重庆市龙景苑房地产开发项目市场营销战略研究
摘要
房地产市场营销战略是市场营销管理理论重要的组成部分，但由于我国房地产市场形成时间短，房地产市场营销战略理论研究工作相对薄弱。本文试图运用市场营销理论对一个具体的房地产开发项目市场营销战略的研究，达到“用理论指导实践，在实践中丰富和发展理论，为房地产市场营销管理提供一套科学的、操作性强和行之有效的方法”的目的。
本文结合房地产商品和房地产市场的特殊性，在重庆市房地产市场发展现状和发展趋势的背景下，用市场营销管理的理论和方法，对重庆市龙景苑房地产开发项目的市场营销战略进行了研究。本文首先对市场营销管理的理论，特别是房地产营销管理的特殊性、房地产市场发展的历史和市场营销管理的现状进行了分析和总结，提出了本文的研究思路和以市场为导向的战略理论指导思想。在本文运用的理论工具的指导下，应用市场调查理论、波特模型、市场细分理论，对本课题所处的市场环境，包括重庆市房地产市场和与本课题所在地区的宏观经济环境、区域环境、政策环境、城市规划、行业环境以及消费者市场的收入水平、家庭结构、消费能力、消费心理、居住偏好、生活习惯等28个指标进行调查分析，对本课题的竞争环境进行了研究，提出了与本研究项目相适宜的市场需求和市场营销机会，确定了项目要进入的目标市场。在此基础上，按照以市场为导向的现代营销理念，从研究项目内外两方面因素出发，运用SWOT矩阵，分析和研究课题项目的优势(Ss)、劣势(Ws)、机会(Os)和威胁(Ts)等，得出了研究项目具有竞争优势的市场营销战略，并在这一战略的指导下，制定了研究项目的产品策略、价格策略、渠道策略、推广策略，按照这些战略策略思想对课题项目进行了总体布局规划、目标客户群细化。为实现课题项目营销战略思想，本文还制定出营销战略实施计划以及实施控制方案等一系列营销管理和营销控制措施。
通过本文的研究，我们认为，市场营销战略理论对于房地产开发具有重要的实际指导意义，能够帮助我们在房地产开发过程中避免工作的盲目性，做到项目定位准确，减少资源浪费，加快企业资金回笼。本文是一篇实证研究论文，所运用的分析方法，对于其他房地产开发项目具有重要的参考意义。
Market is the total of demands,including all kinds of different ones.Any enterprise,whatever scal,can only share part of the market.But every enterprise is forever pursuing the goal of a larger marketing strategies of various industries.
The real estate trade is being cultivated as the new growth point of Chinese economic.With quickening of the housingreform,the expendture of the lodgings is becoming a hot point.The real estate business has a new development chance.
This paper tries to make a study on marketing strategic of real estate.Firstly,this paper makes a detailed analysis on its current situation,segmentation and the selection of target market.By raising the simple and obvious X-Y axis segmentation method,the real estate market is segmented into three categories,ramely,mature,potential and under cultivated markets.Meanwhile,according to the investigation of tendency of several urban the real estate markets,developing theoretical mode of chongqing the real estate market is generally simulated.Furthermore,all of the regional markets in our city are divided of regions:not-focused-on region,focused-on region and the region suitable for setting up the image of enterprises brand.
Secondly,basing on the theoretical analysis to the model in customers purchasing behavior and brand selection,the paper,according to the characteristics of different segment markets as well as consumption classcs,standing at the angle of enterprise,theorctically explores how to make marketing strategies in limited markets,and gives a concise as well as empirical explanation by a variety of concrete cases,guined the primary idea how the real estate enterprises builds up the marketing strategics based on adapting to the features of buyer market,the real estate
The thesis uses the methods of SWOT etc to analyse the strategic environment and the interior factors of chongqing longjingyuan real estate businesses.In the pricing strategy,along the optional rule which customers purchase commodities for value maximization and price minimization,the paper works out the delivery value pricing method which can guarantee both the delivery value attracting customers and the profit of enterpriscs,combined with philip Kotlers delivery value theory for customer.
本文结合房地产商品和房地产市场的特殊性，在重庆市房地产市场发展现状和发展趋势的背景下，用市场营销管理的理论和方法，对重庆市龙景苑房地产开发项目的市场营销战略进行了研究。本文首先对市场营销管理的理论，特别是房地产营销管理的特殊性、房地产市场发展的历史和市场营销管理的现状进行了分析和总结，提出了本文的研究思路和以市场为导向的战略理论指导思想。在本文运用的理论工具的指导下，应用市场调查理论、波特模型、市场细分理论，对本课题所处的市场环境，包括重庆市房地产市场和与本课题所在地区的宏观经济环境、区域环境、政策环境、城市规划、行业环境以及消费者市场的收入水平、家庭结构、消费能力、消费心理、居住偏好、生活习惯等28个指标进行调查分析，对本课题的竞争环境进行了研究，提出了与本研究项目相适宜的市场需求和市场营销机会，确定了项目要进入的目标市场。在此基础上，按照以市场为导向的现代营销理念，从研究项目内外两方面因素出发，运用SWOT矩阵，分析和研究课题项目的优势(Ss)、劣势(Ws)、机会(Os)和威胁(Ts)等，得出了研究项目具有竞争优势的市场营销战略，并在这一战略的指导下，制定了研究项目的产品策略、价格策略、渠道策略、推广策略，按照这些战略策略思想对课题项目进行了总体布局规划、目标客户群细化。为实现课题项目营销战略思想，本文还制定出营销战略实施计划以及实施控制方案等一系列营销管理和营销控制措施。
通过本文的研究，我们认为，市场营销战略理论对于房地产开发具有重要的实际指导意义，能够帮助我们在房地产开发过程中避免工作的盲目性，做到项目定位准确，减少资源浪费，加快企业资金回笼。本文是一篇实证研究论文，所运用的分析方法，对于其他房地产开发项目具有重要的参考意义。
Market is the total of demands,including all kinds of different ones.Any enterprise,whatever scal,can only share part of the market.But every enterprise is forever pursuing the goal of a larger marketing strategies of various industries.
The real estate trade is being cultivated as the new growth point of Chinese economic.With quickening of the housingreform,the expendture of the lodgings is becoming a hot point.The real estate business has a new development chance.
This paper tries to make a study on marketing strategic of real estate.Firstly,this paper makes a detailed analysis on its current situation,segmentation and the selection of target market.By raising the simple and obvious X-Y axis segmentation method,the real estate market is segmented into three categories,ramely,mature,potential and under cultivated markets.Meanwhile,according to the investigation of tendency of several urban the real estate markets,developing theoretical mode of chongqing the real estate market is generally simulated.Furthermore,all of the regional markets in our city are divided of regions:not-focused-on region,focused-on region and the region suitable for setting up the image of enterprises brand.
Secondly,basing on the theoretical analysis to the model in customers purchasing behavior and brand selection,the paper,according to the characteristics of different segment markets as well as consumption classcs,standing at the angle of enterprise,theorctically explores how to make marketing strategies in limited markets,and gives a concise as well as empirical explanation by a variety of concrete cases,guined the primary idea how the real estate enterprises builds up the marketing strategics based on adapting to the features of buyer market,the real estate
The thesis uses the methods of SWOT etc to analyse the strategic environment and the interior factors of chongqing longjingyuan real estate businesses.In the pricing strategy,along the optional rule which customers purchase commodities for value maximization and price minimization,the paper works out the delivery value pricing method which can guarantee both the delivery value attracting customers and the profit of enterpriscs,combined with philip Kotlers delivery value theory for customer.
引文
[1] (美)菲利普·科特勒著．梅汝和．梅清豪译．营销管理．第九版．上海．上海人民出版社，1999，10
[2] 万成林主编．市场行情分析．第一版．天津．天津大学出版社，1996，12
[3] 建设部标准定额研究所编．房地产开发项目经济评价案例．第一版．北京．中国计划出版社，2002．2
[4] 重庆龙景苑课题组市场调查资料．内部资料，2002，2
[5] 南王作品著．购房术精要．第一版．江西．江西人民出版社，1998，1
[6] H·克雷格·彼得森著．吴德庆译．管理经济学．第一版．北京．中国人民大学出版社，1998，10
[7] (美)斯蒂芬·P·洛宾斯著．孙建敏．李原译．组织行为学．第一版．北京．中国人民大学出版社，1997，112
[8] 邓永忠．郑奋．蔡锦辉现代房地产全程创新风暴．第一版．广东．广东经济出版社，2001，4
[9] 重庆市人民政府办公厅．2001年重庆年鉴．重庆年鉴社，2001，9
[10] 重庆市人民政府办公厅．2000年重庆年鉴．重庆年鉴社，2000，9
[11] 重庆市建委．城市建设综合开发年鉴(1999-2000)．内部资料，2001，4
[12] 重庆市建委．城市建设综合开发年鉴(2000-2001)．内部资料，2001，4
[13] 重庆市土地资源和房屋管理局．重庆房地产市场报告(1-7期)．内部资料
[14] 郭国庆．成栋．市场营销管理—理论与模型．北京．中国人民大学出版社，2000，10
[15] (美)弗雷德·R·戴维著．李克宁译．北京．经济科学出版社，1999，5
[16] (美)雷蒙德·A·诺伊等著．刘析译．人力资源管理．第一版．北京．中国人民大学出版社，2001，4
[17] (美)唐纳德·R·革曼等著．魏立原．黄向阳译．产品管理．北京．北京大学出版社，2000，5
[18] 季先如．市场营销策略．北京．经济管理出版社，2001，10
[19] (美)S·马杰罗著．纪宝成译．市场营销．第一版．上海．中信出版社，2001，8
[20] 兰基．现代市场营销学．北京．中国财政出版社，200，3
[21] 刘翼生，企业经营战略．北京清华大学出版社，1995，5
[22] 张世恒．企业战略管理．成都．四川大学出版社，1997，9
[23] 罗锐韧，市场营销管理．北京．红旗出版社，1997，9
[24] 迈克·波特著．陈小悦译．竞争战略．北京．华夏出版社，1997，1
[25] 谢家瑾．房地产—1998年运行态势展望．中国投资与建设，1998，2，8—12
[26] Cliff Bowman. ThEssence of Strategic Management. Hemel Hempstead:Prentice Hall Europe, 1990
[27] Cliff Bowman. Strategic Management. Basingstoke,Macmillan, 1987
[28] Gerry Johnson. Exploring Corporate Strategy. Hemel Hempstead:Prentice Hall Interntional, 1988
[29] Tom Peter. Thriving on Chaos. Basingstoke:Macmillan, 1987
[30] Gabszewicz. J,and J.F. ThissePrice Competition,Quality and Income Disparities. Jaurnal of Economic Theory, 1996,20:340-359
[31] Hotelling,H.Stabitity in Competition. Economic Journal,1996,39:41-57
[32] Kaldor, N.The Economic Aspects of Advertising. Review of Economic Studies, 1997,18:1-27
[33] Baumol,l,W.J.,and R.Myenson.On Monopoly Welfare Losses. American Economic Review 1992,60:853-870
[34] Conlisk,J.,E.Gerstner, and J.Sobel..Cyclic Pricing By A Durable Goods Monoplist. American Economic Review. 1995,99:489-505
[35] Mathewson,F. and R.Winter. An Economic Theory of Vertical Restraints. American Economic Review. 1997,21:337-348
[36] Grossmom,S.,and O.Hart. A example of Game Theory. Quarterly Journal of Economic. 1991,100:1293-1312
[37] Groves,J.Games with Incomplete Information Played by Bayesian Players Parts Ⅰand Ⅲ.Management Science, 1993,15:27-35
[38] Mok. H.M.K.and Hui.Y.V. Underpricing and Aftermarket Performance of IPO in Shanghai. China. Pacific-Basin Journal of Finance 1998(6) 156-183
[39] Kim M.and Ritter. J.R. Valuing IPOs. Journal of Financial Economics 1999(53)224-257
[40] Allen. F. and G.R.Faulhaber. Signaling by under-pricing in the IPO market. Journal Financial Economics 1989(23)303-323
[41] Roy Cardner. Games for Business and Economics. John Wiley & Sons, Inc.,1995
[42] Ritter.J.R. The Long-Run Performance of IPOs. Journal of Finance 1991(46)177-215
[43] J.Lee. IPOs: International Insights. Pacific-Basin Finance Journal 1994(2)165-199
[44] Chemmanur. T.J. The Pricing of IPOs. Journal of Finance 1993(48)285-304
[45] T. Loughfran and J.R.Ritter. The Timing and Subsequent Performance of New Issue. Journal of Finance 1995(50)421-499
[2] 万成林主编．市场行情分析．第一版．天津．天津大学出版社，1996，12
[3] 建设部标准定额研究所编．房地产开发项目经济评价案例．第一版．北京．中国计划出版社，2002．2
[4] 重庆龙景苑课题组市场调查资料．内部资料，2002，2
[5] 南王作品著．购房术精要．第一版．江西．江西人民出版社，1998，1
[6] H·克雷格·彼得森著．吴德庆译．管理经济学．第一版．北京．中国人民大学出版社，1998，10
[7] (美)斯蒂芬·P·洛宾斯著．孙建敏．李原译．组织行为学．第一版．北京．中国人民大学出版社，1997，112
[8] 邓永忠．郑奋．蔡锦辉现代房地产全程创新风暴．第一版．广东．广东经济出版社，2001，4
[9] 重庆市人民政府办公厅．2001年重庆年鉴．重庆年鉴社，2001，9
[10] 重庆市人民政府办公厅．2000年重庆年鉴．重庆年鉴社，2000，9
[11] 重庆市建委．城市建设综合开发年鉴(1999-2000)．内部资料，2001，4
[12] 重庆市建委．城市建设综合开发年鉴(2000-2001)．内部资料，2001，4
[13] 重庆市土地资源和房屋管理局．重庆房地产市场报告(1-7期)．内部资料
[14] 郭国庆．成栋．市场营销管理—理论与模型．北京．中国人民大学出版社，2000，10
[15] (美)弗雷德·R·戴维著．李克宁译．北京．经济科学出版社，1999，5
[16] (美)雷蒙德·A·诺伊等著．刘析译．人力资源管理．第一版．北京．中国人民大学出版社，2001，4
[17] (美)唐纳德·R·革曼等著．魏立原．黄向阳译．产品管理．北京．北京大学出版社，2000，5
[18] 季先如．市场营销策略．北京．经济管理出版社，2001，10
[19] (美)S·马杰罗著．纪宝成译．市场营销．第一版．上海．中信出版社，2001，8
[20] 兰基．现代市场营销学．北京．中国财政出版社，200，3
[21] 刘翼生，企业经营战略．北京清华大学出版社，1995，5
[22] 张世恒．企业战略管理．成都．四川大学出版社，1997，9
[23] 罗锐韧，市场营销管理．北京．红旗出版社，1997，9
[24] 迈克·波特著．陈小悦译．竞争战略．北京．华夏出版社，1997，1
[25] 谢家瑾．房地产—1998年运行态势展望．中国投资与建设，1998，2，8—12
[26] Cliff Bowman. ThEssence of Strategic Management. Hemel Hempstead:Prentice Hall Europe, 1990
[27] Cliff Bowman. Strategic Management. Basingstoke,Macmillan, 1987
[28] Gerry Johnson. Exploring Corporate Strategy. Hemel Hempstead:Prentice Hall Interntional, 1988
[29] Tom Peter. Thriving on Chaos. Basingstoke:Macmillan, 1987
[30] Gabszewicz. J,and J.F. ThissePrice Competition,Quality and Income Disparities. Jaurnal of Economic Theory, 1996,20:340-359
[31] Hotelling,H.Stabitity in Competition. Economic Journal,1996,39:41-57
[32] Kaldor, N.The Economic Aspects of Advertising. Review of Economic Studies, 1997,18:1-27
[33] Baumol,l,W.J.,and R.Myenson.On Monopoly Welfare Losses. American Economic Review 1992,60:853-870
[34] Conlisk,J.,E.Gerstner, and J.Sobel..Cyclic Pricing By A Durable Goods Monoplist. American Economic Review. 1995,99:489-505
[35] Mathewson,F. and R.Winter. An Economic Theory of Vertical Restraints. American Economic Review. 1997,21:337-348
[36] Grossmom,S.,and O.Hart. A example of Game Theory. Quarterly Journal of Economic. 1991,100:1293-1312
[37] Groves,J.Games with Incomplete Information Played by Bayesian Players Parts Ⅰand Ⅲ.Management Science, 1993,15:27-35
[38] Mok. H.M.K.and Hui.Y.V. Underpricing and Aftermarket Performance of IPO in Shanghai. China. Pacific-Basin Journal of Finance 1998(6) 156-183
[39] Kim M.and Ritter. J.R. Valuing IPOs. Journal of Financial Economics 1999(53)224-257
[40] Allen. F. and G.R.Faulhaber. Signaling by under-pricing in the IPO market. Journal Financial Economics 1989(23)303-323
[41] Roy Cardner. Games for Business and Economics. John Wiley & Sons, Inc.,1995
[42] Ritter.J.R. The Long-Run Performance of IPOs. Journal of Finance 1991(46)177-215
[43] J.Lee. IPOs: International Insights. Pacific-Basin Finance Journal 1994(2)165-199
[44] Chemmanur. T.J. The Pricing of IPOs. Journal of Finance 1993(48)285-304
[45] T. Loughfran and J.R.Ritter. The Timing and Subsequent Performance of New Issue. Journal of Finance 1995(50)421-499