本文選題：玉清房地產(chǎn)公司 + 營銷策略��； 參考：《西北農(nóng)林科技大學》2017年碩士論文

【摘要】：隨著我國經(jīng)濟進入“新常態(tài)”,國內(nèi)的房地產(chǎn)市場也步入了一個新的發(fā)展時期。在經(jīng)濟新常態(tài)下,房地產(chǎn)的發(fā)展受到政策和市場環(huán)境的影響,已經(jīng)到了轉(zhuǎn)型的路口,如何加快戰(zhàn)略轉(zhuǎn)型,是各家公司所面臨的戰(zhàn)略性選擇問題。作為房地產(chǎn)行業(yè)中重要的一環(huán),房地產(chǎn)營銷逐漸從由地產(chǎn)商為主導的非理性消費時代向由消費者為主導的理性消費時代轉(zhuǎn)變。近年來,房地產(chǎn)市場的競爭不斷加劇,房地產(chǎn)項目逐漸縮小已成為地產(chǎn)商經(jīng)營與發(fā)展的必然優(yōu)勢。很多房地產(chǎn)企業(yè)開始在渠道、產(chǎn)品、促銷以及價格營銷方面不斷加強科學管理,其專業(yè)的營銷手段及符合客戶切實需求的產(chǎn)品為房地產(chǎn)企業(yè)建立了借鑒與模仿的優(yōu)秀范例。因此,本文以玉清房產(chǎn)公司的營銷發(fā)展現(xiàn)狀為具體案例,對玉清房產(chǎn)公司的營銷策略方面的問題進行研究,從而為玉清房產(chǎn)公司的營銷業(yè)績提出相應的建議與策略。不僅為同類產(chǎn)品營銷策略的制定和選擇豐富了方法,具有重要的理論意義,也同時對玉清公司解決當前的管理困境具有實際的意義,更對同行業(yè)中的其他相似企業(yè)的發(fā)展具有一定的借鑒意義。本文以處于急劇競爭環(huán)境下的玉清房地產(chǎn)公司為例,以科學的營銷4P策略以及4C策略為基礎,通過調(diào)研對玉清公司目前所處的宏觀環(huán)境、內(nèi)部環(huán)境以及房地產(chǎn)營銷管理現(xiàn)狀進行詳細剖析。對當前玉清房地產(chǎn)公司產(chǎn)品營銷策略現(xiàn)狀及存在問題的分析與梳理,尋找公司在營銷策略制定及落實過程中存在的各種問題;然后針對玉清房地產(chǎn)公司營銷策略進行分析,重點包括宏觀環(huán)境、競爭環(huán)境、內(nèi)部環(huán)境進行綜合分析,對公司的整體營銷情況有了深入的了解。結合宏觀政策和市場環(huán)境,以求制定切實符合玉清房地產(chǎn)公司的營銷策略,提升其企業(yè)核心競爭力與適應能力。突破企業(yè)發(fā)展瓶頸與阻礙,旨在激烈的市場競爭中不斷發(fā)展與成長。本文明確了玉清房產(chǎn)公司具體項目營銷策略設計的目標與原則,從產(chǎn)品、定價、渠道與促銷四方面著手,總結設計出適合公司的營銷組合策略,希望以此突破公司現(xiàn)有的管理與營銷瓶頸。為了能順利落實該營銷策略,本文提出了若干舉措,包括健全營銷管理系統(tǒng)、完善各項管理制度、加強人才隊伍建設、創(chuàng)新營銷手段等。針對玉清房地產(chǎn)公司營銷策略的研究中涉及到的具體項目營銷策略以及營銷團隊的建設方面,不僅能夠幫助玉清公司及時調(diào)整產(chǎn)品結構,增強公司產(chǎn)品的市場競爭力。同時,尋獲和培養(yǎng)營銷戰(zhàn)斗團隊,為公司的進一步發(fā)展儲備人才。采用科學技術的發(fā)展而獲得更強的競爭力。很好地利用科學技術,也可以像推動其他行業(yè)一樣,不斷推動玉清公司快速發(fā)展。綜上所述,本文提出的改進策略在一定程度上促進了玉清房地產(chǎn)公司的營銷管理與市場占有率,并為相關行業(yè)提供了一定借鑒。通過玉清房地產(chǎn)公司現(xiàn)有的樓盤“大唐金鋪”的營銷策略提出了改進策略和建議,并對公司未來的發(fā)展提出了一些建議和意見。只有如此,玉清房產(chǎn)公司不但可以信息調(diào)配,而且能夠成功的拓展房地產(chǎn)銷路。
[Abstract]:As China's economy has entered a "new normal", the domestic real estate market has entered a new period of development. Under the new economic normal development, the real estate affected by the policy and market environment, has been to the intersection of transition, how to accelerate the strategic transformation, is a strategic choice problem faced by each company. As an important part of the real estate industry, real estate marketing has gradually changed from the irrational consumption era dominated by real estate developers to a consumer driven era of rational consumption. In recent years, the real estate market competition intensified, real estate projects gradually narrowing has become an inevitable advantage of real estate management and development many real estate companies began in the channel, product, promotion and marketing price continue to strengthen scientific management, establish the professional marketing and meet customer demand for products and real estate enterprises A good example of a reference and imitation. Therefore, in this paper, Yuqing marketing development status of the real estate company as an example, the marketing strategy problems of the real estate company of Qing jade, which the company's real estate marketing performance puts forward corresponding suggestion and strategy for Qing Yu. Not only for the development of similar products and the choice of marketing strategy enrich the method has important theoretical significance, but also to solve the current plight of the Qing company management has the actual significance of jade, more is of referential value to other similar enterprises in the same industry. This article is in sharp competition environment Yuqing Real Estate Company as an example, with the scientific marketing strategy and 4P 4C strategy as the foundation, through the research of Yuqing macro environment at present, the detailed analysis of the internal environment and the real estate marketing management situation. On the current real estate public Yuqing Our marketing strategy in the present situation and problems of the analysis and research, looking for companies in the formulation of marketing strategy and existing problems in the implementation process; then Yuqing Real Estate Company marketing strategy analysis, including macro environment, competitive environment and internal environment to carry out comprehensive analysis, it has a deep understanding of the overall marketing situation of the company. Combined with the macro policy and market environment, in order to meet the Yuqing Real Estate Company to develop marketing strategy, enhance the core competitiveness of enterprises and the ability to adapt to enterprise development. Breakthrough obstacles, in order to fierce competition in the market development and growth. This paper defines Yuqing company specific real estate project marketing strategy and design objectives and principles and from the four aspects of products, pricing, channel and promotion to summarize and design a suitable marketing strategy of the company, hoping to break the existing company The management and marketing bottlenecks. In order to successfully implement the marketing strategy, this paper puts forward some measures, including perfecting the marketing management system, improve the management system, strengthen the construction of talent team, innovative marketing methods. According to the research of Real Estate Company Yuqing marketing strategy in specific projects related to the marketing strategy and the marketing team building. Can not only help the Yuqing company timely adjustment of product structure, enhance the market competitiveness of products. At the same time, to find and train marketing combat team, for the further development of the company. With the talent development of science and technology and get more competitive. Good use of Science and technology, can also promote like other industries, constantly to promote the rapid development of Yuqing company. To sum up, the improvement strategy proposed in this paper to promote the marketing management of Yuqing Real Estate Company in a certain extent With the market share, and provides some reference for the industry. The existing real estate Real Estate Company Yuqing "Datang goldsmith" marketing strategy put forward improvement strategies and suggestions, and puts forward some suggestions and opinions on the future development of the company. Only in this way, Yuqing real estate companies can not only allocate information, and can be successful the development of real estate market.

【學位授予單位】：西北農(nóng)林科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.233.4;F274

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