本文關(guān)鍵詞：“紫云至尊”房地產(chǎn)項目市場營銷策略探討　出處：《廈門大學》2013年碩士論文　論文類型：學位論文

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【摘要】：中國房地產(chǎn)行業(yè)從20世紀80年代中期發(fā)展到現(xiàn)在已經(jīng)有20多年的時間了,在這20多年的時間里,房地產(chǎn)在國民經(jīng)濟中起著越來越重要的作用,同時也是背受爭議的行業(yè),也是受國家政策影響較大的行業(yè)之一,所謂十年九控,就是指在近十年的時間里,國家年年都在調(diào)控,但是房價卻是不斷在上漲。但是調(diào)控政策的累積,還是會給房地產(chǎn)市場帶來深遠的影響。目前除了一、二線城市房地產(chǎn)市場還是比較火爆外,三、四線以下的城市明顯有供大于求的感覺。所以房地產(chǎn)市場將不可避免的產(chǎn)生激烈競爭。本案就是在這樣的背景下,通過對市場競爭樓盤的調(diào)查分析的基礎(chǔ)上,利用掌握MBA工商管理課程所學的知識,利用營銷學等各類學科原理方法,深入探討由漳州兆鴻房地產(chǎn)開發(fā)有限公司開發(fā)的“紫云至尊”樓盤的營銷策劃方案。 本案從影響房地產(chǎn)的宏觀環(huán)境的研究到城市環(huán)境的研究,再到區(qū)域房地產(chǎn)市場的調(diào)查了解,以及對房地產(chǎn)客戶群體進行細致的市場調(diào)查分析,為房地產(chǎn)項目各種參數(shù)的設(shè)置及客戶群體的細分提供參考依據(jù),同時也對競爭樓盤進行分析了解,尋找共同點以及差異部分。在此基礎(chǔ)上設(shè)計了紫云至尊樓盤的營銷戰(zhàn)略、產(chǎn)品的規(guī)劃、設(shè)計風格、細分市場的確定以及項目的推廣方案,以及采取關(guān)系營銷、體驗式營銷以及整合營銷策略。務(wù)必做到方案推出后使項目能夠在市場競爭中占領(lǐng)制高點,完成項目預(yù)定的營銷目標。最后在對房地產(chǎn)項目的研究結(jié)果上,得出最為主要的結(jié)論以及本論文研究結(jié)果不足的地方。
[Abstract]:China's real estate industry has been developed from the middle of 1980s to now for more than 20 years, in which real estate plays a more and more important role in the national economy. At the same time, it is also a controversial industry and one of the industries greatly influenced by national policies. The so-called "Ten years and Nine controls" means that in the past ten years, the country has been regulating and controlling every year. But housing prices are rising. But the accumulation of regulatory policies will still bring far-reaching impact on the real estate market. At present, in addition to the second tier of urban real estate market is still relatively hot, three. Four lines below the city obviously oversupply feeling. So the real estate market will inevitably produce fierce competition. This case is in this context, through the market competition on the basis of real estate investigation and analysis. Make use of the knowledge of MBA business administration course, use marketing and other disciplines principles and methods. This paper probes into the marketing planning scheme of Ziyun Ultimate real estate developed by Zhangzhou Zhaohong Real Estate Development Co., Ltd. This case from the impact of real estate macro-environment research to the urban environment, and then to the regional real estate market investigation and understanding, as well as the real estate customer group detailed market investigation and analysis. For the real estate project parameter setting and the customer group subdivision provides the reference basis, also carries on the analysis to the competitive real estate. On this basis, we design the marketing strategy, product planning, design style, market segmentation and project promotion, as well as the adoption of relational marketing. Experience marketing and integrated marketing strategy. Make sure that the project can occupy the commanding point in the market competition and complete the target of marketing. Finally, the research results of the real estate project. Draw the most important conclusions and the lack of research results in this paper.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.23

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