圣约翰名邸的品牌营销策略浅谈-工商管理专业论文.docxVIP

99M093郐洪亮 99M093郐洪亮 “圣约翰名邸”的品牌营销策略浅谈 ／伴随着改革开放政策的推行、市场经济制度的逐渐深入、WTO的加 入，、中国的房地产市场在过去的十几年中已经经历了蓬勃的发展。尽管 道路曲折，但仍存在广阔的发展空间。受市场经济的发展阶段和市场意 识缺乏的影响，我国的房地产业还不成熟，表现在对营销的理念、意义、 价值等都不甚了解，重视程度不够。尤其是当前我国市场已由卖方市场 转为买方市场、房地产竞争激烈，加入WTO后的中国房地产市场还必须 应对国际企业的挑战，因此，存在很大的竞争压力。 面对国内国际激烈的市场竞争、消费者需求层次的提升，我国的房 地产企业必须奋起直追。在市场营销领域，要树立营销的理念，以顾客 需求为核心，针对房地产市场的特性，展开有针对性、全过程、灵活的 市场营销策略。]L， 本文是从品牌营销的角度提出的一种应对市场竞争的策略。品牌竞 争是一种注重长远眼光的发展战略。结合房地产市场的特性，本文按照 从环境分析，到市场定位，到竞争策略、到规划设计策略、到质量成本 策略、到价格竞争策略、到营销渠道策略、到促销策略、到服务营销策 略的思路进行了系统探讨。希望通过这样的分析框架，对房地产的品牌 营销提供某些建议。 关键词：房地产、品牌营毹全过程 !!坚!!!塑堂塞 !!坚!!!塑堂塞 ：墨竺堡垒壁：堕曼壁董塑苎堕望盗 Abstract China witnessed booming development in the real estate industry，in the past ten years，as she adopted the policy of reforming and opening to the world、 market．oriented economy， and joined in the WTO(World Trade Organization)．Great improvement will be made in this industry，although there are many difficulties．Because the period iS SO short since the beginning of market—oriented economy，we must admit that this industry is not well—developed．This includes little knowledge and appreciation about the idea and value on marketing．Especially，the market has changed from seller—oriented to buyer-oriented，the multi—national company will come to China．The competation tomorrow will be acute in this field． We must be initiative，and tuff work must be done in order to adapt to the challenge of competation．In the section of marketing，several principles must be mentioned and should be appreciated，that is：core is the demand of the customer；the marketing is an overall process；some characteristics in the real estate industry are unique． Brand strategy discussed in this thesis is advanced on the viewpoint of brand．This is a long—sighted strategy．On the basis of marketing theory， especially in the real estate industry，The writer discuss this question in the framework and on the sequence as below：from the environment analysis，to the market position，to the brand strategy，to the design strategy，to the construct