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MBA硕士毕业论文_公司Y项目营销策略研究

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近年来,我国房地产行业已经跨过了前期分散、无序的竞争阶段,目前呈现出加速 整合的行业态势,行业集中度持续提升。随着行业竞争的日益加剧和整体利润率的下降, 房地产企业从拿地就能赚到钱的暴利经营时代逐渐转向紧跟政策审慎经营的发展过程, 对于资金的周转速度和项目的去化周期也提出了更高的要求。房地产开发企业迫切需要 通过营销策略优化,实现快速去化和高溢价,及时回笼资金,提升品牌形象。 针对以上市场和行业现状,本文选择 A 公司 Y 项目作为研究对象,以现有的市场 营销系列理论和房地产行业营销理论为指导,利用 STP、4P、PEST、SWOT、波特五力 等分析模型为工具,运用文献研究、调查研究、案例研究等方法,对 Y 项目的营销战略 和营销策略进行深入调研分析。本文通过研究发现,Y 项目营销过程中主要存在项目开 盘初期业绩不达标和项目部分户型产品去化慢等问题,并立足 Y 项目内外部环境和结构 化访谈结果,对问题进行了成因分析,认为是 Y 项目在市场细分、目标市场选择、市场 定位、产品策略、价格策略、渠道策略和促销策略方面均存在一定缺陷。针对这些缺陷, 本文提出了营销组合策略优化建议,以期通过营销策略优化,提升 A 公司营销水平和 Y 项目的核心竞争力,为后续 Y 项目的营销去化奠定基矗 本文的研究方法内容和结论,不仅为 Y 项目后续产品的营销水平起到改进提升作 用,还对广州市场的其他房地产开发项目进行同类型分析提供了借鉴参考,也对解决目 前房地产企业面临共性营销策略问题有所帮助。 关键词:房地产;营销战略;营销策略II Abstract In recent years, China's real estate industry has passed the early stage of decentralized and disordered competition. In currently, it is showing an industry trend of accelerated integration, and the industry concentration continues to increase. With the increasing competition in the industry and the decline in overall profit margins, the era of profiteering operations in which real estate companies can make money from land acquisition gradually shifts to closely follow the development process of policy and prudent operation. It also puts forward higher requirements that real estate development companies urgently need to optimize their marketing strategies to achieve rapid de-evolution and high premiums, return funds in a timely manner, and enhance brand image. Due to the market and industry status, this article selects Y project of Company A as the research object, which using the existing marketing theory especially real estate industry marketing theory as a guide. The author uses STP, 4P, PEST, SWOT, Porter's Five Forces Model as Tools, meanwhile uses literature research, survey research, case studies and other methods to conduct in-depth investigation and analysis of the marketing strategy of Project Y. Through the research, this paper found that the Y project marketing process mainly has two problems that the initial performance of the project opening and the slow down of some project-type products. Based on the internal and external environment of the Y project and the results of structured interviews, the cause analysis of the problem was carried out. The Y project has certain defects in terms of market details, target market selection, market orientation, product strategy, general strategy, culvert strategy and promotion strategy. In order to solve these shortcomings, this article puts forward marketing mix strategy optimization suggestions, which is with a view to improving the marketing level of Company A and the core competitiveness of Project Y through marketing strategy optimization, furthermore laying the foundation for the subsequent de-marketing of Project Y. The content and conclusions of the research methods in this article not only play a role in improving the marketing level of the follow-up products of Project Y, but also provide references for similar analysis of other real estate development projects in the Guangzhou market. At the same time, it is also helpful to solve the common marketing strategy problems which all the real estate companies are facing to. Key words:Real estate; Marketing strategy; Marketing tacticsIII 目 录 摘要.............I ABSTRACT .. II 图清单..........VI 表清单.......VIII 第一章 绪论..1 1.1 研究背景和研究意义..... 1 1.1.1 研究背景............... 1 1.1.2 研究意义............... 2 1.2 文献综述......................... 2 1.2.1 理论基础相关文献.............................. 2 1.2.2 行业研究相关文献.............................. 4 1.2.3 研究综述............... 5 1.3 研究的方法与内容......... 6 1.3.1 研究方法............... 6 1.3.2 研究内容............... 6 1.3.3 技术路线............... 7 第二章 A 公司概况及 Y 项目营销现状...................8 2.1 A 公司介绍 ...................... 8 2.2 A 公司 Y 项目介绍 ......... 8 2.2.1 Y 项目概况 ............ 8 2.2.2 Y 项目特点 ............ 9 2.2.3 Y 项目组织架构 .. 18 2.2.4 Y 项目销售业绩 .. 19 2.3 Y 项目营销战略 ............ 20 2.3.1 市场细分............. 20 2.3.2 目标市场选择..... 22 2.3.3 市场定位............. 22IV 2.4 Y 项目的营销组合策略 23 2.4.1 产品策略............. 23 2.4.2 价格策略............. 26 2.4.3 渠道策略............. 28 2.4.4 促销策略............. 32 2.5 本章小结....................... 36 第三章 Y 项目营销环境分析...38 3.1 Y 项目外部环境 ............ 38 3.1.1 总体环境分析..... 38 3.1.2 行业环境分析..... 45 3.1.3 竞争者分析......... 58 3.1.4 需求分析............. 64 3.2 内部环境....................... 67 3.2.1 资源条件............. 67 3.2.2 能力条件............. 71 3.3 SWOT 分析.................... 73 3.3.1 优势分析............. 73 3.3.2 劣势分析............. 73 3.3.3 机会分析............. 74 3.3.4 威胁分析............. 75 3.4 Y 项目 SWOT 矩阵分析.............................. 76 3.5 本章小结....................... 77 第四章 Y 项目存在的营销问题成因分析..............78 4.1 Y 项目存在的营销问题 78 4.1.1 Y 项目开盘初期业绩不达标 ............. 78 4.1.2 Y 项目部分户型出现滞销 ................. 78 4.2 营销战略问题成因分析.............................. 79 4.2.1 市场细分有所欠缺............................ 79 4.2.2 目标市场选择偏差............................. 80 4.2.3 市场定位不够精准............................ 81V 4.3 营销组合策略问题成因分析...................... 82 4.3.1 产品力有待提升. 82 4.3.2 价格策略不尽合理............................ 84 4.3.3 营销渠道过于单一............................ 85 4.3.4 促销策略不够丰富............................ 85 4.4 本章小结....................... 86 第五章 Y 项目营销策略优化建议..........................87 5.1 营销战略优化建议....... 87 5.1.1 市场细分优化建议............................ 87 5.1.2 目标市场选择优化建议.................... 88 5.1.3 市场定位优化建议............................ 89 5.2 营销组合策略优化建议.............................. 89 5.2.1 产品策略优化建议............................ 89 5.2.2 价格策略优化建议............................ 93 5.2.3 渠道策略优化建议............................ 96 5.2.4 促销策略优化建议............................ 98 5.3 本章小结..................... 100 第六章 结论.............................101