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论文编号：	12954
作者编号：	2220160875
上传时间：	2021/12/14 21:16:04
中文题目：	WK集团房地产J项目营销策略研究
英文题目：	Research on the Marketing Strategy of WK Group Real Estate Project J
指导老师：	安利平
中文关键字：	房地产项目；营销策略；PEST分析；SWOT分析；4P理论
英文关键字：	Real estate project；Marketing strategy；PEST analysis；SWOT analysis；4P theory.
中文摘要：	众所周知，我国的支柱产业一直以房地产相关产业作为重要的组成部分，发挥着影响我国经济社会不断发展的重要作用。自国内经济提速、城镇化率加快，房产及相关产业正蓬勃地提效增速，竞争也随之加剧。特别是在近些年，房地产行业出现了产能过剩的现象。基于这一背景，房地产公司不得不调整其整体营销策略，并将其置于企业发展的重要计划当中。与此同时，需要房地产行业转变其思想观念，并由最初的生产为导向型开始发展为侧重于消费者需要与社会市场需求，由最初的销售、促销等基本形式，逐步发展为综合型的营销策略。 本着在竞争激烈的市场中维持自身的原本优势的目的，房产相关企业应时刻关注营销带来的价值。在整个房地产市场当中，营销的关键在于成功的策划。只有房地产企业制定了科学的营销策略，才可以及时把握好市场发展趋势，以消费者需求为主制定全新的企业经营计划，由此保持企业竞争优势。对房地产企业来说，良好的营销策略也奠定了其营销活动的基础。 本文侧重于WK集团房地产J项目所制定的市场营销策略趋势分析，并基于其优劣势、微观与宏观发展环境的汇总，结合行业整体发展趋势与行业竞争者自身的状况，制定了4P营销的策略，并基于SWOT分析方法作深入研究；对WK公司J项目作进一步分析，研究了该项目的营销策略方案与保证模式，从而得到最后的研究结果，为该项目今后发展提出参考意见，也能促进企业的可持续发展。
英文摘要：	As we all know,my country’s pillar industries have always taken real estate-related industries as an important part of this part, playing an important role in affecting the continuous development of my country’s economy and society. Since the domestic economy has accelerated and the urbanization rate has accelerated,real estate and related industries are vigorously increasing efficiency and increasing competition.Especially in recent years,the real estate industry has experienced overcapacity.Based on this background,the real estate company has to adjust its overall marketing strategy and put it in the important plan of enterprise development.At the same time,it needs the real estate industry to change its ideas,and from the initial production oriented to focus on consumer needs and social market demand;from the initial sales,promotion and other basic forms to the basic marketing The sales mode has gradually developed into a comprehensive marketing strategy. In order to maintain their original advantages in a highly competitive market,property related enterprises must pay attention to the value brought by marketing all the time,the key to marketing and promotion lies in a successful plan. Only when real estate developers formulate scientific research marketing strategies,can they grasp the market development trend in time, and make brand-new business plans based on consumer demand,so as to maintain the competitive advantage of enterprises.For real estate enterprises,good marketing strategies lay the foundation of their marketing activities. The thesis closely focuses on the marketing strategy development trend of J project of WK group company real estate industry,and develops external economic and macroeconomic development trends according to its advantages and disadvantages.Natural environment is all-round combination with the overall development trend of the integration field and the status of competitors themselves, this paper formulates the 4P marketing strategy,and makes in-depth research based on the SWOT analysis method;further analyzes the j project of WK company,and studies the marketing strategy scheme and guarantee mode of the project, so as to get the final research results. In addition,it can also promote the sustainable development of real estate enterprises.
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