“錦繡瀾灣”房地產(chǎn)項目的營銷策劃研究
發(fā)布時間：2018-09-15 06:33
【摘要】：自2010年4月14日出臺房地產(chǎn)宏觀調(diào)控政策——“新國四條”以來,國家不斷推出各種房地產(chǎn)調(diào)控政策,而且持續(xù)至今沒有停止的跡象。這在國家房地產(chǎn)宏觀政策調(diào)整的歷史上是前所未有的:一線城市的房地產(chǎn)市場量跌價滯,二三線城市房地產(chǎn)限購政策也紛紛出臺,一時間整個行業(yè)風(fēng)聲鶴唳。 隨著沈撫同城一體化的推進,位于沈陽撫順交界處的沈撫新城變得愈發(fā)引人注目,眾多著名房地產(chǎn)開發(fā)商云集于此。明達意航集團也看準(zhǔn)時機,在此開發(fā)了“錦繡瀾灣”項目,該項目位于遼寧省的沈陽和撫順之間的撫順經(jīng)濟開發(fā)區(qū),周邊人煙稀少,目前的城市基礎(chǔ)配套設(shè)施極其缺乏,但未來規(guī)劃前景光明。如何在現(xiàn)階段的諸多不利客觀條件下,通過營銷資源整合,一舉突破現(xiàn)有環(huán)境劣勢和發(fā)展瓶頸,也是市場營銷部門必須面臨和解決的首要問題。 本文首先對“錦繡瀾灣”項目所處的營銷環(huán)境進行了分析,包括國家新政策下該地區(qū)房地產(chǎn)行業(yè)狀況分析、沈撫地區(qū)房地產(chǎn)市場現(xiàn)狀分析和項目周邊其它競爭性項目分析等,從整體上分析了本項目目前所處的政策和現(xiàn)實狀況。研究發(fā)現(xiàn),政府此次對房地產(chǎn)調(diào)控的決心不容忽視,住房問題已經(jīng)從經(jīng)濟層面上升到影響社會穩(wěn)定、關(guān)乎國計民生的政治層面,政策的嚴(yán)厲程度前所未有,大超預(yù)期,對于投機性需求抑制更明顯。2010年撫順房地產(chǎn)開發(fā)建設(shè)投資繼續(xù)保持較快增長速度,房地產(chǎn)市場形勢良好,對該市房地產(chǎn)市場發(fā)展趨勢仍信心較足,地產(chǎn)行業(yè)仍有一定上升空間,尤其是本項目所在的沈撫新城,隨著沈撫一體化的進行,該區(qū)域必將成為促進沈撫發(fā)展的重要因素。然后對“錦繡瀾灣”項目做了整體介紹,此項目品質(zhì)高、位置佳,無論從標(biāo)準(zhǔn)上,還是內(nèi)涵上,明達意航集團的“錦繡瀾灣”項目都可堪稱區(qū)域翹楚,優(yōu)勢非常明顯;緊接著,本文對該項目所處的市場進行了分析,對可能影響項目的各種因素做了深入的調(diào)查,綜合各方面信息以及項目自身的優(yōu)勢,確定了項目的可行性。由于“錦繡瀾灣”項目地處沈撫交界處,隨著沈撫同城一體化的推進,該地段現(xiàn)在正逐漸成為一片商家必爭之地。隨后,對項目的市場、客戶、產(chǎn)品等進行了具體的分析和定位,根據(jù)不同消費群體的購買習(xí)慣、傾向及能力設(shè)計了不同的戶型和房源,并確立了相應(yīng)的政策。戶型設(shè)計上,“錦繡瀾灣”項目為西班牙異域風(fēng)情生態(tài)景觀大盤,特點鮮明,定位明確,目前本區(qū)域市場上高層住宅主力總價在40—60萬元之間,而別墅(包括聯(lián)排等類別墅)的總價在100—300萬元之間。根據(jù)市場分析的結(jié)論,本項目主力戶型的總價應(yīng)控制在30—45萬以及50—100萬元兩個區(qū)間內(nèi),以避開直接的市場競爭,直接命中目標(biāo)市場,形成市場差異,填補市場空白;最后,結(jié)合前文的分析,針對不同市場環(huán)境、不同客戶、不同產(chǎn)品分別制訂了相應(yīng)的營銷策略,如推盤策略、廣告策略、公關(guān)策略、品牌推廣策略、價格體系策略及銷售策略,其中銷售策略根據(jù)調(diào)查的結(jié)果和市場現(xiàn)狀,本文提出了自行銷售、團購和網(wǎng)絡(luò)營銷等方式。
[Abstract]:Since the promulgation of the real estate macro-control policy on April 14, 2010 - "the Four Articles of the New Country", the state has continuously introduced various real estate control policies, and there are no signs of ceasing. This is unprecedented in the history of the national macro-policy adjustment of real estate: the real estate market in the first-tier cities fell slowly, and the second-tier and third-tier cities fell slowly. The real estate purchase policy has also been introduced, and the whole industry is in a state of alarm.
With the integration of Shenyang and Fushun, Shenfu New Town, which is located at the junction of Shenyang and Fushun, has become more and more noticeable. Many famous real estate developers have gathered here. Mingda Italian Airlines Group has also taken the opportunity to develop the "Splendid Lanwan" project, which is located in the Fushun Economic Development Zone between Shenyang and Fushun in Liaoning Province, Zhou How to break through the existing environmental disadvantage and the bottleneck of development through the integration of marketing resources under many unfavorable and objective conditions at this stage is also the primary problem that the marketing department must face and solve.
Firstly, this paper analyzes the marketing environment of "Jinxiulan Lanwan" project, including the analysis of the real estate industry in this area under the new national policy, the analysis of the real estate market in Shenfu area and the analysis of other competitive projects around the project, and analyzes the current policy and the actual situation of the project as a whole. Now, the government's determination to regulate real estate can not be ignored. The housing problem has risen from the economic level to the political level affecting social stability, national economy and people's livelihood. The severity of the policy is unprecedented, exceeding expectations, and restraining speculative demand is more obvious. Speed, the real estate market situation is good, the city's real estate market development trend is still more confident, the real estate industry still has some room to rise, especially the Shenfu New Town where the project is located, with the integration of Shenfu, the region will become an important factor to promote the development of Shenfu. Shao, the project is of high quality and good location, whether from the standard or connotation, Mingda Italian Airlines Group's "Jinxiulan Lanwan" project can be called the regional leader, the advantages are very obvious; then, this paper analyzes the market of the project, makes an in-depth investigation of various factors that may affect the project, and synthesizes all aspects of information. As the project is located at the junction of Shenfu and Shenzhen, with the integration of Shenfu and Tongcheng, this area is becoming an inevitable place for businessmen. Subsequently, the project market, customers, products and other specific analysis and positioning, according to different consumer groups. In the design of the apartment type, the project "Jinxiulan Lanwan" is an exotic ecological landscape of Spain, with distinct features and clear positioning. At present, the main price of the high-rise residential buildings in the regional market is between 400,000 yuan and 600,000 yuan, while the villas (including row, etc.). According to the conclusion of the market analysis, the total price of the main household type of this project should be controlled in the two intervals of 300-450,000 and 500-1 million yuan, in order to avoid the direct market competition, hit the target market directly, form market differences and fill the gap in the market; finally, combined with the above analysis, according to different cities, the total price of the main household type of this project should be controlled. Market environment, different customers and different products have formulated corresponding marketing strategies, such as pushing strategy, advertising strategy, public relations strategy, brand promotion strategy, price system strategy and sales strategy. According to the results of the survey and market situation, this paper puts forward self-marketing, group buying and network marketing.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;F293.33
本文編號：2244062
[Abstract]:Since the promulgation of the real estate macro-control policy on April 14, 2010 - "the Four Articles of the New Country", the state has continuously introduced various real estate control policies, and there are no signs of ceasing. This is unprecedented in the history of the national macro-policy adjustment of real estate: the real estate market in the first-tier cities fell slowly, and the second-tier and third-tier cities fell slowly. The real estate purchase policy has also been introduced, and the whole industry is in a state of alarm.
With the integration of Shenyang and Fushun, Shenfu New Town, which is located at the junction of Shenyang and Fushun, has become more and more noticeable. Many famous real estate developers have gathered here. Mingda Italian Airlines Group has also taken the opportunity to develop the "Splendid Lanwan" project, which is located in the Fushun Economic Development Zone between Shenyang and Fushun in Liaoning Province, Zhou How to break through the existing environmental disadvantage and the bottleneck of development through the integration of marketing resources under many unfavorable and objective conditions at this stage is also the primary problem that the marketing department must face and solve.
Firstly, this paper analyzes the marketing environment of "Jinxiulan Lanwan" project, including the analysis of the real estate industry in this area under the new national policy, the analysis of the real estate market in Shenfu area and the analysis of other competitive projects around the project, and analyzes the current policy and the actual situation of the project as a whole. Now, the government's determination to regulate real estate can not be ignored. The housing problem has risen from the economic level to the political level affecting social stability, national economy and people's livelihood. The severity of the policy is unprecedented, exceeding expectations, and restraining speculative demand is more obvious. Speed, the real estate market situation is good, the city's real estate market development trend is still more confident, the real estate industry still has some room to rise, especially the Shenfu New Town where the project is located, with the integration of Shenfu, the region will become an important factor to promote the development of Shenfu. Shao, the project is of high quality and good location, whether from the standard or connotation, Mingda Italian Airlines Group's "Jinxiulan Lanwan" project can be called the regional leader, the advantages are very obvious; then, this paper analyzes the market of the project, makes an in-depth investigation of various factors that may affect the project, and synthesizes all aspects of information. As the project is located at the junction of Shenfu and Shenzhen, with the integration of Shenfu and Tongcheng, this area is becoming an inevitable place for businessmen. Subsequently, the project market, customers, products and other specific analysis and positioning, according to different consumer groups. In the design of the apartment type, the project "Jinxiulan Lanwan" is an exotic ecological landscape of Spain, with distinct features and clear positioning. At present, the main price of the high-rise residential buildings in the regional market is between 400,000 yuan and 600,000 yuan, while the villas (including row, etc.). According to the conclusion of the market analysis, the total price of the main household type of this project should be controlled in the two intervals of 300-450,000 and 500-1 million yuan, in order to avoid the direct market competition, hit the target market directly, form market differences and fill the gap in the market; finally, combined with the above analysis, according to different cities, the total price of the main household type of this project should be controlled. Market environment, different customers and different products have formulated corresponding marketing strategies, such as pushing strategy, advertising strategy, public relations strategy, brand promotion strategy, price system strategy and sales strategy. According to the results of the survey and market situation, this paper puts forward self-marketing, group buying and network marketing.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;F293.33
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