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论文编号：	15035
作者编号：	2320224134
上传时间：	2024/12/9 17:30:07
中文题目：	Z公司天津C商品住宅项目营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin C Commercial Residential Project of Company Z
指导老师：	张永强
中文关键字：	房地产；商品住宅；营销策略
英文关键字：	Real Estate;Commercial Residential; Marketing Strategy
中文摘要：	在当前“房住不炒”的房地产政策背景下，伴随着客户对住宅品质需求的提升，房地产行业进入到了精细化竞争阶段。因此，制定与市场需求相适应的科学营销策略变得尤为重要。本文以Z公司天津C商品住宅项目为研究对象，对其房地产商品住宅项目的营销策略进行了深入分析与研究。 从外部发展环境来看，随着我国二胎及三胎政策的逐步实施，房地产的未来需求有望增加。然而，目前，房产市场整体供大于求，且我国经济进入新常态，导致房产投资前景不容乐观，部分客户持观望态度。在此背景下，刚性改善和品质提升成为C商品住宅项目的核心目标。通过实际调查以及SWOT分析和STP战略分析，本文深入探讨了C商品住宅项目的优势、劣势、机会和威胁，揭示了该项目在营销策略方面的问题，包括户型偏旧、整体售价偏高、销售渠道单一、促销方式过于传统等。 针对上述问题，本文基于4P理论对C商品住宅项目的市场营销策略进行了调整与优化。在产品策略方面，通过对第三期项目进行优化配置；在价格策略上，利用多种定价策略重新制定定价方案，增强项目的市场竞争力；在渠道建设上，采取全渠道的营销策略，优化自有渠道、激励分销渠道、强化老带新以及创新拓客渠道等方式；在促销策略方面，对新品的推售进行有节奏的精准把控，丰富线下活动，增加线上广告和车位产品创新销售。 希望本文的分析能够为Z公司天津C商品住宅项目制定更为明确、精准的营销策略提供参考，同时也为其他房地产企业在营销策略制定上提供一定的借鉴和参考。
英文摘要：	Under the current real estate policy of “housing without speculation”, the real estate industry has entered a stage of refined competition along with the improvement of customers' demand for residential quality. Therefore, it is particularly important to develop a scientific marketing strategy that is compatible with market demand. This paper takes Z Company Tianjin C commercial residential project as the research object, and carries out an in-depth analysis and research on the marketing strategy of its real estate commercial residential project. From the viewpoint of external development environment, with the gradual implementation of China's two-child and three-child policies, the future demand for real estate is expected to increase. However, at present, the overall supply of the real estate market exceeds the demand, and China's economy has entered a new normal, resulting in the prospect of real estate investment is not optimistic, and some customers hold a wait-and-see attitude. In this context, rigid improvement and quality enhancement have become the core objectives of C commercial residential projects. Through the actual investigation as well as SWOT analysis and STP strategy analysis, this paper thoroughly discusses the strengths, weaknesses, opportunities and threats of the C commercial residential project, revealing the problems of the project in terms of marketing strategy, including the old household type, the overall selling price is high, the sales channel is single, and the promotional method is too traditional. To address these problems, this paper adjusts and optimizes the marketing strategy of C commercial residential project based on the 4P theory. In terms of product strategy, the third phase of the project is optimized; in terms of pricing strategy, multiple pricing strategies are used to reformulate the pricing scheme and enhance the market competitiveness of the project; in terms of channel construction, an omni-channel marketing strategy is adopted to optimize own channels, incentivize the distribution channels, strengthen the old and bring in the new as well as innovate the channels for expanding the customer base, etc.; in terms of promotional strategy, the new products are pushed to the sale with rhythmic and accurate control, enrich the offline activities, and increase the number of traditional promotion methods. In terms of promotional strategy, the new products are pushed and sold in a rhythmic and precise manner, offline activities are enriched, and online advertisements and innovative sales of parking space products are increased. It is hoped that the analysis in this paper can provide a reference for Z Company's Tianjin C commercial residential project to formulate a clearer and more precise marketing strategy, as well as a reference for other real estate enterprises in the formulation of marketing strategies.
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