本文選題：房地產(chǎn)項(xiàng)目　切入點(diǎn)：營銷環(huán)境　出處：《北京郵電大學(xué)》2013年碩士論文

【摘要】：隨著房地產(chǎn)市場(chǎng)的快速發(fā)展,房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)的激烈程度日益增加,房地產(chǎn)企業(yè)只有將市場(chǎng)營銷理論系統(tǒng)的運(yùn)用到房地產(chǎn)的開發(fā)過程中,對(duì)市場(chǎng)進(jìn)行深入研究、制定合理的營銷策略,才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中處于有利地位。北京的房地產(chǎn)市場(chǎng)起步早,發(fā)展比較成熟,房地產(chǎn)開發(fā)企業(yè)面對(duì)更為激烈的市場(chǎng)競(jìng)爭(zhēng),只有依靠科學(xué)合理的營銷策略才能脫穎而出。 本文選取世華龍樾房地產(chǎn)項(xiàng)目作為研究對(duì)象,將市場(chǎng)營銷理論系統(tǒng)應(yīng)用到項(xiàng)目的開發(fā)過程中,對(duì)世華龍樾項(xiàng)目所處的市場(chǎng)營銷環(huán)境,面臨的市場(chǎng)競(jìng)爭(zhēng)進(jìn)行了客觀的分析；應(yīng)用SWOT分析法分析了項(xiàng)目的優(yōu)劣勢(shì)及機(jī)會(huì)和威脅。通過區(qū)域市場(chǎng)的分析及客戶需求調(diào)研,確定了項(xiàng)目的整體形象定位、目標(biāo)客戶定位、產(chǎn)品定位等。最后運(yùn)用4P營銷理論,從產(chǎn)品、價(jià)格、渠道、促銷四個(gè)方面制定了本項(xiàng)目的市場(chǎng)營銷策略。其中產(chǎn)品策略從整體規(guī)劃、建筑風(fēng)格、戶型策略、園林策略、配套策略及物業(yè)管理六個(gè)方面進(jìn)行分析。價(jià)格策略方面采取低開高走的價(jià)格策略,并以競(jìng)爭(zhēng)導(dǎo)向定價(jià)法制定項(xiàng)目的價(jià)格。渠道上選取了開發(fā)商直接銷售及委托代理銷售兩種形式。文章最后制定了項(xiàng)目的促銷策略,除廣告、人員促銷、營業(yè)推廣、公共關(guān)系傳統(tǒng)促銷方式外,還采用了體驗(yàn)式營銷、微博營銷等創(chuàng)新的營銷策略。
[Abstract]:With the rapid development of the real estate market, the fierce competition of the real estate market is increasing day by day. The real estate enterprises only apply the marketing theory system to the development process of the real estate, and carry on the thorough research to the market.Only by making reasonable marketing strategy can we be in a favorable position in the fierce market competition.The real estate market in Beijing starts early and develops maturely. Real estate development enterprises are faced with more fierce market competition and only rely on scientific and reasonable marketing strategies to stand out.This article selects the Shihua Longyue real estate project as the research object, applies the marketing theory system to the project development process, has carried on the objective analysis to the marketing environment which the Shihua Longyue project is in, faces the market competition;The advantages and disadvantages, opportunities and threats of the project are analyzed by SWOT analysis method.Through the regional market analysis and customer demand research, the overall image of the project positioning, target customer positioning, product positioning and so on.Finally, using the 4 P marketing theory, this paper formulates the marketing strategy of this project from four aspects: product, price, channel and promotion.The product strategy is analyzed from six aspects: overall planning, architectural style, Huxing strategy, garden strategy, supporting strategy and property management.The price strategy adopts the low-opening and high-going price strategy, and sets the project price by the competition-oriented pricing method.On the channel has chosen the developer direct sale and the principal-agent sale two kinds of forms.In the end, the paper formulates the promotion strategy of the project. Besides advertising, personnel promotion, business promotion, traditional promotion of public relations, it also adopts some innovative marketing strategies, such as experiential marketing, Weibo marketing and so on.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.5

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