联系我们

论文查询结果	返回搜索

论文编号：	9459
作者编号：	2220130995
上传时间：	2017/12/5 17:25:14
中文题目：	万科紫台房地产项目营销策略研究
英文题目：	Research on Marketing Strategy of Vanke Zitai Real Estate Project
指导老师：	赵伟
中文关键字：	营销策略；产品策略；服务营销；体验营销 ；房地产项目
英文关键字：	marketing strategy; product strategy; service marketing; experiential marketing; real estate project.
中文摘要：	在我国经济长期稳健发展背景下，房地产调控政策已基本覆盖一线城市到二三线城市。房地产企业间竞争加剧，房企专业化水平要求提升。由2016年延续至2017年的观望情绪造成成交量萎缩的态势。因此，适时进行房地产项目营销策略的研究对房地产企业而言是必要的，有助于房地产企业审时度势采取更为高效灵活的营销策略，确保企业在竞争中实现关键资源与关键能力的提升，确保企业在日趋激烈的竞争中获得和保持竞争优势，达成企业销售目标与企业战略目标。房地产市场蓬勃发展，房地产项目间竞争日趋激烈。如何在市场竞争中获得竞争优势并取得一定的市场份额，成为摆在企业面前的重要议题。房地产项目营销策略研究需借助科学的理论，注重房地产项目自身特点和项目属性进行营销定位并提出与之匹配的营销策略。本研究以万科紫台房地产项目为例，基于科学的营销战略与营销策略相关理论开展对万科紫台房地产项目的营销策略研究并提出项目营销策略的实施保障措施。 万科紫台房地产项目营销研究主要由以下六个部分组成。第一部分是绪论，介绍研究背景及研究意义、研究内容及研究方法、技术路线及论文结构。第二部分为相关理论回顾。回顾与本研究密切相关的重要理论：营销战略相关理论、营销策略相关理论以及环境分析工具。首先对营销战略的概念、主要观点及研究进展进行细致梳理。其次综述营销策略的内涵、研究主题以及重要的营销策略组合研究。最后介绍和评述波特五力模型、PEST分析和SWOT分析在营销策略制定中的应用及其价值。第三部分为万科紫台房地产项目的环境分析，通过对项目概况的阐述和项目政策环境、经济环境、社会环境、技术环境、竞争环境等市场环境分析与项目的优势分析、劣势分析及机会与威胁分析明确项目营销定位的环境要素。第四部分基于已有的环境分析结论进行万科紫台房地产项目消费者定位与产品定位。第五部分提出万科紫台房地产项目营销策略及策略实施的保障措施，包括产品策略、服务营销策略与体验营销策略以及在制度、组织与人员、现场管理等方面的保障措施等。第六部分为结论，阐述本研究的研究结论与创新和研究的局限性并提出未来研究方向。
英文摘要：	Under the background of long-term stable economic development in China, the real estate regulation policy has basically covered the first tier cities to the two or three tier cities. The competition between real estate enterprises is intensifying, and the level of housing enterprise specialization needs to be improved. From 2016 to 2017 wait and see mood caused turnover shrinking trend. Therefore, timely research on the marketing strategy of real estate projects is necessary for real estate enterprises, contribute to the real estate business situation to take a more efficient and flexible marketing strategy, the enterprise to achieve the key resources and key ability in the competition promotion, to ensure that enterprises obtain and maintain competitive advantage in the increasingly fierce competition. Achieve company sales targets and strategic objectives. With the development of the real estate market, the competition among the real estate projects is becoming more fiercer. How to gain a competitive advantage in the market competition and obtain a certain market share has become an important issue before the enterprise. The real estate project marketing strategy research needs the scientific theory, pays attention to the real estate project own characteristic and the project attribute to carry on the marketing localization, and puts forward the matching marketing strategy. This study takes VanKe real estate project as anexample, based on the scientific marketing strategy and marketing strategy theory, carries out the research on the marketing strategy of VanKe real estate project, and puts forward the guarantee measures for the implementation of the project marketing strategy. VanKe real estate project marketing research is mainly composed of the following six parts. The first part is the introduction. It introduces the research background and research significance, research content and research methods, technical line and the structure of the paper. The second part is the review of relevant theories. Review the important theories closely related to this study: marketing strategy, marketing theory and environment analysis tools. First of all, the concept of marketing strategy, the main points of view and research progress are carefully combed. Secondly, it summarizes the connotation of marketing strategy, research topic and the combination of important marketing strategies. Finally, it introduces and comments on the application and value of Potter five forces model, PEST analysis and SWOT analysis in marketing strategy formulation. The third part is the analysis of the environment for VanKe real estate project, through the analysis of the general situation of the project and the project of project and policy environment, economic environment, social environment, technological environment, competition environment, market environment, environmental factors analysis of advantage disadvantage analysis and opportunity and threat analysis clear project marketing positioning. The fourth part carries on the VanKe real estate project consumer localization and the product localization based on the existing environment analysis conclusion. The fifth part puts forward the implementation of marketing strategy and strategy of safeguard measures of VanKe real estate project, including product strategy, service marketing strategy and marketing strategy and experience in system, organization and personnel, site management and other aspects of the protection measures. The sixth part is the conclusion, which expounds the research conclusions and the limitations of the study, and proposes the future research directions.
查看全文：	预览  下载(下载需要进行登录)