【摘要】：定位理論與房地產(chǎn)結(jié)合,形成房地產(chǎn)項目市場定位理論在我國已有十多年的時間。在實踐過程中,房地產(chǎn)項目市場定位理論已得到了長足的發(fā)展與進(jìn)步,并在房地產(chǎn)市場營銷的過程中起到了重要作用。房地產(chǎn)項目市場定位理論對房地產(chǎn)市場調(diào)研和分析,根據(jù)市場環(huán)境,企業(yè)資源及項目自身的條件特征,選定目標(biāo)市場,確定消費群體,明確項目檔次、功能和設(shè)計建造提供標(biāo)準(zhǔn)。 本文通過理論聯(lián)系實際,對湘核華府項目的市場定位過程及定位策略選擇進(jìn)行了系統(tǒng)地研究。研究過程中,首先運(yùn)用PEST工具,對外部環(huán)境進(jìn)行了分析,然后結(jié)合開發(fā)商優(yōu)勢資源與能力等內(nèi)部環(huán)境因素,明確了湘核華府項目在市場中的競爭優(yōu)勢。最后,站在競爭的角度,以細(xì)分市場為出發(fā)點,對區(qū)域環(huán)境中的市場現(xiàn)狀、發(fā)展趨勢、客戶特征、競爭對手及樓盤,進(jìn)行了深入細(xì)致地分析。在此基礎(chǔ)上,借助SWOT分析法進(jìn)一步確定了項目的競爭策略,并由此形成了總體營銷定位策略。在總體定位策略的指導(dǎo)下,也對分項定位策略進(jìn)行了規(guī)劃,包括通過客戶定位選擇目標(biāo)市場；通過產(chǎn)品定位不斷滿足客戶心理訴求；通過形象定位將產(chǎn)品按客戶的理解和偏好的方式進(jìn)行有效傳達(dá)等。實踐證明,湘核華府項目的市場定位策略選擇對項目的最終銷售結(jié)果有關(guān)鍵性作用。 總體而言,本文初步為中核置業(yè)有限公司形成了一套有效的房地產(chǎn)項目市場定位策略制定的流程與方法,但尚有較大提升空間。后期將繼續(xù)在實踐中對該研究成果不斷補(bǔ)充、完善,以期最終形成公司的核心競爭力之
[Abstract]:The combination of positioning theory and real estate has formed the market positioning theory of real estate projects in China for more than ten years. In the process of practice, the theory of market positioning of real estate projects has been greatly developed and improved, and has played an important role in the process of real estate marketing. The market positioning theory of real estate projects investigates and analyzes the real estate market. According to the market environment, the enterprise resources and the conditions and characteristics of the project itself, the target market is selected, the consumer group is determined, and the grade of the project is defined. Function and design provide standards for construction. Based on the theory and practice, this paper systematically studies the process of market positioning and the choice of positioning strategy of Hunan nuclear project in Washington. In the course of the research, firstly, the external environment is analyzed by using the PEST tool, and then the competitive advantage of Hunan nuclear project in the market is made clear by combining the internal environmental factors such as the advantage resource and capability of the developer. Finally, from the point of view of competition and taking market segmentation as the starting point, this paper makes a thorough and detailed analysis of the market present situation, development trend, customer characteristics, competitors and real estate in the regional environment. On this basis, by means of SWOT analysis, the competitive strategy of the project is further determined, and then the overall marketing positioning strategy is formed. Under the guidance of the overall positioning strategy, the itemized positioning strategy is also planned, including selecting the target market through the customer positioning, constantly satisfying the psychological demands of the customers through the product positioning, and so on. Through the image positioning of the product according to the customer's understanding and preferences of the way to communicate effectively, and so on. It has been proved in practice that the market positioning strategy choice of Hunan Nuclear Washington project has a key effect on the final sales results of the project. In general, this paper has formed a set of effective process and method for establishing market positioning strategy of real estate project for China Nuclear property Co., Ltd., but there is still room for improvement. In the later stage, the research results will continue to be supplemented and perfected in practice, with a view to finally forming the core competitiveness of the company.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4

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