康桥集团房地产营销组合策略研究 1.docxVIP

康桥集团房地产营销组合策略研究摘要面对着房地产市场激烈竞争的大环境，以及国家对该行业的严格控制，康桥在该行业接受着巨大的挑战。在当今社会发展背景下，房地产注重的不再只是产品，令客户满意也显得尤为重要。根据客户的需求，提供优质的服务，打造自身的核心产品，进而细化客户满意度的影响因素，从而改善产品和服务的质量，只有这样，康桥才能在不利于自身的大环境下稳定发展。本课题主要以康桥旗下康桥花园项目为例，以该项目售场为平台，对该区域的市场营销环境进行了解细分，采用实地考察的方式对该区域的已有客户和潜在客户进行数据的收集，对客户的需求进行细分，选择明确的目标市场，从而进行市场定位，最终制定出适合该项目的市场营销组合策略。关键词：康桥集团；市场营销；策略AbstractConfront the environment of fierce competition in the real estate market and the strict control of the industry, conbridge is taking a huge challenge in the industry. Under the current social development background, the real estate is not only the product, but the customer satisfaction is also particularly important. According to the needs of customers, we should provide quality services, create our core products, and further refine the influencing factors of customer satisfaction, so as to improve the quality of products and services. Only in this way, can Cambridge become stable against its own environment. In this paper, Cambridge Cambridges garden project as an example, the project sales field as a platform for understanding the regional breakdown of the market environment, using the method of field investigation and collected data on existing customers and potential customers in the region, the needs of customers into segments, choose clear target market thus, market positioning, and ultimately develop a marketing strategy for the project.Key words: Cambridge group; marketing; strategy目录摘要IAbstractII引言1一、康桥集团发展现状1（一）康桥集团的简介1（二）康桥集团的项目概况2二、康桥集团康桥花园项目市场环境分析2（一）宏观环境分析2（二）微观环境分析21.住宅需求现状分析22. 康桥地产营销现状分析3（三）康桥房产项目SWOT分析41.优势分析42.劣势分析53.机会分析54.威胁分析7三、康桥地产康桥花园项目营销组合策略7（一）康桥花园项目市场定位及产品开发7（二）完善康桥花园项目价格策略71.价格的制定72.价格的走势83.价格市场应变策略84.付款方式与折扣率8（三）强化康桥花园项目渠道策略81.直销82.代理销售93.网络营销94.关系营销10（四）加强康桥花园项目促销策略101.广告促销策略102.人员促销策略103.公共关系促销策略114.营业推广策略11结语11参考文献11致谢12引言至今为止，房地产项目也是越来越多，市场竞争激烈，同时，房地产行业也已经成为国民经济重要的支柱产业，就业面广，消费带动大，在国民经济和社会发展中起着重要作用。本文研究的课题主要以康桥花园为例，重在解决该项目在区县发展工作中的实际问题，我相信这也是很多其他开发者进入区县必将面临的问题。康桥作为重庆的品牌开发商，与之直接对抗的品牌开发商不计其数，本次研究将针对整个市场进行了解，为鸥鹏自