路劲地产尚澜湾差异性市场营销策略研究.doc

摘要：自20世纪90年代中期以来，随着住房制度改革和城市化进程的脚步加快，房地产行业竞争也日趋激烈，于是越来越多的房地产公司通过细分市场，找到市场的空白点，推出差异性大的房地产产品来提高市场竞争力。在这样的大背景下，路劲地产通过市场细分，运用差异性营销策略，使尚澜湾项目可以在激烈的市场中立足，也有利于尚澜湾开发出适合市场需求的物业产品，走得更加长远。

　　　本文以差异性营销策略理论为主线，介绍了差异性营销概念以及竞争力的理论基础，以及尚澜湾所处的宏观环境和竞争对手分析、有利和不利因素的综合分析，然后通过调查问卷深入了解苏州房地产市场消费群需求和消费行为，对尚澜湾所处的环境、目标市场的选择、市场定位以及营销策略等问题进行研究，得出以下结论：①尚澜湾可以使用差异性营销策略，使得尚澜湾在激烈的房地产市场竞争中能够存活和发展；②通过对苏州房地产市场的调研进行市场细分，了解消费者需求并对其消费行为进行分析，选择尚澜湾的目标市场，最后对选择好的目标市场进行市场定位；③通过网络、电视、报纸、户外广告等媒介传播方式引起目标消费者的关注，激发其购买欲望；通过事件营销等方式提高尚澜湾的品牌知名度，建立良好的企业形象，再配合现场销售、展会销售、网络销售以及代理销售等多种渠道来获得尚澜湾的火爆销售。

关键词  差异性营销策略；目标市场选择；营销组合

Abstract：Since the mid-1990s, with the pace of housing system reform and the process of urbanization accelerated, the real estate industry has been rapid development of increasingly fierce competition, so more and more real estate companies through the market segments, and find the blank sports in the market, launched a big difference in the real estate products to enhance market competitiveness. In this context, the Lujin estate through market segmentation, using the difference marketing strategy, make the Shanglan Bay project can stand out in the fierce market, but also to developed property products for the market, to go more long-term.

　　　This paper focuses on the differences marketing strategy theory to the main line, the theoretical basis of the concept of differences marketing and competitiveness, as well as Shanglan Bay in which the macro-environment and competitors analysis, favorable-unfavorable factors comprehensive analysis, then through questionnaires find Suzhou real estate market consumers needs and consumer behavior, and for ShangLan bay's environment, target market selection, market positioning and marketing strategy for research, draw the following conclusions:1) ShangLan bay can use different marketing strategy and make it in the fierce real estate market competition to survival and development; 2) Market segmentation through to Suzhou real estate market research, understand the needs of consumers and consumer behavior analysis, choose the target market of ShangLan bay, finally for chosen target market to market positioning; 3)Through the network, television, newspapers, outdoor advertising and other media communication way to target consumers' attention, arouse their purchase desire; Through event marketing ways such as improving brand awareness ShangLan bay, establish a good corporate image, combined with field sales, exhibition sales and network sales and agent sales and other various channels to obtain it hot sales.

Keywords  Differentiated marketing strategy  Target market selection  Marketing mix