HQ地产沈阳 K项目营销策略研究
Research on MarKeting Strategy of HQ Real Estate Company K project in
Shenyang
Abstract
In recent years, with the rapid development of China real estate, industrial competition is
becoming increasingly fierce, product quality is also constantly optimized and improved.
Along with the increased experience of home buyers, the real estate industry is seriously
divided into two classes. Well-Known developers are obviously and increasingly occupying
the advantage due to their brand advantage.
At the same time, with the rapid development of urban and rural integration construction,
the per capita commercial ration continues to increase, but the rapid development of the
e-commerce economy has led to facing closure of commercial complex with an excessive
proportion of businesses, lagging behind of commercial products. And home buyers are
totally beginning to resist commercial real estate projects. HQ has entered the Shenyang
marKet since 2008, the company's expansion is slow, for its brand power is insufficient, and
most of its development projects are commercial properties. Under the two unfavourable
conditions, the sales performance has been unsatisfactory since the beginning of the epidemic
in 2020, and the overall sales of the remaining products has been uneven. Therefore, it is
urgent to seeK a way to solve the problem. This paper will focus on the current corporate
situation and marKeting status of HQ Real Estate K project, and give effective marKeting
strategies and suggestions.
This paper chose the K project of HQ Company as the research object, firstly, the
marKeting theory and real estate marKeting theory that will be used in this paper were sorted
out and studied. Then, through actual research on the project situation, marKeting strategy
and the current marKeting situation of Project K, it is concluded that the main problems of
Project K are low brand awareness, defective product design, uneven sales of products and
lacK of core selling points of the product. This paper investigates the political, economic,
technological, and social macro environment of HQ's K project, analyses the marKet demand
and competitor environment, and learns that the current average sales of Shenyang's real
estate commercial projects are low. And the micro-environmental analysis reveals that K
Project's competitors are mainly commercial flats in Shenyang and residential products with
school district support in the vicinity. This paper uses the STP strategy to segment the marKet
into geographical segmentation, income segmentation, family income cycle segmentation and
purchase motivation segmentation to identify the target customers of the K project as
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大连理工大学专业学位硕士学位论文
"middle- and high-income families within 7Km of the project who are Keen on the city core
assets or whose children have the need to attend school", ultimately positioning the project as
a school district with the city core resources. The 4P marKeting mix was used to formulate
marKeting strategy proposals in four areas: product upgrading strategy to enhance product
functionality and competitiveness; price strategy to balance the total housing cost with
differential pricing; channel strategy to strengthen internal channel management and inspire
external channels; promotion strategy, advertising strategy, IP marKeting and new media
marKeting strategy. Finally, safeguards for the implementation of the marKeting strategy of
the K project are proposed in three aspects: personnel management, organizational
coordination and cooperation, and marKeting fund guarantee.
The research in this paper will help to find more ideas for selling of commercial
properties in the K project, solve the sales dilemma that the K project is currently facing, and
thereby achieve sales results of promoting capital recovery, help it to expand its brand
influence and develop steadily in the long run. The study will also be useful for other
commercial office projects in terms of product design and pricing, as well as providing new
ideas for marKeting strategies for projects with similar difficulties.
Key words: Shenyang real estate commercial market; marketing; K Project; Apartment
sales
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HQ地产沈阳 K项目营销策略研究
目 录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 研究背景........................................................................................................... 1
1.1.1 公司与项目简介 ................................................................................. 1
1.1.2 营销现状与存在问题............................................................................ 2
1.2 研究目的与意义............................................................................................... 6
1.2.1 研究目的................................................................................................ 6
1.2.2 研究意义................................................................................................ 7
1.3 研究思路与方法............................................................................................... 7
2 理论基础文献综述.................................................................................................... 10
2.1 市场营销理论与方法..................................................................................... 10
2.2 房地产营销研究综述..................................................................................... 12
3 K项目营销环境分析................................................................................................ 15
3.1 K项目经营的宏观环境分析......................................................................... 15
3.1.1 政治环境分析...................................................................................... 15
3.1.2 经济环境分析...................................................................................... 16
3.1.3 社会环境分析...................................................................................... 17
3.1.4 技术环境分析...................................................................................... 19
3.2 沈阳市公寓市场需求与顾客行为分析......................................................... 20
3.2.1 沈阳公寓需求市场分析...................................................................... 20
3.2.2 顾客行为分析...................................................................................... 22
3.3 K项目经营的竞争环境分析......................................................................... 24
3.3.1 供应商的议价能力分析...................................................................... 24
3.3.2 购房者的议价能力分析...................................................................... 25
3.3.3 替代产品威胁能力分析...................................................................... 25
3.3.4 潜在竞争者进入能力分析.................................................................. 26
3.3.5 竞争项目现状分析.............................................................................. 26
3.4 HQ公司内部环境分析.................................................................................. 28
3.4.1 资源分析.............................................................................................. 28
3.4.2 能力分析.............................................................................................. 30
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