从景瑞申花壹号院项目看房地产营销模式的创新.docVIP

PAGE PAGE 27 从景瑞申花壹号院项目看房地产营销模式的创新 摘要：我国人口总量基数大，为了建造房屋对人口进行安置，房地产业在20世纪90年代应运而生。随着我国国民经济的不断发展和人们生活水平的显著提高，对房屋的要求不在局限在“安得广厦千万间”了。这时对房地产业提出了新的挑战。而随着进入房地产业的房地产企业不断增多，房地产企业的数量和规模超出了市场所需求，在面临“僧多粥少”的，如何对房地产进行合理的营销策划，以求在众多的房地产公司中发展壮大，成为了各个房地产公司的当务之急。 本文以20世纪90年代初房地产业萌芽时期的景瑞房地产公司为对象，通过结合景瑞申花壹号院项目所在市杭州市的房地产市场实际发展状况，分析了景瑞房地产公司景瑞申花壹号院项目的内部和外部环境，并采用swot方法分析了申花壹号院项目的现实竞争态势，并通过了与该项目的其他竞争对手进行比较分析来发现项目中存在的某些问题。在综合分析的基础上，运用STP的理论对市场进行划分，根据项目定位和顾客需求确定了主要目标客户群体，制定了申花壹号院项目的营销策略适合杭州城市都市白领的居家的中小型为主，富豪度假的花园洋房为辅。最后，运用营销策划组合中的4p以及4c两个理论对景瑞房地产公司申花壹号院项目的价格策略、产品策略、渠道策略等方面进行思考分析如何保障房地产企业的营销策略能够得到有效的实施。 关键词：房地产 ，营销方案 ，营销理论， swot分析方法 JingRui real estate company JingRui shenhua first yard’s marketing design Abstract：Chinas total population base, to build houses for the resettlement of the population, the real estate industry in the 1990s emerged. With the continuous development of our national economy and significantly improve peoples living standards, the requirements for housing is not limited to the Andhra ten million, the. Then the real estate presented new challenges. With the real estate enterprises to enter the real estate industry continues to increase, the number and size of the real estate business exceeded the market demand, in the face of adequate and how reasonable the real estate marketing planning, in order to grow and develop in many real estate companies , it became the top priority of each real estate company. In this paper, 20 in the early 1990s real estate infancy of Jingrui real estate companies as the object, by combining Jingrui Shenhua No. One Hospital Project in Hangzhou City, the actual development of the real estate market, real estate companies analyzed Jingrui Jingrui Shenhua No. One internal and external environment of the hospital project, and the use of swot method to analyze the reality competition Shenhua No. One Hospital project, and through the comparative analysis with other competitors in the project to find some of the problems that exist in the project.