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MBA毕业论文_开封中心商务区Z大厦项目租售营销策略研究DOC

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写字楼市场也称为商务地产市场,其繁荣与否是对一个地区经济发展水平最直观的 体现。过去二十年来随着国内经济的快速发展以及经济结构的不断优化,市场对写字楼 的需求稳步攀升,但与需求稳步攀升相对应的是最近十年来写字楼供应量却实现了翻几 番式的爆发式增长。尤其是在大部分的三四线城市并不具备相应的经济发展水平以及良 好的产业和就业结构的环境下,市场供求关系已出现严重失衡。 在此背景下,本文以开封市中心商务区 Z 大厦的营销作业为研究对象,运用经济学、 管理学、营销学、城市规划学等相关理论知识,对该项目的营销环境、营销战略及策略 进行系统研究,并为该项目设计了符合自身特点的营销战略和策略方案。 本文首先从中心商务区的发展与变迁、写字楼的内涵与特征、房地产营销、写字楼 营销四个方面梳理了国内外学者现有的研究成果。接下来指出 Z 大厦当前营销作业中存 在的主要问题,强调写字楼营销不能简单套用住宅营销的经验,应充分认识并尊重写字 楼市场的客观规律。然后是对 Z 大厦项目进行必要的营销环境分析,并运用 SWOT 模 型分析法对 Z 大厦项目做进一步的竞争态势分析,得出适合该项目的 ST 组合竞争战略。 在此基础上运用 STP 和 4P 研究方法,根据项目的自身特征以及对当地写字楼市场未来 发展情况的预期,有针对性的做出营销战略及策略的研究与设计。在这一部分,本文突 出了写字楼产品的投资属性,认为持续和稳定的收益是衡量投资品价值的主要标准。强 调写字楼营销应以租金回报为主线,以租赁营销作为销售营销的突破口,在强化租赁营 销的同时以租促售。最后,针对开封中心商务区 Z 大厦的租售营销策略从产品升级、租 售整合、加速去化、渠道升级与自建团队五个方面提出优化建议。其中,在加速去化方 面的建议着重考虑了当前及未来当地写字楼市场的供求状况,并以承租企业普遍存在的 融资需求为出发点,针对租赁营销提出了租金后付制的营销方案,不失为本文的一个创 新之处。 关键词,写字楼 战略营销 租赁 运营III ABSTRACT Office building market is also called commercial real estate market. Whether it is prosperous or not is the most intuitive reflection of the level of development about regional distribution of the economy. With the rapid development of domestic economy and the continuous optimization of economic structure in the past two decades, Market demand for office buildings has been rising steadily. But what corresponds to the steady climbed of demand is the supply of office buildings has doubled dramatically, Over the past decade. Especially under the circumstances that most of the third and fourth-tier cities do not have the corresponding level of economic development and good industrial and employment structure, the relation between market supply and demand has appeared serious out-of-balance. Under this background, this paper takes the marketing operation of the CBD Z edifice project in Kaifeng City as the research object. Applying relevant theories knowledge such as economics, management, marketing, urban planning, etc. to carry on the system study about the project of the marketing environment, marketing strategy and strategy. And the marketing strategy and strategy scheme are designed for the project which accords with its own characteristics. Firstly, this paper works of collects and sort out the existing research results of domestic and foreign scholars from four aspects: the development and vicissitudes of central business district(CBD), the Connotation and Characteristics of Office buildings, real estate marketing and office building marketing. Next, it points out the principal problems existing in the current marketing operation of the Z edifice project. It is emphasized that office building marketing should not simply copy the past experience of residential marketing, but should fully understand and respect the objective law of office building market. Then, the marketing environment of the Z edifice project is analyzed. Meanwhile, SWOT model analysis method is used to further analyze the competitive situation of the Z edifice project, and the STP combination competition strategy suitable for the project is obtained. Then on the base of these, apply analysis procedures of STP and 4P. According to the characteristics of the project and the prediction of the future development of the local office building market, Make targeted marketing strategy and strategy which is research and design. In this part, this paper highlights the investment attributes of office buildingIV products. It is deemed that sustained and stable returns are the main scale standard to measure the value of investment products. it emphasizes that office building marketing should take rent return as the main line, it takes lease marketing as the breakthrough point of sales marketing, Promoting sales by leasing while strengthening leasing marketing. Finally, the paper puts forward optimization suggestions for the marketing work of Kaifeng CBD Z edifice project from five aspects: product upgrading, sale and rental parallel, Accelerated elimination, channel upgrading and self-built team. Among them, the suggestion of accelerated elimination focuses on the current and future supply and demand situation of the local office market. Starting from the financing needs of rental enterprises, this paper puts forward the marketing scheme of rent-after-payment system for lease marketing, which is an innovation of this paper. KEY WORDS,Office building, Strategic marketing, Lease, OperationV 目 录 摘要....I ABSTRACT ....... III 1 引 言 1 1.1 研究背景 .... 1 1.2 研究意义 .... 1 1.3 研究内容与研究方法 .. 2 1.3.1 研究内容....... 2 1.3.2 研究方法....... 2 1.4 研究框架 .... 3 1.5 本文的创新之处 . 3 2 文献综述与相关理论基础. 5 2.1 国内外文献综述 . 5 2.1.1 中心商务区(CBD)方面...... 5 2.1.2 写字楼的概念与租金方面...... 7 2.1.3 房地产营销方面.... 9 2.1.4 写字楼营销方面.. 11 2.1.5 文献述评..... 12 2.2 相关理论基础 ... 13 2.2.1 营销的概念. 13 2.2.2 目标战略与 4P 营销组合理论....... 13 2.2.3 后续发展的 7P 与 4X 理论... 14 3 Z 大厦项目营销现状及存在的问题 .. 15 3.1 Z 大厦项目营销现状 .. 15 3.1.1 Z 大厦项目简介 ... 15VI 3.1.2 Z 大厦项目营销现状 .... 16 3.2 Z 大厦项目营销存在的问题 ........ 16 3.2.1 简单套用住宅开发与营销经验..... 16 3.2.2 销售规划欠缺合理统筹........ 18 3.2.3 对承租企业面积需求特点考虑不足...... 18 3.2.4 销售价格缺乏灵活性... 19 3.2.5 租赁客户流失严重....... 19 3.2.6 营销渠道单一...... 20 4 Z 大厦项目营销环境分析 23 4.1 Z 大厦项目外部营销环境分析 .... 23 4.1.1 政策环境分析...... 23 4.1.2 经济环境分析...... 25 4.1.3 社会环境分析...... 26 4.1.4 技术环境分析...... 28 4.2 开封写字楼市场环境 29 4.2.1 开封写字楼市场概况... 29 4.2.2 主要竞品楼盘分析....... 29 4.3 Z 大厦项目 SWOT 分析...... 30 4.3.1 Z 大厦项目的优势 ........ 30 4.3.2 Z 大厦项目的劣势 ........ 31 4.3.3 Z 大厦项目的机会 ........ 32 4.3.4 Z 大厦项目的威胁 ........ 32 4.3.5 SWOT 矩阵分析... 33 5 Z 大厦项目营销战略与策略制定 ...... 37 5.1 Z 大厦项目营销战略制定 ... 37 5.1.1 开封写字楼租赁市场细分.... 38 5.1.2 开封头部企业与新注册企业为主的目标市场选择 39 5.1.3 开封 A 级写字楼的产品定位 ........ 39VII 5.2 Z 大厦项目营销策略制定 ... 40 5.2.1 硬件设施与服务的升级........ 40 5.2.2 销售价格跟随与租金后付.... 41 5.2.3 自有与代理营销团队并行.... 43 5.2.4 借力政府招商与行业协会资源..... 45 5.2.5 优选广告形式控制投放节奏 46 5.2.6 团队攻关与关系营销相结合 47 5.2.7 加强公共关系与营销的互动 47 6 研究结论与展望...... 49 6.1 研究结论 .. 49 6.2 研究不足与展望 ........ 50