深圳XS项目营销策略研究

发布时间：2021-10-27 06:42

　　近年来,科学技术和互联网的飞速发展,“互联网+”开始渗透到各行各业,随着房地产去库存稳房价的调控政出台,行业竞争压力加大,让深圳房地产市场日益收紧,市场成交量有所下滑。从营销层面寻找突破口,强化营销策略成为众多房地产公司的必然选择,房地产营销方式创新升级成为行业可持续良性发展的关键。本文以XS项目作为研究对象,对其营销策略进行了综合分析,包括项目营销策略存在的问题,所处的宏观环境、竞争者、SWOT等方面的分析。目前项目小户型已全部销售,但还有21.6%的大户型产品却出现滞销,在品牌知名度和创收上没有达到公司预期。通过综合分析,本文认为XS项目的营销策略存在大户型市场定位不准确、品牌影响力不够、营销推广观念陈旧等问题,导致该项目的营销成果欠佳。在对XS项目存在的问题进行分析后,主要利用STP战略理论、营销组合策略作为分析基础,找出大户型的目标客群,并针对该群体就品牌、渠道、促销三个方面提出了改进措施。除经典营销理论外,本文还立足于当前互联网+时代背景,从微营销的角度提出了适合XS项目的网络营销优化策略。本文旨在通过研究XS项目的营销策略,结合我国房地产市场营销的相关理论,力争探索一套适合... 

【文章来源】：广东外语外贸大学广东省

【文章页数】：74 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
    1.1 Research Background and Research Significance
        1.1.1 Research Background
        1.1.2 Research significance
    1.2 Research Method and Research Thoughts
        1.2.1 Research Method
        1.2.2 Research Thoughts
    1.3 Innovation Points of the Research
2 Literature review and Theoretical Tools
    2.1 Foreign and Domestic Literature review
        2.1.1 Literature Review
        2.1.2 Literature Commentary
    2.2 Theoretical Tools of Real Estate Marketing
        2.2.1 STP Marketing Strategy
        2.2.2 SWOT Analysis
3 Marketing Status Analysis of XS Project
    3.1 ZX Group introduction
    3.2 Project Overview
    3.3 Analysis of project marketing status
        3.3.1 Target Market and Market Positioning
        3.3.2 Product Strategy
        3.3.3 Pricing Strategy
        3.3.4 Marketing Channel Strategy
        3.3.5 Promotion Strategy
        3.3.6 Overall Project Sales
    3.4 Analysis of Existing Problems
        3.4.1 Large house slow-moving
        3.4.2 Brand image cannot match large-sized customers
        3.4.3 Promotion channels have not been adjusted according to the needs of large house
4 Analysis of the Marketing Environment
    4.1 PEST Analysis
        4.1.1 Political Factors Analysis
        4.1.2 Economic Factors
        4.1.3 Social Environment Factors
        4.1.4 Technological Factors
    4.2 Market Factors
        4.2.1 Market Analysis
        4.2.2 Competition Project Analysis
        4.2.3 Customer Group Analysis
    4.3 SWOT Analysis of the Project
        4.3.1 Strengths
        4.3.2 Weaknesses
        4.3.3 Opportunities
        4.3.4 Threats
5 Marketing Strategy Formulation for XS Projects
    5.1 Large-house target market selection
        5.1.1 Market Segmentation
        5.1.2 Target Market
        5.1.3 Market Positioning
    5.2 Brand Optimization
        5.2.1 Establish Clear Brand Positioning
        5.2.2 Detail Control Improve Customer Satisfaction
        5.2.3 Customer Relationship Maintenance
    5.3 Channel Strategy
        5.3.1 Joint agent sales model
        5.3.2 Differentiated channel strategy
    5.4 Big customer promotion strategy
        5.4.1 Low-priced group purchase promotion strategy for big customer
        5.4.2 Micro marketing strategy
6 Conclusions and Further Study
    6.1 Conclusions
    6.2 The limitation and the Further Study
References



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