【作者】 王超；

【导师】 徐宁；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2022， 硕士

【摘要】 房地产行业作为我国国民经济支柱产业,在国民经济中扮演着重要的角色,也始终受到社会大众的关注。近年来,房地产市场在国家调控政策之下,从早期快速野蛮生长阶段进入发展相对平稳的阶段,市场竞争逐渐加剧,营销作为房地产行业的终端端口,在日趋激烈的竞争中作用逐渐凸显。合理运用市场政策,紧盯市场竞争者动态,根据内外部环境结合自身情况制定合理的营销策略,增强自身项目竞争力,在众多竞争者中突围而出,是房地产企业形成良性运转的重要举措和途径。济南市作为国家二线城市,房地产市场的发展一直是国家政策调控的重点城市之一,2020年,济南市GDP总值迈入“万亿俱乐部”并提出建设“东强、西兴、南美、北起、中优”的城市发展新格局。其中“东强”战略要做强济南东部片区的科创实力和产业能级,以三大国家级开发区为载体,打造智造济南、科创济南东部隆起带,同时要加快建设以齐鲁科创大走廊为核心的发展轴,推动章丘区加快融入主城区,推动高校科研院所和创新创业平台加快集聚,形成山东科技创新重要策源地和成果转化核心示范区。本文选取鲁商健康产业发展股份有限公司旗下开发建设的鲁商凤凰广场项目作为研究对象,在梳理营销STP理论、7P服务营销组合的基础上,利用PEST分析法从政策、经济、社会文化、技术发展方面对宏观环境进行分析研究,利用波特五力分析模型从潜在进入威胁、现有竞争者、替代品威胁、购买者议价能力、供应商议价能力五方面对项目所处行业环境进行分析,结合分析结论及项目自身SWOT理论分析得出的优势、劣势、机会和威胁,对照项目营销现状,发现营销策略中存在的问题,结合7P服务营销组合策略理论,对鲁商凤凰广场项目营销策略在产品、价格、渠道、促销、人员、有形展示、服务过程七个方面进行了优化设计。在产品策略上,进行产品功能设计优化并通过样板展示进行传导;在价格策略上,明确项目目标销售价格,在此基础上设置长短期相对灵活的价格调整策略并引入酒店托管机制;在渠道策略上,采用纵横双向挖掘,深挖老业主、竞品置业顾问、内部员工、大客户及外销渠道资源,建立自渠团队深化渠道策略执行;在促销策略上,把握促销时机,重视促销方式,加大网络新媒体投入,重视内容创新、形式创新,做好宣传监控、反馈和调整;在人员策略上,招聘、培训、岗位优化,完善公司人才团队,推进目前短板工作,并引导相关部门提升营销工作参与度;在形象展示策略上,优化营销中心功能分区,提升营销中心、项目现场销售道具、样板间及已交付区域的形象展示品质;在服务过程阶段,建立标准化的接待过程,建立畅通的客户反馈渠道,如实得到客户对服务的评价和反馈,并据此提升项目服务品质和对服务的重视程度。同时为保障营销策略可以落地实施,从制度、人力资源、企业文化、财务支持、信息化技术支持五个方面提出保障措施,确保设计方案的顺利实施。通过本文所利用的分析工具与分析方法对鲁商凤凰广场项目的研究和分析,将房地产理论研究与当前科技技术相结合,并突破房地产行业传统固有的4P营销理论分析的局限性,全面了解项目实际情况,研究成果更加贴近项目实际和项目需求,使研究结论更加全面具备可操作性和落地性。同时也加深了鲁商发展在国家对房地产市场进行调控及新旧动能转换引导的大方向环境下,在房地产行业发展转型的探索,就公司撇弃以住宅为主要经营手段转向产业类项目开发建设的转型发展进程予以推进,促进了鲁商发展将自身原有资源优势和开发经验进行融合借鉴,对于公司今后将国家战略发展与公司发展方向相结合形成良性互动起到了积极的推动作用。更多还原

【Abstract】 As one of the strategic and basic part of China’s national economy,the real estate industry plays a significant role in domestic market of China and has always attracted the attention of public.In recent years,the real estate market has entered a relatively stable stage from the early stage of rapid and savage growth under the state regulation policies,while themarket competition is gradually intensified.As the terminal port of the real estate industry,marketing is playing an increasingly prominent role in the increasingly fierce competition.It is an important measure and way for real estate enterprises to make rational use of market policies,pay close attention to the dynamics of market competitors,formulate reasonable marketing strategies according to the internal and external environment combined with their own conditions,enhance their own project competitiveness and break out of numerous competitors.As a second-tier city in the country,the development of the real estate market has always been one of the key cities under national policy control.In 2020,Jinan’s GDP entered the "trillion club" and proposed the construction of a new urban development pattern of "Strong in East Area,prosperous in West Area,Beautiful in South Area,Spring up in North Ares,Excellent in middle Area" and In which,the "Strong in east Area" strategy means that government plan to strengthen science and technology innovation strength and industry level in east area of Jinan.With three national-level development zones as the carrier,the government will build an economic uplift belt in the east area of Jinan by upgrading smart manufacturing and improving the science and technology innovation strength.At the same time,the government will speed up the construction of Qi Lu large corridor of science and technology innovation as the core of development axis,push forward Zhangqiu district to assimilate into the main city,promote the faster integration of colleges and universities’platforms of scientific research,innovation and entrepreneurship.And finally,achieve an important place of origin with scientific and technological innovation and a core demonstration area for the application of achievements in Shandong Province.This article selects the development of Lu Shang Phoenix Square project under Lu Shang Health Industry Development co.LTD.,as the research object,combing the STP marketing theory,marketing theory of 4p and marketing theory of 7P service&sales combination.The article also uses PEST analysis method to analyze macro environment research from the angles of policy,economy,social culture and technology development.What’s more,the article use Porter’s Five Forces analysis model to analyze the industry environment analysis from the potential threat,existing competitors,substitute threat,buyer’s bargaining power and the supplier’s bargaining power.,More over,this essay makes a summary of strengths,weaknesses,opportunities and threats,compare with the project’s current sales and marketing situation,and discovers the existing problems in the marketing strategy by combining the above analysis results with the SWOT theory analysis conclusions of project itself.Meanwhile,the essay,based on the 7P service marketing combination strategy theory,optimizes the the marketing strategy of Lu Shang Phoenix Plaza project in seven aspects:product,price,channel,promotion,personnel,tangible display and service process.In the terms of product strategy,optimize product function design and conduct it through sample display.In the price strategy,clear project target sales price,on this basis,set up long-term and short-term relatively flexible price adjustment strategy.In the channel strategy,use vertical and horizontal two-way digging method to make full use of the resource of old owners,competitive property consultants,internal staff,Key account customers and export channel,and to establish self owned channel team to deepen the implementation of channel strategy.In terms of promotion strategy,we should grasp promotion opportunities,attach importance to promotion methods,increase investment in network of new media,attach importance to content innovation and form innovation,and do well in publicity monitoring,feedback and adjustment.In terms of human resource strategy,optimize the process of recruitment,training,and organization configuration,improve the company’s talent team,promote the amelioration of current shortcoming work,and guide relevant departments to enhance the participation of marketing work.In the image display strategy,optimize the functional partition of marketing center,improve the image display quality of marketing center,project sales props on site,sample rooms and delivered areas.In the service process stage,standardized reception process and smooth customer feedback channels should be established to truthfully get customers’ evaluation and feedback on the service,and accordingly,improve the service quality of the project and the degree of importance to the service.At the same time,in order to ensure that the marketing strategy can be implemented,safeguard measures are put forward from the five aspects of system,human resources,enterprise culture,financial support and information technology support,to ensure the smooth execution of the design scheme.This paper used above the analysis tools and analysis method to research and analyze of Lu Shang Phoenix Plaza Project,combined theoretical study and current technology of real estate,break out the traditional and inherent real estate industry limitations of 4Pmarketing theory analysis,comprehensively understand the actual situation of the project,provide research results which are more close to the actual project situation and the project requirements,to make the research conclusion more comprehensive more operable and easier to execute.Meanwhile,Lu Shang Development company have deepened its exploration of the real estate industry development transformation,under the macro environment of the government of country is regulating the real estate market and guiding the direction of the old and the new kinetic energy conversion.The Lu Shang company also promote the transformation of the development process by replacing the main management means of housing management with industrial level development and construction projects.In addition,Lu Shang company promote the integration and combination of its own original resource advantage and development experience.And eventually,Lu Shang company will play a positive role in promoting the effective interaction between the national strategic development and the company’s development direction.更多还原