本文關(guān)鍵詞： 房地產(chǎn) 營銷策劃 萬達廣場　出處：《大連理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國經(jīng)濟發(fā)展和人民對住房需求的提高,房地產(chǎn)這個黃金產(chǎn)業(yè)從2005年的起步逐漸步入2008年的鼎盛階段,成為中國國民的重要經(jīng)濟支柱。從房地產(chǎn)的興起、發(fā)展到成熟,我們看到標(biāo)桿房企的降價,樓市的冷峻都在上演。自政府對房產(chǎn)的打壓,國家反復(fù)出臺調(diào)控政府到中央領(lǐng)導(dǎo)的表態(tài),地產(chǎn)面臨巨大的挑戰(zhàn)。各大房地產(chǎn)開發(fā)商開始注重如何運用創(chuàng)新的營銷思路和策劃方案來做到項目運作和推售的成功。 本文將以大連“萬達廣場”項目作為研究對象,對其現(xiàn)狀和存在問題進行研究,在營銷策劃方面做出較為細致的研究。這一研究在4Ps、4Cs理論的闡釋基礎(chǔ)上,分析“萬達廣場”的營銷現(xiàn)狀,研究出目前本項目的營銷策劃方案的問題,并且根據(jù)存在的問題提出了改善的方法和建議。 本文將理論和實踐相結(jié)合,從價格策略,宣傳策略和渠道策略的改善方法,尋找出一條合理的營銷策略的方法,將萬達廣場更有效的占領(lǐng)旅順南路的消費群體。與周邊的商業(yè)圈和開發(fā)商共贏。同時也提出了營銷策劃方面的建議,在傳統(tǒng)廣告宣傳的模式的基礎(chǔ)上,追加復(fù)合式宣傳多渠道一體化模式。
[Abstract]:With the economic development of our country and the increase of the people's demand for housing, the gold industry of real estate has gradually stepped into the peak stage of 2008 from the start of 2005, and has become an important economic pillar of Chinese people. From the rise of real estate, it has developed to maturity. We have seen the price reduction of benchmark housing enterprises and the cold steepness of the property market on stage. Since the government's crackdown on real estate, the state has repeatedly introduced measures to regulate the government's position to the central leadership. Real estate faces enormous challenges. Real estate developers have begun to focus on how to use innovative marketing ideas and planning programs to achieve project operation and marketing success. This article will take Dalian "Wanda Square" project as the research object, carries on the research to its present situation and the existence question, makes the more detailed research in the marketing plan aspect, this research is based on the 4Psf4Cs theory explanation, This paper analyzes the present marketing situation of Wanda Square, studies the problems of the marketing planning scheme of this project, and puts forward some improvement methods and suggestions according to the existing problems. This paper combines theory with practice, from the price strategy, propaganda strategy and channel strategy improvement method, find out a reasonable marketing strategy method, Wanda Square will be more effective in occupying the consumer group on South Road in Lushun. It will win with the surrounding business circles and developers. At the same time, it will also put forward some suggestions on marketing planning, based on the traditional advertising model. Add compound propaganda multi-channel integration model.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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