大连万达广场项目营销策划案例研究

发布时间：2018-02-23 17:36

本文关键词： 房地产营销策划万达广场　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国经济发展和人民对住房需求的提高,房地产这个黄金产业从2005年的起步逐渐步入2008年的鼎盛阶段,成为中国国民的重要经济支柱。从房地产的兴起、发展到成熟,我们看到标杆房企的降价,楼市的冷峻都在上演。自政府对房产的打压,国家反复出台调控政府到中央领导的表态,地产面临巨大的挑战。各大房地产开发商开始注重如何运用创新的营销思路和策划方案来做到项目运作和推售的成功。本文将以大连“万达广场”项目作为研究对象,对其现状和存在问题进行研究,在营销策划方面做出较为细致的研究。这一研究在4Ps、4Cs理论的阐释基础上,分析“万达广场”的营销现状,研究出目前本项目的营销策划方案的问题,并且根据存在的问题提出了改善的方法和建议。本文将理论和实践相结合,从价格策略,宣传策略和渠道策略的改善方法,寻找出一条合理的营销策略的方法,将万达广场更有效的占领旅顺南路的消费群体。与周边的商业圈和开发商共赢。同时也提出了营销策划方面的建议,在传统广告宣传的模式的基础上,追加复合式宣传多渠道一体化模式。
[Abstract]:With the economic development of our country and the increase of the people's demand for housing, the gold industry of real estate has gradually stepped into the peak stage of 2008 from the start of 2005, and has become an important economic pillar of Chinese people. From the rise of real estate, it has developed to maturity. We have seen the price reduction of benchmark housing enterprises and the cold steepness of the property market on stage. Since the government's crackdown on real estate, the state has repeatedly introduced measures to regulate the government's position to the central leadership. Real estate faces enormous challenges. Real estate developers have begun to focus on how to use innovative marketing ideas and planning programs to achieve project operation and marketing success. This article will take Dalian "Wanda Square" project as the research object, carries on the research to its present situation and the existence question, makes the more detailed research in the marketing plan aspect, this research is based on the 4Psf4Cs theory explanation, This paper analyzes the present marketing situation of Wanda Square, studies the problems of the marketing planning scheme of this project, and puts forward some improvement methods and suggestions according to the existing problems. This paper combines theory with practice, from the price strategy, propaganda strategy and channel strategy improvement method, find out a reasonable marketing strategy method, Wanda Square will be more effective in occupying the consumer group on South Road in Lushun. It will win with the surrounding business circles and developers. At the same time, it will also put forward some suggestions on marketing planning, based on the traditional advertising model. Add compound propaganda multi-channel integration model.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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