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MBA硕士毕业论文_市H房地产项目市场定位研究PDF

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改革开放以来,我国的经济制度开始逐渐向市场经济方向发展,并推动了房地产业 的迅速发展。然而,房地产业在萌芽阶段因为没有形成完善的产业体系、高效的运作制 度等,导致国内房地产业投资规模过大。随着房地产行业之间的竞争日趋白热化,房地 产业的发展目前已经步入了瓶颈期,市场定位是房地产营销的核心和关键,它直接关系 到房地产项目是否能够成功开发和整个销售过程的顺畅度,但市场定位不精准是房地产 企业开发项目时普遍面临的一大难题。目前,国家已经出台了大量政策用于调控房地产 业,推动着房地产业向着更加成熟的方向发展,在此背景下,房地产公司获得了新的发 展机遇以及挑战,房地产产品供求关系以及高收益的特点已然发生变化,房地产公司在 进行项目的开发过程中,首先要考虑的问题就是项目开发完成后的营销问题。在当前宏 观调控力度不断加强的环境之下,如何适应市场要求,对房地产项目提出更具有明确性 的市场定位显得尤为重要。 本文重点是研究如何找准市场定位进行房地产项目的开发和营销。笔者以F省C市 H房地产项目为例,通过多方位调研对市场定位进行研究。本文采用文献分析法、案例 研究法、市场调研法、宏观分析和微观分析相结合方法等研究方法,以笔者所在公司实 际开发的房地产项目为研究对象,分析房地产项目市场定位,通过研究,得出以下结论: (1)突出项目交通定位吸引客户;(2)项目整体定位以多功能、复合性吸引客户。(3) 价格定位应突出亲民价格,商铺、住宅价格调整为较亲民的区间,吸引零售商家入驻; (4)细分消费群体确定市场目标客户。笔者通过对F省C市H项目的市场定位进行研 究和考察,结合市场营销的基础理论,分析当前如何确定精准的项目市场定位,以期能 为更多的中小型房地产企业的发展提供更多的依据。 关键词:房地产项目;市场定位;目标客户;SWOT分析法 II RESEARCHONMARKETPOSITIONING OFREALESTATEPROJECTS ABSTRACT Sincethereformandopeningup,China'seconomicsystembegantodevelopinthe directionofmarketeconomy,andpromotedtherapiddevelopmentoftherealestateindustry. However,duetothelackofaperfectindustrialsystemandefficientoperationsysteminthe embryonicstageoftherealestateindustry,thescaleofdomesticrealestateinvestmentistoo large.Withtheincreasinglyfiercecompetitionamongtherealestateindustry,the developmentoftherealestateindustryhasenteredabottleneckperiod.Marketpositioningis thecoreandkeyofrealestatemarketing,whichisdirectlyrelatedtowhethertherealestate projectcanbesuccessfullydevelopedandthesmoothnessofthewholesalesprocess. However,inaccuratemarketpositioningisacommonproblemfacedbyrealestateenterprises whentheydevelopprojects.Atpresent,thestatehasissuedalargenumberofpoliciesto regulatetherealestateindustryandpromotethedevelopmentoftherealestateindustry towardsamorematuredirection.Inthiscontext,realestatecompanieshaveobtainednew developmentopportunitiesandchallenges.Therelationshipbetweensupplyanddemandof realestateproductsandthecharacteristicsofhigh-yieldhavechanged.Intheprocessof projectdevelopment,realestatecompaniesshouldfirstconsidertheissuesItisthemarketing problemafterthecompletionofprojectdevelopment.Inthecurrentenvironmentof continuousstrengtheningofmacro-control,itisparticularlyimportanttoputforwardamore clearmarketpositioningforrealestateprojects. Thispaperfocusesonhowtofindtherightmarketpositionforthedevelopmentand marketingofrealestateprojects.TakingtheHrealestateprojectofCCityinFProvinceasan example,theauthorstudiesthemarketpositioningthroughmulti-facetedresearch.Thispaper usesthemethodsofliteratureanalysis,casestudy,marketresearch,macroanalysisandmicro analysistoanalyzethemarketpositioningoftherealestateprojectdevelopedbythecompany. III Throughtheresearch,thefollowingconclusionsaredrawn:(1)highlighttheprojecttraffic positioningtoattractcustomers;(2)theoverallpositioningoftheprojectismulti-functional Beabletoattractcustomersinacomprehensiveway.(3)Thepriceorientationshouldfocus onthepeople-friendlyprice,andthepriceofshopsandhousesshouldbeadjustedtoamore people-friendlyrangetoattractretailerstosettlein;(4)segmenttheconsumergroupsto determinethemarkettargetcustomers.Throughtheresearchandinvestigationonthemarket positioningofHProjectinCCityofFProvince,combinedwiththebasictheoryofmarketing, theauthoranalyzeshowtodeterminetheaccuratemarketpositioningoftheprojectatpresent, inordertoprovidemorebasisforthedevelopmentofmoresmallandmedium-sizedreal estateenterprises. KEYWORDS:RealEstate;Marketing;RealEstateDevelopment;RealEstate ProjectEvaluation IV 目录 摘要.......................................................................................................................................I ABSTRACT..............................................................................................................................II 第一章绪论.............................................................................................................................1 1.1研究背景和意义...............................................................................................................1 1.1.1研究背景.....................................................................................................................1 1.1.2研究意义.....................................................................................................................2 1.2国内外研究现状...............................................................................................................3 1.2.1国外研究现状.............................................................................................................3 1.2.2国内研究现状.............................................................................................................4 1.3研究思路和方法...............................................................................................................6 1.3.1研究思路.....................................................................................................................6 1.3.2研究方法.....................................................................................................................7 1.3.3研究内容.....................................................................................................................7 1.3.4创新之处.....................................................................................................................8 第二章房地产项目市场定位的概念界定及理论基础........................................................10 2.1房地产项目定位概念界定.............................................................................................10 2.2房地产项目市场定位的理论基础.................................................................................11 2.2.1市场定位理论...........................................................................................................11 2.2.2市场营销理论...........................................................................................................12 2.2.3项目管理理论...........................................................................................................12 2.3房地产项目市场定位的方法.........................................................................................13 2.3.1市场综合分析法.......................................................................................................13 2.3.2目标客户需求定位法...............................................................................................13 2.3.3PEST分析法............................................................................................................13 2.3.4SWOT分析法..........................................................................................................13 2.4本章小结.........................................................................................................................14 第三章C市H房地产项目概况与市场分析.....................................................................15 V 3.1C市房地产现状概况...................................................................................................15 3.2C市H房地产项目建设内容概况..............................................................................16 3.2.1H房地产项目的建筑设计方案...............................................................................16 3.2.2H房地产项目的空间设计...........................................