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论文编号：	8970
作者编号：	2120142895
上传时间：	2016/12/13 9:21:31
中文题目：	泰达御海项目整合营销传播研究
英文题目：	Research on Integrated Marketing Communication of Teda Yuhai Project
指导老师：	任星耀
中文关键字：	整合营销传播，房地产，泰达御海项目
英文关键字：	integrated marketing communication, real estate, Taida Yuhai Project
中文摘要：	传统的房地产营销侧重于促销和广告等典型的从企业到消费者的单向信息传递的营销方式，信息时代的到来使得传播媒介和消费者在传播及接受信息的方式上都产生了深刻的变化。传统的、填鸭式的信息传递方式将最终无法被消费者接受。整合营销传播是企业与消费者进行平等的双向沟通。了解客户需求，并把自己的真实信息如实的传递给消费者，然后根据消费者的信息反馈进行调整，实现双赢，从而达成有效沟通。整合营销的方式在房地产营销领域越来越受到青睐。本文首先对整合营销传播的计划过程、整合营销传播媒体工具、整合营销传播计划评估进行了文献梳理。然后，对我国房地产市场的宏观环境进行了分析，阐述整合营销在现行政治、经济环境下对房地产市场去库存的重要意义；分析社会环境、技术环境的变化如何对房地产市场产生影响。之后从价格竞争、广告竞争和品牌竞争三方面分析了天津市房地产市场的竞争现状。之后对泰达御海项目进行了SWOT分析。本文阐述了泰达御海项目整合营销传播计划过程：综合分析该项目所处北塘经济区板块在2016上半年的土地市场、商品房市场的环境走势，基于一期成交客户分析及周边竞品项目对比，制订了泰达御海项目二期整合营销传播的目标。接着具体阐述了在泰达御海二期项目中如何应用传统媒体与新媒体相结合的方式进行整合营销传播。之后从营销信息评估、在线评估、客户行为评估三方面对泰达御海二期整合营销传播计划进行了评估。最后从衡量客户价值与构建客户关系管理系统、销售团队组织机构及薪酬激励策略、有能力的营销传播管理者培养与有效的项目监控方案等角度总结了泰达御海二期整合营销传播得以顺利实施的保障要素。希望本文能对房地产营销行业相关管理者有一定的参考价值。
英文摘要：	Traditional real estate marketing focuses on one-way communication, such as promotion and advertising, which transmit from enterprises to the consumers. With the advent of the Age of Information, it brings a profound change in media and the way consumers spreading and receiving information. The traditional cramming way no longer can be accepted by consumers. Integrated marketing communication is one kind equal way between enterprises and consumers. A win-win situation is based on understanding customer demands, passing information truthfully on to consumers, and then making adjustment according to consumer feedback to achieve effective communication. Therefore, integrated marketing communication mode is becoming more and more favored in the field of real estate marketing. At the beginning of this thesis, the author reviews the literature of integrated marketing communication plan, integrated marketing communication media tools, and integrated marketing communication plan evaluation. Then, by analyzing the macro-environment of real estate market, the author illustrates the importance in reducing inventory under current political and economic environment in China and how the change of social and technology environment affects the real estate market. After that, the author describes the market competition status in quo of Tianjin real estate from the perspective of price competition, advertisement competition and brand competition. Finally, a SWOT analysis is deployed to Teda Yuhai Project. This paper expounds the process of integrated marketing communication plan in Teda Yuhai Project. By the comprehensive analysis of land market situation in the first half of 2016, commercial housing market environment in Beitang economic zone, former project customer analysis and competitive project comparison, the goal of integrated marketing communication for Taida Yuhai Project was formulated eventually. Then the paper clarifies specifically that how to combine?traditional media and new media into integrated marketing communication. In the end, the paper evaluates the integrated marketing communications plan of Taida Yuhai Project from three aspects, i.e., marketing information assessment, online assessment and customer behavior assessment. Finally the author summarizes the essential supportive elements of integrated marketing communication of Taida Yuhai Project from the perspective of customer value and customer relationship management system, sales team organization and salary incentive strategy, marketing communications manager training and effective project monitoring plan. Hopefully, this article could be valuable to those administrators in real estate marketing industry.
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