房地产全程整合营销战略研究

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英文题名：The Study of Whole Process Integrated Marketing Stratagem 副题名：关于“化建·江畔明珠”项目营销实例的探讨 英文副题名：Discussion of Marketing Example Huajian-riverside Pearl Project 作者：张健为 论文级别：硕士 学科专业名称：工商管理 中文关键词：房地产市场营销全程整合 ; 战略 学位年度：2005 导师：刘东昌 学科代码：120202 学位授予单位：吉林大学 论文提交日期：2005-04-30

摘要

吉林化建房地产开发有限责任公司短期内,即在吉林市房地产领域取得了一席之地,所开发的项目取得了预期的效果,并为后续项目奠定了较为理想的基础,尤其是公司的品牌(定位)战略得以有效实施,这一切,均为房地产全程整合营销思想及其运作模式作出了充分的、经典的诠释。
    房地产全程整合营销体系以先进的市场营销理论为基础,强调以动态的观念,促进企业与市场之间的互动,致力于企业与消费者之间的双赢;强调实施定位战略,促进企业可持续发展。
    房地产全程整合营销体系同任何原理一样,是运动的、发展的、普遍联系的,而不是静止的、停滞的、孤立的,其思想集房地产经济学、投资、建筑、工程管理、平面设计、市场营销、物业管理、社会学、文学等等诸多学科理论于一体,将房地产开发经营管理流程(本文将房地产项目开发过程大致分为八个流程)有机地结合起来,融为一体,是在中国房地产市场发展的过程中,结合市场营销学的理论和实践总结出的具有实践指导性的一套科学运作方法,完整系统地阐述了项目开发过程中的每一步流程和每一个具体步骤。
    房地产全程整合营销体系总结于实践之中,以市场营销为主线,以“满足市场要求,提供有效供给”为目的,具有较高的理论水平和丰富的实践价值;具有中国特色、时代特征、行业特点;顺应我国社会经济的发展,适应我国房地产市场的需要,引起普遍重视。对其研究,具有必要性,符合发展需要,具有普遍意义。
After nearly twenty years development, real estate economy have alreadybecome one of active factors in national market economy, and is in the trend ofbecoming pillar industry of nation economy. With real estate development competehas already basically adopted market principle, marketing conflict is increasinglyemerging. So real estate development activity shall conform to economic law andmarket rule. The marketing idea of real estate development enterprise should beenhanced and the manipulating level should be generally improved. So, in order toensuring real estate development enterprise sustaining growing, strategic,specialized and practical real estate marketing research is imperative and haspractical signification.
    With the introducing of advanced marketing theory, there already isconsolidated foundation for development of real estate marketing, and the real estatemarketing is more and more systematized and enriched. Based on DSTP (demandanalysis, subdivision market, target locking, precision positioning) etc. core idea.This thesis systematacially analyze the whole process of integrated marketingsystem. And a real estate development dominant model of consumer cored andplanning as the main function is to be explained. It is to provide an research modeland referential value for real estate marketing research.
    As a branch of marketing mix the real estate marketing has its own uniqueness:whole-process character, legality, non-totally completion and government policydirected etc. make uniqueness of the real estate marketing. With the growing of realestate economy, the scope of real estate activity is becoming more wider. There aresimilar activities in the field of society, politics, legal, culture etc. The real estate
    marketing will adapt to the continuate changing environment and dynamic react to it.How ever, the direction idea of enterprise marketing is to be continuate modified andrenewed. The real estate enterprise not only have to adapt to macroscopical outerenvironment but also master the situation so as to actively react to it, to affect andimprove situation of outer environment to promote marketing exploiting, to getbiggest profit by improving the consumers living quality and enhance society publicinterest, to harmonize work in internal departments of enterprise by marketing mixcentered organizing, administrating principle. And bring politics, public relation,people and packing into the factors of enterprise self-controlled marketing mix. Withthe more development, the conventional products in real estate developmentmarketing plan such as probing, partitioning, prioritizing, positioning and the 4Pmarketing factor which is product, price, place and promotion have mutuallybecome the 12P factors in real estate marketing. With the 4C marketing mix strategy idea, this thesis is to discuss the wholeprocess integrated marketing process. It is emphasize on carefully study of thedemand and need of consumer, thoroughly calculate the cost which consumer wouldlike to pay, actuality provide purchasing convenience to consumers, and establishefficiently interplaying communicate. This idea emphasize on that marketing mixequal to all of the enterprise. With dynamic notion, to face the marketing challenge,more clearly understand the interplaying relationship and affect between enterpriseand market, to find the potential market, to create market, to upgrade real estatevalue, to create real estate brand. With the project "Huajian ? Riverside pearl", and the investigation andanalysis of the marketing strategic environment (including internal & externalenvironment) by using the SWOT method. Confirm the target market by using real
    estate marketing core technology of the DSTP method. And analyze and judge themarket demand and consumer level. On this foundation, by using dominant factorscontrasting method to analyze the competing project and company, further decidethe marketing compete stratagem, relationship, service marketing stratagem etc. tohelp the enterprise to achieved the overall development stratagem target. According to idea of the whole process integrated marketing, the process of realestate development is divided to eight programs. During implementation period, theeight programs is organically banded together, and become one system and wholeprocess integrated marketing is applied: 1. Project investment marketing 2. Project conceptual design marketing 3. Project quality & construction period marketing 4. Project image marketing 5. Project popularizing & planning marketing 6. Project sale consultant & sale agent 7. Project service marketing 8. Project second time marketingWith the development example Huajian-Riverside pearl, this thesis detailedlydiscuss designing and implement the whole process integrated marketing. Everyprogram and procedure in process of project development is totally andsystematacially explained. The whole process integrated marketing is summarized from practice. It foundson advanced marketing mix theory. It is a set of instructive science operation methodwhich is summarized from marketing mix and practice in the development processof china real estate marketing. In the Riverside pearl project, Jilin Huajian real

引文

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