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论文编号：	2414
作者编号：	2220080814
上传时间：	2010/6/10 11:14:05
中文题目：	低密度住宅项目市场定位和营销策略研究
英文题目：	Market Positioning and Promotion Strategy Research on the Low-density Residential Projects
指导老师：	许晖
中文关键字：	关键词：低密度住宅 市场定位 营销策略
英文关键字：	Key Words: the low-density residential projects, Market positioning,
中文摘要：	从上世纪九十年代至今，我国的房地产业已经从改革计划经济的产物变身为市场经济下关乎国计民生的重要行业，成为各级政府、各类经济体以及全国人民关注的热点行业。对于房地产开发企业而言，如何在这个行业中生存并获得长远的发展，最终取决于抓住机遇和规避风险的能力。 近年来，随着人们生活水平的提高，低密度住宅项目作为改善居住品质的高端升级换代产品，受到了越来越多的关注。从房地产开发企业角度而言，顺应市场需求，提供更能够满足个性化需求的低密度住宅产品无疑是规避风险和获取更多商业利益之选。 本文搜集了各种相关数据、文献和资料，在对其进行筛选、归纳、分析和总结的基础上，结合工作中的心得和体会，应用归纳—演绎法、比较分析法和案例研究法等对低密度住宅的市场定位和营销策略进行了系统研究。 文中结合深圳香蜜湖1号项目的实际成功操作经验，针对市场定位和营销策略等重点方面分别从客户定位和产品定位两方面分析，首先找到了准确的目标潜在客户，重点研究分析这个群体的特点和市场偏好，结合项目位置等要素，明确了“让香蜜湖代言一个城市”的项目市场定位。通过有效的媒体策划和销售策略，通过创新销售模式和开盘策略，具体分析项目整体形象、产品组合、户型配比以及配套和服务四个方面展开，让客户充分体会到了尊贵感，为客户赢得了社会尊重，实现了定位和营销的成功。
英文摘要：	Abstract Since the nineties of last century, Chinese real estate business has become the major industry from the product of planned economy. It concerns the national welfare and the people's livelihood in the market economy. Meanwhile, it’s paid special attention by all levels of government, economies and people. For real estate development enterprises, it depends on seizing the opportunities and avoiding risks ultimately, to survive and get long-term development. Due to the improvement of living standard, the low-density residential projects are more and more concerned about as significant and up gradation products to improve the quality of living in recent years. The perspective and individualized demand can be met by adapting the market demands and supplying the low-density residential projects. This thesis has collected all relevant data, documents and information. Based on sieving, summering, analyzing and generalizing this information, this article has made a research on the market positioning strategy of the low-density residential projects using the method of induction, comparative analysis and case study, with the acquaintance and learning in the daily work. The most important point in the position setting of the markets is the analysis of the position setting of the customers and the products. The position setting of the customers is making a research on the basis and method in positioning the customers who likes the low-density residential projects; The position setting of the products is evolving from four parts, the whole image, the product combination, proportion of the type of home, supporting facilities, serve. Aiming at the specificity of the customers who likes the low-density residential projects, The marketing policy is making a research on the information transmission, price depressing and the experience of marketing directionally from three parts, Promotion Strategy, Pricing Strategy and Sales strategy.
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