新冠疫情背景下L房地產公司行銷策略優化研究—以常州市場項目為例

Abstract

房地產行業是一個“高風險，高回報”行業。自 2000年以來，我國房地產行業得到了突飛猛進的發展。最早高速膨脹式發展，之後受到國家宏觀調控的影響增速回落，但隨後又進入了平穩發展的階段。諸多企業加入到房地產行業的競爭當中，市場逐漸飽和。在 2020 年年初，“新冠”疫情到來，對房地產行業造成了巨大的負面影響，諸多房地產企業在疫情期間宣佈破產。隨著常態化疫情防控管理工作的不斷推進，房地產企業也進入了“復工複產”時期，各房地產企業通過增加銷售來快速回款，“價格戰”持續升溫，競爭日益激烈。在疫情時期中，消費者們在購房需求方面發生變化，對物業疫情防控能力、室內通風情況等方面提出更高要求，且更加傾向於選擇人口密度小的居住環境。在這種情況下，房地產企業如何根據疫情時期有的放矢的去庫存拓新客，成為了行業共同問題之一。 本文的主要研究目的在於制定適應疫情時期房地產戰略，完善並提升業務競爭能力。基於此，本文以L房地產公司常州市場項目為例，採用調查問卷的方法瞭解疫情時期，消費者在購房需求方面體現出的新變化並基於4P、STP等行銷組合理論，結合疫情時期的內外部環境變化，對其行銷策略展開了研究。首先，本文採用文獻研究法，對國內外相關文獻進行整理，借鑒其成熟的研究成果，對相關理論進行了概述，提供了充足的理論基礎。接著，我對L房地產公司的行銷策略進行了深入的調查和分析。我瞭解到，L房地產公司雖然在市場上取得了一定的成功，但仍然存在著一些問題。針對這些問題，我提出了一系列的解決方案，以幫助L房地產公司更好地發展。我使用了PEST分析法和SWOT矩陣分析法，對L房地產公司疫情時期的內外部環境進行了分析。我認為，在當前的疫情背景下，房地產市場發生了一些變化，這給L房地產公司帶來了一些新的機遇和挑戰。我建議L房地產公司應該抓住這些機遇，同時應對這些挑戰，以實現更好的發展。最後，我結合內外部環境的分析，明確了L房地產公司的目標市場和市場定位。L房地產公司應該將目標市場定位在高端客戶群體上，並且應該在產品品質、服務品質等方面進行提升，以滿足這一客戶群體的需求。在問題分析的基礎上，制定出具有針對性的行銷策略,並提出一套有效的保障措施。

The real estate industry is a "high-risk and high-return" industry. Since 2000, China's real estate industry has developed by leaps and bounds. In the early stage of rapid expansion, the growth rate fell back due to the influence of national macro-control in the middle stage, but in the later stage, it entered a stage of stable development. Many enterprises have joined the competition in the real estate industry, and the market is gradually saturated. At the beginning of 2020, the arrival of the "COVID-19" epidemic has had a huge negative impact on the real estate industry, and many real estate enterprises declared bankruptcy during the epidemic. With the continuous promotion of the normalized epidemic prevention and control management, the real estate enterprises have also entered the period of "resumption of work and production". The real estate enterprises have increased sales to quickly collect money. The "price war" continues to heat up and the competition is increasingly fierce. During the epidemic period, consumers have changed their demand for house purchase, put forward higher requirements for property epidemic prevention and control ability, indoor ventilation, etc., and are more inclined to choose residential environment with small population density. In this case, how real estate enterprises develop corresponding marketing strategies according to the characteristics of consumer demand during the epidemic period has become one of the common problems faced by all real estate industries. The main purpose of this paper is to formulate marketing strategies for real estate enterprises to adapt to the epidemic period, so as to improve the marketing effect of real estate and enhance the market competitiveness of real estate enterprises. Based on this, this paper takes L Real Estate Company as an example, based on 4P, STP and other marketing mix theories, combined with the changes in the internal and external environment during the epidemic period, to study its marketing strategy. First of all, this paper uses the literature research method to sort out the relevant literature at home and abroad and learn from its mature research The research results summarize the relevant theories and provide sufficient theoretical basis; Based on this, this paper takes L Real Estate Company as an example, uses the method of questionnaire to understand the new changes in consumer demand for house purchase during the epidemic period and studies its marketing strategy based on 4P, STP and other marketing mix theories, combined with the internal and external environment changes during the epidemic period. Next, beginning with 4P, STP, and other theories, we interviewed L Real Estate Company employees and conducted additional research to learn more about their present advertising campaign, and used that information to examine the flaws in their current marketing strategy based on the survey's findings. During the pandemic, L Real Estate Company conducted a PEST study of its external environment and a SWOT-QSPM matrix analysis of its internal environment; Lastly, L Real Estate Company's target market selection and market positioning are clarified based on the study of internal and external environment. To solve this issue, we must first analyze it and then develop specific advertising plans. Along with a proposal for a strong set of preventative actions.