广州富力唐宁花园促销策略研究

本科毕业设计（论文）说明书广州富力唐宁花园促销策略研究系别经济管理学院专业班级08市场营销专业汽车营销班学生姓名指导教师提交日期2012年5月15日I摘要自从中国改革开放以来，房地产行业飞速发展，项目开发公司、物业服务管理公司、营销外包服务公司等企业已经构成行业完整体系。而站在最前沿的广州一直是房地产开发的宝地，富力地产也应运而生。然而，正因为行业发展迅速，行业法律法规、营销服务水平未能满足市场发展的需求，发展过程中存在一些问题，不利于行业的健康发展，房价涨速过快就是问题的表现之一。为促进房地产行业和社会经济健康发展，近年来政府反复出台调控政策，2011年开始调控方向逐趋紧缩，调控力度不断加大，消费者持观望态度，全国各大城市房屋销售受影响，楼价出现一定的降幅，部分发展商资金趋紧，整个行业开始陷于寒冬。唐宁花园正是在这样的环境下进入市场，如何进行有效的营销以突破激烈竞争和政策调控环境的围困，完成销售目标、战略目标，为企业有价值的提供战略战术参考，成为当前迫切需要解决的问题。本文以富力唐宁花园促销作为研究对象，通过在工作中实践、调查、思考，结合二手资料分析了富力唐宁花园内外部环境和资源优势、劣势、机会和威胁。然后，结合富力唐宁花园客户的消费需求购买行为特征以及市场需求状况，进行定位分析及选择。最后，针对唐宁花园促销策略现状发现问题，提出以项目特色优势为出发点、目标客户为导向的高匹配差异化促销策略。希望本文对富力唐宁花园的促销策略的研究和结论，可以为项目正在进行的促销工作提供参考意见，完成销售目标，为富力地产发展高端物业的企业战略建立范例，也能给同行业的企业制定促销策略提供借鉴。关键词：房地产，商品住宅，市场细分，促销策略IIAbstractRapiddevelopmentofrealestateindustrysinceChinasincethereformandopeningup.Realestateindustrysystemhasbeenformed,includingrealestatedevelopers,propertymanagementcompany,marketingserviceoutsourcingservicecompanyandsoon.Withstandintheforefrontoftheguangzhouhasbeenintherealestatedevelopmentofmecca,R&Falsoarisesatthehistoricmoment.However,industrylawsandregulationscannotcatchupwiththetherealestateindustryisdevelopingrapidlyandmarketingservicelevelfailedtomeettheneedsofthedevelopmentofthemarket.Thereexistsomeproblemsintheprocessofthedevelopment,tothedetrimentofthehealthydevelopmentoftheindustry.Housepricesrosetoofastspeedisoneofthesymptomsofproblems.Inordertopromotethehealthydevelopmentofeconomyandtherealestateindustrythegovernmentintroducedrepeatedlycontrolpolicyinrecentyearsespecially2011.Thecountry'smajorcitiesaffectedhomesales,propertypricesappearcertaindeclined.Partofthedevelopertighteninginthecapital,thewholefieldstartedinwinterandTangNingwascome.Weneedtosolvetheproblemforeffectivemarketingtobreakthroughthefiercecompetitionandpolicycontrolenvironmentofthebesiegedtoachievesalestarget,strategicgoals.Inthispaper,TangNingpromotionastheresearchobject.Throughtheworkinpractice,investigation,thinking,combinedwithsecondhanddataanalysis,R&Ftheinternalandexternalenvironmentandresourcesdowninggardenstrengths,weaknesses,opportunitiesandthreats.Atlast,accordingtodowninggardenpromotionstrategythatpresentsituation,thispaperputsforwardthespecialadvantageofaprojectasthestartingpoint,targetcustomerorientedmarketingstrategyhighmatchingdifferentiation.IhopethatthispapertoR&Fdowninggardenpromotionstrategyresearchandtheconclusion,fortheprojectistoprovidereferencepromotionopinion,achievesalestargetandstrategicgoals.ForR&Frealestatedevelopmententerprisestrategyofhigh-endpropertyestablishexample,alsocangivethesameindustryenterprisestomakepromotionstrategyforreference.Keywords:Realestate,Commodityresidentialhouse,Marketsegmentation，PromotionstrategyIII目录摘要........................................................................IAbstract...................................................................II目录......................................................................III第一章绪论...............................................................11.1研究背景与意义..........................................................11.1.1研究背景...........................................................11.1.2研究意义...........................................................21.2研究目标与内容..........................................................31.2.1研究目标..........................................................31.2.2研究内容..........................................................31.3文献综述................................................................41.3.1房地产研究相关理论................................................41.3.2促销的相关研究....................................................91.3.3市场营销相关理论.................................................101.4论文创新点与研究方法...................................................111.4.1论文创新点........................................................111.4.2研究方法..........................................................11第二章富力地产股份有限公司概况............................................122.1广州富力地产股份有限公司发展历程与经营理念.............................122.1.1广州富力地产股份有限公司发展历程.................................122.1.2广州富力地产股份有限公司经营理念..................................142.2广州富力地产股份有限公司业务概况.......................................162.2.1广州富力地产股份有限公司经营范围..................................162.2.2富力地产唐宁花园项目产品概况......................................192.2.3富力地产销售状况..................................................212.3公司人员及组织架构.....................................................232.3.1公司人员及组织架构................................................232.3.2富力唐宁花园项目人员及组织架构....................................242.4公司财务状况...........................................................252.5本章小结...............................................................27第三章营销环境分析........................................................283.1宏观环境分析...........................................................283.1.1人口因素..........................................................28IV3.1.2经济因素..........................................................293.1.3自然因素................................................