摘 要
论文题目：“鲁能康桥”项目的市场营销策略研究 专 业：工商管理
硕 士 生：强 锋 签 名： 指导教师：宋合义 教授 签 名：
摘 要
“鲁能康桥”项目是山东鲁能集团济南鲁源房地产开发有限公司拟开发的大盘中高档住宅项目。在济南市房地产市场上竞争非常激烈、消费者的需求趋向多元化和多变性的市场环境下，研究“鲁能康桥”项目的市场营销问题具有非常现实的意义。
本文正是以此为研究背景，运用现代市场营销理论以及定性与定量相结合的分析方法，来研究“鲁能康桥”项目的市场营销策略。首先，在进行大量翔实调查研究的基础上，对本项目的市场环境进行了全面的SWOT分析。认为大盘中高档商品房供不应求和消费者有较强的支付能力是最主要的市场机会，而市场竞争激烈和缺乏成熟的分销商构成环境威胁，企业核心能力雄厚是突出的竞争优势，周边配套环境较差是最大的劣势。其次，选择本项目的目标市场并进行了市场定位。以公务员和教师为主、私营企业主、时尚青年是本项目的主要目标客户；在板式小高层和点状高层中设计三室两厅为主的住宅；以“小桥、流水、人家”为主题，全力打造泉文化和桥文化；完善户内智能化配套设施，采用多功能定位，迎合最新潮流创新产品以增强竞争优势。最后，确定了营销组合策略。在产品策略中，确定项目生命周期的不同阶段及其营销策略，创立“鲁能康桥”品牌，创新服务项目。在价格策略中，低开高走进行市场渗透，差异化定价满足差异化需求，并进行适当折扣。在渠道策略中，项目一期直接销售给内部职工，二期选择分销商间接销售，在适当的时机进行网上销售。在促销策略中，以报纸为主进行广告宣传，在人员推销中注重推销技巧，遵循诚信原则。
【关 键 词】市场营销策略；应用分析；市场定位 【论文类型】应用研究
Title :Research on Marketing Tactics of Luneng
Kangqiao Real Estate Project
Major :Business Administration
Qiang Feng Signature: Name :
Supervisor:Song Heyi Signature:
Abstract
The Luneng Kangqiao Real Estate Project is a midst & high-leveled
resident Project to be developed by jinan Luyuan Real Estate Corp. LTD., a corporation subordinate to Shandong Luneng Group Co., under the circumstances of fierce competition, diversified demand tendency and changeability of jinan real estate markets, research on the marketing tactics of the project is of great realistic sense.
Backed on this situation, the article employs modern marketing theories and methods, both quantitative and qualitative, to focus on the marketing tactics of the project. Firstly, on basis of quantities of realistic observations, the article analyses the market houses are in short supply and customers have strong abilities of payments, which are the two principal market chances. However, the fierce competition and shortage of mature retail traders forms environmental threats. The enterprise owns the prominent competitive advantage of rich kennel abilities, but the greatest disadvantages it faces is incomplete environmental surroundings. Secondly, the article selects the target markets and performs market setting. The main target customers are set on civil servants, teachers, private enterprise owners and fashionable youths. Three-room-two-hall houses ante dominated in boarded and dotted high-rise buildings. The whole residency is projected with the theme the small bridges, flowing water and households, trying to form the culture of springs and bridges. Strong competitive advantages are created by internal intelligent facilities, perfect setting facilities and products with new trends. Finally, the article determines combination marketing tactics.
摘 要
As to the product tactics, this article supposes the penetrating tactics of low price and discount, satisfying diversified demands with different pricing. As to the channel tactics, this article supposes the first phase of the project be directly sold to the staff, the second Phase of the project adopt retail traders selling, and net sales in prophet chance. As to the promotion tactics, this article emphasizes newspaper advertising, and the selling skills and sincere principle in personal selling.
【Key words】Marketing tactics; Applications analysis; Market setting
【Type of Thesis】Applied Research
目 录
1 绪论
1.1企业背景.............................................(1) 1.1.1鲁源房地产公司简介.................................(1) 1.1.2“鲁能康桥”项目简介...............................(2) 1.2问题的提出...........................................(2) 1.2.1济南市房地产市场上供需矛盾突出.....................(2) 1.2.2“鲁能康桥”项目面临着较大的市场压力................(3) 1.3研究的思路与论文框架.................................(4) 1.3.1研究思路...........................................(4) 1.3.2论文框架...........................................(5) 1.4小结.................................................(6)
2 市场营销理论框架
2.1市场营销与房地产市场营销的含义.......................(7) 2.1.1市场营销的含义.....................................(7) 2.1.2房地产市场营销的含义...............................(7) 2.2现代市场营销理论与营销策略...........................(7) 2.2.1 Ps理论与营销策略..................................(7) 2.2.2顾客价值理论......................................(11) 2.2.3竞争战略理论......................................(13) 2.2.4企业核心能力理论..................................(15) 2.3市场营销环境分析....................................(16) 2.3.1外部环境..........................................(16) 2.3.2内部环境..........................................(17) 2.4目标市场选择与市场定位..............................(18) 2.4.1市场细分..........................................(18) 2.4.2目标市场选择策略..................................(18) 2.4.3市场定位..........................................(19) 2.5小结................................................(20)
3 “鲁能康桥”项目的市场营销环境分析
摘 要
3.1外部营销环境分析...................................3.1.1房地产市场供求分析...............................3.1.2政策环境分析.....................................3.1.3消费者的购买行为分析.............................3.1.4竞争者分析.......................................3.1.5分销商情况分析...................................3.2内部营销环境分析...................................3.2.1营销能力分析.....................................3.2.2资金实力分析.....................................3.2.3生产能力分析.....................................3.2.4组织能力分析.....................................3.2.5小区周边生活配套设施.............................3.3 SWOT分析..........................................3.3.1机会/威胁分析....................................3.3.2优势/劣势分析....................................3.4小结...............................................(21) (21) (22) (23) (30) (34) (34) (34) (36) (36) (37) (38) (40) (40) (41) (42)
4 “鲁能康桥”项目的目标市场选择与市场定位
4.1目标市场选择.......................................4.1.1市场细分的标准...................................4.1.2济南房地产市场细分...............................4.1.3“鲁能康桥”项目的目标市场选择....................4.2“鲁能康桥”项目的市场定位..........................4.2.1户型定位.........................................4.2.2环境和景观定位...................................4.2.3户内配套设施定位.................................4.2.4功能定位.........................................4.2.5竞争定位.........................................4.3小结...............................................
(43) (43) (44) (46) (47) (47) (47) (48) (49) (50) (51)
5 “鲁能康桥”项目的市场营销策略
5.1产品策略——提供消费者需要的房地产产品..............(53) 5.1.1周期性策略.......................................(53) 5.1.2品牌策略.........................................(54)
“鲁能康桥”项目的市场营销策略研究 [房地产行业 企划方案 行业分析 研究报告]
