西安财富中心写字楼项目营销策略研究
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摘要
西安市写字楼市场近年来发展十分迅速，但与国外和北京、上海等发达地区还有一定的差距。特别是在营销策略上，基本上都是照搬先进地区的手段，未能形成本地化模式。西安财富中心写字楼项目具有典型的同质化市场竞争特征，同时营销管理系统效率低下，给开发商的经营带来了较大的影响。因此，探讨同质化市场竞争环境下西安财富中心写字楼项目的营销策略，以创造良好的经济效益和获取持续竞争优势具有十分重要的意义。
本文首先对相关营销管理理论进行了介绍。然后对西安写字楼市场宏观和微观影响因素进行了大量调查，结果表明本项目具有良好的市场前景。接着运用定性分析的方法，对西安财富中心写字楼项目营销管理运行状况进行了全面的分析和研究，找出了本项目销售不畅的主要原因在于产品设计不合理、产品定价过高、市场推广手段单一等三方面；运用解释结构模型(ISM)分析法，对影响西安财富中心写字楼项目营销的关键因素进行了分析，确定了该项目营销的关键因素在于产品、价格、市场推广三方面；根据写字楼产品的特点，明确了目标市场的细分变量，统计出目标客户的基本特征，确定了西安财富中心写字楼项目的目标客户。在此基础上，制定了本项目的产品策略、价格策略和市场推广策略。最后根据西安财富中心写字楼项目的营销策略制定了入市周期、现场包装和销售队伍建设及培训的具体实施方案，以确保本项目营销策略顺利实施。
Xi'an office blocks market develops very quickly in recent years, but compares with abroad and other developed regions such as Shanghai, Peking etc., there still has a large gap, especially in marketing strategies, which usually copy the advanced regions', and has not formed native mode. Therefore, Xi'an office blocks project of wealth center has typical competitive characteristic of homogeneity, it has low efficiency in marketing management and influences developer' management deeply. So, probing into the marketing strategies of Xi'an office blocks project of wealth center under the competitive environment of homogeneity to create better economic performance and obtain sustainable competitive advantage has very important meaning.
The related marketing management theories are introduced firstly. The macro and micro influence factors of Xi'an office block market are investigated; the result shows that this project has a promising future. Then, using the qulititve methods, the marketing management operation is analyzed and researched comprehensively, the main reasons of bad sales, which are unreasonable design, higher price and single promotion means, are found out. Using ISM (Interpretive Structure Model) method, the key factors influenced the project's marketing, which are product, price and promotion, are analyzed. According to the characteristics of office blocks, segment variants of the target market are defined; the target customers of the project are selected based on the statistical primary futures of target customers. On this basis, products tactics, price strategy and promotion strategy of the project are made, finally, to ensure the marketing strategies implementing smoothly, the implementers schemes of introduction period, pack on the spot and construction and training of sales team are established according to the marketing strategies.
本文首先对相关营销管理理论进行了介绍。然后对西安写字楼市场宏观和微观影响因素进行了大量调查，结果表明本项目具有良好的市场前景。接着运用定性分析的方法，对西安财富中心写字楼项目营销管理运行状况进行了全面的分析和研究，找出了本项目销售不畅的主要原因在于产品设计不合理、产品定价过高、市场推广手段单一等三方面；运用解释结构模型(ISM)分析法，对影响西安财富中心写字楼项目营销的关键因素进行了分析，确定了该项目营销的关键因素在于产品、价格、市场推广三方面；根据写字楼产品的特点，明确了目标市场的细分变量，统计出目标客户的基本特征，确定了西安财富中心写字楼项目的目标客户。在此基础上，制定了本项目的产品策略、价格策略和市场推广策略。最后根据西安财富中心写字楼项目的营销策略制定了入市周期、现场包装和销售队伍建设及培训的具体实施方案，以确保本项目营销策略顺利实施。
Xi'an office blocks market develops very quickly in recent years, but compares with abroad and other developed regions such as Shanghai, Peking etc., there still has a large gap, especially in marketing strategies, which usually copy the advanced regions', and has not formed native mode. Therefore, Xi'an office blocks project of wealth center has typical competitive characteristic of homogeneity, it has low efficiency in marketing management and influences developer' management deeply. So, probing into the marketing strategies of Xi'an office blocks project of wealth center under the competitive environment of homogeneity to create better economic performance and obtain sustainable competitive advantage has very important meaning.
The related marketing management theories are introduced firstly. The macro and micro influence factors of Xi'an office block market are investigated; the result shows that this project has a promising future. Then, using the qulititve methods, the marketing management operation is analyzed and researched comprehensively, the main reasons of bad sales, which are unreasonable design, higher price and single promotion means, are found out. Using ISM (Interpretive Structure Model) method, the key factors influenced the project's marketing, which are product, price and promotion, are analyzed. According to the characteristics of office blocks, segment variants of the target market are defined; the target customers of the project are selected based on the statistical primary futures of target customers. On this basis, products tactics, price strategy and promotion strategy of the project are made, finally, to ensure the marketing strategies implementing smoothly, the implementers schemes of introduction period, pack on the spot and construction and training of sales team are established according to the marketing strategies.
引文
[1]刘学成．国内房地产周期研究综述[J]．中国房地产，2001(5)，pp．17-19。
[2]张琳，陈美亚．中国房地产业与经济增长关系研究[J]．北京工业大学学报(社会科学版)，2002(6)，pp．68-73
[3]信达行调研部．北京CBD写字楼市场分析[J]．北京房地产，2002(2)，pp．15-21
[4]蔡新春，黄寿德．现代市场营销学[M]．广州：中山大学出版社，2000(12)，p72
[5]科特勒，俞利军．市场营销学导论[M]．北京：华夏出版社，2001 (1)，p118
[6]周彤．S．T．P战略—现代房地产营销的核心[EB]。北京：焦点房地产网，2003年07月31日
[7]Philip Kotler，Gery Armstrong．市场营销原理[M]．北京：清华大学出版社，2000．4，p168
[8]邓晓盈．现代房地产营销理论和战略[J]．经济问题探索2000(7)，p105
[9]http: //www.century-a.com/century_web/news/news_35.htm
[10] Steve Alisharan . Real Estate management [M]. The University of British Columbia, 1999, p48
[11]宋志勇．房地产销售模式探讨[J]．重庆建筑大学学报(社科版) 2001(6)，pp．81-84页。
[12]西部投资集团．西部投资集团简介[R]．西安：西部投资集团，2002．8，p9
[13]现代卓越投资机构．财富中心楼书[R]．西安：现代卓越投资机构， 2003．9，p10
[14]http：//www．800j．com/西安市城调大队/西安市2003年社会统计调查[R]
[15]张平．中小型企业对写字楼的要求[N]．北京晚报，2003-6-26
[16]http：//www．xdz．com．cn/西安市工商局高新分局/西安市高新区2003年注册企业调查[R]
[17]现代卓越机构．西安写字楼市场调研报告[R]．西安：现代卓越投资机构，2003．12，pp．23-28
[18]徐大佑．企业管理战略[M]．北京：北京科学出版社，1999．4，p170
[19]汪应洛．系统工程理论方法与应用[M]．北京：高等教育出版社，1992，pp．234-238
[20]http: //www.lzet.net/qygl/scyx/scyx-187.htm
[21]Rogers, "diffusion of innovations"; Also see S.Ram, Hyung-Shink Jung, "Innovativeness in Product Usage: A Comparions of Early Adopters and Early Majority " Psychology and Marketing, January-February 1994, pp.57-68, p.192
[22]Neil Campbell, Partner, Brown & Wood. Securitization in China[M]. Hong Kong, 1998, p179
[23]刘美．写字楼投资者分析[N]．北京晚报，2003-6-27
[24]焦点房地产网．浅析房地产产品规划的构成与实施策略[EB]．北京：焦点房地产网，2001年06月08日
[25]丁俊．对写字楼未来发展与计划的探讨[J]．安徽建筑2002(7)增刊pp．20-21
[26]曹跃．市场经济下的建筑设计与房地产开发[J]．南方建筑2003(3)，pp．21-23页
[27]任国梁．智能大厦——建筑智能化的趋势[J]．工程建设与设计1998(3)，pp．16-18
[28]梭伦．现代宾馆酒店营销[M]．北京：中国纺织出版社，2001．5，pp．154-157
[29]B．Peter Pashigian．Price Theory and Appliacations 2th[M]．北京：机械工业出版社，1998．8，pp．54-57
[30]张文豪，李树锋．房贷秘密[J]．财经2003(5)．pp．1-7
[31]贾昌荣．广告策划的误区[J]．中国商贸，2003(5)，pp．71-73
[32]姜勇．房地产销售策划与运作[J]．长春工程学院学报(社会科学版)2002(1)，pp．27-29
[33]唐嘉庚．如何建立一直告诉质的销售队伍[J]．中国商贸，2002(1)，pp．24-25
[34]现代卓越机构．售楼员培训教程[R]．西安：现代卓越投资机构，2003．5，pp．34-39
[35]秦文刚．房地产销售接待环节初探[J]．北方经贸2000(6)，pp．63-64
[2]张琳，陈美亚．中国房地产业与经济增长关系研究[J]．北京工业大学学报(社会科学版)，2002(6)，pp．68-73
[3]信达行调研部．北京CBD写字楼市场分析[J]．北京房地产，2002(2)，pp．15-21
[4]蔡新春，黄寿德．现代市场营销学[M]．广州：中山大学出版社，2000(12)，p72
[5]科特勒，俞利军．市场营销学导论[M]．北京：华夏出版社，2001 (1)，p118
[6]周彤．S．T．P战略—现代房地产营销的核心[EB]。北京：焦点房地产网，2003年07月31日
[7]Philip Kotler，Gery Armstrong．市场营销原理[M]．北京：清华大学出版社，2000．4，p168
[8]邓晓盈．现代房地产营销理论和战略[J]．经济问题探索2000(7)，p105
[9]http: //www.century-a.com/century_web/news/news_35.htm
[10] Steve Alisharan . Real Estate management [M]. The University of British Columbia, 1999, p48
[11]宋志勇．房地产销售模式探讨[J]．重庆建筑大学学报(社科版) 2001(6)，pp．81-84页。
[12]西部投资集团．西部投资集团简介[R]．西安：西部投资集团，2002．8，p9
[13]现代卓越投资机构．财富中心楼书[R]．西安：现代卓越投资机构， 2003．9，p10
[14]http：//www．800j．com/西安市城调大队/西安市2003年社会统计调查[R]
[15]张平．中小型企业对写字楼的要求[N]．北京晚报，2003-6-26
[16]http：//www．xdz．com．cn/西安市工商局高新分局/西安市高新区2003年注册企业调查[R]
[17]现代卓越机构．西安写字楼市场调研报告[R]．西安：现代卓越投资机构，2003．12，pp．23-28
[18]徐大佑．企业管理战略[M]．北京：北京科学出版社，1999．4，p170
[19]汪应洛．系统工程理论方法与应用[M]．北京：高等教育出版社，1992，pp．234-238
[20]http: //www.lzet.net/qygl/scyx/scyx-187.htm
[21]Rogers, "diffusion of innovations"; Also see S.Ram, Hyung-Shink Jung, "Innovativeness in Product Usage: A Comparions of Early Adopters and Early Majority " Psychology and Marketing, January-February 1994, pp.57-68, p.192
[22]Neil Campbell, Partner, Brown & Wood. Securitization in China[M]. Hong Kong, 1998, p179
[23]刘美．写字楼投资者分析[N]．北京晚报，2003-6-27
[24]焦点房地产网．浅析房地产产品规划的构成与实施策略[EB]．北京：焦点房地产网，2001年06月08日
[25]丁俊．对写字楼未来发展与计划的探讨[J]．安徽建筑2002(7)增刊pp．20-21
[26]曹跃．市场经济下的建筑设计与房地产开发[J]．南方建筑2003(3)，pp．21-23页
[27]任国梁．智能大厦——建筑智能化的趋势[J]．工程建设与设计1998(3)，pp．16-18
[28]梭伦．现代宾馆酒店营销[M]．北京：中国纺织出版社，2001．5，pp．154-157
[29]B．Peter Pashigian．Price Theory and Appliacations 2th[M]．北京：机械工业出版社，1998．8，pp．54-57
[30]张文豪，李树锋．房贷秘密[J]．财经2003(5)．pp．1-7
[31]贾昌荣．广告策划的误区[J]．中国商贸，2003(5)，pp．71-73
[32]姜勇．房地产销售策划与运作[J]．长春工程学院学报(社会科学版)2002(1)，pp．27-29
[33]唐嘉庚．如何建立一直告诉质的销售队伍[J]．中国商贸，2002(1)，pp．24-25
[34]现代卓越机构．售楼员培训教程[R]．西安：现代卓越投资机构，2003．5，pp．34-39
[35]秦文刚．房地产销售接待环节初探[J]．北方经贸2000(6)，pp．63-64