联系我们

论文查询结果	返回搜索

论文编号：	7219
作者编号：	2220131085
上传时间：	2015/6/2 17:19:01
中文题目：	青岛青特赫府住宅项目营销策划研究
英文题目：	Study on QingDao Qingte Hefu Residential Project’s Marketing Planning
指导老师：	张永强
中文关键字：	房地产,住宅项目,营销策划
英文关键字：	Real estate,Residential project,Marketing planning
中文摘要：	2014年青岛房地产市场成交量较2013年同比大幅下滑，和2008、2011年下滑不同，此次下滑非金融危机或行政调控等因素所致，房地产市场供需关系发生了根本性逆转，从之前的卖方市场转向现在的买方市场，当前市场下房地产需求不足，供应巨量，2014年房地产业迎来了所谓的“白银时代”，那么在此环境下，市场上剩余产品越来越多，客户的选择余地也越来越广，房地产销售难度加大，未来房地产业将面临更大的竞争压力和库存压力，开发商也将面临生存和死亡的抉择，2015年，“白银时代”的第二年，开发商应该如何改变自己的运营策略，如何逆市突围，这是本篇论文将要研究的主题。本文的创新点在于，从理论与实际相结合的角度，以青岛青特赫府为例，基于房地产策划、市场比较法、SWOT分析、客户分析等理论，对如何在“白银时代”中通过精细化经营实现房地产企业的突围进行了探索性研究。本文通过研究青特赫府项目开发全过程来阐述如何操作一个成功的住宅项目，最终将整个过程抽丝剥茧，寻求在逆市中突围的方法，本文分为五章，第一章是绪论部分，交代论文选题背景和选题意义；第二章是本文研究的相关理论基础，主要包含：市场比较法、房地产策划相关理论、SWOT分析；第三章是对2014年全国及青岛房地产市场的回顾，共包含三个部分：第一部分是2014年全国及青岛市房地产政策的研究，第二部分是对青岛市房地产市场历年供应需求的研究，第三部分是对客户的细分研究；第四章是基于青岛市房地产市场现状和客户研究的情况下，对青特赫府项目进行投资可行性研究，本章共包含五个部分：第一部分青特赫府地块的宗地状况分析，第二部分是区域环境及前景分析，第三部分是区域市场分析及SWOT分析，第四部分是通过市场比较法预测住宅价格，第五部分是投资估算和可研小结；第五章是青特赫府项目产品定位分析，本章共包含两个部分：第一部分是对地块的潜在客户研究，第二部分是对周边竞品的产品研究；第六章是青特赫府项目后期的营销策划执行分析，本章共分为五个部分：第一部分是青特赫府项目的整体营销策略，第二部分是青特赫府销售队伍的建设，第三部分是树立项目形象，第四部分是项目价值点传递输出，第五部分是项目开盘前准备工作和营销策略小结；第七章是本文的结论部分。
英文摘要：	In 2014, the turnover of real estate market in Qingdao sharply declined from a year earlier compared with 2013. Different from the declines in 2008 and 2011, the decline was not because of financial crisis, administrative control and other factors. As there was a fundamental reversal in the supply and demand relations in real estate market, the former seller’s market turned into the buyer’s market when the demand was lacking and the supply was redundant in real estate market. In 2014, real estate market ushered in so-called ‘Silver Age’. In this environment, surplus products in the market became more and more, customers’ choice became more and more and the real estate sales became harder. Then, real estate market would face heavier competitive pressure and inventory pressure and the developers would face the choice of life and death in the future. In 2015, the second year of ‘Silver Age’, how should the developers change their operating strategies and break out in a falling market? This is the theme of this article. The innovations of this article lie in the exploratory research on how to realize the breakthrough of real estate enterprises through meticulous management in ‘Silver Age’, which starts from the angle of combining theory with practice, takes QingDao Qingte Hefu as an example and is based on the theories of real estate planning, market comparison method, SWOT analysis, customer analysis and others. The article expounds how to operate a successful residential project through the researches on the whole development process of Qingte Hefu and eventually find out the way to break out in a falling market after making a painstaking investigation of the entire process. The article falls into five chapters. The first chapter is the introduction, which introduces the research background and significance; The second chapter is related to the theoretical basis for this paper, which mainly consists of market comparison approach, relevant theories of real estate plan and SWOT analysis. The third chapter is the review of the domestic and Qingdao real estate market in 2014, which contains three parts: the first part is the research on domestic and Qingdao real estate market policy in 2014, the second part is research on the supply and demand of Qingdao real estate market over years, and the third part is the research on customer segmentation. The forth chapter is the research on the feasibility of investing on Qingte Hefu Project based on Qingdao real estate market condition and the customer research. This chapter contains five parts: the first part is the analysis on the parcelcondition of Qingte Hefu land block, the second part is the analysis on regional environment and outlook, the third part is the regional market analysis as well as the parcel condition analysis, the forth pat is the prediction on the housing price through market comparison approach, and the fifth park is the conclusion on investment estimation and feasibility. The fifth chapter is the product positioning analysis of Qingte Hefu Project. This chapter mainly contains two parts: the first part is the research on the potential customers of the land block and the second part is the product research on the surrounding competing goods. The sixth chapter is the analysis on the marketing, planning and executing of Qingte Hefu Project in the late stage. This chapter contains five parts; the first part is the overall marketing strategy of Qingte Hefu Project, the second part is the sales team construction of Qingte Hefu, the third part is the building of the project image, the forth part is the transmission output of the project value and the fifth part is the brief summary of the preparatory work and marketing strategy before the opening of the project. The seventh chapter is the conclusion of this article.
查看全文：	预览  下载(下载需要进行登录)