發(fā)布時(shí)間：2018-04-23 05:23

  本文選題：STP戰(zhàn)略 + 4P理論　； 參考：《河北大學(xué)》2013年碩士論文

【摘要】：經(jīng)過(guò)多年發(fā)展,我國(guó)房地產(chǎn)市場(chǎng)已由賣(mài)方市場(chǎng)轉(zhuǎn)向賣(mài)方市場(chǎng),過(guò)去以“開(kāi)發(fā)為中心”的房地產(chǎn)開(kāi)發(fā)理念已經(jīng)不能順應(yīng)競(jìng)爭(zhēng)激烈的市場(chǎng)發(fā)展需求，以“營(yíng)銷(xiāo)策略”為中心的開(kāi)發(fā)理念逐漸成為房地產(chǎn)開(kāi)發(fā)公司必須經(jīng)歷的開(kāi)發(fā)思維轉(zhuǎn)型。但是，大量的房地產(chǎn)企業(yè)在轉(zhuǎn)型過(guò)程中，并沒(méi)有完全理解以“營(yíng)銷(xiāo)策略”為中心的開(kāi)發(fā)理念核心內(nèi)容，對(duì)“STP”戰(zhàn)略中的市場(chǎng)細(xì)分、確定目標(biāo)市場(chǎng)和項(xiàng)目定位的輕視和對(duì)傳統(tǒng)4P/4ps理論的不關(guān)注，同時(shí)對(duì)新出現(xiàn)一些新?tīng)I(yíng)銷(xiāo)理論難以接受，導(dǎo)致在營(yíng)銷(xiāo)過(guò)程中出現(xiàn)了一系列的問(wèn)題，，最終企業(yè)集中了大量資源、人力物力財(cái)力并沒(méi)有收到很好市場(chǎng)營(yíng)銷(xiāo)的效果。 本文在對(duì)目前房地產(chǎn)市場(chǎng)出現(xiàn)營(yíng)銷(xiāo)理論進(jìn)行了梳理整理的基礎(chǔ)上，重點(diǎn)結(jié)合STP戰(zhàn)略和4P理論同時(shí)結(jié)合了唐山A房地產(chǎn)開(kāi)發(fā)有限公司的GG大廈項(xiàng)目實(shí)際情況，對(duì)項(xiàng)目操盤(pán)過(guò)程中的一系列過(guò)程進(jìn)行了詳細(xì)的分析，對(duì)過(guò)程中出現(xiàn)的問(wèn)題進(jìn)行了反思，希望能為公司未來(lái)開(kāi)發(fā)項(xiàng)目提供經(jīng)驗(yàn)。本論文首先對(duì)相關(guān)國(guó)內(nèi)外研究進(jìn)行了綜述，然后仔細(xì)的分析了GG大廈項(xiàng)目市場(chǎng)營(yíng)銷(xiāo)環(huán)境，主要包括項(xiàng)目外部環(huán)境、內(nèi)部環(huán)境、SWOT分析，接下來(lái)對(duì)唐山GG大廈項(xiàng)目市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行了認(rèn)真梳理，從結(jié)合STP戰(zhàn)略的產(chǎn)品定位、客戶(hù)定位、渠道定位、促銷(xiāo)定位等等，最后，本論文提出了如何保障項(xiàng)目營(yíng)銷(xiāo)策略得以執(zhí)行的具體可行方法。 本論文研究基于實(shí)戰(zhàn)操盤(pán)項(xiàng)目，在對(duì)唐山市場(chǎng)有了大量詳實(shí)的實(shí)地調(diào)研數(shù)據(jù)上進(jìn)行的，并在最后對(duì)如何保障策略執(zhí)行方面也提出了中肯建議，相信對(duì)二三線(xiàn)城市的中小房地產(chǎn)企業(yè)進(jìn)行市場(chǎng)營(yíng)銷(xiāo)有較大實(shí)際參考和指導(dǎo)作用。
[Abstract]:After years of development, the real estate market in our country has changed from the seller market to the seller market. In the past, the concept of "development-centered" real estate development has been unable to meet the fierce market development needs. The concept of "marketing strategy" has gradually become the transformation of the development thinking that the real estate development company must go through. However, a large number of real estate enterprises in the process of transformation, and not fully understand the "marketing strategy" as the core content of the development concept, "STP" strategy of market segmentation, At the same time, it is difficult to accept some new marketing theories, which leads to a series of problems in the marketing process. Finally, the enterprise concentrates a lot of resources. Human and material resources have not received very good marketing results. On the basis of combing and sorting out the present theory of real estate market marketing, this paper combines the STP strategy and 4P theory with the actual situation of the GG building project of Tangshan A Real Estate Development Co., Ltd at the same time. This paper makes a detailed analysis of a series of processes in the course of project handling, reflects on the problems in the process, and hopes to provide the company with experience in the future development of the project. This paper first summarizes the relevant domestic and foreign research, then carefully analyzes the GG building project marketing environment, mainly including the project external environment, the internal environment SWOT analysis, Then the marketing strategy of Tangshan GG Building project is carefully combed, from product positioning, customer positioning, channel positioning, promotion positioning and so on combined with STP strategy, finally, This paper puts forward how to ensure that the project marketing strategy can be carried out. In this paper, based on the actual operation project, there are a lot of detailed field research data on Tangshan market, and at the end of the paper, some pertinent suggestions on how to ensure the implementation of the strategy are put forward. It is believed that the marketing of small and medium-sized real estate enterprises in the second and third tier cities has a greater practical reference and guidance role.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F299.233.4

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