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2020年JH房地产公司WL项目营销策划方案DOC

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JH 房地产公司 WL 项目营销策划方案 从 1998 年始,中国房地产走向市场化,到 2003 年,国务院明确将房地产 业作为国民经济的支柱产业,再到如今,中国房地产市场已经从萌芽期走向了 成熟期。房地产营销也经历了三个阶段,第一阶段,广告营销;第二阶段,产 品营销;第三阶段,全过程营销。在日渐成熟的过程中房地产企业的营销竞争 变得越来越规范和激烈。再者,随着国家宏观调控力度的加大,面对这样的环 境,房地产营销如何快速应对,如何满足消费者多样化的需求,这是房地产营 销人员、策划人员思考的中心。中国经济从 2012 年已进入中速时代,房地产调 控力度依旧,稳字当头,市场容量小、供应量大、销售速度慢,JH 公司 WL 项目 面临如此市场环境,怎样作出明智的市场营销策略抉择值得研究。本文以 JH 公 司 WL 项目的营销实践为依据,对 WL 项目的营销策略作了较为系统的阐述。 本文结合 WL 项目所在市房地产市场发展现状,重点分析了 JH 公司 WL 项目 的内外部环境,内部以人力资源和财务状况等为视角,外部以当地的政策、人 口、经济等视角,采用 SWOT 方法分析了 WL 项目的竞争态势,与其他竞争对手 进行比较分析发现了本项目营销中存在的一些问题。在些基础上,运用 STP 理II 论对市场进行了细分,根据项目定位和顾客需求确定了目标客户群体,制定了 WL 项目的营销战略。明确将本项目打造成适合温岭市当地富豪需求的奢华、尊 贵、身份象征的顶级豪宅的代表。最后,利用营销组合中的 4P 和 4C 理论对 JH 公司 WL 项目的产品策略、价格策略、渠道策略和促销策略等进行了分析和研究。 企业营销策略的有效实施离不开企业内部资源的支持,因此,本文从资金筹集 和使用、人力资源保障、物质资源及其他部门配合等方面思考如何保障企业营 销策略的有效实施。 关健词, 房地产,营销组合,4P 理论,4C 理论III Abstract The Marketing Planning Scheme of JH Real Estate Company WL Project China’s real estate is marketized from 1998. In 2003, the state council explicitly take the real estate industry as the pillar industry of national economy, and under the circumstances, China's real estate market has been from infancy to maturity. Real estate marketing has been in continuously development, from initially rely on advertising marketing to product marketing until the whole process marketing. With the maturity of the real estate industry, the competition between real estate enterprises becomes from disordered to more and more normative and fierce, and the outward sign of the competition is mainly manifested in the aspect of real estate marketing. Fierce market competition and the increase of macroeconomic regulation and control efforts, such environment puts forward a new proposition to the real estate market marketing. How to make a quick response in face of rapidly changing market andIV how to satisfy consumers' diversified needs is the center of the real estate marketing personnel and planning personnel to think. China's economy has gone into the era of medium speed from 2012, real estate regulation and control efforts is the same as before, and steady character overhead. What’s more, the market capacity is small with large supply and slow sales speed. JH company WL project facing this market environment, how to make a wise choice about marketing strategy choice is worth studying. Based on the JH company WL marketing practice, the study systematically expounded marketing strategy of WL project. Based on the present situation of real estate market development in the city WL project belonging to, the study analyses the JH company WL project internal and external environment. Internal is in the perspective of human resources and financial conditions , and external is to local policies, population and economic , using the SWOT method to analyze the WL project competition, comparing with other competitors and through analysis to found the problems existing in the project.On this basis, using the STP theory to market segmentation, according to the project location and customer needs to determine the target customer group and to make theV marketing strategy of WL project. Clearly put this project into suitable for WenLing city the local rich’s demand of luxury, noble, top luxury representative status symbol. Finally, using the theory of marketing mix 4p and 4c in WL project at JH company, the product strategy, price strategy, channel strategy and promotion strategy and so on are analyzed and studied. Business marketing strategy is indispensable to the effective implementation of enterprise internal resources to support, therefore, this article is also from the fund collection and use, human resources, material resources and cooperate with other departments to think how to ensure the effective implementation of the enterprise marketing strategy. Keywords, Real Estate, Marketing Mix, 4P Marketing Mix Theory, 4CMarketing Mix TheoryVI 目录 第一章绪论.1 1.1 选题背景与研究意义....1 1.1.1 选题背景....1 1.1.2 研究意义....2 1.2 相关研究文献综述..4 1.2.1 国外研究综述...4 1.2.2 国内研究综述..6 1.2.3 比较分析....8 1.3 研究思路与方法9 1.3.1 研究思路....9 1.3.2 研究方法..10 1.4 主要内容..11 第二章房地产营销组合策略相关理论综述.13VII 2.1 营销组合理论..13 2.1.1 营销组合概念.13 2.1.2 营销组合特征.14 2.1.3 营销组合作用.15 2.1.4 营销组合构成要素.....16 2.2 目标市场营销理论17 2.2.1 目标市场...17 2.2.2 目标顾客群体.18 2.2.3 市场定位...18 2.2.4 目标市场营销策略.....20 2.3 房地产项目市场营销组合策略....22 2.3.1 房地产市场营销组合理论.....22 2.3.2 房地产企业营销组合策略....24 第三章 JH 房地产公司 WL 项目营销现状分析..29VIII 3.1 JH 房地产公司 WL 项目简介...29 3.2 JH 房地产公司内外部环境分析...30 3.2.1 公司内部环境分析.....30 3.2.2 公司外部环境分析.....32 3.3 JH 房地产 WL 项目的 SWOT 分析...41 3.3.1 项目的优势....41 3.3.2 项目的劣势....42 3.3.3 项目的机会....42 3.3.4 项目的威胁....42 3.4 JH 房地产公司 WL 项目营销存在问题.....43 第四章 JH 房地产公司 WL 项目营销组合策略分析55 4.1 JH 房地产项目营销战略...55 4.1.1 市场细分策略.55 4.1.2 目标市场选择策略.....56IX 4.1.3 市场定位策略.57 4.2 JH 房地产 WL 项目营销组合策略.58 4.2.1 产品策略...58 4.2.2 价格策略...61 4.2.3 渠道策略...63 4.2.4 促销策略...64 4.2.5 其他策略...66 第五章 JH 公司 WL 项目营销保障措施..73 5.1 公司资金筹集措施73 5.2 公司人力资源保障措施....74 5.3 公司其他保障措施78 第六章结论及展望.....81 6.1 创新点81 6.2 研究结论及展望....81X