摘要
中国经济在改革开放后飞速发展,带动居民收入水平的不断上涨,与之相适应的房地产行业也开始蓬勃发展。房地产行业作为重要的民生产业,与多个行业密切关联,对国民经济的可持续发展具有重要的推动意义。近年随着房地产市场宏观调控政策不断出台,房地产市场行业的发展也逐渐走向规范,从而导致竞争也日趋紧张。作为房地产企业而言,面对供过于求的房地产市场,必须加强自身管理水平,并将公司战略由前期的楼盘开发与工程建设转移到营销策略上来,以实现企业的经济目标。因此,加强房地产企业的营销管理水平,从而提高房地产企业自身的综合实力,以满足企业的市场需求达到企业战略目标。
本文以A公司房地产项目为依托进行案例实证分析。A公司房地产项目地处长株潭三市核心地带,物业类型分为企业总部基地的企业会所和独栋别墅,目标锁定为住宅市场与商业用房市场中的高端市场。文中基于A公司房地产项目的基本情况、当前国家政策以及市场大背景,对市场进行研究、项目定位及销售方案制定等进行全面分析阐述。通过对市场和竞争对手的分析和对项目的SWOT分析,为A公司房地产项目制定了相应的营销策略以达到营销目的。
本文系实证案例研究,主要以A公司房地产项目营销策略为研究对象,以市场营销理论为研究的理论基石,以房地产行业为切入点,通过纵向时间跨度对比,横向不同地域比较,对A公司房地产项目的营销策略进行了详细的研究和探讨。
本文对当前房地产市场营销中的常见理论进行系统归纳,对A公司房地产项目的大量第一手资料进行全面研究,并在实际分析过程中对STP营销战略、4Ps营销理论和大市场营销理论进行运用,为A公司房地产项目制定了相应的营销策略,以期达到其营销目的,为项目营销策划提供参考。
关键词:房地产,营销策略,项目营销
ABSTRACT
With the sustained and rapid development and people's income level of China'seconomy is growing, Chinafs real estate industry has entered a stage of rapiddevelopment,has become a pillar industry of the national economy, while the realestate industry is also gradually become mature specification, effectively promote andsupport sustained, rapid development. In recent years, with the intensified nationalmacro-control policies,increasingly fierce competition in the real estate industry, realestate industry will be forced to study the marketing strategy of real estate rose to thestrategic level of business development,also requires the real estate market from theprevious production-oriented,designed for the consumer and the community-oriented;from the previous simple sales,promotion and systematic transition to fullmarketing .At present, China's real estate marketing theory system is still not perfect,the domestic real estate marketing theory is not mature enough.
This study uses case study method to analyze the real estate project of company A. The realestate project of company A is located in the core district of Changsha, zhuzhou and Xiangtan city,the property type are enterprise club of enterprise headquarter basis and the single villa, it takesthe residential market and the high-end market of commercial real estate market as the target Thestudy made a full analysis on the research of the market,project position and the formulation ofsales program based on the basic situation of the real estate project of company A, the currentgovernment policy and the market background. After the analysis of the market and thecompetitors and also the SWOT analysis of the project, it formulated the corresponding marketingstrategy for the real estate of company A so as to achieve the the goal of marketing the project.
This study uses the case study as the research mehod. It mainly takes themarketing strategy for the real estate project of company A as the object, takes themarketing theory as the theory basis, and takes the real estate industry as the startingpoint, and through the comparison of the time span and different areas, it made adetailed investigation and study on the marketing strategy of the real estate project forcompany A.This study shows that the target market A market for residential real estateprojects and Commercial markets high-end market, namely corporate headquartersbase or corporate clubs,through competitor analysis, SWOT analysis of the project,developed a project for the A appropriate marketing planning programs to achieve areal estate project marketing planning purposes.
This study made a systematic conclusion about the marketing theory, and have afull research on the substantial first-hand information of real estate project ofcompany A,and also it applied relevant theory during the process of actual analysis, itformulated the corresponding marketing strategy for the real estate of company A soas to achieve the goal of marketing the project, and also provide a reference for theproject sales planning.
Key words: Real estate, marketing strategy, project marketing
目录
摘要
ABSTRACT
1 绪论
1.1项目研究背景与意义
1.1.1研究背景
1.1.2研究意义
1.2文献综述
1.2.1国外房地产营销研究现状
1.2.2国内房地产营销研究现状
1.3研究内容与方法
1.3.1研究对象
1.3.2研究内容及框架
1.3.3研究方法
2房地产市场营销理论基础
2.1 STP 分析
2.1.1市场细分
2.1.2目标市场
2.1.3市场定位
2.24PS营销理论
2.3 4CS营销理论
2.4大市场营销理论
3 A公司房地产项目的环境分析
3.1项目开发的政策环境
3.2长沙市房地产市场分析
3.2.1长沙市土地市场情况分析
3.2.2长沙市房地产市场预测
3.3湘潭市房地产市场分析
3.3.1湘潭市宏观经济数据
3.3.2湘潭市房地产市场情况
3.4株洲市房地产市场分析
3.4.1株洲市宏观经济数据
3.4.2株洲市房地产市场情况
4A公司房地产项目的市场分析
4.1项目概况
4.1.1项目建设背景
4.1.2项目位置及技术资料
4.1.3项目交通及周边配套
4.2项目的竞争对手分析
4.2.1五矿.万境水岸
4.2.2逸墅庄园
4.2.3百嘉信·富瑶天下
4.3项目SWOT分析
4.3.1项目优势分析
4.3.2项目劣势分析
4.3.3项目机会分析
4.3.4项目威胁分析
4.4项目STP分析
4.4.1项目市场细分
4.4.2项目目标市场选择
4.4.3项目市场定位
5A公司房地产项目营销策略
5.1A公司房地产项目产品策略
5.1.1 A公司房地产项目产品介绍
5丄2 A公司房地产项目产品价值提升策略
5.2A公司房地产项目的价格策略
5.2.1价格策略的选择
5.2.2价格策略的调整
5.3A公司房地产项目的渠道策略
5.3.1渠道策略的类型与特点
5.3.2渠道策略的选择
5.4A公司房地产项目的促销策略
5.4.1宣传广告策略
5.4.2销售促进策略
5.5A房地产项目的公共关系策略
6营销策略方案的实施与控制
6.1预热期营销
6.2强销期营销
6.3销售持续期营销
6.4尾盘期营销
结语
参考文献
