本文選題：房地產(chǎn) + 營(yíng)銷　； 參考：《大連理工大學(xué)》2013年碩士論文

【摘要】：我國(guó)住宅建設(shè)已進(jìn)入品質(zhì)時(shí)代,房地產(chǎn)開(kāi)發(fā)由賣方市場(chǎng)轉(zhuǎn)向買方市場(chǎng),房地產(chǎn)業(yè)從計(jì)劃經(jīng)濟(jì)模式下單位自建過(guò)渡到現(xiàn)今市場(chǎng)經(jīng)濟(jì)條件下的投資開(kāi)發(fā)模式,房地產(chǎn)項(xiàng)目營(yíng)銷策劃的成敗成為重中之重,是房地產(chǎn)項(xiàng)目開(kāi)發(fā)成功的關(guān)鍵。 本文結(jié)合作者參與的大連高新園區(qū)“學(xué)苑廣場(chǎng)九號(hào)”項(xiàng)目,對(duì)房地產(chǎn)項(xiàng)目營(yíng)銷策劃的主要內(nèi)容和運(yùn)用進(jìn)行探討和研究。運(yùn)用SWOT理論對(duì)“學(xué)苑廣場(chǎng)九號(hào)”項(xiàng)目進(jìn)行優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)及威脅等方面的分析,使該項(xiàng)目的開(kāi)發(fā)不但要發(fā)揮項(xiàng)目的地理、環(huán)境優(yōu)勢(shì),更要準(zhǔn)確定位受眾群體,實(shí)施切實(shí)有效的營(yíng)銷策略。 營(yíng)銷策略多種多樣,作者先對(duì)競(jìng)爭(zhēng)區(qū)域、競(jìng)爭(zhēng)項(xiàng)目進(jìn)行了界定,對(duì)未來(lái)競(jìng)爭(zhēng)區(qū)域市場(chǎng)進(jìn)行了分析,進(jìn)而針對(duì)本項(xiàng)目競(jìng)爭(zhēng)對(duì)手進(jìn)行優(yōu)、劣勢(shì)對(duì)比,做到知己知彼。只要進(jìn)行嚴(yán)謹(jǐn)、優(yōu)質(zhì)的產(chǎn)品規(guī)劃設(shè)計(jì)和準(zhǔn)確的產(chǎn)品定位,項(xiàng)目開(kāi)發(fā)一定會(huì)取得成功。 作者及項(xiàng)目團(tuán)隊(duì)對(duì)該項(xiàng)目進(jìn)行分析、定位后,確定了項(xiàng)目的總體發(fā)展策略及受眾群體。在對(duì)受眾群體進(jìn)行分析時(shí),確定了IT區(qū)、學(xué)府區(qū)及本項(xiàng)目周邊區(qū)域的教職工群體作為主力客戶群體,制定了相關(guān)的產(chǎn)品策略和價(jià)格策略,并通過(guò)營(yíng)銷團(tuán)隊(duì)的構(gòu)建來(lái)實(shí)施最后的營(yíng)銷計(jì)劃。作為補(bǔ)充完善,作者也針對(duì)項(xiàng)目營(yíng)銷的保障措施和相應(yīng)的激勵(lì)辦法提出了自己的想法。 通過(guò)對(duì)本項(xiàng)目營(yíng)銷策略的總結(jié),作者知道項(xiàng)目開(kāi)發(fā)必須強(qiáng)化規(guī)劃設(shè)計(jì)、市場(chǎng)營(yíng)銷及運(yùn)營(yíng)管理等環(huán)節(jié)。作者也認(rèn)識(shí)到了房地產(chǎn)營(yíng)銷的幾個(gè)趨勢(shì),即：強(qiáng)化品牌策略、適應(yīng)消費(fèi)者個(gè)性化要求,建立全程營(yíng)銷機(jī)制。
[Abstract]:China's housing construction has entered the quality era, the real estate development from the seller's market to the buyer's market, the real estate industry from the planned economic model of self-construction to the current market economy conditions of investment development model. The success or failure of real estate project marketing planning is the key to the success of real estate project development. Based on the project of "No. 9 Xueyuan Square" in Dalian High-Tech Park, this paper discusses and studies the main content and application of marketing planning of real estate project. Using the SWOT theory to analyze the strengths, weaknesses, opportunities and threats of the "No. 9 Xueyuan Square" project, so that the development of the project should not only give full play to the geographical and environmental advantages of the project, but also accurately target the audience groups. Implement effective marketing strategy. There are a variety of marketing strategies. The author defines the competitive area and the competitive project, analyzes the future competitive regional market, and then compares the advantages and disadvantages of the competitors in this project. As long as rigorous, high-quality product planning and accurate product positioning, project development will be successful. After analyzing and positioning the project, the author and the project team determine the overall development strategy and the audience group of the project. In the analysis of the audience groups, it determined the IT district, the school district and the surrounding area of the project as the main group of staff and staff as the main customer group, and formulated the relevant product strategy and price strategy. And through the construction of the marketing team to implement the final marketing plan. As a supplement, the author also puts forward his own ideas on the guarantee measures and the corresponding incentive measures of project marketing. Through the summary of the marketing strategy of the project, the author knows that the project development must strengthen the links of planning and design, marketing and operation management. The author also recognizes several trends of real estate marketing, that is, to strengthen brand strategy, to adapt to the individual requirements of consumers, and to establish a whole process marketing mechanism.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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