本文選題：呼和浩特市　切入點(diǎn)：楠湖酈舍項(xiàng)目　出處：《北方工業(yè)大學(xué)》2013年碩士論文

【摘要】：房地產(chǎn)作為一個(gè)地區(qū)甚至一個(gè)國(guó)家的支柱性產(chǎn)業(yè),一直受到國(guó)家、政府以及消費(fèi)者的廣泛關(guān)注,而房地產(chǎn)銷(xiāo)售中占重要地位的市場(chǎng)營(yíng)銷(xiāo)策略,在幫助開(kāi)發(fā)商確定投資方向,做出正確的投資決策和解決房地產(chǎn)開(kāi)發(fā)及今后發(fā)展方向及房地產(chǎn)銷(xiāo)售有關(guān)問(wèn)題的決策和技巧等方面有著不可代替的作用。 論文首先介紹了本文的選題背景和呼和浩特市房地產(chǎn)開(kāi)發(fā)的現(xiàn)狀,重點(diǎn)分析了主要競(jìng)爭(zhēng)對(duì)手的樓盤(pán)特色和目標(biāo)市場(chǎng)需求特點(diǎn),最后給出了“楠湖酈舍”的市場(chǎng)定位和有針對(duì)性的營(yíng)銷(xiāo)策略。主要結(jié)論如下：“楠湖酈舍”的目標(biāo)市場(chǎng)主要特點(diǎn)是針對(duì)80-90年齡段城市“新青年”剛需首次置業(yè)的客戶(hù)群體,鑒于現(xiàn)有競(jìng)品樓盤(pán)基本上主打配套成熟綜合性改善置業(yè)特色,為此,“楠湖酈舍”應(yīng)該以“低總價(jià)、低首付”高性?xún)r(jià)比的“城市生態(tài)藝術(shù)住區(qū)”產(chǎn)品為市場(chǎng)定位。并采取“首付10%”的推售策略,通過(guò)主流媒體和客群經(jīng)常使用的網(wǎng)絡(luò)、微信和微博等線(xiàn)上媒體,以為目標(biāo)客戶(hù)群體打造專(zhuān)屬的理想家園為賣(mài)點(diǎn),引起消費(fèi)者的共鳴,同時(shí)通過(guò)生態(tài)藝術(shù)售樓中心和樣板區(qū)現(xiàn)場(chǎng)感受策略及不斷完善項(xiàng)目周邊生活及交通配套突破客戶(hù)心理防線(xiàn),促成項(xiàng)目導(dǎo)向的“新青年”客群成交。
[Abstract]:As a pillar industry of a region or even a country, real estate has been widely concerned by the state, government and consumers. The marketing strategy, which plays an important role in real estate sales, is helping developers determine the investment direction. It plays an irreplaceable role in making the correct investment decision and solving the real estate development and the future development direction, and the decision and skill of the real estate sale. Firstly, the paper introduces the background of this paper and the present situation of the real estate development in Hohhot, and analyzes the characteristics of the main competitors' real estate and the demand of the target market. Finally, the market orientation and targeted marketing strategy of "Nanhu Li she" are given. The main conclusions are as follows: the main characteristics of the target market of "Nanhu Li she" are aimed at the "new youth" of 80-90 years old urban "new youth" rigid demand for the first time home buyers. In view of the fact that the existing competitive properties are basically matured and integrated to improve the characteristics of home ownership, the "Nanhu Li she" should be "at a low total price." The low down payment "high performance and high price" "urban ecological art residential area" products are market oriented. The "down payment 10%" promotion strategy is adopted, through the mainstream media and online media, such as WeChat and Weibo, which are often used by customers. For the target customer group to create the exclusive ideal home as the selling point, cause consumer resonance, at the same time through the ecological art sales center and sample area site feeling strategy and constantly improve the project peripheral life and transportation support to break through the customer psychological defense, To facilitate the project-oriented "new youth" group transactions.
【學(xué)位授予單位】：北方工業(yè)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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