摘要
中国房地产业经历长期的高速发展后,房地产市场的竞争日趋激烈。国内各房地产
公司为了发展壮大,急需改变粗放式的市场营销模式,扬长避短,发挥公司自身的优势,
找准市场定位,釆取行之有效的市场营销策略
本文基于市场营销及营销战略的相关理论,以江苏省镇江市的一个房地产公司项目
为案例,分析了中国城市房地产市场的特点与存在的问题,客观评估了案例企业房地产
项目所面临的外部竞争环境和内部资源条件,根据项目的特点,分析了竞争的优势和劣
势条件,从产品策略、价格策略、促销策略、营销渠道策略以及品牌建设等5个方面提
出了房地产项目的总体营销策略,并制定了具体的实施措施
本项研究为我国房地产企业的项目开发和营销提供了可借鉴的案例经验和实施方
案
关键词:房地产项目;营销战略;STOT分析
Real estate marketing strategy research of the projectto GHY company real estate project as an example of Zhenjiang city in
Jiangsu province
Abstract
After the rapid development of long-term, China's real estate market is fierce than before.
The domestic real estate companies need to grow, be badly in need of change in vulgar
marketing mode, foster strengths and circumvent weaknesses, play to the company's own
advantage, to find accurate market positioning, to take effective marketing strategies.
In this paper,based on relevant theories of marketing and marketing strategy, a real
estate company project in Zhenjiang, Jiangsu province as a case,this paper analyzed the
characteristics of China city real estate market and the existing problems, and objective
evaluation of the case enterprise of real estate project faced by the external competition
environment and internal resource conditions, according to the characteristics of the project,
analyzed the advantages and disadvantages of competition, from product strategy,price
strategy, promotion strategy, marketing channel strategy and brand construction five aspects
put forward the overall marketing strategy of real estate projects, and formulate the specific
implementation measures.
The study for the project of real estate enterprises in China can be drawn lessons from
for the development and marketing experience and implementation plan.
Key words: Real estate; Marketing; SWOT; Measures