本文關(guān)鍵詞：淮安市H房地產(chǎn)企業(yè)S項目營銷策略研究　出處：《南京農(nóng)業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：從2003年以來,房地產(chǎn)行業(yè)在我國經(jīng)濟市場上的發(fā)展十分迅猛,并且在我國國民經(jīng)濟發(fā)展的過程中起到了重要的支撐作用。隨著我國的社會以及經(jīng)濟的不斷發(fā)展,國民的生活水平有了很大的提高,而且我國所推行實施的"城鎮(zhèn)一體化"改革,在對我國房地產(chǎn)行業(yè)的幫助上也占有很大作用。國內(nèi)各種各樣的資本團體因房地產(chǎn)行業(yè)的迅猛發(fā)展紛紛進軍該行業(yè),這導(dǎo)致了房地產(chǎn)市場的快速升溫,房價開始迅速上漲。最近幾年,我國政府開始對房地產(chǎn)泡沫進行控制,對房地產(chǎn)價格進行限制,出臺了很多相關(guān)規(guī)定政策,這都給房地產(chǎn)行業(yè)的發(fā)展產(chǎn)生了一定的沖擊。然而,風(fēng)險與機遇永遠是并存的。房地產(chǎn)企業(yè)怎樣在政策的限制之下抓住市場的機遇,在日益激烈的房地產(chǎn)市場中提高競爭力,成為各個房地產(chǎn)企業(yè)項目開發(fā)的關(guān)鍵所在。在外界形勢不斷變化的同時,對于房地產(chǎn)企業(yè)的項目營銷也應(yīng)該隨之進行相應(yīng)的調(diào)整和改革。當前,我國的房地產(chǎn)項目開始由傳統(tǒng)的標準建設(shè)規(guī)劃轉(zhuǎn)變?yōu)槿虪I銷。很多房地產(chǎn)企業(yè)開始對項目的營銷加大關(guān)注力度,從而使得項目的市場營銷價值提高。隨著政府加大了對于房地產(chǎn)行業(yè)的調(diào)控力度,淮安市的社會發(fā)展的宏觀環(huán)境的不斷發(fā)展,淮安市的各大房地產(chǎn)企業(yè)都面臨著巨大的挑戰(zhàn)以及廣泛的機遇。怎樣能夠在大環(huán)境使得公司進行生存以及發(fā)展,是淮安市的房地產(chǎn)公司所要面臨的嚴峻形勢。市場營銷作為企業(yè)的最為核心的競爭手段越來越受到了廣泛的重視。本論文以H房地產(chǎn)企業(yè)的S項目作為案例,先對項目在實際開發(fā)的過程中所遇到的各種營銷問題,而后研究分析其所處的外部以及內(nèi)部的環(huán)境,最后進行項目營銷策略的設(shè)計。在對內(nèi)外部的環(huán)境進行研究分析的基礎(chǔ)之上,運用SWOT分析方法對環(huán)境進行綜合的研究,在以上分析的基礎(chǔ)之上,以4P營銷理論作為基礎(chǔ),對產(chǎn)品、渠道、價格以及人力等方面的策略進行了規(guī)劃以及設(shè)計。本論文的主要內(nèi)容為:第一部分緒論部分,提出了本論文研究背景、意義、目。的以及內(nèi)容。第二部分房地產(chǎn)營銷策略研究的相關(guān)文獻探討,主要是對于市場營銷的相關(guān)理論進行概括,從而為本論文的研究提供理論上的支撐和幫助。第三部分H房地產(chǎn)企業(yè)S項目營銷管理現(xiàn)狀,首先對淮安市房地產(chǎn)市場情況進行概述,而后分析H房地產(chǎn)企業(yè)S項目的營銷現(xiàn)狀,最后對該項目營銷管理存在的問題進行全方位的分析。第四部分H房地產(chǎn)企業(yè)S項目市場營銷環(huán)境分析,首先H房地產(chǎn)企業(yè)S項目市場營銷面臨的內(nèi)外部環(huán)境進行分析,而后利用SWOT分析方法對營銷所面臨的優(yōu)勢、劣勢、機會以及威脅進行分析,得出SWOT綜合矩陣分析表。第五部分H房地產(chǎn)企業(yè)S項目STP分析,在對H房地產(chǎn)企業(yè)S項目營銷管理現(xiàn)狀以及內(nèi)外部環(huán)境進行全面分析的基礎(chǔ)之上,對營銷對策進行研究設(shè)計,并且提出相應(yīng)的保障措施。第六部分結(jié)論,對全文進行總結(jié)。
[Abstract]:Since 2003, the real estate industry has been developing very rapidly in the economic market of our country. And has played an important supporting role in the process of national economic development. With the continuous development of our society and economy, the standard of living of the people has been greatly improved. Moreover, the "urban integration" reform has been carried out in our country. Because of the rapid development of the real estate industry, a variety of domestic capital groups have entered the real estate industry, which leads to the rapid warming of the real estate market. Housing prices began to rise rapidly. In recent years, our government began to control the real estate bubble, to limit the real estate prices, issued a lot of relevant regulations and policies. However, the risks and opportunities always coexist. How to seize the market opportunities under the policy constraints. In the increasingly fierce real estate market to improve competitiveness, become the key to the development of various real estate enterprises, while the external situation is constantly changing. The project marketing of real estate enterprises should be adjusted and reformed accordingly. The real estate project of our country begins to change from the traditional standard construction plan to the whole course marketing. Many real estate enterprises begin to pay more attention to the project marketing. As the government increased the regulation of the real estate industry, the macro environment of social development in Huaian City continued to develop. Huai'an real estate enterprises are facing enormous challenges and extensive opportunities. How to make the company survive and develop in the big environment. Huai'an real estate companies have to face the grim situation. Marketing as the most core competitive means of enterprises has been paid more and more attention. This paper takes the S project of H real estate enterprises as a case study. First of all, the project in the actual development process encountered a variety of marketing problems, and then research and analysis of its external and internal environment. Finally, the project marketing strategy design. On the basis of the internal and external environment research and analysis, the use of SWOT analysis of the environment comprehensive research, on the basis of the above analysis. Based on the 4P marketing theory, this paper plans and designs the strategies of product, channel, price and manpower. The main contents of this thesis are as follows: the first part is the introduction. Put forward the research background, significance, purpose and content of this paper. The second part of the real estate marketing strategy research related literature discussion, mainly for marketing related theories are summarized. In order to provide theoretical support and help for the research of this paper. The third part of H real estate enterprise S project marketing management status, first of all, the Huai'an real estate market situation is summarized. Then analyzes the H real estate enterprise S project marketing present situation, finally carries on the omni-directional analysis to this project marketing management question. 4th part H real estate enterprise S project marketing environment analysis. First, the internal and external environment of S project marketing in H real estate enterprise is analyzed, and then the strengths, weaknesses, opportunities and threats of marketing are analyzed by using SWOT analysis method. SWOT comprehensive matrix analysis table. 5th part of H real estate enterprise S project STP analysis, on the basis of H real estate enterprise S project marketing management status and internal and external environment on the basis of comprehensive analysis. Research and design the marketing countermeasures, and put forward the corresponding safeguard measures. 6th conclusions, summarize the full text.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F299.233.4;F274

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