甘肅建總置業(yè)公司聚銀新都項(xiàng)目營(yíng)銷(xiāo)策略研究
發(fā)布時(shí)間：2018-11-01 14:57
【摘要】：隨著我國(guó)綜合實(shí)力的增強(qiáng)和國(guó)民經(jīng)濟(jì)的不斷發(fā)展,房地產(chǎn)業(yè)從起步至今經(jīng)歷了跨越式的發(fā)展,并已經(jīng)成為中國(guó)經(jīng)濟(jì)發(fā)展的支柱,其在促進(jìn)經(jīng)濟(jì)社會(huì)健康穩(wěn)定發(fā)展、改善國(guó)計(jì)民生和提高居民居住條件、加快城市化進(jìn)程等方面都起到了舉足輕重的作用。然而,在中國(guó)經(jīng)濟(jì)發(fā)展進(jìn)入調(diào)結(jié)構(gòu)、穩(wěn)增長(zhǎng)的新常態(tài)下,各行各業(yè)都處于深化改革和創(chuàng)新驅(qū)動(dòng)的攻堅(jiān)期,市場(chǎng)競(jìng)爭(zhēng)的激勵(lì)程度與日俱增,房地產(chǎn)業(yè)也不例外。房地產(chǎn)企業(yè)利潤(rùn)率大大降低,去庫(kù)存目標(biāo)迫在眉睫,土地供應(yīng)量逐步減少。在如此激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下,房地產(chǎn)企業(yè)如何提升自身綜合實(shí)力和培育核心競(jìng)爭(zhēng)力,制定科學(xué)合理的項(xiàng)目營(yíng)銷(xiāo)策略勢(shì)必成為能否從市場(chǎng)競(jìng)爭(zhēng)中脫穎而出的關(guān)鍵所在。論文以房地產(chǎn)營(yíng)銷(xiāo)有關(guān)理論為基點(diǎn),以PEST模型、波特五力模型、SWOT分析模型以及STP營(yíng)銷(xiāo)戰(zhàn)略理論等為主要工具,以甘肅建總置業(yè)公司開(kāi)發(fā)的聚銀新都項(xiàng)目為主要研究對(duì)象,以文獻(xiàn)研究和問(wèn)卷調(diào)查研究為主要方法,對(duì)聚銀新都項(xiàng)目相關(guān)資料進(jìn)行查閱、搜集和整理,在對(duì)項(xiàng)目進(jìn)行市場(chǎng)調(diào)查的基礎(chǔ)上,運(yùn)用上述營(yíng)銷(xiāo)分析工具對(duì)項(xiàng)目的內(nèi)外部環(huán)境、優(yōu)劣勢(shì)等展開(kāi)客觀(guān)、準(zhǔn)確地分析。在對(duì)項(xiàng)目進(jìn)行市場(chǎng)細(xì)分,選擇目標(biāo)市場(chǎng)和項(xiàng)目產(chǎn)品市場(chǎng)定位后,制定聚銀新都項(xiàng)目的營(yíng)銷(xiāo)戰(zhàn)略和營(yíng)銷(xiāo)策略組合,提出具體的營(yíng)銷(xiāo)策略組合方式。為確保聚銀新都項(xiàng)目營(yíng)銷(xiāo)策略的順利實(shí)施和預(yù)期效果的實(shí)現(xiàn),制定了針對(duì)性較強(qiáng)的項(xiàng)目營(yíng)銷(xiāo)策略實(shí)施保障與控制措施。希望通過(guò)對(duì)聚銀新都項(xiàng)目營(yíng)銷(xiāo)策略的研究,一方面能夠從理論和實(shí)踐相結(jié)合的角度,使項(xiàng)目具體實(shí)踐為理論進(jìn)一步的豐富和創(chuàng)新提供現(xiàn)實(shí)支撐,使最新項(xiàng)目營(yíng)銷(xiāo)理論更有效地指導(dǎo)項(xiàng)目實(shí)踐的過(guò)程;另一方面,通過(guò)對(duì)聚銀新都項(xiàng)目營(yíng)銷(xiāo)策略的研究,能夠?yàn)榻ǹ傊脴I(yè)公司其他開(kāi)發(fā)項(xiàng)目營(yíng)銷(xiāo)策略的制定和實(shí)施提供實(shí)際借鑒價(jià)值,提高公司項(xiàng)目的整體營(yíng)銷(xiāo)水平,為實(shí)現(xiàn)企業(yè)長(zhǎng)遠(yuǎn)發(fā)展奠定堅(jiān)實(shí)的基礎(chǔ)。
[Abstract]:With the strengthening of China's comprehensive strength and the continuous development of the national economy, the real estate industry has experienced a leapfrog development from the start to now, and has become the pillar of China's economic development, which is promoting the healthy and stable development of the economy and society. Improving the national economy and people's livelihood, improving the living conditions of residents, speeding up the process of urbanization have played an important role. However, with China's economic development entering the new normal of adjusting structure and steady growth, all kinds of industries are in the period of deepening reform and innovation-driven, the incentive degree of market competition is increasing day by day, the real estate industry is no exception. The profit margin of real estate enterprises is greatly reduced, the target of destocking is imminent, and the supply of land is gradually reduced. In such a fierce market competition environment, real estate enterprises how to improve their comprehensive strength and cultivate core competitiveness, to formulate scientific and reasonable project marketing strategy will become the key to stand out from the market competition. Based on the theory of real estate marketing, the paper takes PEST model, Porter five force model, SWOT analysis model and STP marketing strategy theory as the main tools, and takes the Juyin Xindu project developed by Gansu Jian-General Real Estate Company as the main research object. Taking literature research and questionnaire investigation as the main methods, the related materials of Juyin Xindu project are consulted, collected and sorted out, and on the basis of the market investigation of the project, the internal and external environment of the project are analyzed with the above marketing analysis tools. The advantages and disadvantages are analyzed objectively and accurately. After segmenting the market of the project and selecting the target market and the market orientation of the project, the marketing strategy and marketing strategy combination of Juyin Xindu project are worked out, and the concrete marketing strategy combination method is put forward. In order to ensure the smooth implementation of the project marketing strategy of Juyin Xindu and the realization of the expected effect, the paper formulates the protection and control measures for the implementation of the project marketing strategy with strong pertinence. It is hoped that through the research on the marketing strategy of Juyin Xindu project, on the one hand, it can combine theory with practice, so that the concrete practice of the project can provide practical support for the further enrichment and innovation of the theory. Make the latest project marketing theory guide the process of project practice more effectively; On the other hand, through the research on the marketing strategy of Juyin Xindu project, it can provide practical reference value for the establishment and implementation of other development project marketing strategies of Jianchang Real Estate Company, and improve the overall marketing level of the company project. For the realization of long-term development of enterprises lay a solid foundation.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F299.233.4
本文編號(hào)：2304263
[Abstract]:With the strengthening of China's comprehensive strength and the continuous development of the national economy, the real estate industry has experienced a leapfrog development from the start to now, and has become the pillar of China's economic development, which is promoting the healthy and stable development of the economy and society. Improving the national economy and people's livelihood, improving the living conditions of residents, speeding up the process of urbanization have played an important role. However, with China's economic development entering the new normal of adjusting structure and steady growth, all kinds of industries are in the period of deepening reform and innovation-driven, the incentive degree of market competition is increasing day by day, the real estate industry is no exception. The profit margin of real estate enterprises is greatly reduced, the target of destocking is imminent, and the supply of land is gradually reduced. In such a fierce market competition environment, real estate enterprises how to improve their comprehensive strength and cultivate core competitiveness, to formulate scientific and reasonable project marketing strategy will become the key to stand out from the market competition. Based on the theory of real estate marketing, the paper takes PEST model, Porter five force model, SWOT analysis model and STP marketing strategy theory as the main tools, and takes the Juyin Xindu project developed by Gansu Jian-General Real Estate Company as the main research object. Taking literature research and questionnaire investigation as the main methods, the related materials of Juyin Xindu project are consulted, collected and sorted out, and on the basis of the market investigation of the project, the internal and external environment of the project are analyzed with the above marketing analysis tools. The advantages and disadvantages are analyzed objectively and accurately. After segmenting the market of the project and selecting the target market and the market orientation of the project, the marketing strategy and marketing strategy combination of Juyin Xindu project are worked out, and the concrete marketing strategy combination method is put forward. In order to ensure the smooth implementation of the project marketing strategy of Juyin Xindu and the realization of the expected effect, the paper formulates the protection and control measures for the implementation of the project marketing strategy with strong pertinence. It is hoped that through the research on the marketing strategy of Juyin Xindu project, on the one hand, it can combine theory with practice, so that the concrete practice of the project can provide practical support for the further enrichment and innovation of the theory. Make the latest project marketing theory guide the process of project practice more effectively; On the other hand, through the research on the marketing strategy of Juyin Xindu project, it can provide practical reference value for the establishment and implementation of other development project marketing strategies of Jianchang Real Estate Company, and improve the overall marketing level of the company project. For the realization of long-term development of enterprises lay a solid foundation.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F299.233.4
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