發(fā)布時間：2018-05-21 00:05

  本文選題：房地產(chǎn) + 營銷�。� 參考：《大連理工大學》2013年碩士論文

【摘要】：我國住宅建設已進入品質時代,房地產(chǎn)開發(fā)由賣方市場轉向買方市場,房地產(chǎn)業(yè)從計劃經(jīng)濟模式下單位自建過渡到現(xiàn)今市場經(jīng)濟條件下的投資開發(fā)模式,房地產(chǎn)項目營銷策劃的成敗成為重中之重,是房地產(chǎn)項目開發(fā)成功的關鍵。 本文結合作者參與的大連高新園區(qū)“學苑廣場九號”項目,對房地產(chǎn)項目營銷策劃的主要內(nèi)容和運用進行探討和研究。運用SWOT理論對“學苑廣場九號”項目進行優(yōu)勢、劣勢、機會及威脅等方面的分析,使該項目的開發(fā)不但要發(fā)揮項目的地理、環(huán)境優(yōu)勢,更要準確定位受眾群體,實施切實有效的營銷策略。 營銷策略多種多樣,作者先對競爭區(qū)域、競爭項目進行了界定,對未來競爭區(qū)域市場進行了分析,進而針對本項目競爭對手進行優(yōu)、劣勢對比,做到知己知彼。只要進行嚴謹、優(yōu)質的產(chǎn)品規(guī)劃設計和準確的產(chǎn)品定位,項目開發(fā)一定會取得成功。 作者及項目團隊對該項目進行分析、定位后,確定了項目的總體發(fā)展策略及受眾群體。在對受眾群體進行分析時,確定了IT區(qū)、學府區(qū)及本項目周邊區(qū)域的教職工群體作為主力客戶群體,制定了相關的產(chǎn)品策略和價格策略,并通過營銷團隊的構建來實施最后的營銷計劃。作為補充完善,作者也針對項目營銷的保障措施和相應的激勵辦法提出了自己的想法。 通過對本項目營銷策略的總結,作者知道項目開發(fā)必須強化規(guī)劃設計、市場營銷及運營管理等環(huán)節(jié)。作者也認識到了房地產(chǎn)營銷的幾個趨勢,即：強化品牌策略、適應消費者個性化要求,建立全程營銷機制。
[Abstract]:China's housing construction has entered the quality era, the real estate development from the seller's market to the buyer's market, the real estate industry from the planned economic model of self-construction to the current market economy conditions of investment development model. The success or failure of real estate project marketing planning is the key to the success of real estate project development. Based on the project of "No. 9 Xueyuan Square" in Dalian High-Tech Park, this paper discusses and studies the main content and application of marketing planning of real estate project. Using the SWOT theory to analyze the strengths, weaknesses, opportunities and threats of the "No. 9 Xueyuan Square" project, so that the development of the project should not only give full play to the geographical and environmental advantages of the project, but also accurately target the audience groups. Implement effective marketing strategy. There are a variety of marketing strategies. The author defines the competitive area and the competitive project, analyzes the future competitive regional market, and then compares the advantages and disadvantages of the competitors in this project. As long as rigorous, high-quality product planning and accurate product positioning, project development will be successful. After analyzing and positioning the project, the author and the project team determine the overall development strategy and the audience group of the project. In the analysis of the audience groups, it determined the IT district, the school district and the surrounding area of the project as the main group of staff and staff as the main customer group, and formulated the relevant product strategy and price strategy. And through the construction of the marketing team to implement the final marketing plan. As a supplement, the author also puts forward his own ideas on the guarantee measures and the corresponding incentive measures of project marketing. Through the summary of the marketing strategy of the project, the author knows that the project development must strengthen the links of planning and design, marketing and operation management. The author also recognizes several trends of real estate marketing, that is, to strengthen brand strategy, to adapt to the individual requirements of consumers, and to establish a whole process marketing mechanism.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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本文編號：1916826