本文關鍵詞：北京鼎軒基業(yè)西山匯項目營銷戰(zhàn)略研究　出處：《哈爾濱理工大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 西山匯項目 戰(zhàn)略營銷 SWOT

【摘要】：本論文以北京中關村科技園石景山園北2區(qū)，即鼎軒基業(yè)“西山匯”項目，作者以親自參與開發(fā)建設的這一高端商業(yè)物業(yè)作為研究對象，面對當前政策和市場的雙重壓力，剩余四分之一產品銷售受阻，受企業(yè)委托提出戰(zhàn)略調整方案。通過具體分析，提出創(chuàng)新的營銷戰(zhàn)略。從過去和現(xiàn)有的推銷、銷售走向自持物業(yè)，“樓宇經濟”型的發(fā)展道路，以求如期完成租售目標，為即將開發(fā)建設的70萬平米的北1區(qū)的營銷打下堅實的基礎，并使項目永續(xù)經營下去。 本文所闡述的營銷觀點，是運用了市場營銷學的專業(yè)理論知識，通過對北京石景山區(qū)中關村科技園，對北京市及全國房地產客觀形勢進行分析，并對北京鼎軒基業(yè)科技公司和該公司承建的西山匯項目所表現(xiàn)的企業(yè)項目內部微觀環(huán)境充分研究之后所提出的。 論文回顧并展望了國內外房地產營銷理論的產生和發(fā)展，確立了論文的研究方法和技術路線；運用了SWOT和STP理論及方法，分析西山匯項目部的項目定位、產品定位、目標定位、識別競爭者等，從而確立該項目營銷的差異化戰(zhàn)略，并根據(jù)營銷戰(zhàn)略目標的需要，積極創(chuàng)造差異化，用較低成本對產品的戶型風格、目標客戶選擇，物業(yè)個性化服務等調整，同時，又實施一系列保障措施，，以確保營銷戰(zhàn)略的執(zhí)行并最終實現(xiàn)目標。論文還從產品、價格、推廣和促銷策略等方面進行深度策劃和研究，以期對整個營銷活動有一定的實踐意義。
[Abstract]:This paper takes Beijing Zhongguancun Science Park Shijingshan Park North District 2, namely "Xishan greentop foundation sink project, the author personally involved in the development and construction of the high-end commercial property as the research object, facing the double pressure of current policy and market, the remaining 1/4 product sales blocked, commissioned by the enterprise put forward the strategic adjustment plan. Through the concrete analysis and put forward an innovative marketing strategy. From the past and existing sales, sales to a self-sustaining property development path of" building the economy ", in order to complete sales target, a solid foundation for the development of the construction will be 700 thousand square meters of 1 districts in the north of marketing, and make the project sustainable management.
This paper expounds the marketing point of view, is a professional theoretical knowledge of marketing, through to the Beijing Shijingshan District Zhongguancun science and Technology Park of Beijing city and the national real estate situation analysis, proposed after fully study and on the construction of Beijing greentop foundation technology company and the company's performance of the project Department of Xishan enterprise project micro environment.
The review and prospect the emergence and development of domestic and foreign real estate marketing theory, established the research methods and technique route; using SWOT and STP theory and methods, project positioning, analysis of the Xishan Exchange Department of the project product positioning, target location, identification of competitors, so as to establish the differentiation strategy of the marketing project. According to the requirement of marketing strategy, and actively create differences, with lower cost of the product style apartment layout target customer selection, personalized service, property adjustment, and at the same time, the implementation of a series of security measures, to ensure the execution of marketing strategy and to achieve the ultimate goal. The paper also from the product, price, promotion and promotion strategy and other aspects of deep planning and research, so as to have certain practical significance for the whole marketing activities.

【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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本文編號：1376749