宏观调控政策下常州路劲御城项目营销策略研究.docVIP

宏观调控政策下常州路劲御城项目营销策略研究 摘要 在过去二十年中，随着中国改革开放政策的实施、市场化经济体制的曲折推进过程中，房地产行业也得到了快速成长和发展。 从2004年起，为了规范这个市场,国家持续出台了很多有针对性的宏观调控政策，使大量在市场化经营与行政政策干预下夹缝中生存房地产开发商之间竞争尤为激烈, 所以营销的工作在这种市场氛围下就显得尤为重要。 路劲地产是一家在香港联交所上市、专注于国内住宅项目的投资、开发和销售的企业。本文从微观层面的具体项目营销操作的实际情况出发，以路劲御城项目为研究对象，在宏观调控的大背景下，通过对目标市场的分析理解，通过项目操作微观层面上分析研究该项目的营销策略，以营销学的理论知识为基础，通过文献的系统分析，实例举证、和消费者的针对性调研，根据常州这样具有代表性的二三线城市房地产市场特点，归纳总结出适合二三线城市的营销战略和策略。 同时通过本文对项目具体营销战略和方法的操作研究，为房地产企业在目前市场化竞争与强制性行政政策双重影响的经营环境下，为企业如何通过在区域市场取得竞争优势、保证每个项目在现金流、适当的盈利能力实现企业良性经营与发展做出一些方法研究，为企业的持续发展提供支持保障。 关键词：宏观调控 房地产 营销策略 Research on marketing strategy of Changzhou Road king Royal project under macro-control policy ABSTRACT In the past twenty years, the national economy total quantity and income level of urban or rural residents in China have achieved rapid growth and development, the real estate industry has achieved rapid growth and development. Since 2004, the country has continuously issued many targeted macro-control policies to regulate the market, thus making the competition among real estate developers survived between market operation and administrative policy intervention become more obvious. Therefore, the marketing work is particularly important in this kind of market atmosphere. Road king real estate is an enterprise listed in Hong Kong Stock Exchange which focuses on the investment, development and marketing of domestic residential projects. Starting from the actual situation of specific project marketing operation in micro-level, this paper has researched the marketing strategy of Road king Yucheng project with the analysis and understanding of targeted market from the micro-level of project operation under the macro-control context. Based on the theoretical knowledge on marketing, with the systematic analysis of literature, example prof and targeted research on consumers, this paper has summarized the marketing strategy suitable for second and third line city according to the feature of real estate market in the representative s