Marketing graduation thesis research direction

Under the guidance of modern marketing concepts, the marketing activities of Chinese enterprises have gradually adapted to the changing and complex marketing environment, fully satisfied the requirements of customers, and achieved the specific marketing strategic goals of the enterprise. Below is a marketing graduation thesis that I compiled for your reference. Marketing Graduation Thesis Example 1: Analysis of Real Estate Marketing Mix Strategy

Introduction to the paper: Real estate marketing mix strategy refers to the comprehensive use of various controllable marketing factors by enterprises based on the needs of the target market to combine the 4Ps of marketing Strategy? Product strategy, price strategy, marketing channel strategy, promotion strategy are combined with the characteristics and needs of the real estate market to achieve the company's marketing goals well. There are two types of pricing strategies: one is cost-competitive pricing strategy, which is simple and easy to implement and can give you the clearest idea of ??how much profit you can make. However, it has the risk of over-pricing products that are unsaleable and under-pricing making it difficult to win high profits. Therefore, real estate marketing channel strategy has become one of the important decisions faced by real estate development companies. Real estate promotion strategies are mainly divided into several implementation methods: advertising promotion, personnel promotion, business promotion and public relations.

Keywords: real estate marketing, product strategy, price strategy, marketing channel strategy, promotion strategy

Real estate marketing mix strategy refers to the comprehensive use of various controllable strategies by enterprises based on the needs of the target market. Marketing factors, combine the 4P strategy of marketing - product strategy, price strategy, marketing channel strategy, promotion strategy with the characteristics and needs of the real estate market, so as to achieve the company's marketing goals well.

The combination of the four major strategies is related to the success or failure of marketing activities: (1) The overall effect of an excellent combination of the four major strategies is greater than the sum of the effects of each strategy alone. (2) Improper use of any strategy will lead to the failure of marketing activities.

To this end, it is necessary to scientifically understand and analyze the 4P strategy.

1. Real estate marketing product strategy (Product)

Product strategy is all the countermeasures and measures taken to develop and build real estate products for the market based on consumer needs. Including product differentiation strategy, brand strategy and product portfolio strategy.

1.1 Product differentiation strategy

Through market demand surveys and combined with their own characteristics, real estate companies maximize the characteristics of their products, innovate, and position their products. Through product location, Product design, product quality determination, price and service are used to shape product differentiation, so that one's own products can be distinguished from those of competitors, and more attractive to customers and more advantageous than competitors. Differentiation is the primary factor for enterprises to establish themselves in the industry, demonstrate their uniqueness and their own advantages, and achieve success in marketing. For example, with rising housing prices and new policy controls, the demand for wedding houses, affordable housing, improved ordinary housing, etc. has increased; compared with high-priced housing in commercial centers and city centers, ordinary residents prefer housing with complete service facilities. , a residential area with quiet environment and convenient transportation. Real estate developers should carefully analyze the differences and characteristics of customers in terms of consumer behavior and needs, focus on the age, occupation, income, cultural background and other factors of target customers, conduct product program research, planning and selection, and create a product that customers think is comprehensive and cost-effective ? products to meet customer needs.

1.2 Product brand strategy

Brand is the image endorsement of real estate products, which is always attached to a specific real estate product. The direct effect of the brand is that when people see a certain brand, they will think of the product quality and service it represents. For example, when talking about modern cities, they will think of SOHO and fashionable home offices. Another example is that when you see Vanke, you will think of the "Four Seasons Flower City" in various places, and you will have the concept of high quality. Although Vanke's products are high-priced, their sales performance in various places are high.

To achieve good economic and social effects, it is necessary to establish a good brand.

If real estate developers want to survive in the fiercely competitive industry, they must continuously strengthen brand promotion, improve the overall level and image of the company, and pay close attention to the brand strategies of their opponents.

1.3 Product portfolio strategy

Product portfolio generally consists of several product lines. Market demand, the enterprise's diversification of risks, and the size of sales determine the multi-type and multi-scale product operations of modern enterprises. Real estate companies must also develop different real estate products to meet the needs of different target customers. A rich product line can increase the company's chance of survival. However, the benefits and risks that different products bring to enterprises vary greatly. The adoption of the optimal product mix needs to be determined based on the type of market and the prices, costs, advantages, and market adaptability of various products.

2. Real estate marketing price strategy (Price)

No matter what kind of business activity, price is always a crucial link. Generally speaking, if housing prices are too high, the demand for real estate will be lower, and if housing prices are too low, it will affect the interests of enterprises. Therefore price strategy is a sensitive factor in the marketing mix. No wonder there is a "famous saying" in the real estate industry: "There is only a price that cannot be sold, but there is no house that cannot be sold" [1] (p.206). From a marketing perspective, real estate should choose appropriate pricing methods, set real estate prices reasonably, and adjust and modify prices in a timely manner as the environment changes. Especially in recent years, various factors at home and abroad and the changing consumer psychology of customers have Under the influence of other factors, price adjustments are inevitable.

In addition to factors such as product cost and market demand in marketing, the factors that determine price also include the competition of real estate products, product characteristics, macro-environment and psychological factors in the consumer purchase process.

There are two types of price strategies: one is cost competition pricing strategy, which is simple and easy to implement and can give you the clearest idea of ??how much profit you can make. However, it has the disadvantages of over-pricing, unsaleable products and under-pricing making it difficult to win. The risk of taking high profits. The other is consumer competitive pricing strategy, which takes consumers' potential psychological acceptance of price as the starting point, refers to competitors, and tries to meet consumer needs, thereby achieving high profits and maximizing development efficiency.

3. Real estate marketing channel strategy (Place)

With the further development of the real estate market, the sales pressure faced by real estate increases. How to deliver products to consumers quickly and effectively has become an urgent problem for real estate developers. Therefore, real estate marketing channel strategy has become one of the important decisions faced by real estate development companies.

Under today’s economic conditions, the self-produced and self-sold development model has been unable to adapt to the development of the market. The increasing diversity of real estate marketing channels is an inevitable result, and the emergence of professional real estate agents has made the real estate market more mature.

The advantage of self-produced and self-sold is that it is easy to control and the sales profit belongs to oneself, and it is more convenient and direct to provide services; the disadvantage is that the sales speed is slow and lacks, which is not conducive to the expansion of real estate sales; while indirect sales channels can expand Product sales reduce corporate risks and improve corporate efficiency, but there are many links in circulation, which can easily cause consumer dissatisfaction. Free paper reference network. When choosing marketing channels, real estate development companies should conduct research, analysis and judgment on various comprehensive factors such as the market, products and the company itself. With customers as the fundamental starting point, they should choose sales channels that break geographical restrictions and comprehensively display the appearance and appearance of real estate products. internal structure. No one channel is absolutely better than another. Once a sales channel is established, it is not static. To make the channel operate well, it must be adjusted in time in response to changes in the environment to achieve the best operating results.

4. Real estate marketing and promotion strategy (Promotion)

Real estate companies develop good projects, set attractive prices, and choose appropriate sales channels, which does not necessarily mean that the products will be popular. There is good sales. The attitude of consumers determines whether they will ultimately accept the developed product.

Therefore, the first step is to get consumers to accept the concept of the product, which requires companies to communicate with middlemen and consumers to arouse their interest and desire to purchase the product, facilitate sales and transactions, and effectively transmit product information through various media. Go out, expand sales scope, establish corporate image, and achieve promotion strategies. Promotion is essentially a communication activity.

Real estate promotion strategies are mainly divided into several implementation methods: advertising promotion, personnel promotion, business promotion and public relations.

4.1 Advertising Promotion

Real estate advertising disseminates real estate information, which has the characteristics of short cycle and high cost. The focus of appeals generally include location advantages, convenient transportation advantages, community life advantages, price advantages, Develop the company's social reputation, etc. Media that can usually be used as advertising include radio, television, magazines and newspapers. At present, one of the most attractive advertising media methods to attract consumers' attention is outdoor advertising. Protruding neon lights, large billboards on the highway, or advertisements on the walls around the construction site can attract pedestrians and give people Leave a certain impression; the other is to set up an exquisite model room in the sales center with detailed instructions to highlight the characteristics of its own products.

Highly creative brand advertising can be refreshing and leave a good impression on people. When consumers face a choice, they will think of this brand immediately. The cost of advertising is very high. When conducting advertising promotions, real estate companies must make advertising strategies that are most beneficial to the company based on their own characteristics, marketing goals and strategies.

4.2 Personal promotion

Personal promotion means that salespeople directly contact potential consumers to publicize and sell products. On the basis of consolidating old customers, real estate salesmen actively look for potential consumers, use sales strategies and techniques, and can explain them through model houses, renderings, photos, brochures, etc., and are always ready to deal with and skillfully resolve various doubts and negative. A good personal promotion strategy should also show the sincerity and concern of the promoters, establish stable customer relationships, follow up the promotion afterwards, and obtain feedback information in a timely manner.

4.3 Business promotion

Business promotion is a short-term and positive promotion method that strongly stimulates consumer demand. At present, common and effective methods include giving gifts, participating in trade fairs, using installment payments, price concessions and setting prizes; some real estate companies will use the star effect of celebrities to carry out marketing activities or introduce the characteristics of properties through seminars; some hold owner-owner social networking or carry out housing knowledge popularization activities, etc. Promotion is different from advertising in that it does not have the function of advertising to convey information. Real estate companies use various forms of promotion activities to compete with each other and actively attract various customers in the short term to achieve the purpose of promoting sales.

4.4 Public relations

No enterprise can survive in isolation from society. The people-centered nature of real estate determines that real estate companies must strengthen ties with the public, focus on long-term development, and maintain a balance between economic profitability and social status. Although the direct purpose of public relations is to promote the company, its underlying and fundamental purpose is still product promotion. Free paper reference network. Natural and easy-going public relations can establish a good image and social reputation for the company, and win the trust and support of consumers for the company.

Enterprises should actively use public relations as a tool, such as maintaining good relations with the press and creating positive news that is beneficial to the enterprise; communicating with local governments, communities, financial institutions, the masses and other sectors of society Establish harmonious, friendly and stable social relations; participate in public welfare activities to show the company's strong strength and win support from all walks of life. Enterprises can also publish their own publications to promote their cultural and social marketing concepts, provide consulting services, and handle various events and complaints in a timely manner.

At present, the development of the real estate market has caused the real estate marketing mix to receive increasing attention from theoretical circles and practical work departments. Free paper reference network.

Grasping the characteristics and methods of real estate marketing mix is ??conducive to better use of marketing mix strategies to meet the needs of the target market. This not only plays an important role in real estate development and operation, but also has great practical significance for the entire real estate industry. significance.

References

[1] Editor-in-Chief Wu Xianghua. Real Estate Marketing. Nanjing: Southeast University Press, 2005.

[2] Research on China’s Real Estate Management Compiled by the Center. A Complete Book of China's Real Estate Management. Beijing: China Yanshi Publishing House, 2005.

[3] Yao Lingzhen, ed. Real Estate Marketing. Shanghai: Shanghai University of Finance and Economics Press, 2004. Marketing Graduation Thesis Sample paper 2: Discussing the development of farmers' tourism market from the perspective of marketing mix

Paper introduction: At the same time, various regions have gradually become aware of the "big cake" of the farmers' tourism market and have joined the ranks of developing the farmers' tourism market. Competition between regions intensifies.

Keywords: Marketing mix, rural tourism market, development

Tourism marketing mix is ??a combination of business methods that tourism enterprises can control. They design tourism products based on their own research and analysis. Characteristics, price, quality, quantity, etc., freely choose promotional methods, sales methods and channels, formulate sales budgets, and form their own corporate image [1]. According to the demographic analysis of China's tourist source market, currently only 40% of domestic tourism has been launched, and 60% of the market has not yet been launched. Expert Wei Xiaoan pointed out that farmer tourism will be a potentially huge market. The tourism market of 60% will depend on the real launch of farmer tourism and rural tourism. There are broad prospects for developing the farmer tourism market.

1. Problems with the current farmer tourism market

1.1 Insufficient understanding of the market. To invigorate and expand the market, the diversity of commodities and the breadth of the buyer's market cannot be ignored, and the same is true for the tourism market. As far as the current situation is concerned, whether it is the tourism service market itself or the commodity market driven by it, the buyers are mainly urban residents, and farmers only play a marginal role. There are very few services for the farmer tourism market, which seriously hinders the development of the market. develop.

1.2 The product is single and lacks variety. At present, most tourism companies focus on high-end tourism products such as inbound tourism and outbound tourism with high profits, and vigorously promote emerging tourism products such as vacation tourism, forest tourism, ecological tourism, scientific research tourism, business tourism, and study tours, and rarely take into account low-end tourism products. Tourism products. There is a serious shortage of effective supply of farmers' tourism products and a lack of supporting services, which has greatly restricted farmers' tourism.

1.3 Conflicting price positioning. Due to historical reasons, farmers in our country have been in a relatively weak position for a long time and have a low level of economic development. According to the China Tourism Yearbook, per capita tourism consumption of 200 to 300 yuan will constitute the mainstream of rural tourism consumption in recent years. This consumption level is only 35% of the per capita tourism consumption of urban residents. Although some farmers have become wealthy, farmers generally still try to save as much money as possible when traveling. This leaves tourism companies with low profit margins, which creates a contradiction between large market potential and low corporate profit margins. At the same time, various regions have gradually become aware of the "big cake" of the farmers' tourism market and have joined the ranks of developing the farmers' tourism market. Competition among regions has intensified. In addition, tourist attractions are competing to increase their prices, especially scenic spots (spots) that are well-known, have beautiful scenery or have high historical and cultural value. The increase in transportation costs caused by rising oil prices has made prices on the high side.

1.4 The publicity channels are weak. At present, there is a certain degree of blindness in the choice of travel methods and locations for farmers' tourism. Most of them are recommended by relatives and friends or travel on their own. Especially with the improvement of the cultural level of rural residents, this shortcoming has become more prominent.

1.5 Promotional efforts are weak.

At present, there is a serious lack of specialized tourism service agencies in rural areas. Even if some farmers have the idea of ????traveling and want to consult for details, they cannot get timely answers and solutions. At the same time, travel agencies usually focus on promotions. Urban areas have ignored the extension to the rural market, forming a "three-no zone" for sales promotion.

2. Marketing strategies for developing farmers’ tourism market

2.1 Market strategies. Tourism enterprises should segment the farmer tourism market and determine the target market and target customers. The farmer tourism market can be subdivided into markets such as rural youth, self-employed individuals who got rich first, professional households, employees of township and village enterprises, rural elderly, and rural women. Tourism enterprises should focus on developing economically active areas such as coastal areas and rural areas along rivers first, and make market penetration plans before affecting other groups; they should also conduct research on the main sources of tourists and their travel purposes, consumption behavior characteristics, consumption preferences, and flow of tourists. Gain in-depth understanding, systematically collect information related to farmers’ tourism needs, and formulate practical product strategies, price strategies, promotion strategies, and channel strategies.

2.2 Product strategy. Design tourism products suitable for farmers. When designing tourism products, you must choose the project positioning. Develop the following marketable tourism products: ① Urban scenery tour. Rural residents like to be lively. Therefore, when choosing tourist destinations, they often choose famous scenic spots in the province, famous big cities, etc. In tourism development, tourism operators can design tours such as city scenery tours, one-day tours in the city, and market shopping tours. project. ②Rural students’ knowledge-seeking tour. The student market has a lot of market development space in rural areas. We can use winter and summer vacations to organize rural students to visit famous middle schools and famous universities to stimulate their interest in learning. For outstanding students, they can be rewarded with "experiential" learning in famous universities. ③ Other happy honeymoon tours, small and medium-sized town construction model inspection tours, etc. can be considered [2]. ④Agricultural science and technology tourism. Agricultural science and technology tourism includes ecological agriculture tourism, popular science tourism and other ecological agriculture tourism, which refers to farmers traveling to other relatively wealthy rural areas. At the same time, learn how to select, cultivate, and fertilize in a more environmentally friendly, efficient, and scientific way. Popular science tourism has launched projects such as science and technology agricultural parks and agricultural museums to combine tourism with learning production skills and scientific and technological knowledge to attract farmers' attention and stimulate their desire to travel to these places. For example, the Farmers Tourism Festival integrates rural business negotiations, entertainment, and fun sports competitions. It not only relaxes the mood, but also exchanges farming experience, purchases fertilizers, and even orders farming machinery. Free paper reference network. ⑤Farmers travel in off-season. Due to the natural laws of crop growth, most of farmers' leisure time is concentrated in winter, which is the off-season for tourism. Travel agency staff are idle, hotel room occupancy rates are relatively low, and tourist attractions are relatively deserted. At this time, farmers are in the winter slack season, so farmers can travel during this time, and travel agencies can take advantage of this opportunity to sell travel combination products at the right time and at appropriate price reductions to attract farmers.

2.3 Inherent concepts are difficult to change in a short period of time, so travel agencies should still develop high-quality and low-cost rural tourism products to attract farmers to travel to the maximum extent. When farmers travel, they should choose mass reception facilities to reduce the cost of tourism products. If necessary, they can provide farmers with preferential measures, such as seasonal discounts and appropriately lower ticket prices, to psychologically make farmers willing to pay attention to tourism products and turn their travel wishes into reality. During the off-season, the team size requirements can be reduced to attract farmers with lower income levels and leisure time to travel.

2.4 Promotional strategy. First, we need to highlight key areas and groups of people. Focus on promotions in some economically developed areas, urban-suburban rural areas and middle- and high-income farmers, and give full play to their demonstration role. Second, choose the appropriate method. TV, radio, the Internet, newspapers, magazines, etc. can be used to promote rural areas in the urban-suburban fringe; for economically developed rural areas, the Internet, newspapers, magazines, building wall advertisements, voluntary consultations, and leaflet distribution can be used; for general In rural areas, building wall advertising is widely used. Third, design appropriate, easy-to-understand, and distinctive promotional slogans.

For example: Get rich through science and technology, learn from other countries, and see more when traveling; travel as a reward for being named on the gold list, and repay your hometown with success in learning, etc. On the one hand, flexible and diverse tourism promotions must be adopted, and on the other hand, agricultural tourism must be used to promote the development of the farmers' tourism market. This can not only increase farmers' income and enhance their ability to travel, but also allow farmers to experience tourism in person, improve farmers' understanding of tourism, change the past consumption concept of "emphasis on accumulation over consumption", and advocate farmers' healthy consumption. Free paper reference network.

2.5 Channel strategy. Build a comprehensive tourism service network. In order to provide convenience for farmers to register for travel, travel agencies should strive to set up registration points or agency sales networks in rural areas. Strengthen extensive contact with local postal agencies, rural credit cooperative agencies, village committees, neighborhood committees and other units or individuals. Because according to the traditional psychology of farmers, it is better to trust acquaintances than to trust invisible and intangible travel agencies (assuming that travel agencies are not located in rural areas) and tourism products. Judging from the current situation, the problem of the low-end tourism market dominated by farmer tourism cannot be fundamentally solved in the near future, and the non-governmental organizations that uncovered the origin of farmer tourism are undoubtedly better alternatives at present. Government departments at all levels should focus on guidance and management to promote standardized and healthy development to meet the needs of farmers for tourism. The development of farmers' tourism market is a requirement for the development of tourism industry. It is also a development opportunity and a challenge. Free paper reference network. Although development has just begun, it has great development prospects. With the change of farmers' consumption concepts and the improvement of living standards, as long as farmers' tourism is properly guided, vigorously supported, and standardized, the farmers' tourism market will become an important part of my country's tourism market [3].

References

[1] Zhao Xiping et al. Tourism Marketing [M]. Higher Education Press, 2003.7: 137.

[2] Shen Lihua et al. Current status and development ideas of the farmer tourism source market [J]. Economy and Science and Technology, 2007, 3: 26-27.