本文選題：營銷策略 + 優(yōu)化設(shè)計　； 參考：《江西師范大學(xué)》2017年碩士論文

【摘要】：當(dāng)前,我國房地產(chǎn)業(yè)發(fā)展迅猛,隨著各類資本涌入房地產(chǎn)市場,使其整體面臨著供大于求的現(xiàn)實問題。近年來,南昌市的居民消費能力逐漸提升,居民的住房購買力與日俱增,同事對住房產(chǎn)品的品質(zhì)、服務(wù)和配套環(huán)境等提出了新的要求。LG地產(chǎn)公司在南昌縣開發(fā)的JY國際項目,面臨著復(fù)雜的經(jīng)濟、政策和社會環(huán)境,其生存的房地產(chǎn)市場競爭關(guān)系也較為復(fù)雜。在開展?fàn)I銷過程中,不僅要隨時適應(yīng)購房群體在需求、消費能力、意向等方面的轉(zhuǎn)變,而且還要在置業(yè)顧問的銷售能力、談判技巧、優(yōu)惠策略等方面加強管理。在社會經(jīng)濟發(fā)展進入轉(zhuǎn)型關(guān)鍵時期的大背景下,面對日益挑剔的購房者,LG地產(chǎn)JY國際項目如何發(fā)揮優(yōu)勢,改進不足,采用合適的營銷策略,將自身產(chǎn)品成功的銷售出去,是本文研究的主要課題。本文的主要研究內(nèi)容包括:首先,本文在系統(tǒng)地總結(jié)國內(nèi)外學(xué)者關(guān)于營銷策略的研究進展情況的基礎(chǔ)上,選取LG地產(chǎn)JY國際項目為案例分析對象,對其現(xiàn)有營銷優(yōu)勢和問題進行了總結(jié)。其次,本文對LG地產(chǎn)JY國際項目營銷的政治環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境、市場競爭者以及購買者需求進行了重點分析,再次,提出了基于4P營銷理論的JY國際項目營銷的具體優(yōu)化策略;在本文的最后一個章節(jié)中,著眼于資金、組織與人力資源、制度三個角度,簡要的分析了LG地產(chǎn)營銷策略的保障措施。
[Abstract]:At present, the real estate industry in our country is developing rapidly. With all kinds of capital pouring into the real estate market, the real estate market is facing the problem of oversupply. In recent years, the consumption power of residents in Nanchang City has been gradually improved, and the purchasing power of housing is increasing day by day. Colleagues have put forward new requirements for the quality of housing products, services and supporting environment. LG Real Estate Company has developed a JY international project in Nanchang County. Faced with complex economic, policy and social environment, the real estate market competition relationship is also more complex. In the process of marketing, we should not only adapt to the change of demand, consumption ability, intention and so on, but also strengthen the management in the aspects of sales ability, negotiation skill, preferential strategy and so on. In the context of the critical period of social and economic development, facing the increasingly picky buyers of LG Real Estate JY International Project how to bring its advantages into full play, improve its shortcomings, adopt appropriate marketing strategies, and successfully sell its own products. It is the main research topic of this paper. The main research contents of this paper are as follows: firstly, on the basis of systematically summarizing the research progress of domestic and foreign scholars on marketing strategy, this paper selects LG Real Estate JY International Project as the case study object. It summarizes the existing marketing advantages and problems. Secondly, this paper focuses on the political environment, economic environment, social and cultural environment, technological environment, market competitors and buyers' demand of LG real estate JY international project marketing. This paper puts forward the specific optimization strategy of JY international project marketing based on 4P marketing theory. In the last chapter of this paper, it focuses on three angles: capital, organization and human resources, system, etc. A brief analysis of LG real estate marketing strategy protection measures.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F299.233.4;F274

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