世华龙樾房地产项目营销策略研究

摘要

随着房地产市场的快速发展,房地产市场竞争的激烈程度日益增加,

房地产企业只有将市场营销理论系统的运用到房地产的开发过程中,对

市场进行深入研究、制定合理的营销策略,才能在激烈的市场竞争中处

于有利地位。北京的房地产市场起步早,发展比较成熟,房地产开发企

业面对更为激烈的市场竞争,只有依靠科学合理的营销策略才能脱颖而

出O

本文选取世华龙樾房地产项目作为研究对象,将市场营销理论系统

应用到项目的开发过程中,对世华龙樾项目所处的市场营销环境,面临

的市场竞争进行了客观的分析;应用SWOT分析法分析了项目的优劣势

及机会和威胁。通过区域市场的分析及客户需求调研,确定了项目的整

体形象定位、目标客户定位、产品定位等。最后运用4P营销理论,从

产品、价格、渠道、促销四个方面制定了本项目的市场营销策略。其中

产品策略从整体规划、建筑风格、户型策略、园林策略、配套策略及物

业管理六个方面进行分析。价格策略方面采取低开高走的价格策略,并

以竞争导向定价法制定项目的价格。渠道上选取了开发商直接销售及委

托代理销售两种形式。文章最后制定了项目的促销策略,除广告、人员

促销、营业推广、公共关系传统促销方式外,还采用了体验式营销、微

博营销等创新的营销策略。

关键词:房地产项目营销环境营销策略

北京邮电大学工商管理硕士学位论文

STUDY ON THE MARKETING STRATEGY OF

HONOR TOWN REAL ESTATE PROJECTS

ABSTRACT

With the rapid development of the real estate market, intense competition in the real

estate market is increasing,the real estate business only the development process applied

to the market marketing theory system in the real estate, in-depth research, formulate a

reasonable marketing strategy on the market, can be in a favorable position in the

fierce competition in the market. Beijing's real estate market started early, mature, real

estate development enterprises face more fierce market competition, only to rely on

scientific and rational marketing strategy can talent showing itself.

This paper selects honor town real estate projects as he research object, the

development process of market marketing theory system applied to the project of the

dragon, honor town project marketing environment, the market competition makes

objective dialysis; Application of SWOT analysis of the strengths and weaknesses

and the opportunities and threats analysis method of project. Through the regional

market analysis and customer demand research, defines the project's image, customer

positioning, product positioning. Finally the use of 4P marketing theory, from the

product,price, channel, promotion four as pects of the development of a marketing

strategy for the project. The product strategy from six aspects of overall planning,

architectural style , apartment layout strategy,strategy, strategy and supporting

the gardenproperty management analysis. The price strategy to take form low to high

price s trategy, anwith the competition oriented pricing project price. Channel select

developers direct sales an agent sales in two forms. Finally,the project promotion

strategy, advertising, personnel promotionsales promotion, public relations, traditional

marketing, experience marketing, marketing innovation micro-blog promotions also

developed.

KEY WORDS: Real estate project Marketing environment Marketing strategy