青岛豪宅市场营销策略的研究.pdfVIP

青岛豪宅市场营销策略研究 摘 要 青岛是一座滨海名城，独到的人文环境和优越的自然环境，使其成为山东半 岛一颗璀璨的明珠。近年来，跨海大桥、海底隧道相继开通，“青黄不接”终成 历史；半岛蓝色经济区将重点发展青岛西海岸经济新区，“地铁时代”将不再是 梦。岛城凭借对稀缺海景资源的独占，具备了豪宅市场发育的土壤，青岛豪宅市 场日趋活跃，豪宅开发项目日渐增多。然而，青岛豪宅市场存在诸如开发商缺乏 豪宅营销经验、产品定位不准确、广告宣传铺张造成资源浪费等严重问题，因此， 对青岛豪宅市场营销策略展开研究是十分迫切和必要的。本文借鉴国内外市场营 销策划及房地产营销策划的理论和经验，分析了青岛房地产的营销环境，针对目 前青岛豪宅市场中存在的问题，在长期调研的基础上，重点论述了青岛豪宅市场 概况、青岛豪宅市场需求影响因素、豪宅营销策略三个章节。根据房地产市场由 卖方市场向买方市场转变的形势，本文认为对青岛豪宅市场需求影响因素的研究 是重心，基于此分别从豪宅购买行为、豪宅目标市场确定、市场需求预测三方面 来进行详细阐述。对于房产开发商来说，要想在竞争者中脱颖而出，还需要有市 场营销策略和手段作为补充，本文也从4P 角度创新性地阐述了观点。 关键词：房地产 豪宅市场 市场营销 市场需求 The Research on Marketing Strategy of Qingdao Mansion Abstract Qingdao is a coastal city,as its unique cultural and superior natural environment,it becomes a shining pearl of the Shandong peninsula.In recent years,cross-sea bridge and undersea tunnel opened one after another,Qingdao and Huangdao not connecting has become history;Peninsula Blue Economic Zone will focus on the development of the west coast of Qingdao Economic Area,“Metro Times”will no longer be a dream.Island city with scarce seaview resources exclusively,has the soil of the mansion market development,so Qingdao mansion market and the number of mansion development project has become increasingly active.But there are several problems on Qingdao mansion market,such as developers lack of marketing experience 、 market positioning is not accurate and advertising extravagant waste of resources.So study on Qingdao mansion marketing strategy is very urgent and necessary.This article draws on theary and experience of domestic and international marketing strategy and real estate marketing strategy,analyzes Qingdao real estate marketing environment,against the problems exist in the luxury residential market,on the basis of the long-term research,it focuses on the overview of the mansion market in Qingdao 、Qingdao mansion market demand influen