【作者】 袁宏伟；

【导师】 刘林； 高崇明；

【作者基本信息】 太原理工大学 ， 工商管理， 2018， 硕士

【摘要】 随着房地产市场的进一步发展,针对房地产的项目营销管理,人们提出了更高要求,故研究制定行切实可行的项目营销策略,是房地产项目营销能否成败的关键。目前,国家严格控制房地产行业的市场环境,政府出台了各项限购、限贷政策,对商品住宅的消费实行了严格的把控,许多非一线城市的房地产销售面临的压力巨大,商品住宅的销售形势在中小县城则更为严峻。文章对HD房地产公司在静乐开发的商住混合A项目的营销策略进行研究,以期为广大中小县城房地产销售提供一定指导。正是在这样的背景下,作者开展HD房地产公司A项目营销策略研究,通过运用经典的市场营销分析模型和研究理论,制定合理有效的营销策略和实施方案,从而保障A项目能够销售成功。本文首先对项目环境进行分析,即运用PEST分析法对项目所处的政策、经济、社会、技术环境进行全面分析,再通过SWOT分析法对项目的优势、劣势以及机遇、威胁进行直观分析;之后通过STP理论对A项目进行市场细分和目标市场选择,对A项目完成市场定位;在一系列分析基础上,通过运用4P理论模型及其延伸理论,制定完成项目营销策略;再结合HD公司及A项目运营环境制定出项目营销策略的实施保障。经过全篇分析,最终结论可知,在充分客观地掌握分析项目自身情况和市场全面环境后,A项目的消费群体应主要对准改善居住条件和部分解决刚需的群体,对其145平方米的大户型住宅予以销售;瞄准个体经营户群体,对400平方米的商铺予以销售;联系协调大客户、大集团入主酒店、卖场。项目住宅部分整体价格应控制在3300元/平方米左右,商铺部分整体价格应控制在5500元/平方米左右,在这一定价基础上,开发商要执行有效的产品策略、价格策略、渠道策略和促销手段,以保障A项目能够尽快清理库存,实现清盘,完成A项目的销售目标。更多还原

【Abstract】 With the further development of the real estate market,people have put forward higher requirements for the project marketing management of real estate,so it is the key to study and formulate practical project marketing strategy,which is the key to the success or failure of real estate project marketing.At present,the state strictly controls the market environment of the real estate industry,the government has issued a variety of restrictions on the purchase and limit of the loan policy,the consumption of commodity housing has been strictly controlled,many non front-line cities of real estate sales are facing a huge pressure,and the sales situation of commodity housing in the small and medium-sized county is more severe.This article studies the marketing strategy of the HD Real Estate Company in the commercial and residential mixed A project,in order to provide some guidance for the small and medium-sized County real estate sales.In this context,the author carries out the research on the marketing strategy of the HD Real Estate Company A project.Through the use of the classic marketing analysis model and research theory,the author makes a reasonable and effective marketing strategy and implementation plan,so as to ensure the success of the A project.This article first analyzes the project environment,that is,using the PEST analysis method to make a comprehensive analysis of the policy,economic,social and technical environment of the project,and then analyze the advantages,disadvantages,opportunities and threats of the project through the SWOT analysis method,and then carry out the market segmentation and target market of the A project through the STP theory.Select the A project to complete the market positioning;on the basis of a series of analysis,through the use of the 4P theory model and its extension theory,make the project marketing strategy,and then combine the HD company and the A project operating environment to formulate the implementation of the project marketing strategy.After full analysis,the final conclusion is that the consumer groups in the A project should mainly aim at improving the living conditions and partially solving the newly needed groups,and sell the 145 square meter large apartment houses,aiming at the individual business group,to 400 square meters.The shops sell meters,and coordinate with big customers and big groups to enter hotels and stores.Theoverall price of the project housing should be controlled at 3300 yuan per square meter.The overall price of the shop should be controlled at about 5500 yuan per square meter.On the basis of this price,the developer should carry out effective product strategy,price strategy,channel strategy and promotion means so as to ensure that the A project can clean up the stock as soon as possible and realize the inventory.To complete the sales target of the A project.更多还原