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论文编号：	11251
作者编号：	2320170588
上传时间：	2019/12/10 10:20:27
中文题目：	ZH地产天津公司市场营销策略及实施的研究
英文题目：	Research on Marketing Strategy & Implementation of ZH Real Estate Tianjin Company
指导老师：	齐善鸿
中文关键字：	地产营销；营销环境；STP分析；营销组合
英文关键字：	Real estate marketing; Marketing environment; STP analysis; Marketing mix
中文摘要：	近年来，伴随着国民经济发展和人民生活水平日益提高，我国房地产行业取得了高速发展。虽然大中型城市人才和人口虹吸效用助推了地产市场业绩飘红，但这并不能说明地产行业的市场营销是标准和成熟的理论体系。在“坚持房子是用来住的、不是用来炒的”住房政策定位下，市场环境发生了巨大变化，项目营销也面临着诸多挑战。在激烈市场竞争中，如何在明确市场战略前提下有效的开展营销组合策略是每个地产企业面临的重要课题。 本文是在宏观地产市场和政策背景下对ZH地产天津公司（以下简称“ZH公司”）进行市场策略及实施的研究，基于ZH公司的发展战略，通过运用营销管理学科常用的如STP、4P策略，依据现状、问题、对策和实施保障的逻辑顺序来排布章节。文中通过对ZH公司和其项目介绍，结合PEST和SWOT分析方法指出了ZH公司营销管理中产品定位模糊、价格策略缺乏市场机制因素、促销策略迟滞和渠道模式单一的问题。为了解决该公司在营销管理中的问题，本文选用了目标市场及市场定位营销战略。首先，对ZH公司进行市场细分，即居住型产品和类代建模式产品的市场形态。其次，通过对ZH公司A项目意向客户和B项目成交客户分析，将ZH公司客户群体细分为企事业单位的中高层管理人员、私营业主或老板和“新”落户天津人三类。最后，提出了ZH公司形象定位、产品形态定位和客户定位。 在目标市场和市场定位战略指引下，文中阐述了ZH公司营销组合执行策略。首先，在明确产品定位前提下开展品牌建设和产品系搭建。其次，在价格策略方面，阐述了基于区域市场均价的条件差异定价法；并从数量折扣、现金折扣、功能折扣和季节折扣阐述价格策略；在回款政策方面，阐述了有效的回款制约机制。再次，在促销和渠道策略方面，文中阐述ZH公司需要探索销售代理为主、自销为辅渠道模式，逐步降低运营风险。为保障ZH公司营销战略和执行策略的有效实施，文中进一步提出了实施保障措施。 希望本文的研究能够给ZH公司营销策略的实施给予一定的帮助，同时可为其他同类项目或企业提供参考借鉴。
英文摘要：	In recent years, with the development of national economy and the improvement of people's living standards, China's real estate industry has made rapid development. Although the siphon effect of talents and population in large and medium-sized cities has promoted the performance of the real estate market, it does not mean that the marketing of the real estate industry is a standard and mature theoretical system. Under the housing policy of "insisting that the house is for living, not for speculation", the market environment has changed greatly, and the project marketing is also facing many challenges. In the fierce market competition, how to effectively carry out the marketing mix strategy under the premise of clear market strategy is an important issue for every real estate enterprise. This paper studies the market strategy and implementation of ZH real estate Tianjin Company (hereinafter referred to as " ZH company") under the background of macro real estate market and policy. Based on the development strategy of ZH company, the chapters are arranged according to the current situation, problems, countermeasures and the logical sequence of implementation guarantee by using the commonly used strategies of marketing management such as STP and 4P. Through the introduction of ZH company and its projects, combined with PEST and SWOT analysis methods, this paper points out the problems in the marketing management of ZH company, such as fuzzy product positioning, lack of market mechanism in price strategy, sluggish promotion strategy and single channel mode. In order to solve the problems in the marketing management of the company, this paper chooses the target market and marketing strategy. First of all, the market segmentation of ZH company is the market form of residential products and similar agent construction products. Secondly, through the analysis of intention customers of project a and transaction customers of project B of ZH company, the customer group of ZH company is divided into three categories: middle and senior managers of enterprises and institutions, private owners or bosses, and "new" residents in Tianjin. Finally, the paper puts forward the image orientation, product form orientation and customer orientation of ZH company. Under the guidance of target market and market positioning strategy, this paper expounds the marketing mix execution strategy of ZH company. First of all, carry out brand building and product department building on the premise of clear product positioning. Secondly, in terms of price strategy, the paper expounds the conditional difference pricing method based on the average price of regional market, and expounds the price strategy from quantity discount, cash discount, function discount and season discount, and expounds the effective collection restriction mechanism in terms of collection policy. Thirdly, in terms of promotion and channel strategy, the paper expounds that ZH company needs to explore the channel mode of sales agent as the main and self-sale as the auxiliary, and gradually reduce the operational risk. In order to ensure the effective implementation of the marketing strategy and execution strategy of ZH company, the paper further puts forward the implementation measures. It is hoped that the research in this paper can provide some help for the implementation of marketing strategy of ZH company, and provide reference for other similar projects or enterprises.
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