浅析龙湖地产有限公司的营销模式

武汉理工大学毕业论文

浅析龙湖地产有限公司的营销模式

摘要

众所周知，现在的房地产行业告别了高速增长的阶段，很多大型房地产企业也在纷纷转型升级。造成这样的局面有多方面的因素，包括老龄化的加剧、土地供应偏紧和租金回报率偏低等等。在这样的市场环境下，房地产企业间的竞争也日渐激烈。尽管如此，龙湖地产依然保持着良好稳健的发展态势。市场营销作为房地产开发中的一个重要环节，更是站在这场战役的最前线。随着房地产行业由卖方市场向买方市场的转变，营销策略在房地产企业的成长历程中显得尤为重要。伴随着龙湖地产的迅速发展壮大，其在营销模式上必然有很多值得学习的地方。

本文通过运用所学的市场营销的知识并结合自己在龙湖地产的实习经历，对龙湖地产有限公司的营销模式进行浅析。在了解龙湖地产近几年营销成果的基础上，对龙湖地产有限公司进行SWOT分析和营销策略的分析。从而得出龙湖地产在营销方面具有值得其他公司学习之处的结论。同时，也希望通过结合房地产行业的营销现状，总结出龙湖地产的不足之处，在一些方面提出合理化建议。

关键词：龙湖地产；SWOT分析；营销策略；体验式营销；跨界营销

Abstract

It’s generally known that the hour of the real estate industry’s departure from the stage of rapid growth has come. Therefore many large real estate companies also pursue transformation and upgrade. There are several reasons to explain this situation, such as aggravation of the aging, the intensity of land supply, the low-level of rental yields and so on... In such a market environment, the competition among the real estate industry companies has become increasingly fierce. Nevertheless, the development trend of Longfor Properties remains good, fast and healthy. Marketing as an important part of the real estate industry’s development is standing on the front line of the campaign. With the change of the real estate industry from the seller's market to the buyer's market, the marketing strategy is very important in the course of the growth of real estate enterprises. With the rapid development of Longfor Properties, it must have many things to learn from the marketing model.

This paper is to analyse the marketing model of Longfor Properties by applying the knowledge of marketing I’ve learned and combining with the practice experience of the Longfor Properties. To analyze the marketing strategy of Longfor Properties with the method of SWOT analysis which based on the understanding of the marketiong outcome of Longfor Properties in recent years. From what has been mentioned above, we can draw the conclusion that it’s worth learning from Longfor Properties for other real estate companies. Meanwhile, to find the shortcomings of Longfor Properties and put forward to the rationalization proposals by combing with the real estate industry’s marketing situation.

Key Words：Longfor Properties；SWOT analysis；marketing strategy；experitional marketing；crossover marketing

目录

第1章绪论 (1)

1.1 选题的目的及意义 (1)

1.2选题的内容 (1)

1.3当前的研究现状 (2)

第2章龙湖地产有限公司简介 (4)

2.1 龙湖地产公司介绍 (4)

2.2龙湖地产的营销现状 (4)

2.3龙湖地产的营销团队建设 (5)

2.3.1 龙湖地产的自有营销团队 (5)

2.3.2 龙湖地产的营销组织架构 (5)

第3章龙湖地产有限公司的SWOT分析 (7)

3.1 龙湖地产的竞争优势分析 (7)

3.2 龙湖地产的竞争劣势分析 (8)

3.3 龙湖地产面临的机遇 (8)

3.4 龙湖地产面临的挑战 (9)

第4章龙湖地产有限公司的营销战略 (11)

4.1 龙湖地产的总体战略 (11)

4.2 龙湖地产的区域布局战略 (11)

第5章龙湖地产有限公司的营销策略 (12)

5.1龙湖地产的产品策略 (12)

5.2 龙湖地产的品牌策略 (12)

5.3 龙湖地产的促销策略 (13)

5.4龙湖地产的体验式营销策略 (13)

第6章龙湖地产营销模式的经验及不足 (15)

6.1龙湖地产营销模式的经验 (15)

6.1.1 龙湖地产采用总体布局的营销模式 (15)

6.1.2 龙湖地产的体验式营销发挥重要作用 (15)