【摘要】：隨著我國(guó)經(jīng)濟(jì)的快速增長(zhǎng),人們對(duì)住宅有了更高層次的需求,房地產(chǎn)業(yè)發(fā)展迅猛,豪宅已經(jīng)成為現(xiàn)代房地產(chǎn)業(yè)的主流之一,這其中準(zhǔn)確的營(yíng)銷策略起了至關(guān)重要的作用。營(yíng)銷策略被廣泛地運(yùn)用于各個(gè)學(xué)科并形成了相對(duì)完整的理論體系。事實(shí)上,我國(guó)房地產(chǎn)業(yè)對(duì)于豪宅的營(yíng)銷管理仍然處于初期,需要從理論和實(shí)踐雙方面進(jìn)行完善,并最終形成適合我國(guó)消費(fèi)者的豪宅營(yíng)銷理論。本文在梳理豪宅營(yíng)銷理論的發(fā)展歷程后,試圖借鑒國(guó)外相對(duì)成熟的經(jīng)驗(yàn),分析并解決存在的問題,為新的豪宅營(yíng)銷策略建立理論依據(jù)。 論文在闡述論文的背景、目的及意義、論文的研究思路與方法的基礎(chǔ)上,從營(yíng)銷基礎(chǔ)理論的歷史發(fā)展進(jìn)程、營(yíng)銷的“三個(gè)四”理論及其發(fā)展過程、適用于豪宅銷售的營(yíng)銷策略等方面進(jìn)行說明。進(jìn)而分別從豪宅的特點(diǎn)、上海豪宅發(fā)展現(xiàn)狀及趨勢(shì)等方面進(jìn)行分析。這部分為本文的重點(diǎn)部分之一,為下一步營(yíng)銷策略制定打下基礎(chǔ)。緊接著論文主要闡述豪宅客戶的界定、豪宅客戶的基本特征、豪宅客戶行為習(xí)慣、豪宅客戶特征差異化等。最后,以CITY ONE項(xiàng)目為例,針對(duì)集團(tuán)在豪宅營(yíng)銷上面臨的情況,分別在整合營(yíng)銷、公關(guān)營(yíng)銷、品牌營(yíng)銷以及廣告宣傳策略四個(gè)方面,為公司提出豪宅營(yíng)銷對(duì)策和改進(jìn)措施。
[Abstract]:With the rapid growth of China's economy, people have a higher level of demand for housing, the real estate industry has developed rapidly, luxury housing has become one of the mainstream of the modern real estate industry, among which the accurate marketing strategy has played a vital role. Marketing strategies are widely used in various disciplines and form a relatively complete theoretical system. In fact, the marketing management of luxury houses in real estate industry is still in its infancy, which needs to be perfected both in theory and practice, and finally to form the theory of luxury house marketing suitable for Chinese consumers. After combing the development course of the luxury house marketing theory, this paper tries to draw lessons from the relatively mature experience of foreign countries, analyze and solve the existing problems, and establish the theoretical basis for the new luxury house marketing strategy. On the basis of explaining the background, purpose and significance of the thesis, the research ideas and methods of the thesis, from the historical development process of marketing basic theory, the "three four" theory of marketing and its development process, Applicable to the sale of luxury housing marketing strategy and other aspects of explanation. And then from the characteristics of luxury houses, Shanghai luxury housing development status and trends are analyzed. This part is one of the key parts of this paper, laying the foundation for the next marketing strategy formulation. Then the paper mainly expounds the definition of luxury customers, the basic characteristics of luxury house customers, the behavior habits of luxury house customers, the differentiation of the characteristics of luxury house customers and so on. Finally, taking the CITY ONE project as an example, aiming at the situation that the group faces in the luxury house marketing, this paper puts forward the countermeasures and improvement measures for the company in the four aspects of integrated marketing, public relations marketing, brand marketing and advertising promotion strategy.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F299.233.4

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本文編號(hào)：2236938