【摘要】：近年來(lái)隨著國(guó)內(nèi)發(fā)達(dá)城市房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)日趨激烈，，北京、廣州、深圳等房地產(chǎn)發(fā)展處于前列的城市由于土地資源的稀缺和漲價(jià)，國(guó)內(nèi)大型房地產(chǎn)開(kāi)發(fā)商已經(jīng)開(kāi)始向二線城市轉(zhuǎn)移，而西安這樣的房地產(chǎn)發(fā)展走勢(shì)平穩(wěn)的省會(huì)城市也是國(guó)內(nèi)大型開(kāi)發(fā)商關(guān)注的重點(diǎn)城市。 2003年以來(lái)，隨著中海地產(chǎn)進(jìn)入西安，西安的房地產(chǎn)市場(chǎng)拉開(kāi)了西安本土開(kāi)發(fā)商同場(chǎng)競(jìng)技的序幕，外地房地產(chǎn)公司的不斷進(jìn)入，是西安房地產(chǎn)市場(chǎng)由半封閉走向開(kāi)放、由相對(duì)壟斷走向自由競(jìng)爭(zhēng)的必然結(jié)果。競(jìng)爭(zhēng)的加劇要求房地產(chǎn)開(kāi)發(fā)商要對(duì)所開(kāi)發(fā)的項(xiàng)目要有差異化的項(xiàng)目定位，精準(zhǔn)的營(yíng)銷策略、全方位的項(xiàng)目包裝。本文通過(guò)對(duì)紫薇尚層項(xiàng)目的營(yíng)銷策略分析，為項(xiàng)目的營(yíng)銷工作提供建設(shè)性意見(jiàn)。 首先，房地產(chǎn)是國(guó)民支柱產(chǎn)業(yè)，政治、經(jīng)濟(jì)、政策對(duì)房地產(chǎn)項(xiàng)目都會(huì)造成不同層面的影響，通過(guò)對(duì)房地產(chǎn)面臨的內(nèi)外部環(huán)境進(jìn)行透徹分析，找出項(xiàng)目存在的優(yōu)劣勢(shì)和機(jī)會(huì)點(diǎn)，挖掘項(xiàng)目的競(jìng)爭(zhēng)優(yōu)勢(shì)，制定科學(xué)的營(yíng)銷策略。 其次，項(xiàng)目的產(chǎn)品定位決定項(xiàng)目是否會(huì)受到客戶追捧，走差異化的產(chǎn)品定位，建立市場(chǎng)差異化聲音，同時(shí)深度訴求產(chǎn)品品質(zhì)，樹(shù)立口碑積淀，通過(guò)產(chǎn)品力的強(qiáng)化塑造項(xiàng)目形象。 第三，通過(guò)品牌做好內(nèi)外部資源的價(jià)值整合，整合紫薇成熟“環(huán)�？萍肌⑷宋�、教育、商業(yè)資源，豐富項(xiàng)目附加值。以紫薇品牌作為杠桿進(jìn)行放大，并推向市場(chǎng)，通過(guò)品牌營(yíng)銷活動(dòng)，緊扣營(yíng)銷節(jié)點(diǎn)，通過(guò)大推廣、大營(yíng)銷的方式，迅速擴(kuò)大項(xiàng)目知名度與影響力。 第四、提前制定項(xiàng)目保障措施，提前防范在項(xiàng)目操作中可能會(huì)遇到的問(wèn)題以及解決問(wèn)題的辦法，保證項(xiàng)目的順利推進(jìn)。本文在對(duì)紫薇尚層營(yíng)銷策略的制定中，充分考慮了內(nèi)外部環(huán)境會(huì)對(duì)項(xiàng)目產(chǎn)生的影響響以及通過(guò)差異化的產(chǎn)品定位，品牌帶動(dòng)的營(yíng)銷模式對(duì)項(xiàng)目進(jìn)行全面包裝。希望本文會(huì)對(duì)項(xiàng)目的營(yíng)銷工作起到幫助作用。
[Abstract]:In recent years, with the increasingly fierce competition in the real estate market in domestic developed cities, Beijing, Guangzhou, Shenzhen and other real estate development cities in the forefront of real estate development due to the scarcity of land resources and rising prices, domestic large real estate developers have begun to transfer to second-tier cities, and Xi'an, such as the capital city of real estate development trend is also the focus of attention of large domestic developers. Since 2003, with the entry of China Shipping Real Estate into Xi'an, the real estate market of Xi'an has opened the prelude to the competition of Xi'an local developers. The continuous entry of foreign real estate companies is the inevitable result of Xi'an real estate market from semi-closed to open, from relative monopoly to free competition. The intensification of competition requires real estate developers to have a differentiated project positioning, accurate marketing strategy and omni-directional project packaging. Through the analysis of the marketing strategy of the Ziwei layer project, this paper provides constructive suggestions for the marketing work of the project. First of all, real estate is a national pillar industry, politics, economy, policy will have different levels of impact on real estate projects, through a thorough analysis of the internal and external environment faced by real estate, find out the advantages and disadvantages and opportunities of the project, excavate the competitive advantage of the project, and formulate scientific marketing strategy. Secondly, the product positioning of the project determines whether the project will be sought after by customers, take differentiated product positioning, establish market differentiation voice, at the same time, deeply demand product quality, establish word-of-mouth accumulation, and shape the image of the project through the strengthening of product power. Third, through the brand to do a good job in the value integration of internal and external resources, integration of the mature "environmental protection technology, humanities, education, business resources, enrich the added value of the project." Take the Ziwei brand as the lever to enlarge, and push to the market, through the brand marketing activity, clings to the marketing node, through the big promotion, the big marketing way, expands the project popularity and the influence rapidly. Fourth, formulate the project safeguard measures in advance, prevent the problems that may be encountered in the project operation and the solutions to the problems in advance, so as to ensure the smooth progress of the project. In the formulation of the marketing strategy of Ziwei layer, this paper fully considers the impact of the internal and external environment on the project and the comprehensive packaging of the project through the differentiated product positioning and brand-driven marketing model. It is hoped that this paper will play a helpful role in the marketing of the project.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4

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