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论文编号：	14423
作者编号：	2320190482
上传时间：	2023/12/15 14:47:50
中文题目：	天津生态城宜禾溪岸项目营销策略及其实施的研究
英文题目：	Research on the Marketing Strategy and Implementation of the Yihe River Bank Project in Tianjin Ecological City
指导老师：	李东进
中文关键字：	国有房地产企业；市场营销；服务营销策略；市场化转型
英文关键字：	State owned real estate enterprises;marketing management;Taking marketing strategies;Marketization transformation
中文摘要：	摘要 房地产是我国国民经济的支柱产业之一，为实施促进房地产行业良性循环和健康发展，逐年充实完善政策调控工具箱，支持各地区精准实施差别化房地产调控政策。在本轮市场调整周期下，房地产企业间竞争愈加激烈，持续产品迭代、经营模式创新以谋求长远稳健发展成为了普遍房企共同探索的目标。 在此背景下，本文以国有企业天津生态城建设投资有限公司下属宜禾溪岸项目为案例，对其现执行市场营销策略研究分析。本文研究分析了企业内外部营销环境，依据STP理论分析了案例项目市场细分、目标市场、市场定位；基于SWOT模型对研究项目的优势、劣势、机会、威胁调研分析，优化策略选择；运用服务营销理论提出产品策略优化、定价策略优化、渠道策略优化、促销策略优化、服务组合策略优化方案；市场调整期房地产企业品牌建设提升策略，聚焦优势产品系打造。为保障营销策略改革有效执行，给予项目组织与制度保障、企业文化与人才机制保障、信息系统保障三方面保障措施，坚持市场化多层次人才引进，实施人才效能强激励。立于实现地方性国有房企销售市场占有率逐年攀升的目标，稳市场保民生，塑造责任企业品牌形象，提出因地制宜科学合理的市场营销策略。 针对生态城建投宜禾溪岸项目案例，研究分析并总结其符合国有房企经营模式下市场营销策略。地方性国有房企虽具有有融资、土地储备、政策扶持等明显优势，但国有企业存在“低容错”的体制文化、企业更重视投资质量等因素限制下，使得国有房企市场营销策略变革迫在眉睫。促进房地产国有企业市场化转型，提升经营效益，逐步解除经营资源型依托，走向高质量的发展模式。本文为同模式国有房地产企业市场营销策略变革提供参考依据。
英文摘要：	Abstract Real estate is one of the pillar industries of China's national economy. In order to promote a virtuous cycle and healthy development of the real estate industry, the policy control toolbox has been enriched and improved year by year, supporting the precise implementation of differentiated real estate control policies in various regions. In the current market adjustment cycle, competition among real estate enterprises has become increasingly fierce, and continuous product iteration and business model innovation to seek long-term stable development has become a common goal for real estate enterprises to explore. In this context, this article takes the Yihe River Bank project under the state-owned enterprise Tianjin Ecological City Construction Investment Co., Ltd. as a case study to analyze its current marketing strategy. This article studies and analyzes the internal and external marketing environment of enterprises, and analyzes the market segmentation, target market, and market positioning of case projects based on STP theory; Conduct research and analysis on the strengths, weaknesses, opportunities, and threats of research projects based on the SWOT model, and optimize strategy selection; Propose product strategy optimization, pricing strategy optimization, channel strategy optimization, promotion strategy optimization, and service combination strategy optimization plans using service marketing theory; Real estate enterprise brand building and improvement strategies during the market adjustment period, focusing on creating advantageous product lines. To ensure the effective implementation of marketing strategy reform, we will provide three guarantee measures: project organization and institutional guarantee, corporate culture and talent mechanism guarantee, and information system guarantee. We will adhere to market-oriented multi-level talent introduction and implement strong incentive for talent efficiency. We aim to achieve the goal of increasing the sales market share of local state-owned real estate enterprises year by year, stabilize the market and protect people's livelihoods, shape the brand image of responsible enterprises, and propose scientific and reasonable marketing strategies tailored to local conditions. Research, analyze, and summarize the marketing strategy of the Yihe Creek Bank project for ecological urban construction investment, which is in line with the business model of state-owned real estate enterprises. Although local state-owned real estate enterprises have obvious advantages such as financing, land reserves, and policy support, the existence of a "low tolerance" system culture in state-owned enterprises and the greater emphasis on investment quality make it urgent for state-owned real estate enterprises to change their marketing strategies. Promote the market-oriented transformation of state-owned real estate enterprises, improve operational efficiency, gradually remove the reliance on operating resources, and move towards a high-quality development model. This article provides a reference basis for the transformation of marketing strategies of state-owned real estate enterprises in the same model.
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