上海市北高新集团“新中新”项目网络营销方案的设计与实施

发布时间：2018-07-07 20:56

本文选题：房地产企业 + 网络营销　；参考：《东华大学》2017年硕士论文

【摘要】：进入21世纪后,伴随着互联网的飞速发展,网络化和数字化越来越与我们的日常生活息息相关。同时,以互联网技术为基础的网络营销作为一种新型的营销方式已经改变了许多传统行业的营销手段,网络营销已成为很多公司开展营销活动的重要方式。对房地产行业而言,房地产企业之间的竞争越发激烈化,同时房地产行业的营销手段日益成熟,其营销理念已经开始更注重客户的需求,而非房地产企业本身的立场。网络营销作为一种新型的营销方式,从满足客户的个性化需求出发,实现了客户与企业间的快捷交互与沟通,已受到房地产企业的重视和关注。本文以上海市北高新园区“新中新”项目作为实例,分析了建设“新中新”项目网络营销方案的必要性,通过该项目的SWOT分析和STP战略选择,制定了具体的网络营销策略。本文首先从网络营销的基础概念出发,分析了网络营销的模式及特点优势,阐述了网络营销现在主要的四种基本理论。同时从产品、价格、渠道及促销四个方面对于网络营销策略的制定进行了分析。在此基础上,对上海市北高新园区“新中新”项目进行概述,分析了该项目现有的营销状况及存在的问题。同时,本文对市北园区及“新中新”项目进行SWOT分析,明确了其在商业地产上的优势、劣势、机遇和挑战。然后,本文针对“新中新”项目存在的目标市场不清晰问题,通过STP战略选择,对其商品类别及市场根据地域等细变量作了详细分析,在完成目标市场选择的同时,也明确了“新中新”项目各目标市场的定位,实现了“新中新”项目目标市场战略的制定。最后,结合上述的SWOT分析和STP战略选择,以网络营销理论作为依据,对“新中新”项目制定了适合其长期发展,且与市北园区规划相匹配的产品策略、价格策略、渠道策略和促销策略,同时运用这些网络营销策略为核心实施了网络营销方案,分析了“新中新”项目实施该网络营销效果。本文研究成果可为市北园区之后的商业地块项目及其他同行业内的企业的网络营销方案提供参考借鉴意义。
[Abstract]:After entering the 21st century, with the rapid development of the Internet, the network and digitization are more and more closely related to our daily life. At the same time, as a new type of marketing method, Internet marketing based on Internet technology has changed the marketing means of many traditional industries, and network marketing has become an important way for many companies to carry out marketing activities. For the real estate industry, the competition between the real estate enterprises is becoming more and more intense, and the marketing means of the real estate industry are becoming more mature. The marketing concept of the real estate industry has begun to pay more attention to the needs of the customers rather than the standpoint of the real estate enterprises themselves. As a new type of marketing method, the network marketing has realized the quick interaction and communication between the customer and the enterprise from the view of satisfying the customer's individualized demand, and has been paid attention to by the real estate enterprise. Taking the "new Zhongxin" project of Shanghai North Hi-tech Park as an example, this paper analyzes the necessity of constructing the "new Zhongxin" project's network marketing scheme, and through the SWOT analysis of the project and the strategic choice of STP, formulates the concrete network marketing strategy. This paper starts from the basic concept of network marketing, analyzes the mode and characteristic advantages of network marketing, and expounds four main basic theories of network marketing. At the same time from the product, the price, the channel and the promotion four aspects to the network marketing strategy formulation has carried on the analysis. On this basis, the project of "New Zhongxin" in Shanghai North High-Tech Park is summarized, and the existing marketing situation and existing problems of the project are analyzed. At the same time, this paper makes SWOT analysis on Shibei Park and Xinzhongxin Project, and clarifies its advantages, disadvantages, opportunities and challenges in commercial real estate. Then, aiming at the unclear target market of Xinzhong New Project, through the strategic choice of STP, this paper makes a detailed analysis of the commodity category and market according to the region and other fine variables, while completing the target market selection. It also clarifies the orientation of the target market of Xinzhong New Project, and realizes the formulation of the target market strategy of Xinzhong New Project. Finally, based on the above SWOT analysis and STP strategic choice, based on the network marketing theory, this paper formulates the product strategy and price strategy suitable for its long-term development and matching with the planning of Shibei Park. At the same time, the channel strategy and the promotion strategy are used as the core to implement the network marketing scheme, and the effect of "new middle and new" project to implement the network marketing is analyzed. The research results of this paper can be used for reference for commercial land projects and other enterprises in the same industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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