联系我们

论文查询结果	返回搜索

论文编号：	12446
作者编号：	2320180518
上传时间：	2021/6/11 15:37:58
中文题目：	SC房地产天津公司营销策略研究
英文题目：	Research on Marketing Tactics of SC Real Estate Tianjin Company
指导老师：	任星耀
中文关键字：	SC房地产天津公司；营销策略；住宅
英文关键字：	SC real estate Tianjin Company；marketing strategy；residential
中文摘要：	随着越来越多房地产企业进入天津房地产市场，天津房地产市场形成供大于求的激烈竞争环境。从2017年开始，国家提倡“房住不炒”。银行针对房地产行业定向贷款条件收紧，“海河英才”人才引进政策与二胎政策的出台促使天津房地产市场去投资化客户，以居住为目的的刚需型与改善型消费者成为主导。在当下的市场环境中，SC房地产公司利用其自身国企背景的强品牌号召力、稳定的运营能力、天津市场占有率高等优势，面对刚需型、改善型消费者对于产品居住舒适度高，价格敏感度高的需求，如何降本增效，提升该公司产品力的同时降低成本，最终形成高性价比产品定位以满足目标客群的消费需求，成为企业关心的核心问题。 本文基于SC房地产天津公司作为案例进行分析，首先针对研究背景、研究目的做了介绍，然后进行相关理论回顾，重点阐述了市场定位理论和营销组合理论，运用PEST分析法对普通住宅市场宏观情况进行分析，发现郊区土地市场成交量在2019年上升，而郊区土地其自身楼面价低、房屋总价得以控制的属性造成了其适宜做刚需型、改善型普通住宅。结合SWOT分析法对公司营销目前存在优势、劣势、机会与威胁进行了分析。根据产品属性、对应消费者关注点以及公司开发经验，将天津房地产市场进行市场细分，并将该公司的目标市场锁定刚需型、改善型客群。为迎合市场发展趋势，满足刚需与改善型消费者需求，SC房地产天津公司将公司定位为“专注高性价比特色型”房地产公司。该公司从“绿色、科技、智能化”产品设计，跨行业借鉴“金钥匙酒店服务管理模式”“租售结合式”“智能化监控调节系统”等个性化服务，提升产品竞争力。从“缩短渠道长度，增加渠道宽度”，“精准媒体投放，注重广告移情性”“异业联盟客资交换”等方式节约营销费用，为产品价格调整提供空间。文章最后，围绕着SC房地产公司“激情进取，协同创新”的企业文化，激发员工工作激情，竞聘上岗，提升公司员工工作效率；借助“5G+AI”智能化技术为物业赋能，选择付款周期与付款形式灵活的供应商等保障措施，更好地实现SC房地产天津公司营销策略，提升公司竞争力，为消费者提供更优质的住宅与更好的居住体验。
英文摘要：	As more and more real estate companies enter the Tianjin real estate market, the Tianjin real estate market has formed a fiercely competitive environment where supply exceeds demand. Beginning in 2017, the state’s macro policy has focused on maintaining stability and advocating that housing is not speculation. Banks have tightened targeted lending conditions for the real estate industry, and the introduction of the "Haihe Talents" policy has reduced investment-oriented consumers in the Tianjin real estate market, and rigid-need and improved consumers for residential purposes have become dominant. In the current market environment, SC real estate company uses its own state-owned enterprise background strong brand appeal, stable operation ability, high market share in Tianjin and other advantages. Faced with rigid demand and improved consumers, the product has high living comfort and price For highly sensitive needs, how to reduce costs and increase efficiency, enhance the company's product capabilities while reducing costs, and ultimately form a cost-effective product positioning to meet the consumer needs of the target customer group, has become the core issue of the company's concern. Based on the analysis of SC Real Estate Tianjin Company as a case, this article first introduces the research background and research purpose, then reviews related theories, focuses on market positioning theory and marketing mix theory, and uses PEST analysis to analyze the macro market situation. The transaction volume of the suburban land market increased in 2019, and the property of the low floor price of the suburban land and the control of the total housing price made it suitable for rigid demand and improved housing. Combined with the SWOT analysis method, it analyzes the current advantages, disadvantages, opportunities and threats of SC Real Estate Tianjin Company's marketing. Based on product attributes, corresponding consumer concerns, and SC Real Estate Tianjin's development experience, the Tianjin real estate market is segmented, and the company's target market is targeted at the rigid demand and improved customer market. In order to cater to the market development trend and meet the rigid and improved consumer demand, SC Real Estate Tianjin Co., Ltd. positions the company as a “focused on high cost performance characteristic” real estate company. The company draws on “green, technological, and intelligent” product design, and cross-industry draws on personalized services such as “Golden Key Hotel Service Management Model” and “Combined Rental and Sales” to enhance product competitiveness. From "shortening the length of the channel, increasing the width of the channel", "precise media placement, focusing on the empathy of advertising", "inter-industry alliance customer exchange" and other methods to save marketing costs, provide room for product price adjustments. At the end of the article, centering on SC real estate company’s corporate culture of “passionate and enterprising, collaborative innovation”, it stimulates employees’ passion for work, competes for employment, and improves the work efficiency of the company’s employees; with the help of “5G+AI” intelligent technology to empower the property and choose the payment cycle With guarantee measures such as suppliers with flexible payment forms, it can better realize the marketing strategy of SC Real Estate Tianjin Company, enhance product competitiveness, and provide consumers with better housing and better living experience.
查看全文：	预览  下载(下载需要进行登录)