摘要
随着经济的发展、住房制度的完善,房地产行业已成为国民经济
的支柱性产业之一,但同时房地产市场竞争也日趋激烈。房地产开发
企业要想在激烈的市场竞争环境中生存发展,必须对房地产项目进行
准确的营销策划。
本文运用理论与实际相结合、定性与定量相结合的方法,对“金
地绿洲花园”项目的营销策划方案进行研究。首先,在房地产营销策
划相关理论基础上,结合湛江房地产市场状况,分析金地集团的竞争
环境以及内部的优势与劣势、外部的机会与威胁。其次,在理论与市
场机会分析的基础上,本项目定位于高品质生态住宅,目标客户群体
为中高收入阶层。再次,结合目标市场的特征,制定本项目的产品、
价格、渠道和促销策略方案。最后,从经济效益和社会效益两方面对
项目营销策划方案进行综合评价,并针对可能存在的风险提出相应的
防范措施。本研究对金地集团的发展与项目的开发具有指导意义,并
对同类房地产幵发企业有一定的参考意义。
关键词房地产市场营销,市场定位,营销组合,营销策划
ABSTRACT
Real estate already becomes the pillar industry of the national
economy with the rapid development of economy and the constant
improvement of the housing system. But the competition among real
estate market is especially fierce at the same time. In order to survive and
develop better in today's competitive environment, real estate enterprise
must make detail and precision plan of its project.
This article study the project by the method that qualitative analysis
is associated with quantitative and theory analysis is associated with
practice. First of all, the paper study the living concept and development
tendency of real estate in Zhanjiang, then the paper analyse the project's
internal and external environment on the basis of the related marketing
theory, and analyses the opportunity and threat of the project, analyse the
company's strength and weakness. Secondly, the paper makes the position
of the project, which is a residential with high quality and high ecology.
Thirdly, the article work out the project's marketing mix strategy, which
includes product tactics, price tactics, channel tactics and sales promotion
tactics, linking with project and enterprise self s characteristic. In the end,
the paper make a comprehensive evaluation of the entire marketing
planning and propose some preventive measures against the possible risks.
The finding of the article has certain practical or immediate significance
to the Guang Dong JIN Di Construction Group Co.,Ltd and the similar
real estate enterprise.
KEY WORDS real estate marketing planning, market positioning,
marketing mix, marketing strategy