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论文编号：	3536
作者编号：	2220100729
上传时间：	2011/9/26 10:24:39
中文题目：	凤凰太阳城项目营销策略研究
英文题目：	Research of Marketing StrategyConcerning Phoenix Sunny City Project
指导老师：	韩德昌
中文关键字：	关键词：房地产市场 凤凰太阳城 营销策略
英文关键字：	Key words: Real estate market phoenix sunny city marketing strategy
中文摘要：	本文以“凤凰太阳城”项目为研究对象，以房地产基本营销理论为指导，通过对当前市场现状及问题的了解，对“凤凰太阳城”项目进行了宏观环境、优势、劣势、机会和威胁的分析及科学、合理的市场定位，制定了以4P理论为基础符合不同阶段营销目的、推广方向、销售对象要求的，以差异化产品、完美服务、生态科技和文化为内涵的产品营销策略；以符合成本、市场需求为主的价格营销策略；以直销、网销为主的营销渠道策略；以符合项目特色的推广和广告宣传为主的促销策略和以房地产生命周期特点相适应的周期营销策略为主的市场营销策略，实现了理论与实际的有机结合，提升了项目的市场竞争力，锁定了消费群，为企业的健康持续发展准备了条件。本论文的研究目的及意义是受全球经济危机的影响，一此市场细分做的不够，市场定位不准，产品过于同质化，营销策略单一的项目出现楼盘滞销现象，企业发展受到严重影响。国家及地区为刺激房地产市场发展出台了一系列维护市场健康有序发展的政策，面对这样的发展契机和区域市场发展的不平衡，如何实现企业在不同的市场形势、消费状况和宏观政策下，营销速度化，效益最大化，企业品牌化的目的。我考虑以“凤凰太阳城”项目营销策略的研究为出发点，以差异化的产品、合理的市场价格、正确的营销渠道和促销手段为根本，制定出符合项目特点、科学、合理、可操作性强的营销策略，进一步充实房地产营销理论的内涵，扩大房地产营销的落脚点，创新房地产营销理论。并以此给各开发企业以启示，改革和创新现有的营销策略，提升企业及项目的市场竞争力，提高区域内各房地产开发企业的营销管理水平。
英文摘要：	The research object of this paper is phoenix sunny city , the purpose is to reach marketing strategy on the base of real estate marketing theory and understanding of present market’s situation and problems, by scientific, reasonable market positioning and analyzing phoenix sunny city’s macro-environment, advantages, disadvantages , opportunities and threats. The marketing strategies on the base of 4P,product marketing strategy accords with marketing pursope at different stages, extending directions, sales clients and its connotation is differentiation product, perfect service, ecological technology &culture; price marketing strategy according with cost and market demand; marketing channel strategy according with direct sales and internet sales; promotion strategy according with project’s natures and advertisement; marketing strategy according with real estate’s life expand. The marketing strategies organically combines practice and theory,enhances project’s competitive power, locks consumption groups and prepares for company’s healthy and sustainable development. The purpose and meaning of this paper is: Under the influence of the global economical crisis, such projects appear unmarketable as enough market segmentation, inexact market positioning, single marketing strategy and excessive product homogenization, company’s development is also restricted seriously. Country and regions has issued a series of policies maintaining the market healthy and orderly development in order to boost the real estate market development. Faced with such opportunity for market development, the problems is how to realize the imbalance of businesses in different market situation, consumption status and macro policies, marketing speed optimization, benefit maximization, the purpose of the brand. What I consider is that taking the marketing strategy research about "phoenix sun city" project as the starting point, and the product differentiation, reasonable price, accurate marketing channels and promotion means as the fundament in order to formulate scientific, reasonable and feasible marketing strategies according to project characteristics, to further enrich the connotation of real estate marketing theory, to expand the essences of real estate marketing, to innovate real estate marketing theory. The aim at enlightening each development enterprise, to reform and innovate marketing strategy, to upgrade existing market competitiveness of enterprises and projects within the region,to improve the marketing management level of real estate development enterprises.
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