上海“卢湾都市花园”市场营销策略研究.pdf

上海“卢湾都市花园”市场营销策略研究 摘 要 市场营销观念的核心是：了解消费者的需求，并运用合适的产品、定价、渠道、 促销和服务等方法来满足消费者的需要。房地产的开发商和经营商应本着顾客需要 的宗旨去开发和经营房地产，这样才可有可能吸引购房者，才有可能赢利。 自80 年代中期开始，我国的房地产市场经历了初步到发展的阶段。房地产业 的市场竞争已日趋激烈，目前，房地产商已经逐渐认识到市场营销策略在房地产销 售中所起至关重要的作用。本文就是对上海“卢湾都市花园”市场营销策略所作的 研究，分析开发商如何在市场调研的基础上，将 4P 的理论运用房地产项目中并取 得成功的经验。 上海“卢湾都市花园”的成功也为上海众多的中高档楼盘提供了营销范本，只 有真正符合市场规律和城市发展历程的产品才能拥有广阔的市场空间。 关键词：卢湾都市花园,房地产,市场调研,营销策略 I 上海“卢湾都市花园”市场营销策略研究 Abstract The key of the marketing conception is find out the customers’ demands and utilize the right Product, Price, Place, Promotion and services etc. to contented the customers’ demands. Land agents and managers should conformity with the customers’ demands to develop and manage the real estate. Only do this can attract the customers and win the profit. From the middle of 80s, the market demand of real estate extended rapidly and the industry of real estate also developed. Nowaday, market competition become more and more impetuous. Land agents begin to realize the efforts of real estate marketing in real estate distribution. In this thesis, author research the marketing strategy of Shanghai Luwan City Garden, analyse how to take advantage of 4P theory in real estate and the experience of their success based on the market research. The successful of Shanghai Luwan City Garden offer a marketing model for numerous of middle or top real estate. No other than the product that can accord with market disciplinarian and develop course of the city can possess of wider marketing share. Key words: Luwan City Garden, Real estate, Marketing research, Marketing tac