近年來(lái),科學(xué)技術(shù)和互聯(lián)網(wǎng)的飛速發(fā)展,“互聯(lián)網(wǎng)+”開(kāi)始滲透到各行各業(yè),隨著房地產(chǎn)去庫(kù)存穩(wěn)房?jī)r(jià)的調(diào)控政出臺(tái),行業(yè)競(jìng)爭(zhēng)壓力加大,讓深圳房地產(chǎn)市場(chǎng)日益收緊,市場(chǎng)成交量有所下滑。從營(yíng)銷層面尋找突破口,強(qiáng)化營(yíng)銷策略成為眾多房地產(chǎn)公司的必然選擇,房地產(chǎn)營(yíng)銷方式創(chuàng)新升級(jí)成為行業(yè)可持續(xù)良性發(fā)展的關(guān)鍵。本文以XS項(xiàng)目作為研究對(duì)象,對(duì)其營(yíng)銷策略進(jìn)行了綜合分析,包括項(xiàng)目營(yíng)銷策略存在的問(wèn)題,所處的宏觀環(huán)境、競(jìng)爭(zhēng)者、SWOT等方面的分析。目前項(xiàng)目小戶型已全部銷售,但還有21.6%的大戶型產(chǎn)品卻出現(xiàn)滯銷,在品牌知名度和創(chuàng)收上沒(méi)有達(dá)到公司預(yù)期。通過(guò)綜合分析,本文認(rèn)為XS項(xiàng)目的營(yíng)銷策略存在大戶型市場(chǎng)定位不準(zhǔn)確、品牌影響力不夠、營(yíng)銷推廣觀念陳舊等問(wèn)題,導(dǎo)致該項(xiàng)目的營(yíng)銷成果欠佳。在對(duì)XS項(xiàng)目存在的問(wèn)題進(jìn)行分析后,主要利用STP戰(zhàn)略理論、營(yíng)銷組合策略作為分析基礎(chǔ),找出大戶型的目標(biāo)客群,并針對(duì)該群體就品牌、渠道、促銷三個(gè)方面提出了改進(jìn)措施。除經(jīng)典營(yíng)銷理論外,本文還立足于當(dāng)前互聯(lián)網(wǎng)+時(shí)代背景,從微營(yíng)銷的角度提出了適合XS項(xiàng)目的網(wǎng)絡(luò)營(yíng)銷優(yōu)化策略。本文旨在通過(guò)研究XS項(xiàng)目的營(yíng)銷策略,結(jié)合我國(guó)房地產(chǎn)市場(chǎng)營(yíng)銷的相關(guān)理論,力爭(zhēng)探索一套適合... 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：74 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
    1.1 Research Background and Research Significance
        1.1.1 Research Background
        1.1.2 Research significance
    1.2 Research Method and Research Thoughts
        1.2.1 Research Method
        1.2.2 Research Thoughts
    1.3 Innovation Points of the Research
2 Literature review and Theoretical Tools
    2.1 Foreign and Domestic Literature review
        2.1.1 Literature Review
        2.1.2 Literature Commentary
    2.2 Theoretical Tools of Real Estate Marketing
        2.2.1 STP Marketing Strategy
        2.2.2 SWOT Analysis
3 Marketing Status Analysis of XS Project
    3.1 ZX Group introduction
    3.2 Project Overview
    3.3 Analysis of project marketing status
        3.3.1 Target Market and Market Positioning
        3.3.2 Product Strategy
        3.3.3 Pricing Strategy
        3.3.4 Marketing Channel Strategy
        3.3.5 Promotion Strategy
        3.3.6 Overall Project Sales
    3.4 Analysis of Existing Problems
        3.4.1 Large house slow-moving
        3.4.2 Brand image cannot match large-sized customers
        3.4.3 Promotion channels have not been adjusted according to the needs of large house
4 Analysis of the Marketing Environment
    4.1 PEST Analysis
        4.1.1 Political Factors Analysis
        4.1.2 Economic Factors
        4.1.3 Social Environment Factors
        4.1.4 Technological Factors
    4.2 Market Factors
        4.2.1 Market Analysis
        4.2.2 Competition Project Analysis
        4.2.3 Customer Group Analysis
    4.3 SWOT Analysis of the Project
        4.3.1 Strengths
        4.3.2 Weaknesses
        4.3.3 Opportunities
        4.3.4 Threats
5 Marketing Strategy Formulation for XS Projects
    5.1 Large-house target market selection
        5.1.1 Market Segmentation
        5.1.2 Target Market
        5.1.3 Market Positioning
    5.2 Brand Optimization
        5.2.1 Establish Clear Brand Positioning
        5.2.2 Detail Control Improve Customer Satisfaction
        5.2.3 Customer Relationship Maintenance
    5.3 Channel Strategy
        5.3.1 Joint agent sales model
        5.3.2 Differentiated channel strategy
    5.4 Big customer promotion strategy
        5.4.1 Low-priced group purchase promotion strategy for big customer
        5.4.2 Micro marketing strategy
6 Conclusions and Further Study
    6.1 Conclusions
    6.2 The limitation and the Further Study
References



本文編號(hào)：3461074