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研究生:阮氏海燕
研究生(外文):NGUYEN THI HAI YEN
論文名稱:越南住宅房地產市場營銷策略研究-案例研究:Vinhomes
論文名稱(外文):Research on Marketing Strategies of Residential Real Estate Market in Vietnam - Case Study: Vinhomes
指導教授:沈永正沈永正引用關係
指導教授(外文):Yong-Zheng Shen
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:93
外文關鍵詞:Residential Real Estate MarketVinhomesVingroupHigh-End and Luxury Products
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With the rapid economic growth of around 7% in Vietnam during recent years and its background environment, Vietnam is emerging in Southeast Asia as a vibrant and fast-growing real estate market . It is now commonly seen as the hotspot of the Hind-end and luxury residential real estate (RRE) industry because of the growing middle wealthy class and the urbanization process in Vietnam.
Vinhomes Joint Stock Company is the No.1 largest company in the residential real estate market in Vietnam with certain marketing strategies. It becomes one of the curiosity topics in this industry to investigate. Therefore, the main purpose of this research is to investigate the marketing strategies and its uses in the residential real estate market in Vietnam by analyzing a taken case study company- Vinhome’s JSC- the leader in this market.
In order to do so, this thesis will firstly cover theoretical frames and main concepts in the marketing and real estate field. Then, the author will use strategic tool such as PESTLE, SWOT, The Segmenting-Targeting-Positioning Model and Marketing Mix 4P’s, in order to analyze the market environment and its conditions and understand the proposed company case: Vinhomes as an example to follow in the marketing field.
The findings of the research show that the company case plays the Best Practices in marketing strategies, such as, targeting the right market segments in Mid-end, High-end and Luxury, focusing on the potential groups of buyers, or being the pioneer in cooperating with subsidiaries of Vingroup -the parent company- to build the “Giant Ecosystem” and living environment in Vietnam. However, the findings also point out some aspects that the company can improve. Some recommendations are mentioned at the end of this study.
ACKNOWLEDGEMENT II
ABSTRACT III
LIST OF TABLES IV
LIST OF FIGURE V
LIST OF PICTURE VII
GLOSSARY VIII
CHAPTER 1: INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATIONS 1
1.2 RESEARCH PURPOSE AND QUESTIONS 3
1.3 RESEARCH SCOPE AND LIMITATIONS 3
1.4 RESEARCH PROCESS 4
CHAPTER 2: LITERATURE REVIEW 6
2.1 VIETNAMESE REAL ESTATE MARKET 6
2.1.1 Brief Introduction to Vietnam 6
2.1.2 Real Estate Market 7
2.1.3 History of real estate industry development in Vietnam (1995-2020) 9
2.2 RESIDENTIAL REAL ESTATE IN VIETNAM 11
2.2.1 Concept of Residential Real Estate in Vietnam 11
2.2.2 Market of Residential Real Estate in Vietnam 12
2.3 MARKETING STRATEGY CONCEPT AND THEORETICAL WORK 16
2.3.1 Definition’s Marketing Strategy 16
2.3.2 Marketing Strategy analysis tools. 16
CHAPTER 3: RESEARCH METHODOLOGY 24
3.1 QUALITATIVE RESEARCH: CASE STUDY METHOD 24
3.2 DATA COLLECTION AND DATA ANALYSIS 27
3.3 CONCLUSIONS 28
CHAPTER 4: CASE STUDY - ANALYSIS OF MARKETING STRATEGY OF A SUCCESSFUL COMPANY IN RESIDENTIAL REAL ESTATE MARKET- VINHOMESS 29
4.1 MACRO MARKET ENVIRONMENT: PESTEL ANALYSIS 29
4.2 CASE COMPANY INTRODUCTION-VINHOMES JSC 35
4.2.1 General information 36
4.2.2 Business model and Organizational structure 41
4.2.3 Business situation 44
4.2.4 Micro environment: Competition and Cooperation Strategy 47
4.3 VINHOMES SWOT ANALYSIS 52
4.3.1 Strengths 52
4.3.2 Weaknesses 55
4.3.3 Opportunities 56
4.3.4 Threats 59
4.4 SEGMENTATION – TARGETING – POSITIONING STRATEGY 60
4.4.1 Segmentation 60
4.4.2 Targeting 61
4.4.3 Positioning 63
4.5 MARKETING MIX: 4PS 66
4.5.1 Product 67
4.5.2 Price 71
4.5.3 Place 72
4.5.4 Promotion 76
CHAPTER 5: CONCLUSION AND RECOMMENDATION 80
5.1 CONCLUSION-DISCUSSION 80
5.2 RECOMMENDATIONS 83
REFERENCES: 86
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