房地产营销策略研究毕业论文

桂林电子科技大学信息科技学院毕业设计(论文)说明书- 第 0 页 共 38 页 毕业设计(论文)说明书

题 目：

****项目营销策略研究

摘要

自从上世纪60年代4P理论的提出，是现代市场营销理论最具有划时代意义的变革，，此后营销管理成为了公司管理的一个部分，设计了远远比小说更广的领域。“在今天，无论有多少新的营销名词（类似于4C、4R），无论多少关于4P过时的说法，4P都是营销管理理论的基石。”如何在4P理论体系的指导下实现营销组合，也就是企业市场营销的基本运营方法，但是从目前我国的经济体制看，市场经济体制尚不完善，企业的经营管理水平相对低下，市场对社会资源的配置作用还不够大，在优化产业结构、合理组织社会生产等方面，政府仍然起着较大的作用。虽然目前房地产行业发展势头迅猛，但其中许多经营理念却跟不上行业发展的速度，显得相对滞后。因此从某种意义上说，房地产营销是关系房地产开发经营成败的关键。

面对着国家对房地产业加大宏观调控以及苏州房地产市场“内忧外患”的局面，苏州许多企业面临重新“洗牌”，行业内的竞争越来越激烈，如何在激烈的市场竞争中站稳脚跟，如何在新的挑战中寻求发展，成为所有开发商需共同思考的问题。企业急需制定发展战略，在这样的背景下研究****项目营销策略方案对于企业来说更具现实意义。

本文对**的营销策略案例进行了深入研究，从市场分析、定位、策略、等方面分析其品牌营销策略，阐明了营销策略为项目带来巨大竞争优势的理论根据，并得出有价值的结论。

关键词：房地产市场；二线城市；营销策略；4P；**·**

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Abstract

4P 60 years since the last century, the theory proposed, the most modern marketing theory is a landmark change, then management of marketing management as a part of the company, designed the much broader field than the novel。 \marketing term (similar to 4C, 4R), no matter how many claims on outdated 4P, 4P is the cornerstone of marketing management theory。\4P theoretical system of how to achieve under the guidance of the marketing mix, business marketing is the basic operating methods, but from China's current economic system, the market economy system is not perfect, the enterprise management level is relatively low, The market allocation of social resources is not big enough role in optimizing the industrial structure, rational organization of social production, the government still plays a large role。 Although the real estate industry developed rapidly, but many business philosophy has not kept pace the speed of development of the industry, is relatively lagging behind。 So in a sense, the real estate marketing, real estate development is the relationship between the key to success。

The face of increasing national macro-control of real estate and real estate market in Suzhou \and external\situation, Suzhou, many enterprises are facing \increasing competition within the industry, how in the fierce competition in the market stand firm, and how to seek new challenges in the development of the common needs of all developers to consider。 Enterprises need to formulate development strategies in the context of this research project marketing strategy beam Ashanti program more relevant for the enterprise。

How in the fierce market competition foothold, how to seek new challenges in the development of the common needs of all developers to consider。 Enterprises need to formulate development strategies in the context of this research project marketing strategy beam Ashanti program more relevant for the enterprise。

In this paper, the marketing strategy in the case of beam depth study, from market analysis, positioning, strategy, etc。 of its brand marketing strategy, marketing strategy for the project illustrates the enormous competitive advantage in the theoretical basis and draw valuable conclusion。

Keywords: real estate market; second-tier cities; marketing strategy; 4P;zhong liang xiang ti

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目录

1、绪论 ...................................................... 1

1.1选题的背景和意义 .................................................. 1 1.2理论综述 .......................................................... 2 1.3研究方法与研究思路 ................................................ 3

2、**公司发展概况 ............................................ 4

2.1苏州房地产行业的发展状况 .......................................... 4

2.1.1、苏州房地产行业发展概况 ............................................................................ 4 2.1.2、苏州房地产行业发展特点分析 .................................................................... 4 2.2**公司现状 ........................................................ 4

3、 **营销现状及项目环境分析 ................................. 6

3.1**公司的营销模式 .................................................. 6 3.2**公司—**·**项目简介 ............................................ 6 3.3项目SWOT分析 ..................................................... 6 3.4 项目SWOT突破应对 ................................................ 7

4、项目STP分析 .............................................. 8

4.1项目市场细分 ...................................................... 9

4.1.1消费者购买需求分析 ........................................... 9 4.1.2 竞争对手分析 ................................................ 10 4.2项目目标市场选择 ................................................. 12 4.3项目市场定位 ..................................................... 13

4.3.1项目定位思考 ................................................ 14 4.3.2项目定位抉择 ................................................ 14

5、**营销策略研究 ........................................... 14

5.1**营销策略总体策划研究 ........................................... 15 5.2**营销产品策略研究 ............................................... 15

5.2.1产品组合策略 ................................................ 16 5.2.2产品差异化策略 .............................................. 18 5.3**营销价格策略研究 ............................................... 19

5.3.1价格构成因素分析 ............................................ 19 5.3.2定价策略研究 ................................................ 19

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