【摘要】：近年來(lái),房地產(chǎn)行業(yè)面臨越來(lái)越激烈的市場(chǎng)競(jìng)爭(zhēng),好的營(yíng)銷(xiāo)策略,對(duì)房地產(chǎn)企業(yè)越來(lái)越重要,通過(guò)營(yíng)銷(xiāo)策略的研究,可以更好地了解房地產(chǎn)項(xiàng)目的價(jià)值,通過(guò)目標(biāo)客戶(hù)群的定位與分析以及項(xiàng)目自身的形象包裝,確定推廣思路、階段及手段,可以制定出適合項(xiàng)目自身的營(yíng)銷(xiāo)策略,進(jìn)而順利的實(shí)現(xiàn)項(xiàng)目的價(jià)值。論文首先在了解國(guó)內(nèi)外研究現(xiàn)狀以及調(diào)研濰坊市房地產(chǎn)市場(chǎng),包括濰坊市房地產(chǎn)市場(chǎng)供需特征、濰坊市房地產(chǎn)住宅市場(chǎng)價(jià)格走勢(shì)預(yù)測(cè)、濰坊市房地產(chǎn)市場(chǎng)發(fā)展趨勢(shì)分析、濰坊市商品房住宅市場(chǎng)容量分析的基礎(chǔ)上。結(jié)合項(xiàng)目概況及主要競(jìng)爭(zhēng)樓盤(pán)分析,進(jìn)一步項(xiàng)目定位及客戶(hù)分析,利用4P方法分別從產(chǎn)品、價(jià)格、促銷(xiāo)、渠道四個(gè)方面對(duì)項(xiàng)目提出營(yíng)銷(xiāo)策略建議,包括總體營(yíng)銷(xiāo)策略、銷(xiāo)售策略、付款方式、項(xiàng)目推廣及包裝方案、營(yíng)銷(xiāo)進(jìn)度等方面。主要結(jié)論有濰坊奧文國(guó)際城項(xiàng)目可以改善區(qū)域投資環(huán)境,同時(shí),地方政府對(duì)招商引資采取更優(yōu)惠的政策,因此,該項(xiàng)目的投資建設(shè)會(huì)加快區(qū)域經(jīng)濟(jì)發(fā)展。促進(jìn)相關(guān)產(chǎn)業(yè)發(fā)展,推動(dòng)濰坊市經(jīng)濟(jì)發(fā)展。該項(xiàng)目應(yīng)該進(jìn)一步改造產(chǎn)品的戶(hù)型,對(duì)戶(hù)型的功能進(jìn)行調(diào)整,對(duì)內(nèi)外景觀進(jìn)行美化,對(duì)戶(hù)內(nèi)外配套設(shè)施進(jìn)行完善,以突出本項(xiàng)目的特色。在產(chǎn)品價(jià)格策略方面,以競(jìng)爭(zhēng)導(dǎo)向定價(jià)法為基礎(chǔ),與此同時(shí)還要考慮樓層、朝向等影響因素�？梢圆扇〉蛢r(jià)開(kāi)盤(pán)的策略,并在熱銷(xiāo)期和清盤(pán)期適當(dāng)上漲。在產(chǎn)品促銷(xiāo)方面,以廣告、人員、產(chǎn)品為主,并且在促銷(xiāo)的過(guò)程中緊扣地段、商業(yè)優(yōu)勢(shì)以及升值潛力等賣(mài)點(diǎn),立足優(yōu)勢(shì)、轉(zhuǎn)引劣勢(shì),對(duì)項(xiàng)目的營(yíng)銷(xiāo)實(shí)行差異化策略,并且根據(jù)具體情況適時(shí)控制與調(diào)整。
[Abstract]:In recent years, the real estate industry is facing more and more fierce market competition, good marketing strategy is more and more important to the real estate enterprise, through the research of the marketing strategy, we can better understand the value of the real estate project. Through the positioning and analysis of the target customer group and the image packaging of the project itself, the promotion ideas, stages and means can be determined, and the marketing strategy suitable for the project itself can be worked out, and the value of the project can be realized smoothly. First of all, the paper studies Weifang real estate market at home and abroad, including Weifang real estate market supply and demand characteristics, Weifang real estate market price trend forecast, Weifang real estate market development trend analysis. Weifang commercial housing market capacity analysis on the basis of. Combined with the project general situation and the main competitive real estate analysis, further project positioning and customer analysis, using 4P method respectively from the product, price, promotion, channel four aspects of the project marketing strategy recommendations, including the overall marketing strategy, Sales strategy, payment method, project promotion and packaging plan, marketing schedule and so on. The main conclusion is that Weifang Aowen International City Project can improve the regional investment environment, at the same time, local governments adopt more preferential policies to attract investment, therefore, the investment construction of the project will speed up the regional economic development. Promote the development of related industries, promote the economic development of Weifang City. The project should further reform the household type of the product, adjust the function of the household type, beautify the landscape inside and outside, and perfect the supporting facilities inside and outside the household, so as to highlight the characteristics of the project. In terms of product price strategy, it is based on competitive pricing method, and factors such as floor and orientation should be taken into account at the same time. May take the low price opening strategy, and increases appropriately in the hot sale period and the winding-up period. In the aspect of product promotion, advertising, personnel and products are the main factors, and in the process of promotion, the selling points, such as location, commercial advantage and appreciation potential, are closely attached to the selling points. Based on the advantages, the inferior position is cited, and the marketing strategy of the project is differentiated. And according to the specific situation timely control and adjustment.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F299.233.4

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本文編號(hào)：2220194