不成熟房地产市场营销管理研究.doc

不成熟房地产市场营销管理研究
不成熟房地产市场营销管理研究

不成熟房地产市场营销管理研究一江苏海门滨江新城项目案例
复旦大学MBA毕业论文
摘
要
我国的房地产行业在经历了六年的快速发展后,在上海、广州等地已经显现出些许成熟房地产市场的特征和发展趋势,然而,在大部分城市仍然处在成长的初级阶段。本文在上述背景下,主要从研究消费者行为这个层面出发,以江苏海门滨江新城项目为案例,对不成熟消费市场营销管理的相关理论进行了简要的阐述和系统的应用,以在满足目标消费者购房需求的同时达到企业满意利润的目的。本文共分为四个部分。第一部分首先对不成熟房地产市场的特征和消费者行为进行概述,介绍了我国房地产行业发展的现状和展望,并论述了针对不成熟消费市场的对策,并且特别对不成熟房地产市场营销管理进行研究后的结论。第二部分介绍江苏海门滨江新城房地产开发项目的规划和开发背景1>. 第三部分针对滨江新城项目从市场环境、市场需求和市场竞争三个方面进行市场分析,以便于项目开发公司适应市场环境,了解客户需求,迎接竞争对手的挑战,更好地把握营销机会。,从产品开发、定价、销售渠道和特色服务四个方
面进行不成熟房地产市场的营销战略分析:1,根据充分的市场调研,开发建设满足
市场需求的房型。2,积极拓展滨江新城的营销渠道和营销模式。3,根据目标客户的人均收入状况和购买能力预测,参考市场价位保证适当利润下,做好定价策略。4,加强滨江新城开发项目公司与客户的沟通,丰富服务内涵,有针对性的对客户进行个性化服务,以此获取竞争优势。
关键词:
不成熟市场
房地产
营销管理
中图分类号:c93
不成熟房地产市场营销管理研究一江苏海门滨江新城项目案例
复旦大学MBA毕业论塞
ABSTRACT
After increasingly rapid gro、vth for siX real estate industry has appeared some mature characteristics in some cities such as Shanghai,Guangzhou and Beijing,but it is still in its initial stage in many other cities Based
on as a whole.
the background of au血or introduces the relevant
theories of marketing basis of
a
management
of
with immature consumption market characstics
on
the
lot of investigation and analysis to customer’s wants
and
needs,then applies
so as
these theories to the
project
Binjiang
Newcity,Haimen City,Jiangsu Province
to
reach the aim ofme sarisfactions ofcustomers The thesis is divided into four parts. Firstly,the author makes
a
and the
enterprise.
brief description to characteristics of immamre real estate
market and customer’s behavior,introduces the development situation and trend of the teal
estate
industry in China,and discusses the significant
estate
meaning
to conduct research
on
marketing management of immature real
Secondly,the author introduces
market.
development background of
the planning and
Binjiang
Newcity,Haimen
Thirdly,the au