联系我们

论文查询结果	返回搜索

论文编号：	13470
作者编号：	2320200333
上传时间：	2022/12/3 14:55:15
中文题目：	ZH地产公司TOD项目整合营销传播策略优化研究
英文题目：	Research on the Integrated Marketing Communications Strategy Optimization of TOD Project of ZH Property Group Co., Ltd
指导老师：	申光龍
中文关键字：	以公共交通为导向的发展模式；整合营销传播；利益相关者；品牌传播管理；组织结构设计
英文关键字：	Transit-oriented Development(TOD)；Integrated Marketing Communications(IMC)；Stakeholders；Brand Communication Management；Organizational Structure Design
中文摘要：	近十年，中国房地产行业快速发展，尤其是2016年后进入高速增长阶段，成为国民经济不可或缺的组成部分。房地产行业对经济发展有着重要的贡献度，发挥稳经济作用。在不同时期，国家根据供需关系变化多方位出台了调控政策，但近几年，随着房地产行业高杠杆模式的快速发展带来的隐患十分突出，国家出台了一系列政策，国务院和央行、住建部等多个部委，就房地产行业密集发声，包括土地、金融、市场秩序迎来全面监管，释放出房地产调控的诸多信号。行业内以高杠杆、高周转著称的大型房企接连爆发财务危机，行业集中度向头部企业进一步聚集。当前是行业重新洗牌，发展降速的关键时期，开展对房地产整合营销策略传播研究有着重要的现实意义。 随着中国城镇化率的进一步提升，TOD项目成为了承接城市外部环线的外溢人口的重要途径，TOD项目土地的获取也成为房企聚焦的重点。TOD项目也因其综合属性与IMC理论天然具有较强的适配性，因而具有较强的研究意义。本文以ZH地产TOD项目为案例，进行整合营销传播的研究。首先，通过对相关理论基础的梳理，整理整合营销传播理论和利益相关者理论的历史沿革以及各位学者不同的定义和理论模式；其次，对ZH地产TOD项目发展现状和营销现状进行分析，为进一步研究打下案例基础，分析项目营销环境及TOD项目现状问题；再次，以研究对象在社会传播、管理传播以及营销传播策略中面临的瓶颈和问题为抓手，结合相关理论对ZH地产的现状和未来发展进行分析，从品牌传播、营销传播管理、IMC组织结构优化三个维度找到行之有效的解决目前困境的办法和措施；再次，在提出相应方案后，分析相应的配套保障措施，以保证方案的实际性和落地性；最后，对研究进行总体回顾和启示分析。 本文通过案例研究、文献研究等方法，对ZH地产TOD项目的整合营销传播进行深入分析，研究得出改进和提高ZH地产整合营销传播水平的优化方案，希望为ZH地产在同质化的竞争和当前环境下面临重要挑战中的营销转型的房地产企业提供参考。同时，希望通过对ZH地产基于顾客价值导向及由外而内双向沟通的整合营销传播策略优化的探讨，为更多同类型房地产企业提供参照。
英文摘要：	In the past decade, China's real estate industry has developed rapidly, especially after 2016, it has entered a high-speed growth stage, and has become an indispensable part of the national economy. The real estate industry has an important contribution to economic development and plays a stabilizing role in the economy. In different periods, the state will issue different control policies according to the changes in supply and demand, but in recent years, with the rapid development of the high leverage model in the real estate industry, the hidden dangers are very prominent. In this case, the state has issued a series of policies. The State Council, the central bank, the Ministry of housing and urban rural development and other ministries and commissions have intensively voiced their views on the real estate industry, including the comprehensive supervision of land, finance and market order, releasing a strong signal of strict real estate regulation. Many large real estate enterprises in the industry, which are famous for their high leverage and high turnover, have successively experienced financial crises, and the industry concentration has further gathered to the leading enterprises. At present, the industry is facing a reshuffle and the development speed is slowing down. It is of great practical significance to carry out the research on the communication of integrated marketing strategies in the real estate industry. With the further improvement of China's urbanization rate, Tod project has become an important way to undertake the overflow population of the external ring road of the city, and the acquisition of land for TOD project has also become the focus of real estate enterprises. Tod project also has strong research significance because of its comprehensive attributes and strong adaptability to IMC theory.This thesis takes the TOD project of ZH Property company as a case to study integrated marketing communication. First of all, through combing the relevant theoretical basis, sort out the development history of integrated marketing communication theory and stakeholder theory, as well as the definitions and theoretical models of different scholars; Secondly, it analyzes the development status and marketing status of ZH Property TOD project, lays a practical case foundation for further research, and analyzes the macro and micro environment of the project and the current situation of TOD project; Thirdly, taking the bottlenecks and problems that ZH Property currently faces in social communication, management communication and marketing communication strategies as the starting point, combined with the relevant theoretical knowledge, this thesis analyzes the current situation and future development of ZH Property, and finds effective ways and measures to solve the current dilemma from the three dimensions of brand communication, marketing communication management and IMC organizational structure optimization; Thirdly, after putting forward the corresponding scheme, analyze the corresponding supporting safeguard measures to ensure the practicality and landing of the scheme; Finally, the overall review and Enlightenment analysis of the research are carried out. Through case studies, literature studies and other methods, this thesis makes an in-depth analysis of the integrated marketing communication of ZH Property TOD project, and studies the optimization plan to improve and improve the level of ZH Property integrated marketing communication, hoping to provide reference for ZH Property enterprises in marketing transformation under the homogenized competition and the current environment. At the same time, we hope to provide reference for more real estate enterprises of the same type by discussing the optimization of ZH Property's integrated marketing communication strategy based on customer value orientation and two-way communication from outside to inside.
查看全文：	预览  下载(下载需要进行登录)