本文選題：高端房地產(chǎn) + 營(yíng)銷策略��； 參考：《沈陽(yáng)理工大學(xué)》2017年碩士論文

【摘要】：近幾年來(lái),人們生活不斷改善,社會(huì)也在發(fā)展進(jìn)步,一些大的房地產(chǎn)開(kāi)發(fā)企業(yè)洞察商機(jī)。不斷進(jìn)行產(chǎn)品轉(zhuǎn)型,進(jìn)入高端地產(chǎn)領(lǐng)域的公司不斷增多,房地產(chǎn)調(diào)控政策不斷深入以及房貸政策推陳出新,競(jìng)爭(zhēng)已經(jīng)白熱化。為了高效率地保障高端房地產(chǎn)企業(yè)的價(jià)值最大化,必須高度重視高端房地產(chǎn)營(yíng)銷策略的研究和制定。因此,針對(duì)高端房地產(chǎn)營(yíng)銷制定的策略與實(shí)施無(wú)疑具有重要的意義。本研究課題A房地產(chǎn)公司的SSXG項(xiàng)目為對(duì)象,依據(jù)國(guó)內(nèi)和國(guó)外市場(chǎng)營(yíng)銷專業(yè)理論,運(yùn)用營(yíng)銷策略的理論知識(shí)與分析方法,結(jié)合當(dāng)前遼寧省沈陽(yáng)市高端房地產(chǎn)行業(yè)的動(dòng)態(tài)變化,以項(xiàng)目的市場(chǎng)營(yíng)銷現(xiàn)狀為根本出發(fā)點(diǎn),探討了該項(xiàng)目在市場(chǎng)、客戶等方面所存在的實(shí)際問(wèn)題,進(jìn)一步對(duì)該項(xiàng)目的購(gòu)買客戶群進(jìn)行了產(chǎn)品、價(jià)格、渠道、促銷以4P理論為主導(dǎo)的適合該項(xiàng)目的營(yíng)銷策略方案;在此基礎(chǔ)上,為保證本項(xiàng)目營(yíng)銷策略的實(shí)施、完善提供幾條創(chuàng)新型策略建議,從而構(gòu)建出了SSXG項(xiàng)目營(yíng)銷策略的總體系。
[Abstract]:In recent years, people's life has been improved, society is also developing, and some big real estate enterprises have insight into business opportunities. Continuous product transformation, into the high-end real estate sector of the increasing number of companies, the deepening of real estate regulation policies and mortgage policies, the competition has been intensified. In order to ensure the value maximization of high-end real estate enterprises, we must attach great importance to the research and formulation of high-end real estate marketing strategies. Therefore, the strategy and implementation of high-end real estate marketing is undoubtedly of great significance. This research topic A real estate company's SSXG project as the object, according to the domestic and the foreign marketing specialized theory, uses the marketing strategy theory knowledge and the analysis method, unifies the present Liaoning Province Shenyang high-end real estate industry dynamic change, Taking the marketing situation of the project as the basic starting point, this paper discusses the actual problems existing in the market and customers of the project, and further carries out the products, prices and channels for the purchasing customers of the project. In order to ensure the implementation of the marketing strategy of the project, several innovative suggestions are provided to improve the marketing strategy of SSXG project, and the overall system of SSXG project marketing strategy is constructed.
【學(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F299.233.4

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