【摘要】：匯遠(yuǎn)房地產(chǎn)公司成立于2002年4月,注冊資本2000萬元人民幣,位于長沙國家生物產(chǎn)業(yè)基地規(guī)劃區(qū)域內(nèi),是從事以房地產(chǎn)營銷開發(fā)為主的國有全資公司。該公司自成立以來已成功開發(fā)紫星苑、安陽小區(qū)、南陽小區(qū)等項目,目前正在著力打造鑲龍華府公租房項目。 近年來,隨著園區(qū)電子信息產(chǎn)業(yè)、生物醫(yī)藥產(chǎn)業(yè)、健康食品產(chǎn)業(yè)等的大力培育與發(fā)展,園區(qū)規(guī)劃面積由最初的13.4平方公里增加至現(xiàn)在的42平方公里,園區(qū)人口由2002年的3.5萬人增加到了目前的8萬多人。經(jīng)濟(jì)的發(fā)展、人口的增加,對住房需求產(chǎn)生了強(qiáng)烈的影響。同時,房地產(chǎn)物業(yè)的供給也迅速增加,目前園區(qū)有以粵港城、豫園步行街等項目為代表的二十多個房地產(chǎn)開發(fā)項目,匯遠(yuǎn)公司處于激烈的市場競爭環(huán)境之下。因此,匯遠(yuǎn)公司為了贏得并保持其競爭優(yōu)勢必須對其開發(fā)的房地產(chǎn)產(chǎn)品進(jìn)行合適的市場營銷。 匯遠(yuǎn)公司經(jīng)過多年的發(fā)展,在房地產(chǎn)產(chǎn)品的市場營銷過程中根據(jù)產(chǎn)品類型不同采取與之相適應(yīng)的市場營銷策略。結(jié)合市場需要和目標(biāo)消費群體,首先將定位于中低收入層次的青年人群,開發(fā)出中低價位的小戶型商品房。采取適當(dāng)?shù)牡蛢r策略,進(jìn)行廣告營銷與市場推廣等營銷策略,取得相對成功的結(jié)果。營銷過程中還滲透了文化營銷、體驗式營銷及服務(wù)營銷等的營銷策略。 但由于缺乏完整的市場營銷策略,在營銷過程中存在諸多問題。如市場調(diào)研不深入,市場定位不準(zhǔn)確；營銷策略創(chuàng)意缺失,營銷理念落后；營銷服務(wù)不周,顧客忠誠度難以形成及營銷隊伍素質(zhì)不高等問題,使匯遠(yuǎn)公司的房地產(chǎn)產(chǎn)品銷售情況不理想。 本文擬綜合運用各種市場營銷理論,為匯遠(yuǎn)公司制定合適的營銷策略。運用STP理論,通過市場細(xì)分、確定目標(biāo)市場,進(jìn)行合理的市場定位。應(yīng)用“4C”理論樹立服務(wù)營銷、文化營銷及體驗式營銷的新理念。利用“4P”理論制定產(chǎn)品策略、價格策略、渠道策略及促銷策略等組合營銷策略。使用“4R”理論培養(yǎng)顧客忠誠度。只有結(jié)合匯遠(yuǎn)公司的實際情況,綜合運用各種市場營銷理論,為匯遠(yuǎn)公司量身定做合適的營銷策略,才能使匯遠(yuǎn)公司在激烈的市場競爭中贏得競爭優(yōu)勢,實現(xiàn)長遠(yuǎn)發(fā)展。
[Abstract]:Huiyuan Real Estate Company was founded in April 2002 with a registered capital of 20 million yuan. It is located in the planning area of Changsha National Biological Industry Base and is a wholly state-owned company engaged in the marketing and development of real estate. Since its establishment, the company has successfully developed Zixing Court, Anyang District, Nanyang District and other projects. In recent years, with the development of electronic information industry, biomedical industry and healthy food industry, the planned area of the park has increased from 13.4 square kilometers to 42 square kilometers. The population of the park increased from 35000 in 2002 to more than 80, 000 at present. The development of economy and the increase of population have a strong influence on housing demand. At the same time, the supply of real estate also increases rapidly. At present, there are more than 20 real estate development projects represented by Guangdong and Hong Kong City, Yuyuan pedestrian Street and so on. Huiyuan Company is under the fierce market competition environment. Therefore, in order to win and maintain its competitive advantage, Huiyuan Company must carry on the appropriate marketing to the real estate products it develops. After years of development, Huiyuan Company adopts the corresponding marketing strategy according to the product types in the process of real estate product marketing. Combined with the market needs and target consumer groups, first of all, it will be located in the middle and low income level of the young people, the development of low-and low-priced small-sized commercial housing. Adopt appropriate low price strategy, carry on the marketing strategy such as advertisement marketing and market promotion, obtain the relatively successful result. Marketing process also infiltrates cultural marketing, experiential marketing and service marketing and other marketing strategies. However, due to the lack of a complete marketing strategy, there are many problems in the marketing process. If the market research is not thorough, the market position is not accurate, the marketing strategy originality is lacking, the marketing idea is backward, the marketing service is inadequate, the customer loyalty is difficult to form and the quality of the marketing team is not high, etc. So that Huiyuan Company's real estate products sales situation is not ideal. This paper intends to make appropriate marketing strategies for Huiyuan Company by using all kinds of marketing theories. STP theory, through market segmentation, determine the target market, a reasonable market positioning. The new concept of service marketing, cultural marketing and experiential marketing is established by applying "4 C" theory. Make use of "4 P" theory to formulate product strategy, price strategy, channel strategy and promotion strategy. Use the "4 R" theory to cultivate customer loyalty. Only combining with the actual situation of Huiyuan Company, using various marketing theories synthetically, and tailoring appropriate marketing strategy for Huiyuan Company, can Huiyuan Company win competitive advantage in the fierce market competition and realize long-term development.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F274

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