柏林山水项目营销策略研究

摘要
泛华公司作为一家房地产公司，面临着激烈的市场竞争，要发展壮大，必然要求与之相适应的营销策略，而当前的营销模式诸多方面存在不足。本文试图通过分析营销策略，总结其成败得失，试图探索出一种更适合该公司的营销模式。本文首先回顾了房地产营销理论，阐述了房地产营销原则以及房地产营销策划的特征，在此基础上，总结了泛华公司发展的现状，重点针对“泛华•柏林山水”项目进行了诊断，分析了该项目的营销环境，包括四个方面：宏观外部环境，城市发展环境，广州市房地产市场，项目区域整体市场，继而对“泛华•柏林山水”项目进行了SWOT分析，在此基础上，制定了“泛华•柏林山水”营销策略，并据此确定了泛华公司的项目定位，给出了完整的具有独特优势的竞争方案，利用营销组合理论，对公司的目标客户定位、价格策略、销售渠道策略和促销策略进行了研究，在渠道策略方面，采取了整体建筑，室内展示，楼书的设计等策略，在渠道策略方面，采取了设置户外广告，邮递说明书，以报纸、电视为主媒体，布置精致样品屋，采取海报张贴方式，完成了营销策略在实践中的具体运用。

关键词：泛华公司；营销；房地产
The Study of FanHua Company
Berlin landscape Marketing Strategy
 
Abstract
As a estate company，FanHua company faces with fierce market competition，it is necessary to adapt the marketing strategy if it wants to grow, but it’s current marketing pattern exists much deficiencies. This article attempted to analysis marketing strategy, and tried to sum up its success or failure, then attempted to explore a more suitable marketing model which adapt to FanHua company. Firstly this article reviewed the estate marketing theory, and elaborated the estate marketing principle as well as the characteristic estate marketing. Based on this, this article summarized the present situation of FanHua company, focused on the " FanHua company • Berlin landscape" projects, analyzed the marketing environment, the project included the following four aspects: macro external environment; urban development environment; the estate market in Guangzhou; the market of the regional project. Then analysised the " FanHua company • Berlin landscape" projects with SWOT, On this basis, this article formulated the marketing strategy of" FanHua company • Berlin landscape", and determined the project's position. At the same time, this article using the marketing mix theory gave a unique competitive advantage of the program, then studied about the position of company's target customers, pricing strategies, distribution channels and marketing strategies. It took the whole building, displaying and design strategy of propaganda book. As for channel, this article adopted a set of outdoor advertising, mail brochures to newspapers, television-based media, the arrangement of housing delicate samples, so completed a marketing strategy in practice.

Key words: FanHua company;  marketing;  real estate

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