【摘要】：國(guó)內(nèi)房地產(chǎn)行業(yè)在近年來已經(jīng)慢慢進(jìn)入激烈的競(jìng)爭(zhēng)時(shí)代，房地產(chǎn)開發(fā)商也慢慢已經(jīng)意識(shí)到了盲目地，沒有目的地進(jìn)行市場(chǎng)營(yíng)銷是不能適應(yīng)市場(chǎng)需求的，任何項(xiàng)目要想取得成功就必須進(jìn)行正確的營(yíng)銷定位。本研究在對(duì)TS房地產(chǎn)公司DC項(xiàng)目進(jìn)行市場(chǎng)調(diào)研與充分分析基礎(chǔ)上確定了市場(chǎng)定位與營(yíng)銷戰(zhàn)略。 本研究的研究?jī)?nèi)容如下：首先介紹了文章的選題背景、研究?jī)?nèi)容、研究意義與研究方法；第二章介紹了房地產(chǎn)營(yíng)銷、市場(chǎng)定位以及STP營(yíng)銷理論；第三章主要對(duì)DC項(xiàng)目的背景，，從宏觀經(jīng)濟(jì)環(huán)境、政策環(huán)境以及房地產(chǎn)市場(chǎng)現(xiàn)狀等方面深入分析了目前DC項(xiàng)目的影響因素；第四章為基于DC項(xiàng)目的房地產(chǎn)營(yíng)銷定位設(shè)計(jì)部分本部分首先利用問卷調(diào)查確定了市場(chǎng)細(xì)分的內(nèi)容，接下來通過市場(chǎng)吸引力分析與競(jìng)爭(zhēng)性分析得到了目標(biāo)市場(chǎng)確定的內(nèi)容；第五章為目標(biāo)市場(chǎng)影響因素指標(biāo)體系建立與評(píng)價(jià)部分。本章首先通過電話訪談與問卷調(diào)查的方式確定了DC項(xiàng)目的購房影響因素指標(biāo)構(gòu)成。接下來利用AHP確定了指標(biāo)的重要性程度，并通過問卷調(diào)查確定了每個(gè)指標(biāo)的建設(shè)水平得分，通過評(píng)價(jià)模型得出了目前DC項(xiàng)目的改進(jìn)點(diǎn)；第六章針對(duì)第五章分析的結(jié)論給出了相應(yīng)的對(duì)策研究。 本研究的研究結(jié)論為TS房地產(chǎn)公司DC項(xiàng)目的戰(zhàn)略定位與營(yíng)銷提供了直接的理論與方法指導(dǎo)，可以進(jìn)一步提高DC項(xiàng)目的營(yíng)銷水平。另外，本研究所使用的購房影響指標(biāo)評(píng)價(jià)模型與方法也可以為本行業(yè)其他企業(yè)所借鑒。
[Abstract]:The real estate industry in China has slowly entered a fierce competition in recent years, and real estate developers have gradually become aware of the blind, without the purpose of marketing marketing is not suitable for the market demand, any project to achieve success must be correct marketing positioning. This study in the TS Real Estate Company DC project On the basis of market research and full analysis, the market positioning and marketing strategy are determined.
The contents of this study are as follows: first, it introduces the background of the topic, the research content, the significance and the research method; the second chapter introduces the real estate marketing, the market positioning and the STP marketing theory; the third chapter is mainly about the background of the DC project, from the macro economic environment, the policy environment and the real estate market status and so on. The influence factors of the current DC project are analyzed. The fourth chapter determines the content of the market segmentation by using the questionnaire survey in the part of the real estate marketing positioning design based on the DC project. Then the content of the target market is obtained through the market attraction analysis and competitive analysis, and the fifth chapter is the target market influence factor index. System establishment and evaluation part. First of all, this chapter determines the index composition of the influence factors of the DC project by telephone interview and questionnaire survey. Next, we use AHP to determine the importance of the index, and determine the level of the construction level of each index through a questionnaire survey, and get the improvement of the current DC project through the evaluation model. The sixth chapter gives corresponding countermeasures for the conclusion of the fifth chapter.
The conclusion of this study provides direct theoretical and methodological guidance for the strategic positioning and marketing of the TS Real Estate Company DC project, which can further improve the marketing level of the DC project. In addition, the evaluation model and method used by this study can also be used for reference by other enterprises in this industry.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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