SX的项目营销的环境分析及目标客户群确定.docVIP

摘 要 随着中国经济的高速持续发展和人民收入的稳定持续增长，我国的房地产行业也步入了高速发展阶段，房地产行业已逐渐成为中国经济的支柱产业，同时房地产行业也逐渐变得成熟规范起来，随之而来的房地产行业内部的激烈竞争，将迫使房地产行业把房地产的营销策略研究上升到企业发展的战略高度，也就是要求房地产行业从以生产为导向，转变为以消费者和社会为导向；从之前简单的销售、促销转变为系统性的全程营销。 房地产营销具有全面性、系统性等特点，完整策划出一套房地产营销方案，首先需要相关营销理论作为基础，其次需要各种营销手段配合使用，还需要在此基础上不断创新，从了解市场、熟悉市场到市场推广这一系列的过程中，不断重视消费者这一核心内容，把之前以营销作为着力点转向注重服务发展，使房地产营销走向全面化。 本论文是在当前国家关于房地产政策不断出台、宏观调控不断干预的情况下，首先通过PEST方法综合分析了ZY房地产公司SX项目所处的环境，并通过对项目自身SWOT分析、周围竞争对手的分析以及对潜在消费者的调查结果分析，进而对本项目目标客户群进行了合理定位：区域原住居民为主根据本案所在区域，结合大市场客户特性情况，本案目标客群锁定为改善型、投资型、刚需型。制定出了本项目营销策略：项目的产品策略、项目的价格策略、项目的销售渠道策略及项目促销策略，最后本文还为保证本项目营销策略的顺利实施提供一些保障措施：人力资源保障、组织结构保障及制度保障措施，并对项目具体实施效果进行预测，从而构建出了本项目营销策划的总体框架。希望本文对ZY房地产公司SX项目甚至其它房地产项目可以起到一定的指导作用。 关键词：房地产；营销环境；营销策略 Abstract With the rapid and continuous development of Chinas economy and the sustainable growth of peoples income, Chinas real estate industry has entered into a stage of rapid development. The real estate industry has gradually become the pillar industry of Chinas economy, and the real estate industry has become more and more mature and normative. Fierce competition in the real estate industry will force the real estate businessmen promote real estate marketing strategy research to the height of the enterprise development strategy, which means that the real estate businessmen have to change the marketing strategy from production-oriented mode to customer and social need-mode and from simple sales to a fully systematic marketing sales. The main features of a Real estate marketing plan are comprehensive and systemic. In order to plan a real estate marketing program completely, firstly, we need some marketing theory as a basis; Secondly, we require a variety of marketing tools used in conjunction. Thirdly, we need to innovate on this basis and pay much attention to the customer under the process of familiar with the market and marketing. At last, we need to change our focus from marketing to our service that we can supply, which will push real estate marketing plan more comprehen