發(fā)布時(shí)間：2018-03-17 22:39

  本文選題：房地產(chǎn)營銷策略　切入點(diǎn)：營銷環(huán)境　出處：《沈陽大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：房地產(chǎn)營銷是房地產(chǎn)學(xué)和市場營銷學(xué)的交叉內(nèi)容,對房地產(chǎn)營銷策略的研究具有重大的現(xiàn)實(shí)意義。房地產(chǎn)營銷策略能幫助企業(yè)應(yīng)對激烈的競爭,在市場中立足站穩(wěn),真正提高房地產(chǎn)營銷決策的科學(xué)性,幫助企業(yè)建立科學(xué)的房地產(chǎn)營銷策略。本論文結(jié)合YK房地產(chǎn)公司桃花源項(xiàng)目這個(gè)具體的案例,對該項(xiàng)目的市場和營銷策略進(jìn)行了科學(xué)的評價(jià),指出YK房地產(chǎn)公司桃花源項(xiàng)目在市場運(yùn)作中的不足之處,并從市場細(xì)分和客戶關(guān)系管理方面提出了一些建議化意見,為企業(yè)下一步調(diào)整銷售策略提供參考。本文主要分為六個(gè)部分。第一部分是緒論,闡述論文的選題背景和意義,并簡單介紹論文研究思路與方法。第二部分界定房地產(chǎn)營銷和房地產(chǎn)營銷策略的概念,整理和歸納房地產(chǎn)營銷策略國內(nèi)外研究現(xiàn)狀。第三部分對YK房地產(chǎn)公司桃花源項(xiàng)目營銷環(huán)境分析,介紹YK房地產(chǎn)公司桃花源項(xiàng)目概況,對營銷環(huán)境進(jìn)行分析。第四部分對YK房地產(chǎn)公司桃花源項(xiàng)目營銷策略分析,介紹品牌策略、價(jià)格策略、營銷媒介策略和促銷策略。第五部分指出YK房地產(chǎn)公司桃花源項(xiàng)目營銷策略中存在的問題,分別從市場細(xì)分和客戶關(guān)系管理方面進(jìn)行分析。第六部分,提出進(jìn)一步完善YK房地產(chǎn)公司桃花源項(xiàng)目營銷對策的建議。
[Abstract]:Real estate marketing is the intersection of real estate and marketing, which has great practical significance in the study of real estate marketing strategy, which can help enterprises cope with fierce competition and stand firm in the market. Improve the scientific nature of the real estate marketing decision, help the enterprise to establish the scientific real estate marketing strategy. This paper combines the YK real estate company Taohuayuan project this concrete case, This paper makes a scientific evaluation of the marketing and marketing strategies of the project, points out the shortcomings of the Taohuayuan project in the market operation of YK real estate company, and puts forward some suggestions from the aspects of market segmentation and customer relationship management. This paper is divided into six parts. The first part is the introduction, explaining the background and significance of the thesis. The second part defines the concept of real estate marketing and real estate marketing strategy. The third part analyzes the marketing environment of YK real estate company's Taohuayuan project and introduces the YK real estate company's Taohuayuan project. 4th part of the YK real estate company Taohuayuan project marketing strategy analysis, introduce brand strategy, price strategy, Part 5th points out the problems existing in the marketing strategy of YK real estate company's Taohuayuan project, and analyzes separately from the aspects of market segmentation and customer relationship management. Part 6th, Put forward to further improve YK real estate company Taohuayuan project marketing countermeasures.
【學(xué)位授予單位】：沈陽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F274

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