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论文编号：	10951
作者编号：	2120163172
上传时间：	2019/6/13 22:52:44
中文题目：	R房地产住宅项目营销策略研究
英文题目：	Research on Marketing Strategy of R Real Estate Housing Project
指导老师：	薛红志
中文关键字：	房地产营销；STP分析；4P分析；4R分析
英文关键字：	Real estate marketing; STP analysis; 4P analysis; 4R analysis
中文摘要：	房地产在我国国民经济发展和居民的日常生活中都扮演着重要的地位。近来年随着房地产去库存口号的吹响，我国房地产掀起了一轮新的热潮。就在此时，“930”政策的出台带给了房地产市场一个重磅炸弹，经过了两年的调整，如今的房地产形势也发生着深刻的变化，项目去库存速度变慢，开发商盈利能力降低，部分房地产企业资金紧张，回款压力增大。这就意味着房地产市场的竞争日益加剧，想要在群雄割据的房地产市场立于不败之地，获得竞争优势，房地产营销策略就显得尤为重要，也日益受到各大开发商的关注与重视。天津C集团深耕天津本土20余年并开发出众多精品项目，曾经是天津市房地产的龙头企业。但随着央企和万科、融创等民营企业的快速发展以及消费者的标准与诉求的不断提高，天津C集团的市场占有率逐渐降低，资金优势和品牌影响力也逐年下降。恰逢近几年天津市场政策持续收紧，市场竞争加剧，资金周转变慢，更使得天津C集团面临着巨大的机遇与挑战。 房地产企业在现如今群雄割据的市场竞争中能否分得一杯羹的关键在于开发商是否能够结合项目内外部营销环境和竞争格局，在充分认识项目自身优劣势的情况下精准定位目标市场，并对市场信息做出及时反馈与调整，主动出击，把握客户购买需求及心理变化，深入挖掘客户资源，实现项目利益最大化，并通过优质产品的供给搭建好与购房者的良性互动平台，实现双赢的局面。 本文以天津C集团旗下的G品牌R房地产项目为例，就R房地产项目自身情况和周边竞品状况结合目前的天津房地产市场形势利用SWOT、PEST、波特五力模型等分析工具阐述了营销策略理论在房地产企业营销实践的运用，为项目精确定位，找准目标市场，利用4P和4R等营销理论制定出R房地产项目的营销策略，并提出确保这些营销策得以落地和持续有效推进的各方面保障措施和应急预案，以求能够确保R房地产项目如期完成销售目标，拓宽项目推广渠道，提高项目市场占有率和周边影响力，提高企业核心竞争力，持续推进品牌影响力，并为G品牌后续项目的面市积聚客户与口碑，具有极其重要的现实意义。
英文摘要：	Real estate plays an important role in China's national economic development and residents'daily life. In recent years, with the sound of the slogan of real estate inventory, a new upsurge of real estate in China has been set off. At this time, the introduction of the "930" policy has brought a blockbuster to the real estate market. After two years of adjustment, the real estate situation has also undergone profound changes. The speed of project de-inventory has slowed down, the profitability of developers has decreased, and some real estate enterprises are short of funds, and the pressure of repayment has increased. This means that the competition in the real estate market is becoming more and more fierce. If we want to remain invincible and gain competitive advantage in the real estate market, the real estate marketing strategy is particularly important, and it has been paid more and more attention by the major developers. Tianjin C Group has been a leading real estate enterprise in Tianjin for more than 20 years and has developed many excellent projects. However, with the rapid development of state-owned enterprises, Vanke, Rongchuang and other private enterprises, as well as the continuous improvement of consumer standards and demands, the market share of Tianjin C Group has gradually decreased, and the capital advantage and brand influence have also declined year by year. In recent years, Tianjin C Group is facing enormous opportunities and challenges because of the continuous tightening of market policy, the intensification of market competition and the slow change of capital cycle. The key for real estate enterprises to gain a share in the market competition under the separatist regime is whether developers can accurately locate the target market in the light of the internal and external marketing environment and competition pattern of the project, fully understand the advantages and disadvantages of the project itself, and make timely feedback and adjustment to market information, actively attack, grasp customers'purchase needs and psychological changes. Mining customer resources, maximizing project benefits, and building a benign interactive platform with buyers through the supply of high-quality products, to achieve a win-win situation. Taking the G-Brand R Real Estate Project of Tianjin C Group as an example, this paper expounds the application of marketing strategy theory in the marketing practice of real estate enterprises by means of SWOT, PEST and Porter's five-force model in combination with the current situation of real estate market in Tianjin, aiming at accurately positioning the project, identifying the target market and utilizing marketing theories such as 4P and 4R. On the formulation of R real estate project marketing strategies, and put forward various safeguard measures and emergency plans to ensure that these marketing strategies can be landed and effectively promoted, in order to ensure that R real estate project fulfills its sales objectives on schedule, broaden the project promotion channels, improve the market share and surrounding influence of the project, enhance the core competitiveness of enterprises, and continue to promote brand influence. It is of great practical significance to accumulate customers and word of mouth for G brand follow-up projects.
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