高端地产“卖点转移”式营销的研究——以花都“锦尚蓬莱”项目为例

摘   要
房地产业作为我国国民经济的支柱产业，自2008年金融危机之后，一直保持着较好的发展势头，随着房地产的市场活动变得愈加活跃，其业内的相互竞争也随之愈加激烈。为了提高项目的成功率，使企业立于不败之地，越来越多的房地产开发商开始重视房地产市场营销。但是，我国的房地产市场营销基本沿袭了国外发达国家房地产营销的历程和方法，房地产营销理论体系相对不够完善，缺乏适合本国国情的理论体系。在这种情况下，研究房地产的营销策划具有重要的实践价值。
本文以研究房地产营销策划为主题，从房地产的特性入手，回顾我国的房地产发展过程，分析了我国当前房地产的市场现状，指出研究房地产营销策划的重要性。根据房地产市场营销理论和实践经验，着重分析了房地产市场营销的总体策划和房地产营销策划的实际应用，对当今应用比较广泛的策略营销做了详尽的分析；根据我国当前房地产市场营销中存在的问题，举出成功的房地产营销案例来论证，对案例的成败进行了细致分析并提出思考；在案例中，对房地产营销的不同阶段进行了阐述，从而论证了房地产营销策划的理论与房地产市场的实际运营是紧密相连的，最终通过对相关营销策划理论的分析，阐述了在项目开发的整个过程中，探究新型营销策划的内容和方法，以及在项目开发的不同阶段采用的主要营销策略。
笔者结合自身在广州中博广告有限公司的工作经验，以广州高宜地产在广州市花都区的“锦尚蓬莱”项目为例，在实际操盘中提出了针对房地产项目不同开发阶段的“卖点转移”营销策略模式。作为我国高端房地产创新和发展的一种新模式，“卖点转移”营销策略将为房地产开发商在行业竞争中处于竞争优势而提供新的营销思路。
本文的创新点在于将理论与实践相结合，通过房地产项目的实际操作案例分析，揭示如何将营销策划理论与实践相结合，为更好地提升房地产的经营水平、提高企业竞争力给出积极的影响。

关键词：房地产 营销策略 卖点转移
Research on the Transfer Selling Point Marketing at Hight-end Real Estate

——Take Huadu " Heaven Realm " project as an example
 
ABSTRACT
Real estate industry as a pillar industry of China's national economy, since the 2008 financial crisis, has maintained a good momentum of development, as the real estate market activity become more active, it has become even more fierce competition with each other in the industry. In order to improve project success rates, so that enterprises in an invincible position, more and more attention paid to real estate developers real estate marketing. However, my basic lineage of foreign real estate marketing course and method developed real estate marketing, real estate marketing system relatively incomplete, lack of theoretical system suited to their national situation. In this case, the research of real estate marketing planning is of great practical value.
The theme of this article to study real estate marketing planning, starting from the real estate properties, review of China's real estate development process, analyses the present situation of the current real estate market in China, pointed out the importance research of real estate marketing planning. Under real estate market marketing theory and practice experience , focused on analysis has real estate market marketing of overall planning and real estate marketing planning of actual application , on today application comparison widely of policy marketing do has detailed of analysis ; under in China current real estate market marketing in the exists of problem , cite success of real estate marketing case to demonstration , on case of success for has detailed analysis and made thinking ; in case in the , on real estate marketing of different stage for has explained , to demonstration has real estate marketing planning of theory and real estate market of actual operations is close connected of , eventually by on related marketing planning theory of analysis , explained has in project development of entire process in the , research new marketing planning of content and method , and in project development of different stage used of main marketing policy.
Author of Bo in the light of its own in Guangzhou advertising limited work experience, highly advised to property developers in Guangzhou in Guangzhou, huadu district, " Jin Shang Penglai " project, for example, in the actual player made for real estate projects in various stages of development of " transfer the selling points " marketing strategy. As a new model for innovation and development of China's high-end real estate, " transfer the selling points " marketing strategies for real estate developers in the industry at a competitive advantage in the competition with new marketing ideas.
This innovation is to combine theory and practice, through practical case analysis of real estate project, reveals how to combine theory and practice of marketing planning, to better enhance the level of real estate management, enhance the competitiveness of enterprises to a positive impact.

Key Words:   Real Estate  Marketing Strategy  Transfer Selling Points

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