本文選題：ZF房地產(chǎn)公司　切入點(diǎn)：S項(xiàng)目　出處：《西北大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,我國市場經(jīng)濟(jì)快速發(fā)展,人均收入水平也有了很大的提高,購房需求也隨之日益增加。目前國內(nèi)房地產(chǎn)行業(yè)發(fā)展迅速,并日漸成為重要經(jīng)濟(jì)產(chǎn)業(yè)之一。由于房地產(chǎn)價(jià)格的持續(xù)上升,我國政府陸續(xù)推出了相關(guān)購房政策以實(shí)現(xiàn)房地產(chǎn)行業(yè)的宏觀調(diào)控,從而使其逐漸趨于規(guī)范化發(fā)展。但是房地產(chǎn)之間的競爭壓力日益增加,企業(yè)為了能保證較高的行業(yè)競爭優(yōu)勢,不能將房地產(chǎn)簡單地看作普通商品銷售,而是要將房地產(chǎn)的營銷策劃作為將來主要研究內(nèi)容,從企業(yè)的角度去統(tǒng)籌和規(guī)劃,從而確定最終的營銷方案。 本文以ZF房地產(chǎn)公司S項(xiàng)目為對象,通過PEST分析方法從政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境四個(gè)方面分析S項(xiàng)目營銷面臨的宏觀環(huán)境；運(yùn)用SWOT分析方法具體分析S項(xiàng)目的優(yōu)勢、劣勢、機(jī)會和威脅；并通過STP方法對S項(xiàng)目的目標(biāo)市場選擇定位；最后運(yùn)用“4P”理論從產(chǎn)品、價(jià)格、促銷、渠道四個(gè)方面結(jié)合ZF房地產(chǎn)公司的特點(diǎn)與現(xiàn)狀構(gòu)建出一套科學(xué)的營銷體系。其中產(chǎn)品策略包括產(chǎn)品差異化策略,物業(yè)智能化建議,產(chǎn)品品牌策略。價(jià)格策略包括低開高走定價(jià)策略,折扣與讓利定價(jià)策略,差別定價(jià)策略。渠道策略包括售樓處營銷渠道,網(wǎng)絡(luò)營銷渠道。促銷策略包括生命周期不同階段的促銷策略,營業(yè)推廣策略,公共關(guān)系策略。并提出S營銷策略的實(shí)施保障：完善銷售管理體系,加強(qiáng)人力資源隊(duì)伍建設(shè),強(qiáng)化營銷制度保障,強(qiáng)化項(xiàng)目資金保障,加強(qiáng)企業(yè)文化建設(shè)。 房地產(chǎn)營銷不僅僅是傳統(tǒng)的銷售,更需要為消費(fèi)者提供良好的服務(wù)和購買體驗(yàn)。在了解市場動態(tài)的同時(shí),結(jié)合消費(fèi)者的實(shí)際需求,通過不同營銷方式的結(jié)合來為消費(fèi)者提供服務(wù),使房地產(chǎn)銷售逐漸向全面化發(fā)展。本文主要以ZF房地產(chǎn)公司為研究案例來進(jìn)行探索,希望能夠今后房地產(chǎn)營銷的研究當(dāng)中提供一些幫助。
[Abstract]:In recent years, China's market economy has developed rapidly, the level of per capita income has also been greatly improved, and the demand for housing has increased day by day. At present, the domestic real estate industry is developing rapidly. And has become one of the important economic industries. As the real estate prices continue to rise, our government has introduced related housing purchase policies in order to realize the macro-control of the real estate industry. But the competition pressure between the real estate is increasing day by day, in order to ensure the higher competitive advantage of the industry, the enterprise can not simply regard the real estate as the ordinary commodity sale. Instead, the marketing planning of real estate should be regarded as the main research content in the future, and the final marketing plan should be determined from the angle of enterprise. This article takes the S project of ZF real estate company as the object, analyzes the macro environment of S project marketing from four aspects: political legal environment, economic environment, social and cultural environment and technical environment through PEST analysis method; SWOT analysis method is used to analyze the strengths, weaknesses, opportunities and threats of S projects, and the STP method is used to locate the target market of S projects. Finally, the "4p" theory is used to analyze the advantages, disadvantages, opportunities and threats of S projects from the view of product, price and promotion. According to the characteristics and present situation of ZF real estate company, a set of scientific marketing system is constructed from four aspects of channel, in which product strategy includes product differentiation strategy, intelligent property suggestion, Product brand strategy. Price strategy includes low opening and high price strategy, discount and yield pricing strategy, differential pricing strategy. Network marketing channel. Promotion strategy includes promotion strategy at different stages of life cycle, business promotion strategy, public relations strategy. The implementation guarantee of S marketing strategy is put forward: perfecting sales management system, strengthening human resource team construction, Strengthen the guarantee of marketing system, strengthen the guarantee of project funds, strengthen the construction of enterprise culture. Real estate marketing is not only traditional sales, but also needs to provide consumers with good service and purchase experience. Through the combination of different marketing methods to provide services to consumers, so that real estate sales gradually develop into a comprehensive. This paper mainly takes ZF real estate company as a case study to explore, Hope to be able to provide some help in the future real estate marketing research.
【學(xué)位授予單位】：西北大學(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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