《苏州中梁香缇项目营销策略研究》-毕业论文设计（学术).doc

精品 PAGE 精品 摘 要 自从上世纪60年代4P理论的提出，是现代市场营销理论最具有划时代意义的变革，，此后营销管理成为了公司管理的一个部分，设计了远远比小说更广的领域。“在今天，无论有多少新的营销名词（类似于4C、4R），无论多少关于4P过时的说法，4P都是营销管理理论的基石。”如何在4P理论体系的指导下实现营销组合，也就是企业市场营销的基本运营方法，但是从目前我国的经济体制看，市场经济体制尚不完善，企业的经营管理水平相对低下，市场对社会资源的配置作用还不够大，在优化产业结构、合理组织社会生产等方面，政府仍然起着较大的作用。虽然目前房地产行业发展势头迅猛，但其中许多经营理念却跟不上行业发展的速度，显得相对滞后。因此从某种意义上说，房地产营销是关系房地产开发经营成败的关键。 面对着国家对房地产业加大宏观调控以及苏州房地产市场“内忧外患”的局面，苏州许多企业面临重新“洗牌”，行业内的竞争越来越激烈，如何在激烈的市场竞争中站稳脚跟，如何在新的挑战中寻求发展，成为所有开发商需共同思考的问题。企业急需制定发展战略，在这样的背景下研究中梁香缇项目营销策略方案对于企业来说更具现实意义。 本文对中梁的营销策略案例进行了深入研究，从市场分析、定位、策略、等方面分析其品牌营销策略，阐明了营销策略为项目带来巨大竞争优势的理论根据，并得出有价值的结论。 关键词：房地产市场；二线城市；营销策略；4P；中梁·香缇 Abstract 4P 60 years since the last century, the theory proposed, the most modern marketing theory is a landmark change, then management of marketing management as a part of the company, designed the much broader field than the novel。 Today, no matter how many new marketing term (similar to 4C, 4R), no matter how many claims on outdated 4P, 4P is the cornerstone of marketing management theory。 4P theoretical system of how to achieve under the guidance of the marketing mix, business marketing is the basic operating methods, but from Chinas current economic system, the market economy system is not perfect, the enterprise management level is relatively low, The market allocation of social resources is not big enough role in optimizing the industrial structure, rational organization of social production, the government still plays a large role。 Although the real estate industry developed rapidly, but many business philosophy has not kept pace the speed of development of the industry, is relatively lagging behind。 So in a sense, the real estate marketing, real estate development is the relationship between the key to success。 The face of increasing national macro-control of real estate and real estate market in Suzhou internal and external situation, Suzhou, many enterprises are facing reshuffle, increasing competition within the industry, how in the fierce competition