房地產(chǎn)營(yíng)銷(xiāo)策略的比較

摘要：隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展，人民物質(zhì)生活水平的不斷提高，中國(guó)房地產(chǎn)業(yè)也得到了迅猛的發(fā)展，房地產(chǎn)已成長(zhǎng)為國(guó)民經(jīng)濟(jì)的重要支柱，也成為拉動(dòng)經(jīng)濟(jì)增長(zhǎng)的主要力量。房地產(chǎn)業(yè)歷經(jīng)十幾年的發(fā)展，在總體上已進(jìn)入“買(mǎi)方市場(chǎng)時(shí)代”，呈現(xiàn)出市場(chǎng)供需在總量、區(qū)域和結(jié)構(gòu)方面不平衡的格局，而有效供給和有效需求錯(cuò)位的問(wèn)題更為突出。同時(shí)，房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)環(huán)境和市場(chǎng)條件發(fā)生的多方面、深層次的變化，使中國(guó)房地產(chǎn)進(jìn)入了在“商品力、銷(xiāo)售力及形象力”上多層次、全方位競(jìng)爭(zhēng)的營(yíng)銷(xiāo)時(shí)代，使企業(yè)的營(yíng)銷(xiāo)環(huán)境發(fā)生了深刻的變化，企業(yè)在一個(gè)不確定性的環(huán)境里的經(jīng)營(yíng)變得越來(lái)越復(fù)雜，這促使企業(yè)在市場(chǎng)營(yíng)銷(xiāo)方面必須進(jìn)行全面的創(chuàng)新。
沈陽(yáng)東逸花園地處沈陽(yáng)市大東區(qū)小河沿路66號(hào)，由沈陽(yáng)城建房地產(chǎn)開(kāi)發(fā)有限公司開(kāi)發(fā)建設(shè)。項(xiàng)目占地面積21萬(wàn)平方米，建筑面積51萬(wàn)平方米，是在沈陽(yáng)市地處前景大好，新建樓盤(pán)層出不窮的情況之下開(kāi)發(fā)建設(shè)的，競(jìng)爭(zhēng)異常的激烈。在這種機(jī)遇與挑戰(zhàn)并存的環(huán)境下推向市場(chǎng)的，如何在競(jìng)爭(zhēng)中脫穎而出，在沈城商檔次樓盤(pán)供過(guò)于求的情況下，充分發(fā)揮自身優(yōu)勢(shì)，準(zhǔn)確定位營(yíng)銷(xiāo)策略，使項(xiàng)目銷(xiāo)售取得好的成績(jī)，同時(shí)也為推動(dòng)企業(yè)今后發(fā)展奠定基礎(chǔ)，是項(xiàng)目開(kāi)發(fā)企業(yè)及營(yíng)銷(xiāo)部門(mén)所面臨的重要課題。公司通過(guò)分析沈陽(yáng)市房地產(chǎn)市場(chǎng)現(xiàn)狀，比較項(xiàng)目與競(jìng)爭(zhēng)樓盤(pán)問(wèn)的優(yōu)劣勢(shì)，合理定位項(xiàng)目目標(biāo)市場(chǎng)，并運(yùn)用房地產(chǎn)營(yíng)銷(xiāo)理論，確定項(xiàng)目應(yīng)采用產(chǎn)品策略、定價(jià)策略、銷(xiāo)售渠道策略、促銷(xiāo)策略等營(yíng)銷(xiāo)策略的組合，有效的推進(jìn)東逸花園二期項(xiàng)目的銷(xiāo)售。
水榭花都項(xiàng)目位于皇姑區(qū)西部，東臨西江街，南距沈陽(yáng)主干道崇山西路500米左右，東南臨北運(yùn)河畔花園，俯瞰北運(yùn)河，地理位置較好。項(xiàng)目占地為53243平方米，地塊形狀為一塊不規(guī)則三角地，規(guī)劃建筑面積為87000平方米，分二期開(kāi)發(fā)。項(xiàng)目的優(yōu)點(diǎn)是升值潛力大，交通便利，不利的地方是地形特殊，開(kāi)發(fā)難度大。公司在在對(duì)國(guó)家宏觀經(jīng)濟(jì)和房地產(chǎn)需求特征以及地區(qū)經(jīng)濟(jì)和房地產(chǎn)需求特征認(rèn)真分析的基礎(chǔ)上，運(yùn)用房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)理論歸納了目前企業(yè)面對(duì)的房地產(chǎn)市場(chǎng)的機(jī)遇和挑戰(zhàn)。而后對(duì)企業(yè)的內(nèi)部資源和能力進(jìn)行了分析，總結(jié)了企業(yè)內(nèi)部的優(yōu)勢(shì)和劣勢(shì)。采用了大量資料對(duì)區(qū)域需求的各方面屬性進(jìn)行詳細(xì)分析，并在得出一定結(jié)論的前提下，針對(duì)市場(chǎng)需求的不同特征和不同數(shù)量，對(duì)水榭花都房地產(chǎn)開(kāi)發(fā)項(xiàng)目營(yíng)銷(xiāo)策略進(jìn)行了構(gòu)建，主要包括目標(biāo)市場(chǎng)策略，市場(chǎng)競(jìng)爭(zhēng)策略，產(chǎn)品、價(jià)格、渠道、促銷(xiāo)策略及品牌形象策略等。通過(guò)這些營(yíng)銷(xiāo)策略，水榭花都的房地產(chǎn)項(xiàng)目的營(yíng)銷(xiāo)工作取得很大的成功。
本文根據(jù)市場(chǎng)營(yíng)銷(xiāo)理論中有關(guān)房地產(chǎn)營(yíng)銷(xiāo)價(jià)格策略、市場(chǎng)策略、服務(wù)策略、促銷(xiāo)策略等營(yíng)銷(xiāo)理論，結(jié)合了房地產(chǎn)行業(yè)的特點(diǎn)，借鑒了沈陽(yáng)東逸花園和水榭花都兩房地產(chǎn)項(xiàng)目的成功營(yíng)銷(xiāo)策略，對(duì)寶星國(guó)際房地產(chǎn)營(yíng)銷(xiāo)策略進(jìn)行了探討。北京房地產(chǎn)行業(yè)競(jìng)爭(zhēng)日趨激烈，宏觀調(diào)控，利率上漲，國(guó)家政策的限制等，更加深了行業(yè)的競(jìng)爭(zhēng)。通過(guò)對(duì)北京房地產(chǎn)市場(chǎng)環(huán)境以及消費(fèi)者的狀況進(jìn)行了解；對(duì)數(shù)據(jù)的匯總、分析，得出定性結(jié)論，對(duì)寶星所處的宏觀和區(qū)域環(huán)境進(jìn)行了相應(yīng)的研究；對(duì)影響寶星國(guó)際營(yíng)銷(xiāo)思路的主客觀因素進(jìn)行分析，最終達(dá)到了解北京望京地區(qū)房地產(chǎn)行業(yè)的現(xiàn)狀，預(yù)測(cè)未來(lái)的市場(chǎng)前景，結(jié)合寶星國(guó)際的自身實(shí)際情況，提出營(yíng)銷(xiāo)構(gòu)想，為保持競(jìng)爭(zhēng)優(yōu)勢(shì)提出營(yíng)銷(xiāo)策略實(shí)施方案。設(shè)計(jì)的營(yíng)銷(xiāo)方案采取差異化策略（包括價(jià)格差異化、產(chǎn)品差異化、促銷(xiāo)差異化等方式）、服務(wù)營(yíng)銷(xiāo)策略（包括全員服務(wù)策略、服務(wù)監(jiān)督考核、員工激勵(lì)機(jī)制）等多重策略的結(jié)合，促進(jìn)寶星國(guó)際房地產(chǎn)項(xiàng)目的營(yíng)銷(xiāo)工作。
本文對(duì)此進(jìn)行營(yíng)銷(xiāo)策略設(shè)計(jì)，追求理論向?qū)嵺`的應(yīng)用，廣泛使用了多種資料和分析工具，并在邏輯上遵循了現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)理論應(yīng)用的基本程序，具有較強(qiáng)的可操作性和一定的借鑒作用。本文所作研究的價(jià)值在于幫助企業(yè)準(zhǔn)確把握市場(chǎng)機(jī)遇，明確未來(lái)經(jīng)營(yíng)目標(biāo)，為寶星國(guó)際的營(yíng)銷(xiāo)策略提供新的思路。
關(guān)鍵詞：房地產(chǎn)；營(yíng)銷(xiāo)策略；比較

 
Abstract
With China's rapid economic development, people's living standard continues to improve, the real estate industry has been rapid development of real estate has grown into an important pillar of the national economy, has become a major force driving economic growth. After ten years of real estate development, in general, have entered a "buyer's market era", showing the total market supply and demand, regional and structural imbalances in the pattern of effective demand and effective supply and the problem is more prominent dislocation. Meanwhile, the real estate market, competitive environment and market conditions in many ways, deep-seated changes in the Chinese real estate into a "commodity force, sales force and image force" on the multi-level, all-round competition, the marketing era, so that enterprises the marketing environment has undergone profound changes, the enterprise in an uncertain business environment becomes increasingly complex, prompting companies to conduct a comprehensive marketing innovation.
Dong Yi Garden is located in Shenyang, Shenyang, Dadong Xiaohe Yan Road 66, Shenyang Urban Construction Real Estate Development Co., Ltd. by the development and construction. Project area of 21 square meters, construction area of 51 square meters, is located in Shenyang City prospect of good, new real estate development and construction of the endless stream of circumstances, the competition is fierce. Opportunities and challenges in this environment to the market, how to stand out in the competition, commercial grade real estate in the Chen Cheng oversupply situation, give full play to their strengths, accurate positioning marketing strategy to sell the project to achieve good results, but also to promote the future development of enterprises laid the foundation of the project development business and marketing departments are facing an important issue. Through analysis of the real estate market situation in Shenyang City, more competition in real estate projects and question the advantages and disadvantages of the project a reasonable target market positioning, and the use of real estate marketing theory, the project should be used to determine product strategy, pricing strategy, sales channel strategy, promotional strategy a combination of marketing strategy, and effective to promote the East Plaza Garden II project sales.
    Huanggu waterside project is located in Huadu District, west, east of West River Street, the main road north of Shenyang, about 500 meters Chongshan Road to the southeast, the North Canal Garden, overlooking the North Canal, the location is good. Project covers an area of 53,243 square meters, plot the shape of an irregular triangle, planning construction area of 87,000 square meters, developed in two phases. Project is the appreciation of the potential advantages of convenient transportation, adverse terrain special places, development is difficult. In the real estate needs of national macroeconomic and regional economic and housing characteristics and demand characteristics on the basis of careful analysis, the use of real estate marketing theory summarized the current real estate market, companies have to face the opportunities and challenges. Then the enterprise's internal resources and capabilities are analyzed, summarized the internal strengths and weaknesses. With a wealth of information on all aspects of the regional demand for detailed analysis of properties, and in arriving at certain conclusions, under the premise of market demand for different characteristics and different number of real estate development projects Shuixie Huadu marketing strategies have been built, mainly including the target market strategy, market competition strategy, product, price, channel, promotion strategy and brand strategy. Through these marketing strategies, waterside Huadu marketing real estate projects with great success.
According to marketing theory, the price of real estate marketing strategy, marketing strategy, service strategy, marketing strategies, marketing theory, combining the characteristics of the real estate industry, drawing on the East Plaza Shenyang waterside gardens and flowers in the successful marketing of two real estate projects strategy, the international real estate marketing strategy Po Sing discussed. Beijing real estate industry becoming more competitive, macro-control, interest rates, restrictions on national policy, has further deepened the competition in the industry. Beijing real estate market on the status of the environment and consumers to understand; summary of the data, analysis, qualitative conclusions drawn on the treasure stars in which the macro and the corresponding region of the environment; on the impact of international marketing ideas Po Sing analysis of subjective and objective factors, and ultimately to understand the real estate industry in Beijing Wang Jing Area status, to predict the future market prospects, with Po Star International's own actual situation, proposed marketing ideas, to remain competitive marketing strategy proposed implementation plan. Marketing programs designed to take different strategies (including price differences, product differentiation, marketing differentiation, etc.), services marketing strategy (including the full service strategy, service supervision and eva luation, employee incentives), etc. The combination of multiple strategies to promote Po Sing international real estate project marketing.
This conduct a marketing strategy designed to pursue the application of theory to practice, extensive use of a variety of information and analysis tools, and logically follows the application of modern marketing theory, the basic procedures, with a strong operational and some reference. This thesis is made to help enterprises accurately grasp market opportunities, identify future business objectives for the international marketing strategy Po Sing to provide new ideas.
Key words: real estate; marketing strategy; comparison

 
目錄
前言 7
1房地產(chǎn)營(yíng)銷(xiāo)相關(guān)理論概述 8
1.1房地產(chǎn)營(yíng)銷(xiāo)策略理論 8
1.1.1房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)定義 8
1.1.2房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)的階段劃分 8
1.2房地產(chǎn)營(yíng)銷(xiāo)的基本特點(diǎn) 9
1.2.1周期長(zhǎng) 9
1.2.2管理活動(dòng)范圍廣 9
1.2.3營(yíng)銷(xiāo)需要多行業(yè)協(xié)同 9
1.3房地產(chǎn)營(yíng)銷(xiāo)的內(nèi)容 9
1.3.1市場(chǎng)調(diào)查 9
1.3.2市場(chǎng)營(yíng)銷(xiāo)機(jī)會(huì)分析 9
1.3.3產(chǎn)品市場(chǎng)營(yíng)銷(xiāo)策略 10
2房地產(chǎn)項(xiàng)目營(yíng)銷(xiāo)策略實(shí)例分析 10
2.1沈陽(yáng)東逸花園項(xiàng)目營(yíng)銷(xiāo)策略分析 10
2.1.1項(xiàng)目概況 10
2.1.2東逸花園項(xiàng)目營(yíng)銷(xiāo)策略 11
2.2水榭花都房地產(chǎn)項(xiàng)目市場(chǎng)營(yíng)銷(xiāo)策略分析 14
2.2.1項(xiàng)目概況 14
2.2.2水榭花都項(xiàng)目營(yíng)銷(xiāo)策略 14
3北京寶星國(guó)際房地產(chǎn)項(xiàng)目營(yíng)銷(xiāo)策略的設(shè)計(jì) 16
3.1公司簡(jiǎn)介 16
3.2寶星國(guó)際房地產(chǎn)項(xiàng)目營(yíng)銷(xiāo)策略的設(shè)計(jì) 17
3.2.1差異化策略 17
3.2.2服務(wù)營(yíng)銷(xiāo) 18
4結(jié)束語(yǔ) 19
致謝 21
參考文獻(xiàn) 22