本文關(guān)鍵詞： 去庫(kù)存 住宅項(xiàng)目 房地產(chǎn) 營(yíng)銷(xiāo)策略　出處：《福建農(nóng)林大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著我國(guó)房地產(chǎn)業(yè)的迅猛發(fā)展,房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈。我國(guó)經(jīng)濟(jì)發(fā)展步入轉(zhuǎn)型升級(jí)的新常態(tài)階段,2016年,國(guó)家提出房地產(chǎn)發(fā)展的首要任務(wù)就是化解房地產(chǎn)庫(kù)存。提高房地產(chǎn)企業(yè)的整體營(yíng)銷(xiāo)水平和促進(jìn)房地產(chǎn)業(yè)健康穩(wěn)定發(fā)展,房地產(chǎn)營(yíng)銷(xiāo)策劃變得越來(lái)越重要。本文研究有兩方面的目的:一是以點(diǎn)帶面,研究房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)模式的變革,并以此為基礎(chǔ),分析廈門(mén)房地產(chǎn)市場(chǎng)的環(huán)境和房地產(chǎn)企業(yè)自身的特征,為營(yíng)銷(xiāo)決策提供依據(jù);二是通過(guò)XX項(xiàng)目的營(yíng)銷(xiāo)策略研究,分析房地產(chǎn)的產(chǎn)品營(yíng)銷(xiāo)、綠色營(yíng)銷(xiāo)、關(guān)系營(yíng)銷(xiāo)等營(yíng)銷(xiāo)策略的可行性和實(shí)際應(yīng)用,探討其應(yīng)用價(jià)值。本文以廈門(mén)A房地產(chǎn)公司XX住宅項(xiàng)目為例,通過(guò)對(duì)XX項(xiàng)目的營(yíng)銷(xiāo)策略研究,探討A房地產(chǎn)公司的營(yíng)銷(xiāo)對(duì)策。本篇文章的研究對(duì)于去庫(kù)存背景下廈門(mén)同安區(qū)房地產(chǎn)企業(yè)如何解決去庫(kù)存具有重要的理論指導(dǎo)意義。本文以A房地產(chǎn)公司XX住宅項(xiàng)目為研究對(duì)象,首先,闡述房地產(chǎn)營(yíng)銷(xiāo)策略研究的背景和意義,分析其國(guó)內(nèi)外發(fā)展現(xiàn)狀,并提出文章的研究思路和方法;其次,詳細(xì)提出本篇文章的理論基礎(chǔ),房地產(chǎn)營(yíng)銷(xiāo)的概念、內(nèi)容、分析工具及影響因素;再次,從外部環(huán)境、宏觀(guān)經(jīng)濟(jì)狀況、市場(chǎng)需求、政府宏觀(guān)調(diào)控等多方面分析了廈門(mén)同安區(qū)房地產(chǎn)營(yíng)銷(xiāo)面臨去庫(kù)存環(huán)境的挑戰(zhàn);然后,本文在以上理論和環(huán)境分析的基礎(chǔ)上,對(duì)廈門(mén)A房地產(chǎn)公司XX住宅項(xiàng)目進(jìn)行實(shí)證分析,從項(xiàng)目市場(chǎng)需求分析、五力模型分析、PEST模型分析、SWOT分析、STP戰(zhàn)略分析等多個(gè)方面分析并提出A房地產(chǎn)公司XX住宅項(xiàng)目營(yíng)銷(xiāo)策略實(shí)施;最后,提出去庫(kù)存背景下廈門(mén)同安區(qū)房地產(chǎn)營(yíng)銷(xiāo)策略的保障措施。
[Abstract]:With the rapid development of China's real estate industry, the competition in the real estate market is becoming more and more intense. China's economic development has entered the new normal stage of transformation and upgrading. In 2016, The country put forward that the primary task of real estate development is to dissolve real estate inventory, to improve the overall marketing level of real estate enterprises and to promote the healthy and stable development of the real estate industry. Real estate marketing planning is becoming more and more important. There are two purposes in this paper: one is to study the transformation of real estate marketing model from point to point, and on this basis, This paper analyzes the environment of Xiamen real estate market and the characteristics of real estate enterprises in order to provide the basis for marketing decision. Secondly, through the marketing strategy research of XX project, it analyzes the product marketing and green marketing of real estate. This paper takes XX residential project of Xiamen A real estate company as an example, studies the marketing strategy of XX project. The research of this article is of great theoretical significance to the real estate enterprises in Tongan district of Xiamen how to solve the problem of destocking under the background of destocking. In this paper, XX residence of A real estate company is used as a guide. The project is the object of study, First of all, the background and significance of the study of real estate marketing strategy, analysis of its domestic and foreign development situation, and put forward the research ideas and methods of the article; secondly, the theoretical basis of this article, the concept of real estate marketing, content, Analysis tools and influencing factors; thirdly, from the external environment, macroeconomic situation, market demand, government macro-control and other aspects of the real estate marketing in Xiamen Tongan District facing the challenges of destocking environment; Based on the above theory and environmental analysis, this paper makes an empirical analysis on XX housing project of Xiamen A real estate company, and analyzes the market demand of the project. Five forces model analysis and pest model analysis SWOT analysis STP strategic analysis and other aspects to analyze and put forward A real estate company XX residential project marketing strategy implementation; finally put forward the Xiamen Tongan District real estate marketing strategy security measures under the background of destocking.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F299.233.4;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 易憲容;;房地產(chǎn)去庫(kù)存化的難點(diǎn)與重點(diǎn)[J];浙江經(jīng)濟(jì);2016年03期

2 趙寶金;;基于全過(guò)程管理的房地產(chǎn)項(xiàng)目成本控制[J];科技視界;2013年21期

3 張晉;徐桂靈;;房地產(chǎn)開(kāi)發(fā)企業(yè)項(xiàng)目成本控制和管理研究[J];河南科技;2013年12期

4 楊金生;;淺議房地產(chǎn)項(xiàng)目成本控制與管理[J];建設(shè)科技;2013年Z1期

5 倪維棟;;我國(guó)房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)策略走向的初探[J];現(xiàn)代商業(yè);2011年21期

6 李庚;;宏觀(guān)調(diào)控下中小城市房地產(chǎn)的營(yíng)銷(xiāo)策略[J];經(jīng)濟(jì)導(dǎo)刊;2011年07期

7 黃卉;;房地產(chǎn)營(yíng)銷(xiāo)策略探討[J];新聞天地(下半月刊);2010年05期

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

9 戚振強(qiáng);劉長(zhǎng)濱;樊瑜;;房地產(chǎn)綠色營(yíng)銷(xiāo)探討[J];建筑經(jīng)濟(jì);2007年05期

10 李紅霞;;房地產(chǎn)營(yíng)銷(xiāo)決策支持系統(tǒng)分析與設(shè)計(jì)[J];商場(chǎng)現(xiàn)代化;2007年12期

相關(guān)重要報(bào)紙文章 前1條

1 曾福斌;;房地產(chǎn)去庫(kù)存關(guān)鍵在開(kāi)發(fā)商[N];證券時(shí)報(bào);2015年

，

本文編號(hào)：1504561