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论文编号：	10538
作者编号：	2220160786
上传时间：	2018/12/6 21:11:43
中文题目：	B公司房地产项目营销策略研究
英文题目：	Research on Marketing Strategy of Real Estate Project of Company
指导老师：	薛有志
中文关键字：	B公司;房地产项目;房地产营销;营销策略
英文关键字：	B company；real estate project；real estate marketing；marketing strategy
中文摘要：	截止到目前，改革开放已经进行了近40年，改革所带来的经济腾飞造就了人们生活水平的不断上升，这在很大程度上推动了与之相适应的房地产行业的快速发展。房地产行业作为我国经济发展的重要民生产业之一，与市场上的各行各业都有着千丝万缕的联系，它在国家的经济发展及居民生活需求的满足等方面发挥了关键作用。然而，房地产行业过热、房价涨幅速度加快，房地产恶性炒作等对行地产行业的健康发展有一定的不利影响，为此国家针对房地产市场相继出台了诸多宏观调控政策，推动我国房地产市场的规范化发展。房地产行业几经沉浮之后，市场化程度逐步加深，不仅给房地产行业发展带来了新的机遇，通时也提出了新的挑战和要求。面对复杂多变的市场环境，如何寻求生存和发展成为房地产项目投资商和开发商必须需要重视、面对和解决的问题。 B公司作为投资控股型企业，产业主要涉及房地产开发和综合经营等，是典型的房地产项目投资代表，本文以B公司房地产项目营销作为研究对象，基于房地产营销理论，运用房地产营销分析模型、访谈分析、案例分析、实证研究等研究方法，对B公司房地产项目营销的外部环境进行PEST模型、波特五力模型及SWOT模型分析，明确该公司房地产项目目标市场的选择和市场定位，对其房地产项目的营销状况进行访谈分析，初步明确该公司房地产营销过程中存在的问题，根据B公司房地产项目营销现状、问题，对其项目营销策略进行设计和构建，并提出相关的保障措施。 根据本文的研究，该房地产营销过程中存在的问题主要包括：市场调查问题、盲目炒作问题、广告宣传问题、网络营销问题以及营销策划问题等五个方面。其中在市场调查问题方面，公司员工实际工作中并没有充分做好市场调查工作，有“自以为”的工作倾向，调研环节缺乏，容易造成公司对市场信息获取的偏差，不利于正确确定市场定位；在盲目炒作问题方面，各企业、金融机构等在选择办公地点、商务洽谈会议地点之时，他们所考虑的是工作环境、周边服务以及配套设施等，炒作表面上会提高热度，但是会降低品牌的影响力；在广告宣传问题方面，公司在进行广告宣传中存在避重就轻的问题，大肆宣扬好的地方，对疏漏的地方避而不谈，一旦房产交易成功，发现问题，很有可能受到客户的投诉；在网络营销问题方面，B公司目前在网络营销方面还处于较为初级的阶段，网络营销水平不高，脱离实际，尽管公司设有网站，但是没有针对实际的房地产开发项目进行宣传，企业、金融机构等客户利用网页浏览来得到公司房地产项目信息还是远远达不到公司宣传目标的；在营销策划问题方面。B公司在前期的市场调研中重视度不足，无法做到实事求是，营销策划存在失真现象，以至于B公司在房地产项目营销方面很难达到预期的营销效果。 根据B公司房地产项目营销现状、问题，对其项目营销策略进行设计和构建，其营销策略主要涉及产品策略、价格策略、渠道策略、促销策略四个方面。 第一，在产品策略方面。一是卖点设计，应充分考虑B公司房地产项目的地域优势，应尽力突出地域价值。该项目不仅仅能够达到公司及金融机构员工上下班的交通需求，还能够为员工提供良好的区域环境，汇聚了丰富的商业价值。周边配套设施完善，附加价值高，坐镇北外滩，毗邻外滩和陆家嘴，是新建虹口区的新兴之秀，交通发达，具有较高的商业价值。还应要考虑建筑设计的人性化，要求办公环境、商务洽谈环境俱佳，突显品质办公生活。同时，要求B公司房地产项目工程质量较好，能够为用户提供良好的房地产环境，尤其在空气、采光、遮阳等方面拥有良好的设计。二是户型选择，B公司房地产项目中的户型倾向于经典的办公区域设计户型，关注潜在客户的需求，设计能够满足商务办公的户型，其主要户型都保证有足够的采光。三是配套设计，特别要求物业公司、配套商业街、配套交通、房地产智能化设计都应进一步完善，做好房地产服务工作。 第二，价格策略。一是确定开盘前价格策略。在B公司房地产项目推出之前，公司率先制造了“质优价格”的态势，不仅突出品牌效力，还将该房地产项目成功定位在了中高端层次，从而突出该房地产价格。二是确定开盘中价格策略。在前期的高价声势之后，开盘时可以采用价格优惠和折扣的方式来进行让利，达到吸引客户的目的。三是确定持续期价格策略。在B公司房地产项目营销中的开盘持续期时，应采取“低开高走”的策略，从而满足已购买者以及已租用者的心理，减少他们的心理落差。四是尾盘期价格策略。基于前期的造势宣传，公司在一定程度上提高售价，每次提升比例控制在2.5%以内，从而鼓励和推动客户的购买倾向实现。 第三，渠道策略。一是设置售楼和租赁中心，在城市的主干道位置，为客户提供专业的信息咨询服务、销售服务、租赁服务。二是由公司提供提前团购名额，比如给予诸多大型企业提供团购价格。三是利用互联网传播速度快、范围广等特点，为客户提供高性价比的价格定位。 第四，促销策略。一是进行媒体促销。首选报纸和公共区域的电视、电子屏等，还可以在媒体促销过程中采用植入性的广告。二是进行价格促销。采用VIP模式、直接或者间接的价格折扣，尤其要注意折扣的额度。三是进行人与促销。由B公司房地产项目的营销人员做好潜在客户信息的调研和收集，而后再分析之后确定人员促销对象，通过采用广告宣传来确定潜在客户等。四是进行广告促销。应该明确广告投放的作用，广告设计应简单明了，吸引力强，选择合适的广告形式，以媒体组合来开展广告促销活动。五是营业推广促销，定位高端，以强有力的质量水平打造中高端楼盘营业推广促销活动，合理统筹管理，营造良好营业推广促销氛围。 提出与B公司房地产营销策略实施相适应的实施保障措施，具体包括三个方面：第一，创立营销组织与管理体系。尤其是完善营销组织结构，同时构建体验营销管理体系；第二，打造专业化精准营销团队和企业文化建设。其中在团队建设方面，建立完善的人才引进机制，强化内部管理，建立有效的人员激励机制，建立全面的人员培训机制。在文化建设方面，构建全面优质的企业文化发展架构，加强“以人为本”的团队协作；第三，夯实项目营销发展资金保障和建立科学完善的绩效考评机制。一方面，加强项目营销发展资金保障，另一方面加强项目营销发展资金保障还应体现在资源的有效匹配。 通过本文的研究，一方面为B公司房地产项目的营销工作提供了一些有效可行的建议，为目前我国的投资控股型企业的房地产项目开发与营销该策略设计与制定给予一定的参考，另一方面也在理论上为我国现有的房地产营销理论提供实证分析和研究案例，为房地产营销理论的充实与发展奠定一定的基础。
英文摘要：	Research on Marketing Strategy of B Company Real Estate Project At present, after 40 years of reform and opening up, China’s economy has gained tremendous progress due to reforms, and citizens’ living standards have been constantly improving. To a large extent, this progress has simultaneously promoted the development of the real estate industry. In the process of China's economic development, the real estate industry can be seen as an important civilian production industry, which is linked to different industries in the market. Whether for the national economic development or the needs of residents' lives, the real estate industry has played its key role. At the same time, it should be noted that the problems of substantial increase in housing prices, overheating of the real estate industry, and vicious speculation are also serious, and the development of the real estate industry has been seriously affected. In order to solve such problems, the national government has introduced a number of macro-control policies to promote the standardized development of the Chinese real estate market. After years of development, China's real estate market has showed obvious market characteristics, and the real estate industry has ushered in new opportunities and challenges in the development process. Because the market environment is relatively volatile, real estate developers need to focus on how to survive and develop. B Company is a typical investment-holding company. The company's industry is mainly concentrated in comprehensive operations and real estate development activities. It is also one of the real estate project investment representatives in the real estate market. This thesis is based on the research of B Company's real estate project marketing, using real estate marketing theory for analysis. This paper uses interview analysis, case analysis, real estate marketing analysis model, empirical research and other research methods to analyze the external environment of B Company real estate project marketing. The main methods include PEST model, Porter Five-force model and SWOT model. This paper determines the market positioning of B Company and its target market selection of the project. Through interview analysis, this paper introduces the marketing status of the company's real estate projects and confirms some problems that appear in the real estate marketing process of B Company. By studying the marketing problems and development of real estate projects of B Company, this paper designs several project marketing strategies and puts forward relevant safeguard measures. Through research, this paper introduces some problems that exist in the real estate marketing process, such as market research, blind speculation, advertising, marketing planning, and online marketing. For the market research problem, the employees did not do a good job in market research, the individualism phenomenon was obvious, and the research links were insufficient. The company was easy to make mistakes in the process of obtaining market information, and the final market positioning was wrong. For blind speculation, some financial institutions and enterprises have not been able to scientifically choose business meetings and office areas. Most of them focused on the working environment, surrounding services and supporting facilities. Initially, hype behavior does increase the company's visibility, but it also reduces the brand influence. For advertising issues, the company only promotes the company's advantages, but ignores its shortcomings. After the real estate transaction, the customer is likely to complain because of the problems. For the network marketing problem, the development of B Company is still in its infancy, and the low level of network marketing will affect the normal operation of the company. Although the company has its own website, the content of the website is not targeted, and customers can't use the web page to get the information they really need, so the company's propaganda purpose is difficult to achieve. For the marketing planning problem, B Company did not pay attention to the preliminary market research, and the distortion phenomenon is obvious, so in the marketing process, the company's expected marketing effect is also difficult to achieve. By analyzing the problems in the real estate project of B Company and the current marketing situation of the company, this paper designs several targeted project marketing strategies, which includes product strategy, price strategy, channel strategy and promotion strategy. First, product strategy. In the design phase of the selling points, the company should analyze its geographical advantages and values. B Company's real estate projects not only meet the transportation needs of employees, but also provide better business value and working environment. The supporting facilities around B Company are complete and have high added value. They have obvious development advantages and commercial value in the newly-built Hongkou District. At the same time, the company should also find a humane office environment and business negotiation environment to create a high-quality office life. For the users of the house, the real estate project of B Company faces strict quality requirements, especially in terms of lighting, sunshade, air, etc., which need to meet the qualified design standards. In this process, the choice of the type of housing is also a priority. For B Company, the company's real estate project tends to be a classic office area design type in the development stage of the apartment, the potential needs of the customer can be met, and the lighting effect of the house is perfect. For real estate service work, the supporting design includes supporting commercial street, intelligent design of real estate, and supporting transportation. After further perfecting such projects, it will be able to provide better services to its customers. Second, the price strategy. At this stage, the price strategy before the opening is very important. Before the launch of the real estate project, the company has improved the brand effectiveness by formulating relevant strategies, and the company's real estate projects have been positioned at the middle and high level, and the real estate prices have become very prominent. After completing the previous high price strategy, the company can make profits at the opening stage through discounts and price concessions, and the company can continue its pricing strategy. In the opening period, the company adopted a low-opening strategy to satisfy customers' purchasing psychology and reduce their psychological gap. Finally, the late-term price strategy. Because the early propaganda work has achieved good results, the company can increase the price of the property at this stage, and control the promotion ratio within 2.5% to promote and enhance the customer's purchasing tendency. Third, the channel strategy. First of all, the company has to set up a rental and sales center. The address selection should be located in the main road of the city, so customers can enjoy more professional sales services, information consulting services and rental services. Second, the company should provide pre-order group purchases, and some large companies can also purchase real estate at the group purchase price in the process. Third, the company should take advantage of the Internet's communication advantages to provide customers with more cost-effective price positioning. Fourth, the promotion strategy. First, companies should choose media promotion methods to broadcast embedded advertising through newspapers, public media and more. Second, price promotions. Companies can offer direct or indirect price discounts through the VIP model, and the discounts need to be limited. Third, the employees of B Company collected and investigated the information of potential customers, and after that, they determined the target of the promotion,and advertised the potential customers through advertising. Fourth, after clarifying the role of advertising, the company should adopt a simple advertising design. Such programs not only have a strong appeal, but also need to cooperate with the media to jointly carry out promotional activities. Fifth, business promotion. The positioning of this kind of promotion method is relatively high-end, the company can be based on higher quality level for high-end real estate business promotion. Under reasonable overall management activities, the company can create a good business promotion atmosphere. According to the actual situation of B Company, this paper proposes corresponding safeguard measures, which mainly include the following three aspects: First, establish marketing organization and management system. In the process of team building, the company should establish a good talent introduction mechanism, strengthen internal management, and establish a perfect personnel training mechanism by establishing a personnel incentive mechanism.Second, for cultural construction work, the company should build a high-quality corporate culture development framework, strengthen their teamwork and establish a scientific performance evaluation mechanism, and propose safeguard measures for project marketing development funds. While strengthening the project marketing development fund guarantee, the company can also effectively match existing resources. This paper puts forward some feasible suggestions for the real estate project marketing work of B Company. It also provides some references for China's current investment-holding enterprises and the real estate project development and marketing activities of such enterprises. This paper analyzes the existing real estate marketing theory in China and lays a solid foundation for the development of real estate marketing theory.
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