QD住宅项目营销策略研究
Research on Marketing Strategy of QD Residential Project
Abstract
In 2015, shanty town renovation in Longyang District, led to an influx of brand-name
developers and a rapid rise in housing prices, with the average selling price of high-rise
residential buildings rising from 3,300 RMB/㎡ to 5,900 RMB/㎡. Due to the lack of a large
inflow of foreign population and the low natural growth rate of urban population, the real estate
market is gradually saturated. With the adjustment of the demolition policy in 2020 and impact
of the Covid-19, the real estate industry shrinks sharply, the competition is intense, the real
estate enterprise falls into the predicament one after another. The QD residential project is in
the mid-sales period and is also facing marketing difficulties. In order to achieve rapid sale,
how to adjust the marketing strategy according to the external environment and the internal
environment is an urgent issue for the QD residential project.
This thesis takes the QD residential project developed by QD company as the research
object, uses the ideas of asking questions, analyzing problems, and solving problems, and
conducts research and analysis on the marketing strategy of QD residential project through five
chapters. First, it introduces the background and significance, content and methods, and
research framework of the research, expounds the definition and evolution of marketing,
marketing strategy 4P theory and 4C theory, marketing research tools and other related theories.
Secondly, it analyzes the external marketing environment of QD residential project through
PEST analysis, Longyang District real estate industry market demand analysis, and competitive
environment analysis. Analyze the difficulties and reasons faced by QD residential project
marketing, the difficulties faced by QD residential project: low customer acceptance of
products, low market acceptance of unsold houses, high customer churn rate, low customer
visits. The reasons why the marketing of QD residential project is facing difficulties are:
product value is not fully reflected, pricing system is unreasonable, single channel, poor
professional ability, and insufficient promotion intensity. Then use the SWOT analysis method
to develop a strategy for the QD residential project. The project should adopt the WT strategy,
that is, a defensive strategy. The STP method is used to select the target market for the QD
residential project: the project focuses on improvement customers, supplemented by rigid
demand customers. Market positioning of the project: The project should be positioned in the
mid-to-high-end market, avoiding vicious price war competition in the low-end market. The
project should continuously improve its brand awareness, create added value, and shape the
reputation of the project. Finally, through the establishment of a comprehensive product
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大连理工大学专业学位硕士学位论文
strategy to increase the project transaction rate, the establishment of a reasonable price strategy
to seize more market share, the establishment of a sound channel strategy to expand the sales
network to increase sales, and the establishment of a systematic promotion strategy to increase
the visibility of the project and propose improvements for the QD residential project Plan, and
provide corresponding marketing strategy guarantee measures for QD residential project by
strengthening the construction and management of marketing team, establishing marketing
team incentive mechanism, and improving channel management.
Through the research of QD residential project, on the one hand, we can put forward the
improvement scheme of marketing strategy and marketing safeguard measures for QD
residential project, which is helpful for QD residential project to get out of the marketing
predicament, stand out from the fierce market competition, and realize the fast
depersonalization. On the other hand, the author hopes to provide a reference for real estate
enterprises to solve the problem when they deal with the marketing dilemma.
Key Words：Real Estate Marketing; Marketing Strategy; STP analysis
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QD住宅项目营销策略研究
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景及意义............................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 3
1.2 研究内容与方法............................................................................................... 4
1.2.1 研究内容................................................................................................ 4
1.2.2 研究方法................................................................................................ 4
1.3 研究框架........................................................................................................... 5
2 市场营销相关理论...................................................................................................... 6
2.1 市场营销理论................................................................................................... 6
2.2 市场营销策略................................................................................................... 7
2.3 市场营销研究工具........................................................................................... 9
3 QD住宅项目外部营销环境分析............................................................................. 12
3.1 PEST分析....................................................................................................... 12
3.1.1 政治环境.............................................................................................. 12
3.1.2 经济环境.............................................................................................. 12
3.1.3 社会环境.............................................................................................. 14
3.1.4 技术环境.............................................................................................. 15
3.2 隆阳区房地产行业市场需求分析................................................................. 15
3.2.1 隆阳区房地产行业概况和现状.......................................................... 15
3.2.2 隆阳区房地产行业需求分析.............................................................. 18
3.3 竞争环境分析................................................................................................. 19
3.3.1 竞争对手分析...................................................................................... 19
3.3.2 潜在竞争者分析.................................................................................. 21
3.3.3 替代品分析.......................................................................................... 22
4 QD住宅项目营销面临的困境及原因分析............................................................. 23
4.1 项目介绍......................................................................................................... 23
4.1.1 公司基本情况...................................................................................... 23
4.1.2 项目基本情况...................................................................................... 23
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