上海宝地绿洲城项目营销策略研究
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摘要
“宝地绿洲城”是宝钢房地产公司于2003年初动工兴建的公寓小区。由于公司刚刚成立，这是公司开发的第一个项目，领导也相当谨慎，希望能靠这个项目打个好的开端。由于缺乏房地产营销经验，面对马上即将开盘的“宝地绿洲城”项目，希望借助外部资源，广泛征求营销策划方案。
本文以房地产营销策划方案研究为主题，以上海“宝地绿洲城”项目作为研究对象，希望通过对具体案例进行剖析，抓住主要影响因素，运用现代企业管理理论和国外企业在营销管理方面成功经验，结合中国房地产行业本身的特点，运用定性和定量相结合的研究方法，通过对案例进行实地调查和搜集相关的资料，对“宝地绿洲城”项目营销进行了详细分析，并制定了具体的营销策略，希望能对该项目有所帮助。
本文首先通过对宝山房地产行业的宏观环境分析入手，分析其地区发展趋势。又通过对宝山地产和宝地绿洲城项目的细致分析，针对竞争对手的情况，做了全面的比较，进行了SWOT分析；同时确定宝地绿洲城的目标顾客和市场定位，最后根据市场定位来确定营销策略，包括产品策略、价格策略、促销策略、渠道策略。
通过对以上各项的分析和改进，可以使宝钢地产在保持清醒的头脑下，分析市场的机会与威胁，利用自身的优势，抓住机会，灵活运用市场策略，可以促进楼盘迅速去化，缩短投资周期，降低投资的风险。
BaoDi oasis city is the apartment district that a real estate company of Baoshan iron and steel plant starts building at the beginning of 2003. Because the company has just been established, this is the first project that a company develops , the leader is quite careful, hope to make a good beginning by this project. Because of lacking real estate marketing experience, in the face of at once soon project the BaoDi oasis city of opening quotation, hope to solicit the marketing plan scheme extensively through outside resources. Solicit the marketing plan scheme extensively.
This text study and for the theme, regard project of Shanghai as the research object with real estate marketing plan scheme, hope to catch and influence the factor mainly through analyzing the concrete case. Use the modern enterprise management theory and successful experience in marketing management of enterprise of foreign countries, it combines real estate of China trade the characteristics of itself use determine the nature and research approach who ration combine together.Through carrying on on-site inspection and collect relevant materials to case, at BaoDi oasis city project marketing analysed in detail, hope to help this project to some extent.
This text passes the macroscopic environmental analysis to the mountain real estate trade of the treasure to start with at first, Analyse its regional development trend. Pass the careful analysis to BaoShan real estate and project of BaoDi oasis city again, To the rival's situation, have made overall comparison, analyse after going on SWOT; It determines oasis of treasured place the goal customer and market orientations of city at the same time come and determine marketing tactics according to market orientation at last, Including products tactics, price tactics, promote tactics, channel tactics.
With improving through an analysis of the above several , can make the real estate of Baoshan iron and steel plant under keeping the sober head , analyse the chance and threat of the market, utilize one's own advantage , seize the opportunity, use the market tactics flexibly, can promote the building to melt rapidly , shorten investment cycle, reduce the risk of investment.
本文以房地产营销策划方案研究为主题，以上海“宝地绿洲城”项目作为研究对象，希望通过对具体案例进行剖析，抓住主要影响因素，运用现代企业管理理论和国外企业在营销管理方面成功经验，结合中国房地产行业本身的特点，运用定性和定量相结合的研究方法，通过对案例进行实地调查和搜集相关的资料，对“宝地绿洲城”项目营销进行了详细分析，并制定了具体的营销策略，希望能对该项目有所帮助。
本文首先通过对宝山房地产行业的宏观环境分析入手，分析其地区发展趋势。又通过对宝山地产和宝地绿洲城项目的细致分析，针对竞争对手的情况，做了全面的比较，进行了SWOT分析；同时确定宝地绿洲城的目标顾客和市场定位，最后根据市场定位来确定营销策略，包括产品策略、价格策略、促销策略、渠道策略。
通过对以上各项的分析和改进，可以使宝钢地产在保持清醒的头脑下，分析市场的机会与威胁，利用自身的优势，抓住机会，灵活运用市场策略，可以促进楼盘迅速去化，缩短投资周期，降低投资的风险。
BaoDi oasis city is the apartment district that a real estate company of Baoshan iron and steel plant starts building at the beginning of 2003. Because the company has just been established, this is the first project that a company develops , the leader is quite careful, hope to make a good beginning by this project. Because of lacking real estate marketing experience, in the face of at once soon project the BaoDi oasis city of opening quotation, hope to solicit the marketing plan scheme extensively through outside resources. Solicit the marketing plan scheme extensively.
This text study and for the theme, regard project of Shanghai as the research object with real estate marketing plan scheme, hope to catch and influence the factor mainly through analyzing the concrete case. Use the modern enterprise management theory and successful experience in marketing management of enterprise of foreign countries, it combines real estate of China trade the characteristics of itself use determine the nature and research approach who ration combine together.Through carrying on on-site inspection and collect relevant materials to case, at BaoDi oasis city project marketing analysed in detail, hope to help this project to some extent.
This text passes the macroscopic environmental analysis to the mountain real estate trade of the treasure to start with at first, Analyse its regional development trend. Pass the careful analysis to BaoShan real estate and project of BaoDi oasis city again, To the rival's situation, have made overall comparison, analyse after going on SWOT; It determines oasis of treasured place the goal customer and market orientations of city at the same time come and determine marketing tactics according to market orientation at last, Including products tactics, price tactics, promote tactics, channel tactics.
With improving through an analysis of the above several , can make the real estate of Baoshan iron and steel plant under keeping the sober head , analyse the chance and threat of the market, utilize one's own advantage , seize the opportunity, use the market tactics flexibly, can promote the building to melt rapidly , shorten investment cycle, reduce the risk of investment.
引文
[1]谢伏瞻．住宅产业发展与对策．北京：中国发展出版社，2002：23-55．
[2]钱昆润，芦金铎．房地产经济．北京：中国计划出版社，1997：56-78．
[3]蔡育天，房地产市场．上海：上海社会科学院出版社，1999：95-124．
[4]张元瑞，丘霈恩．中国房地产投资全书．北京：中国统计出版社，1992：456-543．
[5]李弘，董大海．市场营销学．大连：大连理工大学出版社，2000：78-102．
[6]叶全良．WTO与房地产营销．长沙：湖北人民出版社，2000：45-67．
[7]董大海．战略管理．大连：大连理工大学出版社，2000：40-60．
[8]黄安永．现代房地产物业管理(第二版)．南京：东南大学出版社，2000：132-154．
[9]范翰章，端然．房地产市场学．大连：大连理工大学出版社，1994：54-73．
[10]刑亚平．房地产开发经营管理．北京：经济科学出版社，2002：20-45．
[11]约翰．韦斯特伍德．怎样策划营销方案．长春：长春出版社，2001：78-91．
[12]菲利普．科特勒．营销管理．北京：中国人民大学出版社，2002：165-198．
[13]里斯特劳物．定位．北京：中国财经经济出版社，2002：34-78．
[14]戴维．刘易斯，达瑞恩．布里格．新消费者理念．北京：机械工业出版社，2002：17-32．
[15]单小海，贺承军，王永飚．走向新住宅．北京：中国建筑工业出版社，2001：28-56．
[16]迈克尔波特．竞争优势．北京：华夏出版社，2000：89-103．
[17]单大明．消费心理学．北京：机械工业出版社，2001：134-167．
[18][美]戴维．贝赞可等著．公司战略经济学．武亚军译校．北京：北京大学出版社，1999：60-62．
[19]Willis, T.H. "Operationalcompetitiverequirementsforthetwenty-firstcentury",Indu strialManagement&DataSystems, Vol. 98No. 2, pp. 83—86.
[20]Ferdows, K. andDeMeyer, A. (1990), "Lastingimprovementsinmanufacturingperformance:insearchofanewtheory" ,JournalofOoerationsManagement, Vol. 9No. 2,pp. 168—183.
[21](美)杰弗里．兰开斯特等著．丁梅生等译．战略营销计划和评估．上海：上海远东出版社，1999：33-35．
[2]钱昆润，芦金铎．房地产经济．北京：中国计划出版社，1997：56-78．
[3]蔡育天，房地产市场．上海：上海社会科学院出版社，1999：95-124．
[4]张元瑞，丘霈恩．中国房地产投资全书．北京：中国统计出版社，1992：456-543．
[5]李弘，董大海．市场营销学．大连：大连理工大学出版社，2000：78-102．
[6]叶全良．WTO与房地产营销．长沙：湖北人民出版社，2000：45-67．
[7]董大海．战略管理．大连：大连理工大学出版社，2000：40-60．
[8]黄安永．现代房地产物业管理(第二版)．南京：东南大学出版社，2000：132-154．
[9]范翰章，端然．房地产市场学．大连：大连理工大学出版社，1994：54-73．
[10]刑亚平．房地产开发经营管理．北京：经济科学出版社，2002：20-45．
[11]约翰．韦斯特伍德．怎样策划营销方案．长春：长春出版社，2001：78-91．
[12]菲利普．科特勒．营销管理．北京：中国人民大学出版社，2002：165-198．
[13]里斯特劳物．定位．北京：中国财经经济出版社，2002：34-78．
[14]戴维．刘易斯，达瑞恩．布里格．新消费者理念．北京：机械工业出版社，2002：17-32．
[15]单小海，贺承军，王永飚．走向新住宅．北京：中国建筑工业出版社，2001：28-56．
[16]迈克尔波特．竞争优势．北京：华夏出版社，2000：89-103．
[17]单大明．消费心理学．北京：机械工业出版社，2001：134-167．
[18][美]戴维．贝赞可等著．公司战略经济学．武亚军译校．北京：北京大学出版社，1999：60-62．
[19]Willis, T.H. "Operationalcompetitiverequirementsforthetwenty-firstcentury",Indu strialManagement&DataSystems, Vol. 98No. 2, pp. 83—86.
[20]Ferdows, K. andDeMeyer, A. (1990), "Lastingimprovementsinmanufacturingperformance:insearchofanewtheory" ,JournalofOoerationsManagement, Vol. 9No. 2,pp. 168—183.
[21](美)杰弗里．兰开斯特等著．丁梅生等译．战略营销计划和评估．上海：上海远东出版社，1999：33-35．
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