萬(wàn)科集團(tuán)四季花城房地產(chǎn)營(yíng)銷(xiāo)策略研究

（此論文共16313字）

摘 要

房地產(chǎn)業(yè)是我國(guó)國(guó)民經(jīng)濟(jì)的先導(dǎo)性和支柱性產(chǎn)業(yè)，在我國(guó)國(guó)民經(jīng)濟(jì)建設(shè)中占有重要地位。而房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)的產(chǎn)生是生產(chǎn)力發(fā)展和商品經(jīng)濟(jì)發(fā)達(dá)的必然產(chǎn)物，市場(chǎng)營(yíng)銷(xiāo)是房地產(chǎn)經(jīng)營(yíng)過(guò)程中不可缺少的組成部分。強(qiáng)有力的房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)活動(dòng)不僅可以促進(jìn)地區(qū)的經(jīng)濟(jì)繁榮，還有助于將計(jì)劃中的房地產(chǎn)開(kāi)發(fā)建設(shè)方案變成現(xiàn)實(shí)，使每一宗房地產(chǎn)順利出售或出租。從事房地產(chǎn)營(yíng)銷(xiāo)需要清楚地了解營(yíng)銷(xiāo)策略，辨別外界環(huán)境的發(fā)展變化，通過(guò)系統(tǒng)分析及時(shí)改變營(yíng)銷(xiāo)策略。

本論文闡述了房地產(chǎn)及房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)策略的理論，介紹了萬(wàn)科集團(tuán)的概況，利用相關(guān)理論知識(shí)與萬(wàn)科的實(shí)際結(jié)合，分析了萬(wàn)科房地產(chǎn)營(yíng)銷(xiāo)策略的成功和不足；結(jié)合四季花城項(xiàng)目的案例分析萬(wàn)科在營(yíng)銷(xiāo)策略中的自身的劣勢(shì)及面對(duì)的威脅，同時(shí)針對(duì)存在的問(wèn)題，對(duì)四季花城項(xiàng)目提出具體的解決對(duì)策。針對(duì)挖掘出四季花城營(yíng)銷(xiāo)推廣的亮點(diǎn)，制定相應(yīng)的營(yíng)銷(xiāo)策略推廣定位，營(yíng)銷(xiāo)推廣策劃等一系列的策略，為四季花城在廣州開(kāi)辟新的市場(chǎng)，積累新的消費(fèi)人群，增強(qiáng)企業(yè)的核心競(jìng)爭(zhēng)力，并始終保持行業(yè)領(lǐng)先者的地位。



關(guān)鍵詞：房地產(chǎn)；房地產(chǎn)營(yíng)銷(xiāo)策略；4C理論

Marketing Strategy For Vanke Wonderland Real Estate

Abstract

Real estate plays an important role in national economic development as a dominant industry in economy. Real estate marketing is the result of productivity and commodity economy, where as marketing is indispensable to real estate enterprises. Powerful real estate marketing activities can not only promote the region's economic prosperity, but also help to turn the development and construction programs in real estate into reality to make the real estate successfully rent or sold. Being engaged in real estate marketing requires a clear understanding of marketing strategy and identifying the development of the external environment and changes in marketing strategy through systematic analysis in a timely manner.

This paper not only expounds real estate and real estate marketing strategy theory, but also makes a brief introduction of Vanke Group. By combining relevant knowledge with the present situation of Vanke, it also analyzes the success and weaknesses of Vanke ‘s real estate marketing strategy; this paper also provides a systematical approach to solve the problem of Seasons Flower City project by combining with its case studies and Vanke's own defects and risks in marketing strategy. To expand Guangzhou market for Seasons Flower City project, the paper suggests highlight of superority of the project, positioning of market strategy and market promotion and design, for attracting more customers and enhanced competitiveness to be dominant in real estate industry.

Key Word: Real estate; Real estate strategy; 4CS

目 錄

摘 要

Abstract

1 緒論 1

1.1 問(wèn)題的提出 1

1.2 研究的目的及意義 1

1.2.1 研究的目的 1

1.2.2 研究的意義 2

1.3 研究?jī)?nèi)容及研究方法 2

1.3.1 研究?jī)?nèi)容 2

1.3.2 研究方法 2

2 房地產(chǎn)企業(yè)的市場(chǎng)營(yíng)銷(xiāo)的理論 4

2.1 房地產(chǎn)及房地產(chǎn)營(yíng)銷(xiāo)的概念 4

2.1.1 房地產(chǎn)的概念 4

2.1.2 房地產(chǎn)營(yíng)銷(xiāo)概述 5

2.2 房地產(chǎn)企業(yè)營(yíng)銷(xiāo)特點(diǎn) 6

2.3 房地產(chǎn)營(yíng)銷(xiāo)策略的演進(jìn) 7

2.3.1 房地產(chǎn)營(yíng)銷(xiāo)策略的發(fā)展史 7

2.3.2 我國(guó)房地產(chǎn)營(yíng)銷(xiāo)策略的發(fā)展過(guò)程 7

2.4 房地產(chǎn)的主要營(yíng)銷(xiāo)策略 9

2.4.1 產(chǎn)品策略 10

2.4.2 價(jià)格策略 10

2.4.3 促銷(xiāo)策略 11

2.4.4 渠道策略 11

3 萬(wàn)科集團(tuán)四季花城房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀及分析問(wèn)題 13

3.1 企業(yè)概況 13

3.2 萬(wàn)科集團(tuán)市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀 13

3.2.1 萬(wàn)科集團(tuán)房地產(chǎn)營(yíng)銷(xiāo)概述 13

3.2.2 萬(wàn)科集團(tuán)的房地產(chǎn)營(yíng)銷(xiāo)策略 14

3.3 萬(wàn)科四季花城市場(chǎng)營(yíng)銷(xiāo)出現(xiàn)的問(wèn)題及原因 15

3.3.1 萬(wàn)科四季花城市場(chǎng)營(yíng)銷(xiāo)出現(xiàn)問(wèn)題 15

3.3.2 萬(wàn)科四季花城市場(chǎng)營(yíng)銷(xiāo)出現(xiàn)問(wèn)題的原因 16

4 四季花城房地產(chǎn)營(yíng)銷(xiāo)策略建議 17

4.1 挖掘營(yíng)銷(xiāo)推廣的亮點(diǎn) 17

4.2 營(yíng)銷(xiāo)策略推廣定位 17

4.2.1 推廣策略選擇 17

4.2.2 定位核心競(jìng)爭(zhēng)力 18

4.2.3 構(gòu)筑三重核心推廣價(jià)值 18

4.3 活動(dòng)營(yíng)銷(xiāo)推廣策劃 19

4.3.1 前期企業(yè)品牌推廣 19

4.3.2 內(nèi)部認(rèn)購(gòu)期——儲(chǔ)備目標(biāo)客戶(hù) 19

4.3.3 公開(kāi)發(fā)售期——選擇最佳開(kāi)盤(pán)時(shí)機(jī) 20

結(jié) 論 21

參考文獻(xiàn)

致 謝