本文選題：武高科房地產(chǎn)公司 + 新地東方明珠項目　； 參考：《湖南大學》2013年碩士論文

【摘要】：近年來，我國房地產(chǎn)市場快速發(fā)展，房價越來越高，經(jīng)過2010年快速增長，商品房價格飛漲從一個單純的經(jīng)濟問題逐步演變成中國的民生問題，引起了國家對房地產(chǎn)行業(yè)的再次調(diào)控，從一系列的調(diào)控政策可以看出國家對房地產(chǎn)調(diào)控的決心與力度。然而，國家的這種調(diào)控對中小房地產(chǎn)公司來說影響非常不利，很多房地產(chǎn)企業(yè)商品房大產(chǎn)企業(yè)來說，如何制定房地產(chǎn)項目營銷策略是一個關系到公司發(fā)展的重要問題。 本文以武高科房地產(chǎn)公司新地東方明珠項目為研究對象，首先，從研究的目的和意義出發(fā)，對國內(nèi)外市場營銷問題研究現(xiàn)狀進行了分析，提出了本文研究的主要內(nèi)容，闡述了本文的重要研究方法和研究思路。其次，介紹了武高科房地產(chǎn)公司及新地東方明珠項目的基本情況，并且從政治與法律環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、技術環(huán)境四個層面對房地產(chǎn)行業(yè)的外部宏觀環(huán)境進行了分析，從需求環(huán)境、競爭環(huán)境兩個層面對房地產(chǎn)整個行業(yè)的大致情況進行了分析，綜述了公司人力資源、財務與營銷資源等方面的狀況，提出了武高科房地產(chǎn)公司新地東方明珠項目營銷策略制定的原則，對目標消費按階層、生活圈進行了細分，制定了力爭市區(qū)的目標，尤其是芙蓉、天心區(qū)中高端客戶，兼顧周邊縣市客戶也是項目重要客戶群，并從產(chǎn)品、風格、功能等方面進行市場定位，具體內(nèi)容涵蓋資源價值、景觀價值、配套價值、生活價值、人文價值、區(qū)位價值等方面。在此基礎上，提出武高科房地產(chǎn)公司新地東方明珠項目4P組合策略。最后，，給出了武高科房地產(chǎn)公司新地東方明珠項目營銷策略的實施步驟與實施保障。
[Abstract]:In recent years, the real estate market of our country has developed rapidly, and the housing prices are getting higher and higher. After the rapid growth in 2010, commodity housing prices have skyrocketed from a simple economic problem to a livelihood issue in China. From a series of regulation and control policies, we can see the determination and strength of the state to the real estate regulation and control. However, the national regulation and control of small and medium-sized real estate companies are very adverse. For many real estate enterprises, how to formulate the marketing strategy of real estate projects is an important issue related to the development of the company. This paper takes Xindi Oriental Pearl Project of Wushu Real Estate Company as the research object. First of all, from the purpose and significance of the research, this paper analyzes the domestic and foreign marketing research status quo, and puts forward the main content of this paper. This paper describes the important research methods and research ideas. Secondly, it introduces the basic situation of Wushu real estate company and SHKP Oriental Pearl Project, and from the political and legal environment, economic environment, social and cultural environment, This paper analyzes the external macro environment of the real estate industry from four aspects of the technical environment, analyzes the general situation of the whole real estate industry from the two aspects of the demand environment and the competitive environment, and summarizes the human resources of the company. In the aspects of finance and marketing resources, this paper puts forward the principles of marketing strategy formulation for the project of New Orient Pearl Project of Wushu Real Estate Company, subdivides the target consumption by class and life circle, and formulates the goal of striving for the urban area. In particular, Furong, middle and high-end customers in Tianxin District, taking into account the surrounding counties and cities are also important customer groups of the project, and market positioning is carried out from product, style, function and so on. The specific content covers resource value, landscape value, matching value, etc. Life value, humanistic value, location value and so on. On this basis, the 4 P combination strategy of Xindi Oriental Pearl Project of Wugao Real Estate Company is put forward. Finally, the implementation steps and implementation guarantee of the marketing strategy of Xindi Oriental Pearl Project of Wushu Real Estate Company are given.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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