之外,而對(duì)二三線城市樓市的剛需購房者將起到直接刺激作用,這意味著中央對(duì)二三線城市卻仍然面臨去庫存壓力。本文在解析了長春土地政策、行業(yè)形勢(shì)、城市和區(qū)域發(fā)展情況的基礎(chǔ)上,分析了龍騰名府的營銷環(huán)境、營銷問題。在對(duì)長春地產(chǎn)行業(yè)做市場分析和需求分析后,對(duì)競品做了詳細(xì)的解析,并且做出了重點(diǎn)競品項(xiàng)目的SWOT分析和龍騰名府項(xiàng)目SWOT分析,經(jīng)過龍騰名府的市場定位分析后,給出了項(xiàng)目的營銷策略組合建議以及保障措施。本文的研究范圍主要是從長春的房地產(chǎn)行業(yè)著手,分析長春地產(chǎn)行業(yè)的宏觀政策形勢(shì),最后落腳到龍騰名府項(xiàng)目周邊的競品以及項(xiàng)目本身。研究目的是為了全面解析去年龍騰名府項(xiàng)目營銷部所做的工作內(nèi)容,從中找到營銷存在的問題,如:洋房產(chǎn)品去化較慢、高層產(chǎn)品定位不清晰和商業(yè)產(chǎn)品營銷創(chuàng)新少等問題。通過2016年龍騰名府營銷問題的分析,結(jié)合2017年長春房地產(chǎn)市場情況和周邊競品營銷情況,剖析出2017年的營銷策略方向和各種產(chǎn)品的營銷組合建議,以及從哪些方面能保證這些營銷政策的全面實(shí)施。從理論指導(dǎo)實(shí)踐的角度出發(fā),本項(xiàng)目的房地產(chǎn)營銷策略研究對(duì)提升企業(yè)項(xiàng)目利潤、產(chǎn)成品去化方案的研究和客戶產(chǎn)品對(duì)位具有指導(dǎo)意義。在論文的梳理過程中,4p營銷理論、swot分析、市場細(xì)分理論都提供了論文的分析依據(jù),本文的研究成果也是建立在這些理論基礎(chǔ)之上。最后通過理論結(jié)合項(xiàng)目分析后,對(duì)于如何去化洋房產(chǎn)品、高層產(chǎn)品以及商業(yè)產(chǎn)品,給出了針對(duì)性的分析結(jié)果,如修改洋房戶型、高層產(chǎn)品定位以及商業(yè)產(chǎn)品營銷模式的創(chuàng)新等。
[Abstract]:According to the performance of Changchun's property market in 2016, under the support of the government's continuous favorable policies, the average transaction price of commercial housing in Changchun reached a new high in January and May, the average transaction price continued to rise, and the stock of housing and the clearing cycle continued to decline. The destocking policy pays off. Changchun's real estate market in the current market environment further intensified competition, not eager to enter the market group began to move in due course. Real estate companies through the use of various marketing methods to inventory, using their own marketing power to value their own projects. From this year's market conditions, although some cities have rebounded, but the national market is still in the adjustment cycle, there are still some unstable market factors. A series of preferential real estate policies, such as cutting interest rates, lowering the proportion of down payments, adjusting the policy of the provident fund, and so on, issued by the central authorities, are still in accordance with the idea of classified regulation and control, excluding the restricted cities from the favorable policies. The rigid demand for housing in second-and third-tier cities will play a direct role in stimulating buyers, which means the central government is still facing the pressure of destocking. Based on the analysis of Changchun land policy, industry situation, urban and regional development, this paper analyzes the marketing environment and marketing problems of Longtenming government. After the market analysis and demand analysis of Changchun real estate industry, this paper makes a detailed analysis on the competitive products, and makes the SWOT analysis of the key competition items and the SWOT analysis of the Longteng famous government project. After the market positioning analysis of the Longtenming House, The marketing strategy mix suggestion and the safeguard measure of the project are given. The research scope of this paper is mainly from Changchun real estate industry, analysis of Changchun real estate industry macro policy situation, and finally settled to Longtenming House project around the competition and the project itself. The purpose of this study is to comprehensively analyze the work done by the project marketing department of Longtenming government last year, and find out the problems existing in marketing, such as the slow deconstruction of Western-style house products, the unclear positioning of high-level products and the lack of innovation in marketing of commercial products, and so on. By analyzing the marketing problems of Longtenming government in 2016, combining the real estate market situation of Changchun in 2017 and the surrounding competitive marketing situation, the author analyzes the direction of marketing strategy and the marketing mix of various products in 2017. And from what aspect can guarantee these marketing policy the full implementation. From the point of view of theory and practice, the research on real estate marketing strategy of this project is of guiding significance to improve the profit of enterprise project, the research of finished product deconstruction scheme and customer product matching. In the process of combing the thesis, the marketing theory and the market segmentation theory provide the basis for the analysis, and the research results of this paper are also based on these theories. Finally, through the theoretical analysis of the project, how to degrade the Westernhouse products, high-rise products and commercial products, the paper gives the targeted analysis results, such as the modification of the Western-style house, the positioning of high-level products and the innovation of the commercial product marketing model and so on.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F274
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本文編號(hào)：1894863