本文選題：房地產(chǎn) + 營銷策略�。� 參考：《蘭州交通大學(xué)》2015年碩士論文

【摘要】：隨著國家中部崛起計(jì)劃的推進(jìn),各地房地產(chǎn)企業(yè)亦發(fā)覺了鄭州市巨大的市場潛力,紛紛進(jìn)駐鄭州市房地產(chǎn),致使市場競爭日趨激烈,房地產(chǎn)項(xiàng)目的利潤率也日漸下降。重視內(nèi)部管理,努力提升企業(yè)競爭力成為鄭州市本地房地產(chǎn)企業(yè)的當(dāng)務(wù)之急。而營銷目標(biāo)、戰(zhàn)略、策略的調(diào)整也成為營銷職能部門提高營銷績效、實(shí)現(xiàn)企業(yè)目標(biāo)的重要工作內(nèi)容之一。好的營銷戰(zhàn)略可以指導(dǎo)企業(yè)營銷活動朝著成功的趨勢前進(jìn);符合企業(yè)目標(biāo)和資源的營銷策略組合可以支持企業(yè)營銷方案的順利落實(shí)。營銷戰(zhàn)略與策略的研究對企業(yè)營銷活動的順利實(shí)施有著重要作用。論文以ZS置業(yè)公司為研究對象,在公司內(nèi)外部營銷環(huán)境分析基礎(chǔ)上,進(jìn)一步分析了公司目前的目標(biāo)市場營銷戰(zhàn)略和營銷組合策略,針對公司目標(biāo)市場營銷戰(zhàn)略和營銷組合策略中存在的問題,對公司未來的目標(biāo)營銷戰(zhàn)略以及營銷策略組合提出了一些建議。研究認(rèn)為,ZS置業(yè)公司目前在市場細(xì)分、目標(biāo)選擇、市場定位和產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略上存在著一些問題,在未來的營銷活動中,公司要對市場再次細(xì)分,確定中端市場中改善性住宅和高端商務(wù)辦公市場為目標(biāo)市場,做精細(xì)化房地產(chǎn)企業(yè)的定位,調(diào)整產(chǎn)品組合和完善產(chǎn)品項(xiàng)目,采用競爭導(dǎo)向定價(jià)法和撇脂定價(jià)策略,調(diào)整和完善渠道結(jié)構(gòu),增加多種促銷策略。論文的研究旨在幫助ZS置業(yè)公司認(rèn)識其營銷活動中存在的一些問題,并對公司未來的營銷戰(zhàn)略、策略的制定提供一些理論指導(dǎo)。同時(shí),論文的研究成果希望也能對其他房地產(chǎn)企業(yè)營銷活動的開展提供一些積極地借鑒作用。
[Abstract]:With the promotion of the plan of the rise of the central part of the country, local real estate enterprises have also discovered the huge market potential of Zhengzhou, and have been stationed in Zhengzhou real estate one after another, resulting in the increasingly fierce market competition and the declining profit margin of real estate projects. Attach importance to internal management, and strive to enhance the competitiveness of local real estate enterprises Zhengzhou City, the top priority. The adjustment of marketing target, strategy and strategy has become one of the important work contents of marketing function department to improve marketing performance and realize enterprise target. A good marketing strategy can guide the enterprise marketing activities toward the successful trend, and a combination of marketing strategies in line with the enterprise objectives and resources can support the successful implementation of the enterprise marketing plan. The research of marketing strategy and strategy plays an important role in the smooth implementation of enterprise marketing activities. Based on the analysis of the internal and external marketing environment of ZS Real Estate Company, this paper further analyzes the target marketing strategy and marketing combination strategy of the company. In view of the problems existing in the company's target marketing strategy and marketing mix strategy, some suggestions are put forward for the company's future target marketing strategy and marketing strategy combination. The research shows that there are some problems in the market segmentation, target selection, market positioning and product strategy, price strategy, channel strategy and promotion strategy. In the future marketing activities, the company will subdivide the market again. To determine the target market of improving residential and high-end commercial office market in the middle market, to make the positioning of the fine real estate enterprise, to adjust the product mix and to perfect the product project, to adopt the competitive pricing method and skimming pricing strategy, and to adopt the competition oriented pricing method and the skimming pricing strategy. Adjust and improve the channel structure, increase a variety of promotional strategies. The purpose of this paper is to help ZS Real Estate Company to understand some problems in its marketing activities, and to provide some theoretical guidance for the company's future marketing strategy and strategy formulation. At the same time, the paper hopes to provide some positive reference for other real estate enterprise marketing activities.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 李華;;新形勢下如何創(chuàng)新房地產(chǎn)營銷策略[J];科技信息;2009年21期

2 秦雯;;房地產(chǎn)全程營銷策劃實(shí)務(wù)[J];經(jīng)營管理者;2009年14期

3 王學(xué)平;;我國房地產(chǎn)廣告策略研究[J];生產(chǎn)力研究;2009年10期

4 邵焱;;房地產(chǎn)營銷渠道的問題與對策[J];江蘇商論;2008年09期

5 胡曉龍;;Web個(gè)性化的房地產(chǎn)企業(yè)分析型客戶關(guān)系管理與應(yīng)用[J];社會科學(xué)家;2008年06期

6 邊凌雁;;4P營銷組合與7P營銷組合的比較研究[J];商場現(xiàn)代化;2007年35期

7 郭瑋;葉雙林;;房地產(chǎn)企業(yè)顧客關(guān)系營銷策略[J];現(xiàn)代商貿(mào)工業(yè);2007年11期

8 胡建蘭;;房地產(chǎn)市場調(diào)研中應(yīng)關(guān)注的幾個(gè)問題[J];中國房地產(chǎn);2007年08期

9 高林;;承諾營銷在房地產(chǎn)營銷推廣中的運(yùn)用[J];黑龍江科技信息;2007年08期

相關(guān)碩士學(xué)位論文 前3條

1 朱軍;長沙A房地產(chǎn)公司營銷策略研究[D];湘潭大學(xué);2011年

2 張皓博;RA房地產(chǎn)發(fā)展有限公司營銷策略研究[D];西安理工大學(xué);2010年

3 趙聲志;株硬集團(tuán)產(chǎn)品結(jié)構(gòu)優(yōu)化研究[D];中南大學(xué);2009年

，

本文編號：1929862