房地產(chǎn)營銷策略的比較

摘要：隨著中國經(jīng)濟(jì)的高速發(fā)展，人民物質(zhì)生活水平的不斷提高，中國房地產(chǎn)業(yè)也得到了迅猛的發(fā)展，房地產(chǎn)已成長為國民經(jīng)濟(jì)的重要支柱，也成為拉動經(jīng)濟(jì)增長的主要力量。房地產(chǎn)業(yè)歷經(jīng)十幾年的發(fā)展，在總體上已進(jìn)入“買方市場時代”，呈現(xiàn)出市場供需在總量、區(qū)域和結(jié)構(gòu)方面不平衡的格局，而有效供給和有效需求錯位的問題更為突出。同時，房地產(chǎn)市場競爭環(huán)境和市場條件發(fā)生的多方面、深層次的變化，使中國房地產(chǎn)進(jìn)入了在“商品力、銷售力及形象力”上多層次、全方位競爭的營銷時代，使企業(yè)的營銷環(huán)境發(fā)生了深刻的變化，企業(yè)在一個不確定性的環(huán)境里的經(jīng)營變得越來越復(fù)雜，這促使企業(yè)在市場營銷方面必須進(jìn)行全面的創(chuàng)新。
沈陽東逸花園地處沈陽市大東區(qū)小河沿路66號，由沈陽城建房地產(chǎn)開發(fā)有限公司開發(fā)建設(shè)。項目占地面積21萬平方米，建筑面積51萬平方米，是在沈陽市地處前景大好，新建樓盤層出不窮的情況之下開發(fā)建設(shè)的，競爭異常的激烈。在這種機(jī)遇與挑戰(zhàn)并存的環(huán)境下推向市場的，如何在競爭中脫穎而出，在沈城商檔次樓盤供過于求的情況下，充分發(fā)揮自身優(yōu)勢，準(zhǔn)確定位營銷策略，使項目銷售取得好的成績，同時也為推動企業(yè)今后發(fā)展奠定基礎(chǔ)，是項目開發(fā)企業(yè)及營銷部門所面臨的重要課題。公司通過分析沈陽市房地產(chǎn)市場現(xiàn)狀，比較項目與競爭樓盤問的優(yōu)劣勢，合理定位項目目標(biāo)市場，并運(yùn)用房地產(chǎn)營銷理論，確定項目應(yīng)采用產(chǎn)品策略、定價策略、銷售渠道策略、促銷策略等營銷策略的組合，有效的推進(jìn)東逸花園二期項目的銷售。
水榭花都項目位于皇姑區(qū)西部，東臨西江街，南距沈陽主干道崇山西路500米左右，東南臨北運(yùn)河畔花園，俯瞰北運(yùn)河，地理位置較好。項目占地為53243平方米，地塊形狀為一塊不規(guī)則三角地，規(guī)劃建筑面積為87000平方米，分二期開發(fā)。項目的優(yōu)點(diǎn)是升值潛力大，交通便利，不利的地方是地形特殊，開發(fā)難度大。公司在在對國家宏觀經(jīng)濟(jì)和房地產(chǎn)需求特征以及地區(qū)經(jīng)濟(jì)和房地產(chǎn)需求特征認(rèn)真分析的基礎(chǔ)上，運(yùn)用房地產(chǎn)市場營銷理論歸納了目前企業(yè)面對的房地產(chǎn)市場的機(jī)遇和挑戰(zhàn)。而后對企業(yè)的內(nèi)部資源和能力進(jìn)行了分析，總結(jié)了企業(yè)內(nèi)部的優(yōu)勢和劣勢。采用了大量資料對區(qū)域需求的各方面屬性進(jìn)行詳細(xì)分析，并在得出一定結(jié)論的前提下，針對市場需求的不同特征和不同數(shù)量，對水榭花都房地產(chǎn)開發(fā)項目營銷策略進(jìn)行了構(gòu)建，主要包括目標(biāo)市場策略，市場競爭策略，產(chǎn)品、價格、渠道、促銷策略及品牌形象策略等。通過這些營銷策略，水榭花都的房地產(chǎn)項目的營銷工作取得很大的成功。
本文根據(jù)市場營銷理論中有關(guān)房地產(chǎn)營銷價格策略、市場策略、服務(wù)策略、促銷策略等營銷理論，結(jié)合了房地產(chǎn)行業(yè)的特點(diǎn)，借鑒了沈陽東逸花園和水榭花都兩房地產(chǎn)項目的成功營銷策略，對寶星國際房地產(chǎn)營銷策略進(jìn)行了探討。北京房地產(chǎn)行業(yè)競爭日趨激烈，宏觀調(diào)控，利率上漲，國家政策的限制等，更加深了行業(yè)的競爭。通過對北京房地產(chǎn)市場環(huán)境以及消費(fèi)者的狀況進(jìn)行了解；對數(shù)據(jù)的匯總、分析，得出定性結(jié)論，對寶星所處的宏觀和區(qū)域環(huán)境進(jìn)行了相應(yīng)的研究；對影響寶星國際營銷思路的主客觀因素進(jìn)行分析，最終達(dá)到了解北京望京地區(qū)房地產(chǎn)行業(yè)的現(xiàn)狀，預(yù)測未來的市場前景，結(jié)合寶星國際的自身實際情況，提出營銷構(gòu)想，為保持競爭優(yōu)勢提出營銷策略實施方案。設(shè)計的營銷方案采取差異化策略（包括價格差異化、產(chǎn)品差異化、促銷差異化等方式）、服務(wù)營銷策略（包括全員服務(wù)策略、服務(wù)監(jiān)督考核、員工激勵機(jī)制）等多重策略的結(jié)合，促進(jìn)寶星國際房地產(chǎn)項目的營銷工作。
本文對此進(jìn)行營銷策略設(shè)計，追求理論向?qū)嵺`的應(yīng)用，廣泛使用了多種資料和分析工具，并在邏輯上遵循了現(xiàn)代市場營銷理論應(yīng)用的基本程序，具有較強(qiáng)的可操作性和一定的借鑒作用。本文所作研究的價值在于幫助企業(yè)準(zhǔn)確把握市場機(jī)遇，明確未來經(jīng)營目標(biāo)，為寶星國際的營銷策略提供新的思路。
關(guān)鍵詞：房地產(chǎn)；營銷策略；比較

 
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

 
目錄
前言 7
1房地產(chǎn)營銷相關(guān)理論概述 8
1.1房地產(chǎn)營銷策略理論 8
1.1.1房地產(chǎn)市場營銷定義 8
1.1.2房地產(chǎn)市場營銷的階段劃分 8
1.2房地產(chǎn)營銷的基本特點(diǎn) 9
1.2.1周期長 9
1.2.2管理活動范圍廣 9
1.2.3營銷需要多行業(yè)協(xié)同 9
1.3房地產(chǎn)營銷的內(nèi)容 9
1.3.1市場調(diào)查 9
1.3.2市場營銷機(jī)會分析 9
1.3.3產(chǎn)品市場營銷策略 10
2房地產(chǎn)項目營銷策略實例分析 10
2.1沈陽東逸花園項目營銷策略分析 10
2.1.1項目概況 10
2.1.2東逸花園項目營銷策略 11
2.2水榭花都房地產(chǎn)項目市場營銷策略分析 14
2.2.1項目概況 14
2.2.2水榭花都項目營銷策略 14
3北京寶星國際房地產(chǎn)項目營銷策略的設(shè)計 16
3.1公司簡介 16
3.2寶星國際房地產(chǎn)項目營銷策略的設(shè)計 17
3.2.1差異化策略 17
3.2.2服務(wù)營銷 18
4結(jié)束語 19
致謝 21
參考文獻(xiàn) 22