綠城房地產項目的精准營銷研究

Abstract

隨著房地產行業快速發展，當前房地產行業面臨政策監管嚴格、市場多元化、開發企業集中度越來越高，市場空前複雜。在高地價、限房價盛行的情況下，房企利潤越來越薄，房企開始走上規模化擴張之道，控成本，要規模。房地產專案行銷是房地產開發企業規模化發展的有力助推器，越來越受到房企的重視，房地產項目精准行銷逐步走進主流視野。 房地產專案精准行銷是房地產專案以銷售目標達成為目的，通過客戶畫像、大資料行銷、微信行銷等策略和工具，精准鎖定目標客戶，進行精准的房產品和服務的價值營造、推廣、銷售，最終提升行銷效率，高效達成行銷目標的行銷模式。 本文的主要研究目的是:找出房地產項目精准行銷的關鍵影響要素，基於關鍵要素搭建房地產項目精准行銷體系，並且結合綠城的企業特點，最終形成綠城特色的房地產項目精准行銷體系，通過西山燕廬項目的案例分析，為其他房地產開發企業提供一定的借鑒意義。 本文的主要研究工作有:(1)通過房地產項目行銷環境解析，明確了房地產項目精准行銷的重要性(2)詳細剖析了房地產專案行銷的發展趨勢，探討了領先型房企在精准行銷領域的探索(3)通過分析精准行銷的發展現狀及不足，找到探索方向，並結合綠城特點，搭建綠城特色的房地產項目的精准行銷體系;(4)通過西山燕廬專案的案例分析，論證綠城精准行銷體系運作的成果。 通過本次研究得出:房地產項目精准行銷的關鍵要素為：獲取土地、產品營造、推廣銷售，售後服務。精准行銷是一個完善的系統性工程，應著力于房地產專案開發的關鍵過程，即做到精准獲地，精准營造、精准銷售、精准服務。通過豐富的工具實現四個關鍵要素的相對精准才能實現房地產項目行銷的精准。

With the rapid development of the real estate industry, the current real estate industry is facing stringent policy supervision, diversification of the market, increasing concentration of development enterprises, and unprecedented complexity of the market. With the prevalence of high land prices and house price restrictions, the profits of Housing enterprises are getting thinner and thinner. Housing enterprises begin to expand on a large scale, control costs and scale. As a sharp tool for real estate development enterprises to expand their scale, marketing has been paid more and more attention. Precision marketing of real estate projects has gradually entered the mainstream vision. Precision marketing of real estate projects is a marketing mode that aims at achieving sales objectives. Through customer portraits, big data marketing, Wechat marketing and other strategies and tools, it can accurately target customers, build, promote and sell precise real estate products and services, and ultimately improve marketing efficiency and achieve marketing objectives efficiently. The main purpose of this study is to find out the key factors affecting the precise marketing of real estate projects, build the precise marketing system of real estate projects based on the key factors, and combine the characteristics of Greentown enterprises, and finally form the precise marketing system of real estate projects with Greentown characteristics. Through the case analysis of Xi Shan Yan Lu in Beijing, it can provide some guidance and reference for real estate enterprises. The main work of this paper is as follows: (1) Through the environmental analysis of real estate project marketing, the importance of precise marketing of real estate is clarified. (2) The development trend of real estate marketing is analyzed in detail, and the exploration of leading real estate enterprises in the field of precise marketing is discussed. (3) Through the analysis of the development status and shortcomings of precise marketing, the exploration direction is found. Combining with the characteristics of green city, the characteristics of green city are built. The precise marketing system of real estate project; (4) Through the case analysis of Xi Shan Yan Lu project, the paper demonstrates the results of the operation of the precise marketing system of Greentown. Through this study, it is concluded that the key elements of precise marketing of real estate projects are: land acquisition, product creation, promotion and sale, and after-sales service. Precision marketing is a perfect and systematic project. It should focus on the key process of real estate project development, that is, accurate land acquisition, precise construction, precise sales and precise service. Only through rich tools to achieve the relative accuracy of the four key elements can we achieve the accuracy of real estate project marketing.