本文關(guān)鍵詞： 房地產(chǎn) 營銷策略 營銷控制與執(zhí)行　出處：《中南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：房地產(chǎn)業(yè)是我國國民經(jīng)濟(jì)的重要產(chǎn)業(yè)之一,隨著房地產(chǎn)市場日漸走向規(guī)范,房地產(chǎn)企業(yè)之間的競爭也更加激烈。目前,國家宏觀調(diào)控政策的加強(qiáng),中國房地產(chǎn)市場受到前所未有的挑戰(zhàn),為了在競爭激烈房地產(chǎn)市場立足,房地產(chǎn)市場營銷研究的重要性也凸顯得更加明顯,特別是房地產(chǎn)市場營銷策略的可行性與科學(xué)性,將直接影響房地產(chǎn)企業(yè)的未來發(fā)展。房地產(chǎn)項目的成功必須依托公司和產(chǎn)品的優(yōu)勢,制定和實施正確的營銷策略,而科學(xué)地制定營銷策略不僅有助于促進(jìn)項目銷售,更能增強(qiáng)企業(yè)產(chǎn)品的市場競爭能力。本文試圖通過對長沙保利麓谷林語項目進(jìn)行系統(tǒng)的營銷策劃,使其在日趨激烈且同質(zhì)的房地產(chǎn)市場中脫穎而出。 本文以市場營銷學(xué)、管理學(xué)等相關(guān)學(xué)科為理論依據(jù),對于國內(nèi)外的研究現(xiàn)狀做了綜合分析,對長沙保利麓谷林語項目的銷售策略進(jìn)行研究。首先,文章對長沙保利麓谷林語項目進(jìn)行介紹,分析了項目的外部營銷環(huán)境,并對項目自身的因素進(jìn)行了SWOT分析；然后,通過設(shè)置調(diào)研問卷對消費(fèi)者需求進(jìn)行調(diào)研,并采用馬斯洛的需求層次理論對購房者消費(fèi)需求進(jìn)行分析,確定長沙保利麓谷林語項目的市場定位；最后,文章從產(chǎn)品開發(fā)定位、產(chǎn)品定價、品牌銷售策略、廣告宣傳策略、以及銷售營利策略等方面對具體的營銷策略進(jìn)行設(shè)計。 通過論文研究,通為長沙保利麓谷林語項目的下一步營銷工作提供參考,同時對現(xiàn)階段我國房地產(chǎn)企業(yè)的營銷策略制訂也能提供一些新的思路。
[Abstract]:The real estate industry is one of the important industries in our national economy. As the real estate market moves towards the norm day by day, the competition among the real estate enterprises is becoming more intense. China's real estate market is facing unprecedented challenges. In order to establish a foothold in the competitive real estate market, the importance of real estate marketing research has become more prominent, especially the feasibility and scientific nature of the real estate marketing strategy. The success of real estate projects must rely on the advantages of the company and products to formulate and implement the correct marketing strategy, and the scientific formulation of marketing strategy is not only conducive to promote project sales, This paper attempts to make a systematic marketing plan for the project of Changsha Poly Lu Valley to make it stand out in the increasingly fierce and homogeneous real estate market. Based on the theory of marketing, management and other related disciplines, this paper makes a comprehensive analysis of the current research situation at home and abroad, and studies the marketing strategy of the project in Changsha Poly Valley. This paper introduces the project of Pali Lu Valley language in Changsha, analyzes the external marketing environment of the project, and analyzes the factors of the project itself by SWOT. And using Maslow's hierarchy of demand theory to analyze the consumer demand of buyers to determine the market positioning of Changsha Poly Valley projects; finally, the article from the product development positioning, product pricing, brand sales strategy, advertising strategy, And sales profit strategy and other aspects of the specific marketing strategy design. Through the research of the thesis, it can provide a reference for the next marketing work of Changsha Poly Lu Valley project, at the same time, it can also provide some new ideas for the marketing strategy formulation of Chinese real estate enterprises at the present stage.
【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】：2012
【分類號】：F274;F299.233.4

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本文編號：1501311