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论文编号：	14890
作者编号：	2320223885
上传时间：	2024/12/5 15:01:17
中文题目：	西安JHY兰府项目营销策略研究
英文题目：	Research on Marketing Strategies for the JHY Lanfu Project in Xi''''an
指导老师：	刘建华
中文关键字：	房地产；市场营销；市场定位；营销组合策略
英文关键字：	Real Estate; Marketing; market positioning; marketing mix strategy
中文摘要：	近年来，房地产市场面临房价上涨过快、投机炒房等问题，政府实施了一系列调控政策以稳定市场，一方面打击投机炒房、抑制房价上涨过快，一方面稳定价格，避免房价下跌。这对房地产行业产生了深远影响，调控政策控制了房价上涨趋势，同时促进房地产企业向高品质、多元化发展转型。在此背景下，新兴际华资产经营管理有限公司开发了JHY兰府项目，旨在通过高品质住宅建设盘活既有资产。 首先，作者运用PEST分析法和波特五力模型对项目所处的外部环境进行分析，通过SWOT矩阵分析项目的优势、劣势、机会与威胁，为策略制定提供依据。在此基础上，进一步梳理项目当前的营销现状，明确项目面临的主要问题，为策略的制定与实施指明方向。 基于STP理论，结合项目自身的特点以及西安住宅市场的表现，进行精细化市场细分，锁定高端改善型住宅的目标市场。市场定位围绕别墅类产品展开，强调更大院子、更美湖景以及更多娱乐活动三大卖点，以此打造符合项目特色的别墅市场定位，制定差异化竞争策略。依托客户调研数据，围绕潜在购房者实际需求，在产品上打造低密度别墅社区，着重在立面风格、园林设计、户型布局、院落空间、露台面积以及服务等方面进行科学合理的设计；在价格上结合目标利润法、顾客价值定价及竞争定价方法，制定合理的产品线价格均值，并实行定制化价格策略；在促销上，根据开发节奏制定分期广告策略，结合项目情况开展线上促销及线下促销；在渠道上构建线上与线下相结合的立体营销渠道体系。在服务策略上，通过销售接待服务蓝图，制定过程策略、人员策略以及有形展示策略。最后，作者从组织结构与制度保障、企业文化与人力资源保障、信息系统与风险管控六个方面进行阐述，为营销策略的有效实施提供保障。 本研究为JHY兰府项目提供了系统的营销策略，有助于提升项目在西安市的别墅市场竞争力，助力公司实现预期的销售目标，同时为类似项目在市场定位、营销策略制定提供一些参考。
英文摘要：	In recent years, the real estate market has confronted issues such as rapid house price inflation and speculative housing purchases, prompting the government to implement a series of regulatory policies aimed at market stabilization. These measures have profoundly impacted the real estate industry, not only curbing rising house prices but also driving real estate enterprises towards high-quality and diversified development. Against this backdrop, Emerging ICG Asset Management Co., Ltd. developed the JHY Lanfu project, intending to revitalize existing assets through the construction of premium residential properties. Firstly, the author uses PEST analysis and Porter's Five Forces model to analyze the external environment of the project, and analyzes the strengths, weaknesses, opportunities and threats of the project through the SWOT matrix, so as to provide a basis for strategy formulation. On this basis, the current marketing status of the project was further sorted out, the main problems faced by the project were clarified, and the direction for the formulation and implementation of the strategy was pointed out. Based on the STP theory, combined with the characteristics of the project itself and the performance of the Xi'an residential market, we will carry out refined market segmentation and target the high-end improved residential market. The market positioning revolves around villa products, emphasizing three major selling points: larger yards, more beautiful lake views, and more entertainment activities, in order to create a villa market positioning that is in line with the characteristics of the project and develop differentiated competitive strategies. Based on customer research data and tailored to the actual needs of potential homebuyers, we aim to create a low-density villa community through our products, with a focus on scientifically and reasonably designing facade style, garden design, layout, courtyard space, terrace area, and value-added services; Combining target profit method, customer value pricing, and competitive pricing strategy in pricing, develop a reasonable average product line price and implement customized pricing strategy; In terms of promotion, develop a phased advertising strategy based on the development pace, and carry out online and offline promotions according to the project situation; Build a three-dimensional marketing channel system that combines online and offline channels. In terms of service strategy, develop process strategy, personnel strategy, and tangible display strategy through sales reception service blueprint. Finally, the author elaborates on six aspects: organizational structure and institutional safeguards, corporate culture and human resource safeguards, information systems and risk management, providing guarantees for the effective implementation of marketing strategies. This study provides a systematic marketing strategy for the JHY Lanfu project, which is helpful to enhance the competitiveness of the project in the villa market, help the company achieve the expected sales target, and provide some references for similar projects in market positioning and marketing strategy formulation.
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