C公司薇乐地产项目营销策略研究
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摘要
改革开放以来,随着我国经济的飞速发展,全国各行各业都呈现出蓬勃发展的态势；经济的繁荣,使得国民生活水平大幅提高,住房旺盛的刚性需求,推动我国的房地产行业迅速崛起并逐步成为国家的支柱型产业。但是,国家宏观政策调控、成本增加、市场风险、行业竞争加剧等现状,使房地产行业面临着严峻的考验。经历大跨越式发展的房地产行业,在新的形势下该如何构建竞争优势、塑造品牌及实现可持续发展?拟定以市场营销战略为导向的营销组合策略将是企业的不二选择。
现代营销理论为房地产营销的研究提供了科学的分析方法和理论依据。本文运用现代营销理论,通过对C公司薇乐地产项目运行环境的全面分析,了解行业现状及未来发展趋势；接着对企业概况及项目营销现状进行分析,结合当前的市场条件,找出该项目的竞争优势与不足；进而运用SWOT模型分析企业所面临的机会与威胁,在机会与威胁并存的条件下,运用STP理论对企业重新进行市场定位,提出营销组合策略以及营销组合策略实施的保障机制。
通过以上研究,本文的结论是：在当前的竞争形势下,房地产营销需具备掌控全局的战略思维,通过科学的分析,制定独具品牌个性的营销组合策略,进行精细化营销,来提升企业知名度和美誉度,获取竞争优势,从而实现房地产企业社会效益与经济效益的双赢。
Along with the rapid development of economy since Chinese reforming and opening policy, it appears that every fields is booming which improved tremendously of people's living standard level. The rigidity of strong demand for housing promoted the rapid rise of Chinese real estate industry and gradually became the pillar industry of China. However the real estate industry is facing a severe challenge as the consequent of the factor like the National macro-economic control measures cost increasing, market risks and fierce industry competition etc. Under the new circumstances, for the enterprises of real estate industry which experienced the great leaps and bounds, how to build up competitive strength, brand and achieve sustainable development in the new situation and to develop market-oriented marketing strategy is the first important choice for the enterprise.
Modern marketing theory provides a scientific method of analysis and theoretical basis for study of real estate industry marketing. The thesis firstly using modern marketing theory, through the comprehensive analysis of runtime environment of Villa's real estate projects for C Company, got understandings of the current situation and future development trend of the real estate industry. Then integrated with the current market situation, analyzed the Company Profile and the project's marketing situation. Combined with the real market condition, identified the competitive advantages and weaknesses of the project; Further step analyzed through using the SWOT model method that the opportunities and threatens the enterprise is facing, re-positioned the corporate market status and using of STP theory stated that under such circumstances what is the protection mechanism of marketing mix strategy and it's implementation.
The thesis concludes through these studies that under the current competitive situation, the real estate enterprises will promote enterprise visibility and reputation, obtain competitive strength through developing strategic thinking of overall control the situation; scientific analysis; development of marketing mix strategy of unique brand personality; refined marketing and so on. And through these measures, it will achieve a double-win for social and economic benefits parallel.
现代营销理论为房地产营销的研究提供了科学的分析方法和理论依据。本文运用现代营销理论,通过对C公司薇乐地产项目运行环境的全面分析,了解行业现状及未来发展趋势；接着对企业概况及项目营销现状进行分析,结合当前的市场条件,找出该项目的竞争优势与不足；进而运用SWOT模型分析企业所面临的机会与威胁,在机会与威胁并存的条件下,运用STP理论对企业重新进行市场定位,提出营销组合策略以及营销组合策略实施的保障机制。
通过以上研究,本文的结论是：在当前的竞争形势下,房地产营销需具备掌控全局的战略思维,通过科学的分析,制定独具品牌个性的营销组合策略,进行精细化营销,来提升企业知名度和美誉度,获取竞争优势,从而实现房地产企业社会效益与经济效益的双赢。
Along with the rapid development of economy since Chinese reforming and opening policy, it appears that every fields is booming which improved tremendously of people's living standard level. The rigidity of strong demand for housing promoted the rapid rise of Chinese real estate industry and gradually became the pillar industry of China. However the real estate industry is facing a severe challenge as the consequent of the factor like the National macro-economic control measures cost increasing, market risks and fierce industry competition etc. Under the new circumstances, for the enterprises of real estate industry which experienced the great leaps and bounds, how to build up competitive strength, brand and achieve sustainable development in the new situation and to develop market-oriented marketing strategy is the first important choice for the enterprise.
Modern marketing theory provides a scientific method of analysis and theoretical basis for study of real estate industry marketing. The thesis firstly using modern marketing theory, through the comprehensive analysis of runtime environment of Villa's real estate projects for C Company, got understandings of the current situation and future development trend of the real estate industry. Then integrated with the current market situation, analyzed the Company Profile and the project's marketing situation. Combined with the real market condition, identified the competitive advantages and weaknesses of the project; Further step analyzed through using the SWOT model method that the opportunities and threatens the enterprise is facing, re-positioned the corporate market status and using of STP theory stated that under such circumstances what is the protection mechanism of marketing mix strategy and it's implementation.
The thesis concludes through these studies that under the current competitive situation, the real estate enterprises will promote enterprise visibility and reputation, obtain competitive strength through developing strategic thinking of overall control the situation; scientific analysis; development of marketing mix strategy of unique brand personality; refined marketing and so on. And through these measures, it will achieve a double-win for social and economic benefits parallel.
引文
1陈荣秋、马士华,生产运作管理[M],机械工业出版社,2009.5
1中国指数研究院,2010年房地产市场分析与趋势预测,2010.12
[1]廉志端,公司战略管理理论与实务[M],经济科学出版社,2007.6
[2]迈克尔·波特,陈小悦译,竞争战略[M],华夏出版社,1997.4
[3]迈克尔·波特,陈小悦译,竞争优势[M],华夏出版社,2005.8
[4]菲利普·科特勒,俞利军译,市场营销[M],华夏出版社,2003.1
[5]陈荣秋、马士华,生产运作管理[M],机械工业出版社,2009.5
[6]刘洪玉等,房地产开发经营与管理[M],中国建筑工业出版社,2005.1
[7]王洪卫等,房地产市场营销[M],上海财经大学出版社,1998.7
[8]郭栋熊自力,中国统计年鉴-2009,中国统计出版社[M],2009.9
[9]国家统计局,2010年国民经济和社会发展统计公报[R],2011.2
[10]元富证券,大陆房地产业[J],2007.10.23
[11]中国指数研究院,2010年房地产市场分析与趋势预测[R],2010.12
[12]http://newhouse.lz.soufun.com搜房网,2010兰州楼市白皮书[R],2011.1
[13]曹春尧,房地产营销策划[M],上海财经大学出版社,2001.5
[14]赵延军、薛文碧,房地产策划与开发[M],机械工业出版社,2006.9
[15]崔林,高房价还能撑多久[M],武汉大学出版社,2010.5
[16]王爱民,房地产市场营销[M],复旦大学出版社,2006.7
[17]张平淡,新的市场细分方法[J],市场营销,2001.3
[18]邓胜梁、许绍李等,市场营销管理[M]：理论与策略,上海人民出版社,1998.3
[19](美)唐·舒尔茨等,何西军等泽,《整合营销传播》[M]中国财经经济出版社,2005.5
[20]陈俊良,广告媒体研究[M],中国物价出版社,1997.5
[21]顾健,房地产市场营销的思考[M],城乡建设,2001.7
[22]崔明,销售管理[M],上海人民出版社(格致出版社),2009.9
[23]Kotler P. Marketing Management [M]. Hall International Inc.2000
[24]E.Jerome McCarthy. A Managerial Approach [M]. Homewood, IL Irwin,c1990
[25]Ohmae K. The Mind of the strategist[M]. London McGraw-Hill.1991.8
[26]Peter M. Senge. The Fifth Discipline [M]. Bantam Dell.2006
[27]Jennifer M.George,Gareth R.Jones.Understanding and Managing Organizational Behavior [M]. Bantam Dell.2002.1
1中国指数研究院,2010年房地产市场分析与趋势预测,2010.12
[1]廉志端,公司战略管理理论与实务[M],经济科学出版社,2007.6
[2]迈克尔·波特,陈小悦译,竞争战略[M],华夏出版社,1997.4
[3]迈克尔·波特,陈小悦译,竞争优势[M],华夏出版社,2005.8
[4]菲利普·科特勒,俞利军译,市场营销[M],华夏出版社,2003.1
[5]陈荣秋、马士华,生产运作管理[M],机械工业出版社,2009.5
[6]刘洪玉等,房地产开发经营与管理[M],中国建筑工业出版社,2005.1
[7]王洪卫等,房地产市场营销[M],上海财经大学出版社,1998.7
[8]郭栋熊自力,中国统计年鉴-2009,中国统计出版社[M],2009.9
[9]国家统计局,2010年国民经济和社会发展统计公报[R],2011.2
[10]元富证券,大陆房地产业[J],2007.10.23
[11]中国指数研究院,2010年房地产市场分析与趋势预测[R],2010.12
[12]http://newhouse.lz.soufun.com搜房网,2010兰州楼市白皮书[R],2011.1
[13]曹春尧,房地产营销策划[M],上海财经大学出版社,2001.5
[14]赵延军、薛文碧,房地产策划与开发[M],机械工业出版社,2006.9
[15]崔林,高房价还能撑多久[M],武汉大学出版社,2010.5
[16]王爱民,房地产市场营销[M],复旦大学出版社,2006.7
[17]张平淡,新的市场细分方法[J],市场营销,2001.3
[18]邓胜梁、许绍李等,市场营销管理[M]：理论与策略,上海人民出版社,1998.3
[19](美)唐·舒尔茨等,何西军等泽,《整合营销传播》[M]中国财经经济出版社,2005.5
[20]陈俊良,广告媒体研究[M],中国物价出版社,1997.5
[21]顾健,房地产市场营销的思考[M],城乡建设,2001.7
[22]崔明,销售管理[M],上海人民出版社(格致出版社),2009.9
[23]Kotler P. Marketing Management [M]. Hall International Inc.2000
[24]E.Jerome McCarthy. A Managerial Approach [M]. Homewood, IL Irwin,c1990
[25]Ohmae K. The Mind of the strategist[M]. London McGraw-Hill.1991.8
[26]Peter M. Senge. The Fifth Discipline [M]. Bantam Dell.2006
[27]Jennifer M.George,Gareth R.Jones.Understanding and Managing Organizational Behavior [M]. Bantam Dell.2002.1