翰林天府营销策略研究.docx

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摘要

随着“房住不炒”理念的提出与疫情的影响下，中央对社会提出了“高质量”、“可持续发展”、“绿色环保”等新要求。要充分利用“互联网+”和“大数据+”。随着“智慧+”等新技能的出现，房地产运营也面临着新的发展要求。

本文主要以翰林天府为研究对象，在整个社会发展进入到“新常态”下时，在政府政策的指引下，翰林天府必须与时俱进，利用科学合理的营销管理以取得可观地收益。首先从房地产营销策划的定义、理念、现存问题、应对措施4个方面分析了房地产营销策划的内涵及主要问题，接着对翰林天府项目进行了概况介绍。分别从小区定位、价格、渠道和促销四个方面对翰林天府的营销现状进行了分析，指出存在的问题，从国家层面房地产行业形势现状、未来国内房地产行业趋势、成都市房地产行业形势现状、翰林天府竞争状况等方面分析了翰林天府营销环境。最后分别从购房者需求分析、产品、价格、营销和促销方面提出了策略，应以供参考。

关键词：翰林天府；营销策略；市场营销；4P理论

Abstract

Withtheproposaloftheconceptofhousingwithoutspeculationandundertheinfluenceoftheepidemic,thecentralgovernmenthasputforwardnewrequirementsforthesociety,suchashighquality,sustainabledevelopmentandgreenenvironmentalprotection.WeshouldmakefulluseofInternetplusandbigdataplus.Withtheemergenceofwisdom+andothernewskills,realestateoperationisalsofacingnewdevelopmentrequirements.Forrealestatedevelopers,howtomeetthenewneedsofpropertybuyersunderthenewrequirementsisanewtopicfacedbyenterprises.

ThispapermainlytakesHanlinTianfuastheresearchobject.Whenthewholesocialdevelopmententersthenewnormal,undertheguidanceofgovernmentpolicies,HanlinTianfumustkeeppacewiththetimesandmakeuseofscientificandreasonablemarketingmanagementtoobtainconsiderablebenefits.Firstly,thispaperanalyzestheconnotationandmainproblemsofrealestatemarketingplanningfromfouraspects:thedefinition,concept,existingproblemsandCountermeasuresofrealestatemarketingplanning,andthenintroducestheHanlinTianfuproject.ThispaperanalyzesthecurrentmarketingsituationofHanlinTianfufromthefouraspectsofcommunitypositioning,price,channelandpromotion,pointsouttheexistingproblems,andanalyzesthemarketingenvironmentofHanlinTianfufromtheaspectsofnationalrealestateindustrysituation,futuredomesticrealestateindustrytrend,ChengdurealestateindustrysituationandHanlinTianfucompe