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论文编号：	11447
作者编号：	2320170379
上传时间：	2019/12/16 14:52:12
中文题目：	首创地产天津公司精准营销策略研究
英文题目：	Research on Precision Marketing Strategy of Beijing Capital land Tianjin Company
指导老师：	李东进
中文关键字：	大数据；房地产行业；营销策略；首创地产天津公司；
英文关键字：	Big data; Real estate industry; Marketing strategy; BEIJING CAPITAL LAND Tianjin Company;
中文摘要：	摘 要 随着5G新通信技术物联网推动发展的加快，带来各产业的升级转型。对房地产业企业而言，传统简单的过度依赖杠杆，撬动高周转、冲规模的传统化开发售卖模式，或将快速遭遇天花板。 在代际更替的新技术环境背景下，房地产业行业也在发生深刻的变革，房地产业企业在建筑智能化设计建造研发、营销手段创新应用、产业资源布局支持创新等领域，健全布局，与5G进行深度融合，最大程度满足顾客需求，对赢得竞争先机尤为重要。 本文在深入剖析STP理论与7Ps营销理论的基础上，探讨首创地产（中国房地产业企业排名50强）天津公司的实际案例。对由市场定位模糊导致的供需错配、后续产品革新速度缓慢，营销策略粗放缺乏精准性，销售费用明显高于同行业水平、忽视售后服务影响品牌形象、快周转的单一模式缺乏容错机制，导致竞争优势日渐丧失的问题，进行研究分析。从基于5G定位的项目智慧化设计，输出行业标准与新的产品价值观、VR虚拟现实等场景化房地产营销体验的改变、提升顾客满意度与价值，有针对性地构建了新的营销体系与营销逻辑，为首创地产天津公司未来发展提供有力保障。 同时，对大数据深度挖掘消费者潜在需求，打造以产品力为依托的精准营销等过程进行探讨，通过本文的研究，希望为相关房地产行业企业提供有益参考和启发。
英文摘要：	Abstract With the acceleration of the development of 5G new communication technology Internet of Things, it has brought about upgrading and transformation of various industries. For real estate companies, the traditional simple over-reliance on leverage, instigating high-turnover, large-scale traditional development and sales models, or will quickly encounter the ceiling. Under the background of the new technology environment of intergenerational replacement, the real estate industry is also undergoing profound changes. Real estate enterprises are in the fields of intelligent design and construction of buildings, innovation and application of marketing means, and support for innovation in industrial resources layout. Deep integration, to meet the needs of customers to the greatest extent, is particularly important for winning the competition. Based on an in-depth analysis of STP theory and 7Ps marketing theory, this thesis discusses the actual case of Tianjin Real Estate (the top 50 real estate companies in China). The supply and demand mismatch caused by the vague market positioning, the slow pace of subsequent product innovation, the lack of precision in marketing strategy, the sales cost is significantly higher than the same industry level, the after-sales service affects the brand image, and the single mode of fast turnover lacks fault tolerance mechanism. Research on the issue of the loss of competitive advantage. From the intelligent design of projects based on 5G positioning, exporting industry standards and new product values, VR virtual reality and other real estate marketing experience changes, improving customer satisfaction and value, and constructing a new marketing system and marketing Logic provides a strong guarantee for the future development of the first real estate Tianjin company. At the same time, it explores the potential demand of consumers for big data and builds precision marketing based on product force. Through the thesis of this article, we hope to provide useful reference and inspiration for related real estate industry enterprises.
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