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A公司SSXG项目营销策略研究_MBA硕士毕业论文DOC

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文本描述
摘要
近几年来,人们生活不断改善,社会也在发展进步,一些大的房地产开发企业
洞察商机。不断进行产品转型,进入高端地产领域的公司不断增多,房地产调控
政策不断深入以及房贷政策推陈出新,竞争已经白热化。为了高效率地保障高端
房地产企业的价值最大化,必须高度重视高端房地产营销策略的研究和制定。因
此,针对高端房地产营销制定的策略与实施无疑具有重要的意义

本研究课题 A 房地产公司的 SSXG 项目为对象,依据国内和国外市场营销专业
理论,运用营销策略的理论知识与分析方法,结合当前辽宁省沈阳市高端房地产
行业的动态变化,以项目的市场营销现状为根本出发点,探讨了该项目在市场、
客户等方面所存在的实际问题,进一步对该项目的购买客户群进行了产品、价格、
渠道、促销以 4P 理论为主导的适合该项目的营销策略方案;在此基础上,为保证
本项目营销策略的实施、完善提供几条创新型策略建议,从而构建出了 SSXG 项目
营销策略的总体系

关键词:高端房地产;营销策略;4P 理论;PEST 分析法;体验式营销Abstract
Several near in the last yearses, people live continuously an improvement, the
society is also developing a progress, some big of the real estate develop business
enterprise insight into business opportunities.Continuously carry on a product
transformation, get into the companies of high level real estate realm to continuously
increase, the real estate adjusts to control a policy continuously thorough and the
mortgage policy puts forth new ideas, the competition has already become too
intense.For the sake of high-efficiencily the value of the guarantee high level real estate
business enterprise maximize, have to highly value the research and establishment of
high level real estate marketing strategy.Therefore, the strategy aiming at the high level
real estate marketing establishment and implementation undoubtedly have important
meaning.
The SSXG item of this research topic A real estate company is an object, according
to the domestic and the international market marketing professional theory, usage
marketing strategy of theory knowledge and analysis method, combine the dynamic
state variety of the profession of current sun City high level real estate in Liaoning
province, take the market marketing present condition of the item as a basic starting
point, inquired into the item at the actual problem existed by market, and customer...etc.,
further to the item of purchased customers to carry on product and price, outlet and
promotion with 4 P theory for predominance of suit the the marketing strategy of the
item project; On this foundation, in order to promise the implementation of this item
marketing strategy and perfect strategy suggestion for providing a few creative types,
set up thus SSXG item marketing strategy of total fasten.
Key words: High level real estate; Marketing strategy; 4P theory;PEST analyzes a
method; Experience type marketing目 录
第 1 章 绪论.........1
1.1 研究背景和意义1
1.1.1 研究背景.1
1.1.2 硏究意义.1
1.2 国内和国外房地产研究现状....2
1.2.1 国外研究现状.....2
1.2.2 国内研究现状.....3
1.3 研究内容与方法4
1.3.1 研究内容..4
1.3.2 研究方法..5
第 2 章 相关理论基础...6
2.1 房地产营销的概念........6
2.2 房地产营销的基本特征6
2.3 房地产市场营销的内容6
2.4 市场营销理论....7
2.5 市场营销分析工具........7
第 3 章 A 房地产公司 SSXG 项目营销环境分析..........9
3.1 房地产公司及项目概况9
3.1.1 A 房地产公司概况..........9
3.1.2 本案 SSXG 项目概况.......9
3.2 宏观营销环境分析......13
3.2.1 政策环境分析...14
3.2.2 经济环境分析...14
3.2.3 社会环境分析...15
3.2.4 技术环境分析...163.3 微观营销环境分析......17
3.3.1 房企经营资源...17
3.3.2 房企经营局限性...........18
3.3.3 主要竞争对手分析.......19
3.4 SSXG 项目 SWOT 分析...23
3.4.1 优势分析...........23
3.4.2 劣势分析...........23
3.4.3 机会分析...........24
3.4.4 威胁分析...........24
第 4 章 SSXG 项目目标市场选择与目标客户26
4.1 SSXG 项目市场细分.....26
4.1.1 居住和工作区域...........26
4.1.2 年龄层和家庭结构.......26
4.1.3 付款方式和职业构成.......
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