W房地產集團Y項目推廣策略研究
發(fā)布時間：2019-06-24 17:06
【摘要】：房地產行業(yè)近幾年來在中國的高速發(fā)展也帶來了行業(yè)內白熱化的競爭。市場的變幻莫測,政策的調整和干預,迫使房地產開發(fā)商重新面對和深入考慮這樣的問題:采用什么樣的市場戰(zhàn)略、推廣策略使其在眾多競爭對手中脫穎而出,取得不錯的銷售業(yè)績。好的推廣策略體現在產品定位、市場推廣、廣告策略等一系列過程中,需要多方面的資源整合。W房地產集團是一家面向全國的集團性房地產開發(fā)企業(yè)。Y項目是W集團的核心項目之一,為了讓Y項目更準確地定位、快速地推廣,制定出一整套有效的市場推廣策略,成了重中之重。本文共分四章,首先分析了W房地產集團Y項目當前的營銷環(huán)境,接著對該項目進行市場細分和市場定位,然后對Y項目的市場推廣策略進行了設計,最后從市場效果等方面分析了這些推廣策略的實施。 第一章,主要介紹W房地產集團以及Y項目現狀,外部宏觀環(huán)境、行業(yè)競爭環(huán)境等。首先是運用PEST分析來分析外部宏觀和環(huán)境,PEST分析主要是通過分析當前政治、經濟、社會和技術這四大類影響著企業(yè)經營發(fā)展的外部環(huán)境因素,為項目在制定市場規(guī)劃、產品、價格戰(zhàn)略及企業(yè)發(fā)展戰(zhàn)略提供了一定的幫助。 其次,運用“波特五力”模型來分析行業(yè)中的競爭環(huán)境。波特五力模型屬于外部環(huán)境分析中的微觀環(huán)境分析,主要用來分析本行業(yè)的企業(yè)競爭格局以及本行業(yè)與其他行業(yè)之間的關系。根據波特(M.E.Porter)的觀點,一個行業(yè)中的競爭,不止是在原有競爭對手中進行,而是存在著五種基本的競爭力量影響企業(yè)的發(fā)展。這五種基本競爭力量的狀況及綜合強度,決定著行業(yè)的競爭激烈程度,從而決定著行業(yè)中最終的獲利潛力以及資本向本行業(yè)的流向程度,這一切最終決定著企業(yè)保持收益的能力。一種可行戰(zhàn)略的提出首先應該包括確認并評價這五種力量,不同力量的特性和重要性因行業(yè)和公司的不同而變化,波特的競爭力模型的意義在于,五種競爭力量的抗爭中蘊含著三類成功的戰(zhàn)略思想:總成本領先戰(zhàn)略、差異化戰(zhàn)略、專一化戰(zhàn)略。 最后,通過SWOT分析得出結論為推廣策略指明方向。 第二章,主要通過對STP戰(zhàn)略的分析,明確Y項目的市場細分、確定目標市場及市場定位。市場細分的基礎上選擇對本企業(yè)最有吸引力并能有效占領的那部分市場為目標,并制定相應的產品計劃和營銷計劃為其服務,這樣企業(yè)就可以把有限的資源,人力和財力用到能生產最大效益的方面,確定了目標市場,為企業(yè)及產品在目標市場上樹立特色,選擇那些與企業(yè)任務,目標,資源條件相一致的市場,塑造形象,以取得絕對的競爭優(yōu)勢。 第三章主要分析Y項目的推廣策略。分別對于四種不同的推廣策略:(1)現場推廣策略;(2)平面廣告策略;(3)價格折讓策略;(4)公關活動策略進行設計和分析。 第四章是Y項目的推廣效果評估。 通過全文我們得出,房地產企業(yè)營銷推廣活動的關鍵在于市場細分和市場定位,在此基礎上制定出適合本項目的推廣策略。推廣策略應充分考慮到市場環(huán)境及社會環(huán)境并根據企業(yè)自身的情況進行制定。
[Abstract]:The high-speed development of the real estate industry in China has also brought the fierce competition in the industry in recent years. The vagaries of the market, the adjustment and the intervention of the policy, the real estate developer to face and in-depth consideration of the question: what kind of market strategy is adopted, the promotion strategy makes it stand out in many competitors, and has achieved good sales performance. The good promotion strategy is reflected in a series of processes, such as product location, marketing, and advertising strategy. W Real Estate Group is a country-oriented group-based real estate development enterprise. The Y project is one of the core projects of the W Group. In order for the Y project to be more accurately positioned and quickly promoted, a complete set of effective marketing strategies has been developed. The paper is divided into four chapters. First, the current marketing environment of the Y project of the W real estate group is analyzed, then the market segmentation and market positioning are carried out on the project, then the marketing strategy of the Y project is designed, and the implementation of these promotion strategies is finally analyzed from the aspects of the market effect and the like. The first chapter mainly introduces the situation of the W real estate group and the Y project, the external macro environment and the industry competition ring. in that first place, the PEST analysis is used to analyze the external macro-and environment, and the PEST analysis is mainly through the analysis of the current political, economic, social and technical four kinds of influence on the external environment factor of the enterprise's business development, and for the project in the development of market planning, The product, the price strategy and the enterprise development strategy provide a certain Help. Second, use the "Porter's five forces" model to analyze the industry The competitive environment of Porter's five-force model belongs to the micro-environment analysis in the external environment analysis, which is mainly used to analyze the competition pattern of enterprises in the industry and the industry and other industries The relationship between the competition in an industry, not only in the original competitors, but the impact of the five basic competitive forces, according to the point of view of the M. E. Porter. The development of the enterprise. The state and the comprehensive strength of the five basic competitive forces determine the degree of competition of the industry, so as to determine the ultimate profit potential in the industry and the flow direction of the capital to the industry, which ultimately determines the enterprise to maintain The first of a feasible strategy should include the recognition and evaluation of the five forces, the characteristics and importance of different forces being different from the industry and the company, the significance of Porter's competitiveness model is that there are three types of success in the struggle of the five competing forces Strategic thinking: total cost lead strategy, differentiation strategy, Special strategy. Finally, through the SWOT analysis, it is concluded that The second chapter, through the analysis of the STP strategy, makes clear the market segmentation of the Y-project. Identify the target market and market positioning. The market segment is based on the selection of the most attractive and effective part of the market for the enterprise and the corresponding product plan and marketing plan for its service, so that the enterprise can use limited resources, human and financial resources. To the extent that the maximum benefit can be produced, the target market is established, the characteristics of the enterprise and the product are set up in the target market, and the market, the image and the image which are consistent with the enterprise's tasks, objectives and resource conditions are selected In order to obtain an absolute competitive advantage. The three chapters mainly analyze the promotion strategy of the Y project. For four different promotion strategies, (1) the on-site promotion strategy; (2) the plane advertising strategy; (3) the price discount policy; and (4) ) The design and analysis of the policy of public-close activity. The fourth chapter is the evaluation of the promotion effect of the Y project. Through the full text, the key to the marketing and promotion of the real estate enterprise lies in the market segmentation and the market positioning. In addition, the promotion strategy suitable for this project is developed on this basis. The promotion strategy should take fully into account the market ring
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F293.3;F274
本文編號：2505224
[Abstract]:The high-speed development of the real estate industry in China has also brought the fierce competition in the industry in recent years. The vagaries of the market, the adjustment and the intervention of the policy, the real estate developer to face and in-depth consideration of the question: what kind of market strategy is adopted, the promotion strategy makes it stand out in many competitors, and has achieved good sales performance. The good promotion strategy is reflected in a series of processes, such as product location, marketing, and advertising strategy. W Real Estate Group is a country-oriented group-based real estate development enterprise. The Y project is one of the core projects of the W Group. In order for the Y project to be more accurately positioned and quickly promoted, a complete set of effective marketing strategies has been developed. The paper is divided into four chapters. First, the current marketing environment of the Y project of the W real estate group is analyzed, then the market segmentation and market positioning are carried out on the project, then the marketing strategy of the Y project is designed, and the implementation of these promotion strategies is finally analyzed from the aspects of the market effect and the like. The first chapter mainly introduces the situation of the W real estate group and the Y project, the external macro environment and the industry competition ring. in that first place, the PEST analysis is used to analyze the external macro-and environment, and the PEST analysis is mainly through the analysis of the current political, economic, social and technical four kinds of influence on the external environment factor of the enterprise's business development, and for the project in the development of market planning, The product, the price strategy and the enterprise development strategy provide a certain Help. Second, use the "Porter's five forces" model to analyze the industry The competitive environment of Porter's five-force model belongs to the micro-environment analysis in the external environment analysis, which is mainly used to analyze the competition pattern of enterprises in the industry and the industry and other industries The relationship between the competition in an industry, not only in the original competitors, but the impact of the five basic competitive forces, according to the point of view of the M. E. Porter. The development of the enterprise. The state and the comprehensive strength of the five basic competitive forces determine the degree of competition of the industry, so as to determine the ultimate profit potential in the industry and the flow direction of the capital to the industry, which ultimately determines the enterprise to maintain The first of a feasible strategy should include the recognition and evaluation of the five forces, the characteristics and importance of different forces being different from the industry and the company, the significance of Porter's competitiveness model is that there are three types of success in the struggle of the five competing forces Strategic thinking: total cost lead strategy, differentiation strategy, Special strategy. Finally, through the SWOT analysis, it is concluded that The second chapter, through the analysis of the STP strategy, makes clear the market segmentation of the Y-project. Identify the target market and market positioning. The market segment is based on the selection of the most attractive and effective part of the market for the enterprise and the corresponding product plan and marketing plan for its service, so that the enterprise can use limited resources, human and financial resources. To the extent that the maximum benefit can be produced, the target market is established, the characteristics of the enterprise and the product are set up in the target market, and the market, the image and the image which are consistent with the enterprise's tasks, objectives and resource conditions are selected In order to obtain an absolute competitive advantage. The three chapters mainly analyze the promotion strategy of the Y project. For four different promotion strategies, (1) the on-site promotion strategy; (2) the plane advertising strategy; (3) the price discount policy; and (4) ) The design and analysis of the policy of public-close activity. The fourth chapter is the evaluation of the promotion effect of the Y project. Through the full text, the key to the marketing and promotion of the real estate enterprise lies in the market segmentation and the market positioning. In addition, the promotion strategy suitable for this project is developed on this basis. The promotion strategy should take fully into account the market ring
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F293.3;F274
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