深圳華強(qiáng)地產(chǎn)公司鼎盛時代項目營銷案例研究.pdf

1、華中科技大學(xué)碩士學(xué)位論文深圳華強(qiáng)地產(chǎn)公司鼎盛時代項目營銷案例研究姓名：韋媛申請學(xué)位級別：碩士專業(yè)：工商管理(MBA)指導(dǎo)教師：吳兆龍2001.1.1華中科技大學(xué)碩士學(xué)位論文ABSTRACT”CityTowers”wasonsalewhenrealestategrewsmoothlyandsalerosecontinuallyinShenzhenThemarketpositioningofthisprojectwastop’classre

2、sidenceThemarketingstrategiesofthisprojectwereinternalsubscriptionfirstandformalsellingsecond，andsellingabroadbringingalongsellinginternalItmadeabigunexpectedSUCCESSintheinternalsubscriptionperiod，atthisprecondition，noto

3、nlyformalsellingwhichimplementedstrategyofsellingabroadbringingalongsellinginternalfailed，buttheannualsalespromotioncOStalsooverspentseriouslymorethanonetimesTheSUCCESSofintemalsubscriptionmainlybenefitedfromgraspingtheo

4、pportunitycorrectlyandthegeographicalpositionsuperiorityoftheproject，andtheUSeofbrandstrategypricestrategyandcreationstrategyThereasonswhyformalsellingfailedweremissingopportunityandmistakesinplaningpromotionandchoosingm

5、edia，besidesthis，themostessentialreasonwasthemistakeinmarketpositioningofsellingabroadwhichleadedtOaerrorstrategy：sellingabroadalongbroughtsellinginternalMoreoverthemistakeinplanningpromotionandthelackofanalysisoffeedbac

6、kfrompromotion’Sresultscausedmostadvertisingcosthadbeenwastedonunsuitablemedia，andthelackofreasonablecontrolonsalespromotioncostcausedannualsalespromotioncostoverspentseriouslyInthecourseofrealestatemarketing，itisveryimp

7、ortantthathowtopositionprojectmarket，howtOplansalesstrategyoftheprojectWhendevelopersetsmarketpositioningonsellinginternalorabroad，heshouldanalyzeatfirstiftheprojectownsconditionstOsellabroad，butnotfollowthefashionsblind