【摘要】：房地產(chǎn)市場定位與策劃是一門在房地產(chǎn)市場激烈競爭中形成的,關(guān)于房地產(chǎn)營銷應(yīng)該如何進行的新興學(xué)科。同時,房地產(chǎn)行業(yè)涉及的范圍較為廣泛,品種和檔次也各不相同,本文不可能泛泛而談,因此,本文以南京句容寶華山別墅項目(以下簡稱紫金7號)為研究對象,圍繞房地產(chǎn)行業(yè)中別墅項目的市場定位與策劃展開分析和研究。 本文由六部分組成,分別是：1、導(dǎo)論；2、項目的市場環(huán)境分析；3、項目的市場定位；4、項目的市場策劃；5、項目整合營銷傳播方案設(shè)計；6、結(jié)論與展望。 通過SWOT分析,本文研究了“紫金七號”項目的優(yōu)勢和劣勢、環(huán)境變化所帶來的發(fā)展機會和威脅,發(fā)現(xiàn)“紫金七號”項目優(yōu)勢和市場機會明顯,弱勢點和市場威脅都可以通過規(guī)劃設(shè)計和使用材料進行彌補或通過后期的營銷進行弱化和改善。 在“紫金七號”項目的市場定位過程中,我們首先選定了仙林大學(xué)城的教授、專家,大型企業(yè)集團中高層管理人員及科研人員。然后,根據(jù)目標客戶的特點,確定項目的市場定位。 “紫金七號”項目策劃方案的總體實施思想是通過硬件售樓處、樣板房、綠地、圍墻等輔以廣告的展示,使消費者產(chǎn)生項目的品質(zhì)聯(lián)想,從而認可項目產(chǎn)品的品質(zhì)。同時運用體驗式營銷原理,使消費者認可項目所倡導(dǎo)的生活理念,建立歸屬感,增加對項目的興趣。最后輔以一定的銷售手段,將項目所吸引的客戶進行固化,實現(xiàn)銷售。 設(shè)計團隊為“紫金七號”項目的傳播確立了“豐碑戰(zhàn)略”的整體戰(zhàn)略目標,其具體內(nèi)涵是開發(fā)商品牌的一次里程碑、新型別墅行銷模式的一次里程碑、高端純別墅產(chǎn)品的一次里程碑和尖端消費群獲取生活價值的一次里程碑。并確立了本項目市場推廣策劃的5個階段節(jié)點：引導(dǎo)期、開盤期、強銷期、持續(xù)期和尾盤期,各個階段相應(yīng)的媒體策略有所不同,目的是為了達到最佳的媒體傳播效果。 通過本文的論述,說明房地產(chǎn)營銷策劃是房地產(chǎn)開發(fā)企業(yè)所有工作中最為核心的一環(huán),并用實際案例對如何進行房地產(chǎn)營銷策劃做了詳盡的分析和探討。既然房地產(chǎn)營銷策劃關(guān)系到整個公司的經(jīng)營目標是否能夠順利實現(xiàn),那么它就應(yīng)該作為項目乃至整個公司運營的先頭工作來抓,用營銷策劃引導(dǎo)整個公司的工作開展。只有做好房地產(chǎn)營銷策劃工作,整個公司的工作才會在有序、高效中進行。
[Abstract]:The positioning and planning of real estate market is a new subject which is formed in the fierce competition of real estate market and how to carry out real estate marketing. At the same time, the real estate industry involves a wide range, varieties and grades are also different, this article can not be discussed in a general way, therefore, this paper takes the Nanjing Zhoulong Baohua Mountain Villa Project (hereinafter referred to as Zijin 7) as the research object. Around the real estate industry villa project market positioning and planning analysis and research. This paper is composed of six parts, which are respectively: 1: 1, introduction 2, analysis of the market environment of the project 3, market orientation of the project 4, market planning of the project 5, design of the project integrated marketing communication scheme 6, conclusion and prospect. Through SWOT analysis, this paper studies the advantages and disadvantages of Zijin 7 project, the development opportunities and threats brought about by environmental change, and finds that the advantages and market opportunities of Zijin 7 project are obvious. Weaknesses and market threats can be remedied by planning, designing and using materials, or weakened and improved by later marketing. In the process of market orientation of Zijin No. 7 project, we first selected the professors, experts, senior management and scientific research personnel of Xianlin University City. Then, according to the characteristics of the target customer, determine the market positioning of the project. The overall implementation idea of "Zijin No.7" project plan is that through the display of hardware sales office, model house, green space, fence and so on, the consumers will have the quality association of the project, thus the quality of the project products will be recognized. At the same time, by using experiential marketing principle, consumers can recognize the concept of life advocated by the project, establish a sense of belonging and increase their interest in the project. Finally, with a certain means of sales, the project attracted customers to solidify to achieve sales. The design team established the overall strategic goal of the "monument strategy" for the spread of the "Zijin 7" project. Its specific connotation is a milestone for the developer's brand and a milestone for the new villa marketing model. High-end pure villa product milestone and sophisticated consumer group to obtain a milestone in life value. The five stages of marketing planning of the project are established: leading period, opening period, strong selling period, duration period and final stage. The corresponding media strategies are different in each stage, in order to achieve the best media communication effect. Through the discussion of this paper, it is explained that the real estate marketing planning is the most important part in all the work of the real estate development enterprise, and how to carry on the real estate marketing plan is analyzed and discussed in detail with the actual case. Since the real estate marketing planning is related to the successful realization of the whole company's business objectives, it should be regarded as the first work of the project and even the whole company's operation, and the whole company's work should be guided by the marketing plan. Only by doing a good job of real estate marketing planning, the entire company will work in an orderly and efficient way.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F293.3

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