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  本文選題：房地產(chǎn)公司 + 樓盤營銷�。� 參考：《石河子大學(xué)》2013年碩士論文

【摘要】：2012年中國房地產(chǎn)業(yè)面臨前所未有的考驗(yàn)，中國房地產(chǎn)企業(yè)發(fā)展也面臨著一次重大轉(zhuǎn)型。H房地產(chǎn)公司面對日益激烈的競爭，其X樓盤營銷策略問題對于項(xiàng)目銷售成功與否變得至關(guān)重要。通過本文研究能實(shí)現(xiàn)兩方面意義：一方面，研究宏觀調(diào)控下的購房者消費(fèi)需求，是對特定環(huán)境下的房地產(chǎn)營銷的理論探討，具有積極的理論意義；另一方面，通過針對性的消費(fèi)需求研究，制訂H公司X樓盤的樓盤營銷策略，能協(xié)助H公司更好地做好樓盤營銷工作。 本文運(yùn)用了消費(fèi)者行為研究理論、營銷調(diào)研技術(shù)及房地產(chǎn)市場理論，對住宅商品房市場進(jìn)行了深入、細(xì)致的市場調(diào)查，，對住宅商品房市場中消費(fèi)者的購買行為特征進(jìn)行了統(tǒng)計(jì)分析。在此基礎(chǔ)上，對H公司X樓盤的營銷策略設(shè)計(jì)，減少H公司在營銷策略的盲目性和隨意性，增強(qiáng)營銷決策的針對性和有效性。首先，分析了H房地產(chǎn)公司的外部營銷環(huán)境，并對項(xiàng)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X樓盤的市場定位；最后，從X樓盤開發(fā)定位、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(jì)。提出在X樓盤定位上進(jìn)行，人性化設(shè)計(jì)、個性化設(shè)計(jì)、科技性設(shè)計(jì)、全壽命住宅；在樓盤進(jìn)入市場的初期，采取較低的價格進(jìn)入市場，采取“低開高走”的策略；在促銷方面綜合采用集中時限策略、均衡時間策略、季節(jié)時間策略、節(jié)假日時間策略。 通過論文研究，通為H房地產(chǎn)公司X樓盤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]:In 2012, China's real estate industry faced an unprecedented test, and the development of Chinese real estate enterprises also faced a major transformation. H real estate company was facing increasingly fierce competition. Its X-building marketing strategy for the success of project sales has become crucial. In this paper, we can realize two meanings: on the one hand, the study of the consumption demand of house buyers under macro-control is a theoretical study of real estate marketing under a specific environment, which has positive theoretical significance; on the other hand, Through the research of consumption demand, we can make the marketing strategy of H Company X real estate, which can help H Company to do a better job of building marketing. Based on the theory of consumer behavior research, marketing research and real estate market theory, this paper makes a thorough and detailed market investigation on the housing market. This paper makes a statistical analysis on the characteristics of consumer's purchase behavior in the housing market. On this basis, the marketing strategy design of X real estate in H company can reduce the blindness and randomness of H company's marketing strategy, and enhance the pertinence and effectiveness of marketing decision. First of all, it analyzes the external marketing environment of H real estate company, and carries on SWOT analysis to the project's own factors; then, through setting up the questionnaire to investigate the consumer's demand, And by using Maslow's hierarchy of demand theory to analyze the consumer demand of buyers, determine the market positioning of X real estate; finally, from the X property development positioning, pricing, brand sales strategy, advertising strategy, And sales profit strategy and other aspects of the specific marketing strategy design. The paper puts forward the following points: on the orientation of X building, humanized design, individualized design, scientific and technological design, whole life residence, in the early stage of entering the market, the strategy of "low opening and high walking" is adopted to enter the market at lower price. In the aspect of promotion, the strategies of centralized time limit, balanced time, seasonal time and holiday time are adopted. Through the research of this paper, it can provide a reference for the next marketing work of X real estate of H real estate company, at the same time, it can also provide some new ideas for the marketing strategy formulation of our country's real estate enterprises at the present stage.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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本文編號：2035924