文章首先概述了 TSMC房地产项目营销战略研究的背景,研究目的及意义,并提出
研究的思路和研究内容。随后通过对TSMC房地产项目的概况进行分析,从营销的人力
资源、资金、客户、配套、区位、吸引力等方面剖析TSMC房地产项目营销的资源和能
力,紧接着运用PEST分析工具对TSMC房地产项目营销外部环境展幵分析,并运用波
特五力模型具体分析了项目的竞争环境。在此基础上提炼了项目营销的优势、劣势、机
遇、挑战,并运用SWOT分析工具对TSMC房地产项目营销战略选择的内部条件和外
部环境进行综合分析,探讨TSMC房地产项目营销战略选择与定位,并在基于STP分
析基础上提出了 TSMC房地产项目市场丌发与渗透战略定位的思路和目标。最后提出了
TSMC房地产项目营销组合策略及其战略实施保障措施。如产品、价格、促销、渠道等。
并强调做好各阶段营销工作部署、建立VIP营销推广机制、强化项目营销传播与媒体宣
传、幵展一系列的营销活动等营销战略实施措施。
关键词:TSMC房地产项目营销战略战略选择与定位
Abstract
With the highly competitive market of real estate projects, real estate developers in order
to obtain considerable profits, rapid return of capita] is necessary to promote the speed and
progress of the real estate project marketing, and therefore need to think about their own
competitive advantage and marketing strategy. This study combines the TSMC real estate
project marketing actually commenced study.
The article first provides an overview of the background of the the TSMC real estate
project marketing strategy, purpose and meaning, and put forward the idea of the study and
research. Followed by an overview of the the TSMC real estate project, the analysis of the
TSMC real estate project marketing resources and capabilities in terms of marketing, human
resources, capital, customers, facilities, location, attractiveness, followed by the use of PEST
analysis tool for 丁SMC room the real estate project marketing the external environment to
analyze and use Porter's five forces model for detailed analysis of the competitive
environment of the project. Refined on the basis of project marketing advantages, weaknesses,
opportunities, challenges,a comprehensive analysis on the TSMC real estate project
marketing strategy to select the internal conditions and external environment and the SWOT
analysis tool to explore the the TSMC real estate project marketing strategy selection and
positioning,and STP-based analysis on the basis of the ideas and objectives of the the TSMC
real estate projects, market development and penetration of strategic positioning. Finally,
TSMC real estate project marketing mix strategy and its strategic implementation of
safeguards. Such as product, price, promotion, and channels. And stressed to do the work
plans of the various stages of marketing, the establishment of the mechanism of VIP
marketing, and strengthen the project marketing communications and media campaigns,
launched a series of marketing campaigns and other marketing strategies to implement
measures.
Key words: TSMC real estate project marketing strategy Strategic choice and
positioning
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