【作者】 刘丹；

【导师】 范广哲；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 华润集团为国资委直属的中央企业,主营业务包括日用消费品制造与分销、地产及相关行业、基础设施及公用事业三块领域,旗下共有20家一级利润中心,在香港拥有5家上市公司。华润置地(HK1109)为华润集团的全资子公司,主营地产方面业务,其中华润置地沈阳大区目前拥有五城18盘,而海中国项目就是这18个项目之一。华润海中国位于大连经济技术开发区南部滨海新区3号地,综合性住宅项目,总占地面积约45.6万平方米,总建筑面积约131万平方米,分为七期开发,前六期住宅已经全部清盘,目前处于七期建设以及销售策略制定阶段。本文致力与通过对海中国七期目前的内外部情况分析,找寻出最适合项目的推盘节奏及具体营销策略。首先对海中国项目七期销售所面对的内外部环境进行分析。外部环境方面,主要从宏观经济市场分析、房地产行业环境分析、政策及文化等几个角度进行分析。而自身分析,主要从海中国项目及七期概述、项目七期优劣势分析、海中国项目组营销能力分析等方面入手,在此基础上,进行了SWOT分析。然后进行STP分析,即市场细分、目标市场及定位。然后从4P理论的角度,从开发阶段定位、营销渠道选择、价格制定及浮动、促销方式与预期效果等方面确定了海中国项目七期的营销策略。并对其策略的实施及保障进行了论证。海中国项目的营销策略制定,不仅仅希望可以服务于马上要进行推盘的海中国项目本身,希望对其他地产项目的也有借鉴意义,并希望能找到基本适合具有优质景观资源的刚需刚改项目的营销策略。更多还原

【Abstract】 China Resources Group directly under SASAC of central enterprises, the main business includes daily consumer goods manufacturing and distribution, real estate and related industries, infrastructure and utilities three block area, its a total of 20 primary profit center, in Hong Kong has five listed companies. China Resources Land(HK1109)is a wholly owned subsidiary of China Resources Group, main real estate business, the CRC home to the Shenyang area currently has five plate 18, and China Sea project is the 18 projects. China Sea is located in Dalian Economic and Technological Development Zone, south of the Binhai New Area 3, integrated residential projects, with a total area of area of about 4.56 million square meters, with a total construction area of about 131 million square meters, is divided into seven stage of development, the first six housing have all liquidation, is currently in the construction of seven and the sales strategy formulation stage. This paper aims and through the analysis on the China Sea for the period of seven current internal and external situation,find out the most suitable project push the tempo and specific marketing strategy.First of all, the analysis of the internal and external environment of the seven sales of the sea China project. External environment, mainly from the macro market analysis, the real estate industry environment analysis, policy and culture, and several other aspects of the analysis. And its own analysis, mainly from the sea of China project and the seven overview,project seven strengths and weaknesses analysis, the sea China project team marketing capabilities analysis, on this basis, the SWOT analysis. Then carries on the STP analysis,namely the market segmentation, the target market and the localization. And then from the perspective of 4P theory, from the development stage, marketing channel selection, price setting and floating, promotion and expected results, the seven phase of the sea China project marketing strategy. And the implementation of its strategy and security are demonstrated.China Sea project marketing strategy formulation, not only hope to service on a horse to are pushing China Sea project itself and hope to other real estate projects also have draw lessons from a meaning, and hope to find the basic for a high-quality landscape resources just need to just change the marketing strategy for the project.更多还原