房地产营销策略比较.doc

房地产营销策略的比较

摘要：随着中国经济的高速发展，人民物质生活水平的不断提高，中国房地产业也得到了迅猛的发展，房地产已成长为国民经济的重要支柱，也成为拉动经济增长的主要力量。房地产业历经十几年的发展，在总体上已进入“买方市场时代”，呈现出市场供需在总量、区域和结构方面不平衡的格局，而有效供给和有效需求错位的问题更为突出。同时，房地产市场竞争环境和市场条件发生的多方面、深层次的变化，使中国房地产进入了在“商品力、销售力及形象力”上多层次、全方位竞争的营销时代，使企业的营销环境发生了深刻的变化，企业在一个不确定性的环境里的经营变得越来越复杂，这促使企业在市场营销方面必须进行全面的创新。
沈阳东逸花园地处沈阳市大东区小河沿路66号，由沈阳城建房地产开发有限公司开发建设。项目占地面积21万平方米，建筑面积51万平方米，是在沈阳市地处前景大好，新建楼盘层出不穷的情况之下开发建设的，竞争异常的激烈。在这种机遇与挑战并存的环境下推向市场的，如何在竞争中脱颖而出，在沈城商档次楼盘供过于求的情况下，充分发挥自身优势，准确定位营销策略，使项目销售取得好的成绩，同时也为推动企业今后发展奠定基础，是项目开发企业及营销部门所面临的重要课题。公司通过分析沈阳市房地产市场现状，比较项目与竞争楼盘问的优劣势，合理定位项目目标市场，并运用房地产营销理论，确定项目应采用产品策略、定价策略、销售渠道策略、促销策略等营销策略的组合，有效的推进东逸花园二期项目的销售。
水榭花都项目位于皇姑区西部，东临西江街，南距沈阳主干道崇山西路500米左右，东南临北运河畔花园，俯瞰北运河，地理位置较好。项目占地为53243平方米，地块形状为一块不规则三角地，规划建筑面积为87000平方米，分二期开发。项目的优点是升值潜力大，交通便利，不利的地方是地形特殊，开发难度大。公司在在对国家宏观经济和房地产需求特征以及地区经济和房地产需求特征认真分析的基础上，运用房地产市场营销理论归纳了目前企业面对的房地产市场的机遇和挑战。而后对企业的内部资源和能力进行了分析，总结了企业内部的优势和劣势。采用了大量资料对区域需求的各方面属性进行详细分析，并在得出一定结论的前提下，针对市场需求的不同特征和不同数量，对水榭花都房地产开发项目营销策略进行了构建，主要包括目标市场策略，市场竞争策略，产品、价格、渠道、促销策略及品牌形象策略等。通过这些营销策略，水榭花都的房地产项目的营销工作取得很大的成功。
本文根据市场营销理论中有关房地产营销价格策略、市场策略、服务策略、促销策略等营销理论，结合了房地产行业的特点，借鉴了沈阳东逸花园和水榭花都两房地产项目的成功营销策略，对宝星国际房地产营销策略进行了探讨。北京房地产行业竞争日趋激烈，宏观调控，利率上涨，国家政策的限制等，更加深了行业的竞争。通过对北京房地产市场环境以及消费者的状况进行了解；对数据的汇总、分析，得出定性结论，对宝星所处的宏观和区域环境进行了相应的研究；对影响宝星国际营销思路的主客观因素进行分析，最终达到了解北京望京地区房地产行业的现状，预测未来的市场前景，结合宝星国际的自身实际情况，提出营销构想，为保持竞争优势提出营销策略实施方案。设计的营销方案采取差异化策略（包括价格差异化、产品差异化、促销差异化等方式）、服务营销策略（包括全员服务策略、服务监督考核、员工激励机制）等多重策略的结合，促进宝星国际房地产项目的营销工作。
本文对此进行营销策略设计，追求理论向实践的应用，广泛使用了多种资料和分析工具，并在逻辑上遵循了现代市场营销理论应用的基本程序，具有较强的可操作性和一定的借鉴作用。本文所作研究的价值在于帮助企业准确把握市场机遇，明确未来经营目标，为宝星国际的营销策略提供新的思路。
关键词：房地产；营销策略；比较

 
Abstract
With China's rapid economic development, people's living standard continues to improve, the real estate industry has been rapid development of real estate has grown into an important pillar of the national economy, has become a major force driving economic growth. After ten years of real estate development, in general, have entered a "buyer's market era", showing the total market supply and demand, regional and structural imbalances in the pattern of effective demand and effective supply and the problem is more prominent dislocation. Meanwhile, the real estate market, competitive environment and market conditions in many ways, deep-seated changes in the Chinese real estate into a "commodity force, sales force and image force" on the multi-level, all-round competition, the marketing era, so that enterprises the marketing environment has undergone profound changes, the enterprise in an uncertain business environment becomes increasingly complex, prompting companies to conduct a comprehensive marketing innovation.
Dong Yi Garden is located in Shenyang, Shenyang, Dadong Xiaohe Yan Road 66, Shenyang Urban Construction Real Estate Development Co., Ltd. by the development and construction. Project area of 21 square meters, construction area of 51 square meters, is located in Shenyang City prospect of good, new real estate development and construction of the endless stream of circumstances, the competition is fierce. Opportunities and challenges in this environment to the market, how to stand out in the competition, commercial grade real estate in the Chen Cheng oversupply situation, give full play to their strengths, accurate positioning marketing strategy to sell the project to achieve good results, but also to promote the future development of enterprises laid the foundation of the project development business and marketing departments are facing an important issue. Through analysis of the real estate market situation in Shenyang City, more competition in real estate projects and question the advantages and disadvantages of the project a reasonable target market positioning, and the use of real estate marketing theory, the project should be used to determine product strategy, pricing strategy, sales channel strategy, promotional strategy a combination of marketing strategy, and effective to promote the East Plaza Garden II project sales.
    Huanggu waterside project is located in Huadu District, west, east of West River Street, the main road north of Shenyang, about 500 meters Chongshan Road to the southeast, the North Canal Garden, overlooking the North Canal, the location is good. Project covers an area of 53,243 square meters, plot the shape of an irregular triangle, planning construction area of 87,000 square meters, developed in two phases. Project is the appreciation of the potential advantages of convenient transportation, adverse terrain special places, development is difficult. In the real estate needs of national macroeconomic and regional economic and housing characteristics and demand characteristics on the basis of careful analysis, the use of real estate marketing theory summarized the current real estate market, companies have to face the opportunities and challenges. Then the enterprise's internal resources and capabilities are analyzed, summarized the internal strengths and weaknesses. With a wealth of information on all aspects of the regional demand for detailed analysis of properties, and in arriving at certain conclusions, under the premise of market demand for different characteristics and different number of real estate development projects Shuixie Huadu marketing strategies have been built, mainly including the target market strategy, market competition strategy, product, price, channel, promotion strategy and brand strategy. Through these marketing strategies, waterside Huadu marketing real estate projects with great success.
According to marketing theory, the price of real estate marketing strategy, marketing strategy, service strategy, marketing strategies, marketing theory, combining the characteristics of the real estate industry, drawing on the East Plaza Shenyang waterside gardens and flowers in the successful marketing of two real estate projects strategy, the international real estate marketing strategy Po Sing discussed. Beijing real estate industry becoming more competitive, macro-control, interest rates, restrictions on national policy, has further deepened the competition in the industry. Beijing real estate market on the status of the environment and consumers to understand; summary of the data, analysis, qualitative conclusions drawn on the treasure stars in which the macro and the corresponding region of the environment; on the impact of international marketing ideas Po Sing analysis of subjective and objective factors, and ultimately to understand the real estate industry in Beijing Wang Jing Area status, to predict the future market prospects, with Po Star International's own actual situation, proposed marketing ideas, to remain competitive marketing strategy proposed implementation plan. Marketing programs designed to take different strategies (including price differences, product differentiation, marketing differentiation, etc.), services marketing strategy (including the full service strategy, service supervision and eva luation, employee incentives), etc. The combination of multiple strategies to promote Po Sing international real estate project marketing.
This conduct a marketing strategy designed to pursue the application of theory to practice, extensive use of a variety of information and analysis tools, and logically follows the application of modern marketing theory, the basic procedures, with a strong operational and some reference. This thesis is made to help enterprises accurately grasp market opportunities, identify future business objectives for the international marketing strategy Po Sing to provide new ideas.
Key words: real estate; marketing strategy; comparison

 
目录
前言 7
1房地产营销相关理论概述 8
1.1房地产营销策略理论 8
1.1.1房地产市场营销定义 8
1.1.2房地产市场营销的阶段划分 8
1.2房地产营销的基本特点 9
1.2.1周期长 9
1.2.2管理活动范围广 9
1.2.3营销需要多行业协同 9
1.3房地产营销的内容 9
1.3.1市场调查 9
1.3.2市场营销机会分析 9
1.3.3产品市场营销策略 10
2房地产项目营销策略实例分析 10
2.1沈阳东逸花园项目营销策略分析 10
2.1.1项目概况 10
2.1.2东逸花园项目营销策略 11
2.2水榭花都房地产项目市场营销策略分析 14
2.2.1项目概况 14
2.2.2水榭花都项目营销策略 14
3北京宝星国际房地产项目营销策略的设计 16
3.1公司简介 16
3.2宝星国际房地产项目营销策略的设计 17
3.2.1差异化策略 17
3.2.2服务营销 18
4结束语 19
致谢 21
参考文献 22