本文關鍵詞：營口中南世紀城樓盤營銷戰(zhàn)略研究　出處：《復旦大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 旅游地產(chǎn) 房地產(chǎn)營銷 營銷戰(zhàn)略

【摘要】：房地產(chǎn)行業(yè)有別于一般的制造業(yè),其營銷推廣有其特殊性,房地產(chǎn)是重在營而不在銷,特別是房地產(chǎn)中的旅游地產(chǎn),其開發(fā)定位的中高端性、消費人群的特殊性、近年市場競爭的激烈性等,要求開發(fā)商不僅要保證項目本身的質量,還要對開發(fā)項目進行差異化的包裝和營銷推廣,因此對房地產(chǎn)項目的營銷戰(zhàn)略研究就顯得很有必要性且有極大的價值。中南房地產(chǎn)目前在全國25個城市打造40盤,其極具創(chuàng)新性的樓盤營銷模式是其脫穎而出、出奇制勝的關鍵所在。而營口中南世紀城作為中南房地產(chǎn)在營口市鲅魚圈深耕3年的項目,以其質優(yōu)價更優(yōu)的獨特優(yōu)勢,贏得了眾多喜愛海居客戶的青睞。營口中南世紀城樓盤是中南房地產(chǎn)開發(fā)板塊中的重點項目,是中南集團對海濱旅游地產(chǎn)的又一次戰(zhàn)略性嘗試。營口中南世紀城項目組在梳理、整合項目資源的基礎上,提煉出“新時尚、新生活、大城邦”的海濱生活推廣主題,圍繞此主題展開了一系列的營銷戰(zhàn)略。本文以市場營銷和房地產(chǎn)市場營銷理論為基礎,遵循提出問題、分析問題、解決問題的基本思路,綜合運用理論分析、實證分析、比較分析、市場調(diào)查、實地研究和文獻研究等管理學研究方法對營口中南世紀城營銷戰(zhàn)略進行分析和研究。本文首先從宏觀上分析經(jīng)濟形勢、海濱旅游地產(chǎn)發(fā)展現(xiàn)狀、營口鲅魚圈的旅游房產(chǎn)市場出發(fā),分析營口中南世紀城項目開發(fā)的可行性和意義。隨后通過對營口中南世紀城項目的SWOT分析、項目產(chǎn)品定位、目標客戶選擇、產(chǎn)品策略、產(chǎn)品定價策略、廣告策略選擇、銷售推廣渠道、創(chuàng)新式的營銷模式等微觀方面的研究分析,研究營口中南世紀城樓盤在營銷戰(zhàn)略上所采取的策略和創(chuàng)新模式。最后,本文著重研究分析了營口中南世紀城樓盤項目對于客戶信息系統(tǒng)的建立、租售結合的銷售模式、養(yǎng)老公寓的產(chǎn)品和服務的開發(fā)、物業(yè)托管服務等創(chuàng)新式營銷模式的探索,對項目推廣運作的模式提出了具有建設性的對策,以力爭把營口中南世紀城打造成具有高檔次、高標準、高品質的海濱地產(chǎn),同時也能為中南集團以后的海濱旅游地產(chǎn)開發(fā)提供寶貴的經(jīng)驗。
[Abstract]:The real estate industry is different from the general manufacturing industry, its marketing has its particularity, real estate is not in the camp pin, especially the real estate in the tourism real estate, the development of positioning in the high-end, special consumer groups, in the fierce competition in the market, not only to developers to ensure the quality of the project itself, but also the differences in the packaging and marketing of development projects, so the research on the marketing strategy of the real estate project is very necessary and has great value. South real estate is currently in the 25 national city to build 40 disc, the highly innovative real estate marketing model is the talent shows itself the key, surprise. Yingkou Zhongnan Century City as the central real estate in Yingkou city of Bayuquan. 3 years of the project, with its unique advantages of better price and high quality, has won numerous customers. Favorite sea camp Export South Century City real estate is a key project in the South Real Estate Development in the plate, is a strategic attempt to Zhongnan group of seashore tourism real estate. Yingkou Zhongnan Century City project group in combing, basis of the integration of project resources, extract the "new life, new fashion, big city" seaside life promotion theme around this theme launched a series of marketing strategy. Based on the marketing theory and real estate marketing theory, follow the questions, analyze problems, the basic idea to solve the problem, analysis of comprehensive application of the theory, empirical analysis, comparative analysis, market research, research methods of field research and literature analysis etc. Study on the Yingkou and South century marketing strategy. This paper first analyzes the economic situation from the macro, the current situation of the development of seashore tourism real estate in Yingkou, Bayuquan tourism real estate market analysis of camp The feasibility and significance of export South century project development. Then through the SWOT of Yingkou Zhongnan Century City project analysis, product positioning, target customer selection, product strategy, pricing strategy, advertising strategy, sales promotion channels, analysis of marketing mode and other aspects of innovation, research Yingkou Zhongnan Century City real estate taken in the marketing strategy and innovation strategy. Finally, this paper focuses on the analysis of the establishment of the customer information system of Yingkou Zhongnan Century City real estate projects, rental combination of sales model, the development of pension apartment products and services, to explore innovative marketing mode of property hosting services, put forward constructive countermeasures on the promotion of project operation mode, so as to create the Yingkou Zhongnan century city into a high-grade, high standard, high-quality beach estate, at the same time for China and South group have provided valuable experience for the development of seaside tourism in the future.

【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4;F274

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本文編號：1386128