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论文编号：	11257
作者编号：	2320170721
上传时间：	2019/12/10 12:17:48
中文题目：	BY房地产住宅项目营销策略研究
英文题目：	Research on Marketing Strategy of BY Residential Real Estate
指导老师：	薛红志
中文关键字：	住宅；CCDVTP；营销策略
英文关键字：	Housing Projects；CCDVTP；Marketing Strategies
中文摘要：	当楼市进入下半场的白银时代，当房住不炒成为新时代楼市调控的主旋律，当中央不再将房地产作为短期刺激经济的手段，住宅终将回归居住的本源。洗尽楼市铅华后的三四五线城市，由于产业、人口及棚改政策等因素制约，楼市面临巨大挑战。尤其对于与恒大、碧桂园等宇宙级房企同处一“市”的众多无品牌支撑、无规模优势、无风控能力的“三无”开发商，其境况可谓堪忧。如何在“内有强敌，外无援兵”的三四五线楼市中使众多“三无”房企占有一席之地，具有较强的现实意义和学术价值。 本文选择处于中原城市群中的四线城市焦作主城中心的BY房地产住宅项目作为研究对象，将之置于国家宏观政策及区域微观市场的背景下，全面分析其所处的营销环境及自身特征，针对项目所存在的营销问题研究其营销策略的制定过程和实施情况，以期为BY项目提供一种营销策略设计和实施的思路。 本文运用PEST分析法，从宏观层面对研究对象所处的政策环境、经济环境、社会环境、技术环境以及行业环境给予解读，归结可以对BY项目发展的外在环境造成影响的因素；运用SWOT矩阵对BY项目的相关要素进行梳理；运用STP战略对BY项目的市场做出详细定位，并结合项目的实际情况使用CCDVTP营销理论从创新策略、沟通策略、价值传递策略及营销策略效果分析等维度构建项目的营销策略组合；同时，针对所设计的营销策略进行实施规划，分析其可行性，并结合项目自身实际情况提出营销策略实施的具体保障措施。 人口红利的逐渐消失、住宅同质化的日益严重以及市场竞争格局的不断升级，使众多房企都面临着日趋严峻的市场考验，而对于住宅项目而言，唯有精准地进行市场定位，突出强调产品价值创新、做好与目标客户的价值沟通、并有效地向客户进行价值传递，方能实现最终的赢利目标。 本文研究对BY项目加速销售、提升溢价及品牌价值具有较强的指导价值，对其他同类住宅项目优化自身营销策略也具有一定的指导意义。
英文摘要：	When the real estate market enters the second half of the silver era, when house is for living not for speculation becomes the main instruction of the new era of housing regulation, when the central government no longer use real estate as a short-term instrument to stimulate the economy, housing will eventually return to the origin of living. After bubble off, the real estate market in the third, fourth and fifth tier citieswill face great challenges due to constraints of industry, population and shanty town reform policies.Especially for those small firmswith no brand support, no scale advantage, no risk control ability, completing with some giant companies like Hengda、Biguiyuanetc, their situation is worrying.How to make many small real state firmskeep surviving in such completed real estate markets of those third, fourth and fifth tier cities, has significant practical and academic value. This paper select BY housing project as the research object, in urban center of Jiaozuo, as a four tier city in the central plains urban agglomeration, in the background of national macro policy and regional micro market, using comprehensive analysis of the marketing environment and its own characteristics, based on the problems existing in project marketing, researching process for the establishment of its marketing strategy and implementation, to provide a designing and implementing method ofmarketing strategy for BY project. Using PEST analysis, this paper interprets the policy environment, economic environment, social environment, technical environment and industrial environment of the research object from the macro level, and concludes the key factors which can affect the external environment of BY project development.SWOT matrix is used to sort out the relevant elements of BY project, while STP strategy is used to make a detailed positioning of the market of BY project, and CCDVTP marketing theory is used to construct the marketing strategy, combination of the project from the perspectives of innovation strategy, communication strategy, value transfer strategy and marketing strategy effect analysis.At the same time, according to the designated marketing strategy to implement planning, analysis of its feasibility, and combined with the actual situation of the project to put forward specific measures to ensure the implementation of marketing strategy. As the gradual disappearance of the demographic dividend, the increasing homogenization of housing and the escalating market competition pattern,many real estate companies to face increasingly severe market challenges. For residential projects, only the market positioning is accurate. In order to achieve the ultimate profit goal, they need to focus on emphasis on product value innovation, good value communication with target customers, and effective value transfer to customers. The study of this paper has a strong guiding value for BY project to accelerate sales, increase premium and brand value, and also has a certain guiding significance for other similar housing projects to optimize their own marketing strategies.
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