房地产市场前营销浅析——永康花园项目的前营销策划
摘要
我国的房地产市场已由原来的卖方市场转变为买房市场，竞争更加激烈。于是，开发商将竞争的焦点都放在了做广告和促销上，大块大块户外广告牌、横幅，众多车身广告、制作精美宣传册、传单、DM宣传品，金额巨大电视、报纸、期刊广告，令人神往的互联网广告、还有办不完的房展会，以及动辄就请知名度极高的名人助兴，或者开发商亲自出马，举办大型的文艺、竞技活动等。开发商对于做广告和促销可谓挥金如土，但是没有“卖像”的物业仍然无人问津。笔者深入分析造成该现象的原因，并通过温江永康花园的前营销策划实践，得出以上现象其本质背后是开发商们忽视了房地产的前营销，在项目开发前没有进行项目的可行性分析。那么，什么是前营销？它在房地产开发中有什么作用？由哪几个步骤组成？……这些问题在本文中得到阐述。
本篇论文分为六章。
第一章是问题的提出。这部分主要就目前我国及成都市房地产市场的发展概况及目前面临的问题作了简单的介绍，并指明这些问题中有很大一部分是由于开发商忽视项目的前营销造成的。
第二章概括说明了市场营销理论的观念、营销管理及房地产营销的主要特点，论述了房地产营销与一般营销理论的关系。介绍了房地产市场营销策划的程序和步骤。
第三章较为详细地介绍了房地产前营销策划的实施过程和步骤，对前营销重中之重的房地产市场定位进行了探讨。文章指出任何房地产企业都不可能满足整体市场中所有顾客的需求，而必须以一定的市场细分变量为标准归并具有相同需求的消费者群体，形成各种细分市场。然后再充分评估细分市场的基础上，根据自身优势选择适宜的目标市场，为项目进行市场定位。同时也探讨了如何从三个重要因素----价格、促销、公共关系入手制定房地产营销策略。
第四章介绍了成都泰孚实业公司和永康花园项目，着重分析了泰孚公司的营销现状和不足之处，从而指出对永康花园项目实施前营销的必要性和现实意义。
第五章是永康花园项目前营销策划方案的分析和制定。首先是项目市场营销环境分析。二是通过列举项目优势和劣势，公司发展的机会与威胁的分析，对该项目进行了SWOT分析。三是依据市场营销理论进行市场调查及市场细分。四是由以上分析结果得出项目定位方案。第五步是定位方案的经济分析并指出了项目的风险因素。第六步从建筑学的角度得出项目的规划与设计方案。最后，制定出项目的市场营销策略。
第六章是笔者通过永康花园项目的实践，得出对房地产前营销的几点思考。如何进行有效的市场定位？在市场定位中有哪些原则和技巧，同时重点强调如何处理前营销策划中应当关注的房地产企业的品牌建设问题。
房地产行业的前营销在我国才刚刚起步，方兴未艾，营销意识还未完全建立，有许多亟待完善之处，目前许多营销工作仍集中于广告创意、促销策略、价格策略上，对市场调查、市场细分、市场定位等方法运用甚少。而本文正是以以上几个方面为重点对前营销展开论述，并通过营销理论指导项目的前营销策划工作，希望本文能对开发商在该领域有所启发。
The real estate market of our country has changed from original seller's market into buyer's market with more fierce competing. Hence the enterprises lay emphasis on advertisement and promoting sales in competing, outdoor advertisement in big piece, banners, numerous carriages advertising, creating elegant publicity volume, handbill, the propaganda material of DM, amount of money bigness television, news paper, periodical advertising, enchanting Internet advertising, building exhibition, and invites the most popular person to add to the fun. On the other hand, enterprises hold the large literature, tournament personally etc... They spend money like water on it, but enterprises have no selling resemblance are still unmanned to be asked about. The reason through analysis by writer is that enterprises neglected ex-marketing in real estate and there is no proceeding item viability assessment in front of the item, and no scientific. Market investigation .The real estate item that do not guide as market will not be accepted by the market. What is an ex- marketing? What is its function in real estate developing? How many steps does it constitute?……All these problems be expatiated in this thesis.
This thesis is divided into six parts.
The first part puts forward. Problems. This part briefly introduces the general development situation of the real estate market and problems faced now. It points out the meaning placed that writer choose. In the foreword its treatise mainly emphases problems which lie in the development of the real estate and expatiate the definition and function of the ex-marketing. It also explains the realistic meaning of putting forward
the ex-marketing this new concept at the present stage. At the same time it is used as a sub-derivation to lead the second part of the discussion.
The second part primarily discusses a few and important steps in analyzing the market opportunity First, it analyzes the real estate marketing environment It primarily includes the population factor, economy technique and policy environment analysis. The four macroscopic aspects above affect the basic development trend of the real estate profession.
Chapter two analyzes the real estate purchasing behavior. It mainly analyzes consumers' purchasing behavioral characteristics and consumers' process and its influential factor from the real estate product characteristic.
It points out that the marketing personnel only control the consumer respond mode, then can aim at establishing the promotion plans. Chapter three discusses the method and content of market research in real estate. It expatiates the suitable way for use term of every kind of method and its merit and shortcoming. The market research is the most basic point of establishing the marketing strategy. It is a real estate product appearance and program to design.
The fifth part of treatises mainly concentrates on how to study and choose subdivisions. Chapter one is a real estate market subdivides. The article points out: Any real estate enterprise is impossible to satisfy the need of all the whole market customers. Chapter two discusses how to evaluate the usefulness of subdivide market after formation subdivides market. To a certain business enterprise, does subdivide market whether has enough earnings space or not? How about its risk and how to choose?
The fixed position of a product in chapter three in fore several process conclusion foundations It stresses on market fixed positions with principles, and explain how to analyze and evaluate in fixed position project. Chapter four is an item program principle and management
design. It mainly introduces the announcement on the overall design of the product and main principle. Chapter five explains establishing marketing strategy from three aspects: marketing brand strategy, price strategy and promote sales strategy. The brand is the " pass" of the real estate product. Enterprises must set up the brand consciousness, strengthen the competition ability. Enterprise must establish the fit
本篇论文分为六章。
第一章是问题的提出。这部分主要就目前我国及成都市房地产市场的发展概况及目前面临的问题作了简单的介绍，并指明这些问题中有很大一部分是由于开发商忽视项目的前营销造成的。
第二章概括说明了市场营销理论的观念、营销管理及房地产营销的主要特点，论述了房地产营销与一般营销理论的关系。介绍了房地产市场营销策划的程序和步骤。
第三章较为详细地介绍了房地产前营销策划的实施过程和步骤，对前营销重中之重的房地产市场定位进行了探讨。文章指出任何房地产企业都不可能满足整体市场中所有顾客的需求，而必须以一定的市场细分变量为标准归并具有相同需求的消费者群体，形成各种细分市场。然后再充分评估细分市场的基础上，根据自身优势选择适宜的目标市场，为项目进行市场定位。同时也探讨了如何从三个重要因素----价格、促销、公共关系入手制定房地产营销策略。
第四章介绍了成都泰孚实业公司和永康花园项目，着重分析了泰孚公司的营销现状和不足之处，从而指出对永康花园项目实施前营销的必要性和现实意义。
第五章是永康花园项目前营销策划方案的分析和制定。首先是项目市场营销环境分析。二是通过列举项目优势和劣势，公司发展的机会与威胁的分析，对该项目进行了SWOT分析。三是依据市场营销理论进行市场调查及市场细分。四是由以上分析结果得出项目定位方案。第五步是定位方案的经济分析并指出了项目的风险因素。第六步从建筑学的角度得出项目的规划与设计方案。最后，制定出项目的市场营销策略。
第六章是笔者通过永康花园项目的实践，得出对房地产前营销的几点思考。如何进行有效的市场定位？在市场定位中有哪些原则和技巧，同时重点强调如何处理前营销策划中应当关注的房地产企业的品牌建设问题。
房地产行业的前营销在我国才刚刚起步，方兴未艾，营销意识还未完全建立，有许多亟待完善之处，目前许多营销工作仍集中于广告创意、促销策略、价格策略上，对市场调查、市场细分、市场定位等方法运用甚少。而本文正是以以上几个方面为重点对前营销展开论述，并通过营销理论指导项目的前营销策划工作，希望本文能对开发商在该领域有所启发。
The real estate market of our country has changed from original seller's market into buyer's market with more fierce competing. Hence the enterprises lay emphasis on advertisement and promoting sales in competing, outdoor advertisement in big piece, banners, numerous carriages advertising, creating elegant publicity volume, handbill, the propaganda material of DM, amount of money bigness television, news paper, periodical advertising, enchanting Internet advertising, building exhibition, and invites the most popular person to add to the fun. On the other hand, enterprises hold the large literature, tournament personally etc... They spend money like water on it, but enterprises have no selling resemblance are still unmanned to be asked about. The reason through analysis by writer is that enterprises neglected ex-marketing in real estate and there is no proceeding item viability assessment in front of the item, and no scientific. Market investigation .The real estate item that do not guide as market will not be accepted by the market. What is an ex- marketing? What is its function in real estate developing? How many steps does it constitute?……All these problems be expatiated in this thesis.
This thesis is divided into six parts.
The first part puts forward. Problems. This part briefly introduces the general development situation of the real estate market and problems faced now. It points out the meaning placed that writer choose. In the foreword its treatise mainly emphases problems which lie in the development of the real estate and expatiate the definition and function of the ex-marketing. It also explains the realistic meaning of putting forward
the ex-marketing this new concept at the present stage. At the same time it is used as a sub-derivation to lead the second part of the discussion.
The second part primarily discusses a few and important steps in analyzing the market opportunity First, it analyzes the real estate marketing environment It primarily includes the population factor, economy technique and policy environment analysis. The four macroscopic aspects above affect the basic development trend of the real estate profession.
Chapter two analyzes the real estate purchasing behavior. It mainly analyzes consumers' purchasing behavioral characteristics and consumers' process and its influential factor from the real estate product characteristic.
It points out that the marketing personnel only control the consumer respond mode, then can aim at establishing the promotion plans. Chapter three discusses the method and content of market research in real estate. It expatiates the suitable way for use term of every kind of method and its merit and shortcoming. The market research is the most basic point of establishing the marketing strategy. It is a real estate product appearance and program to design.
The fifth part of treatises mainly concentrates on how to study and choose subdivisions. Chapter one is a real estate market subdivides. The article points out: Any real estate enterprise is impossible to satisfy the need of all the whole market customers. Chapter two discusses how to evaluate the usefulness of subdivide market after formation subdivides market. To a certain business enterprise, does subdivide market whether has enough earnings space or not? How about its risk and how to choose?
The fixed position of a product in chapter three in fore several process conclusion foundations It stresses on market fixed positions with principles, and explain how to analyze and evaluate in fixed position project. Chapter four is an item program principle and management
design. It mainly introduces the announcement on the overall design of the product and main principle. Chapter five explains establishing marketing strategy from three aspects: marketing brand strategy, price strategy and promote sales strategy. The brand is the " pass" of the real estate product. Enterprises must set up the brand consciousness, strengthen the competition ability. Enterprise must establish the fit
引文
1. 【美】菲利普.科特勒，《营销管理》第九版，上海人民出版社，2002
2. 武永祥，《房地产投资分析》，中国建筑工业出版社，1997
3. 刘洪玉主编，《房地产开发经营与管理》，中国物价出版社，2001
4. 周政、邹巍、蔡悦明，《房地产市场营销》，企业管理出版社，1996
5. 吴健安，《市场营销学》，高等教育出版社，2000
6. 叶剑平，《房地产市场营销》，中国人民大学出版社，2000
7. 姚立新著，《房地产市场营销学》，厦门大学出版社，1996
8. 中国经济信息网：www.cei.gov.cn
9. 黄贤、陈忠卫主编，《房地产经济学》，中国物资出版社，1998
10. 李辉，郭辉著，《房地产营销策划务实》，海天出版社，1996
11. 刘洁林主编，《房地产市场营销》，中国环境科学出版社，1994
12. 成都房地产信息网：www.fc114.com
13. 李东生主编，《房地产市场营销》，复旦大学出版社，1995
14. 中国房地产信息网：www.realestate.cei.gov.cn
15. 【美】弗雷德.R.戴维著，《战略管理》，经济科学出版社，1998
16. 王克忠主编，《房地产经济学教程》，复旦大学出版社，1995
2. 武永祥，《房地产投资分析》，中国建筑工业出版社，1997
3. 刘洪玉主编，《房地产开发经营与管理》，中国物价出版社，2001
4. 周政、邹巍、蔡悦明，《房地产市场营销》，企业管理出版社，1996
5. 吴健安，《市场营销学》，高等教育出版社，2000
6. 叶剑平，《房地产市场营销》，中国人民大学出版社，2000
7. 姚立新著，《房地产市场营销学》，厦门大学出版社，1996
8. 中国经济信息网：www.cei.gov.cn
9. 黄贤、陈忠卫主编，《房地产经济学》，中国物资出版社，1998
10. 李辉，郭辉著，《房地产营销策划务实》，海天出版社，1996
11. 刘洁林主编，《房地产市场营销》，中国环境科学出版社，1994
12. 成都房地产信息网：www.fc114.com
13. 李东生主编，《房地产市场营销》，复旦大学出版社，1995
14. 中国房地产信息网：www.realestate.cei.gov.cn
15. 【美】弗雷德.R.戴维著，《战略管理》，经济科学出版社，1998
16. 王克忠主编，《房地产经济学教程》，复旦大学出版社，1995