本文選題：呼和浩特市　切入點：楠湖酈舍項目　出處：《北方工業(yè)大學》2013年碩士論文

【摘要】：房地產作為一個地區(qū)甚至一個國家的支柱性產業(yè),一直受到國家、政府以及消費者的廣泛關注,而房地產銷售中占重要地位的市場營銷策略,在幫助開發(fā)商確定投資方向,做出正確的投資決策和解決房地產開發(fā)及今后發(fā)展方向及房地產銷售有關問題的決策和技巧等方面有著不可代替的作用。 論文首先介紹了本文的選題背景和呼和浩特市房地產開發(fā)的現(xiàn)狀,重點分析了主要競爭對手的樓盤特色和目標市場需求特點,最后給出了“楠湖酈舍”的市場定位和有針對性的營銷策略。主要結論如下：“楠湖酈舍”的目標市場主要特點是針對80-90年齡段城市“新青年”剛需首次置業(yè)的客戶群體,鑒于現(xiàn)有競品樓盤基本上主打配套成熟綜合性改善置業(yè)特色,為此,“楠湖酈舍”應該以“低總價、低首付”高性價比的“城市生態(tài)藝術住區(qū)”產品為市場定位。并采取“首付10%”的推售策略,通過主流媒體和客群經(jīng)常使用的網(wǎng)絡、微信和微博等線上媒體,以為目標客戶群體打造專屬的理想家園為賣點,引起消費者的共鳴,同時通過生態(tài)藝術售樓中心和樣板區(qū)現(xiàn)場感受策略及不斷完善項目周邊生活及交通配套突破客戶心理防線,促成項目導向的“新青年”客群成交。
[Abstract]:As a pillar industry of a region or even a country, real estate has been widely concerned by the state, government and consumers. The marketing strategy, which plays an important role in real estate sales, is helping developers determine the investment direction. It plays an irreplaceable role in making the correct investment decision and solving the real estate development and the future development direction, and the decision and skill of the real estate sale. Firstly, the paper introduces the background of this paper and the present situation of the real estate development in Hohhot, and analyzes the characteristics of the main competitors' real estate and the demand of the target market. Finally, the market orientation and targeted marketing strategy of "Nanhu Li she" are given. The main conclusions are as follows: the main characteristics of the target market of "Nanhu Li she" are aimed at the "new youth" of 80-90 years old urban "new youth" rigid demand for the first time home buyers. In view of the fact that the existing competitive properties are basically matured and integrated to improve the characteristics of home ownership, the "Nanhu Li she" should be "at a low total price." The low down payment "high performance and high price" "urban ecological art residential area" products are market oriented. The "down payment 10%" promotion strategy is adopted, through the mainstream media and online media, such as WeChat and Weibo, which are often used by customers. For the target customer group to create the exclusive ideal home as the selling point, cause consumer resonance, at the same time through the ecological art sales center and sample area site feeling strategy and constantly improve the project peripheral life and transportation support to break through the customer psychological defense, To facilitate the project-oriented "new youth" group transactions.
【學位授予單位】：北方工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4

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