【摘要】：改革開放以來,我國房地產(chǎn)市場從無到有、從小到大,從供不應(yīng)求的賣方市場到激烈競爭的營銷角逐。伴隨著人民群眾消費(fèi)能力的大幅提高,鑒于多年銷售數(shù)量積累和房地產(chǎn)商品本身的相對(duì)高價(jià)和耐用性以及國家近些年對(duì)房地產(chǎn)行業(yè)的宏觀調(diào)控政策等諸多因素的影響,當(dāng)今的房地產(chǎn)從業(yè)者尤其是銷售部門正面臨著前所未有的挑戰(zhàn),市場營銷策略在企業(yè)經(jīng)營管理中的地位也日益變得重要起來。HX房地產(chǎn)公司始創(chuàng)于1998年,是全國為數(shù)不多的產(chǎn)業(yè)新城運(yùn)營商中規(guī)模較大的一個(gè),十幾年來銳意進(jìn)取,圍繞三大國家戰(zhàn)略重點(diǎn)地區(qū)積極開發(fā)建設(shè),業(yè)務(wù)版圖業(yè)已遍布北京、上海、遼寧、浙江、安徽等省區(qū)以及印度尼西亞、新加坡等東南亞國家,形成了近百個(gè)產(chǎn)業(yè)集群。本文對(duì)HX房地產(chǎn)公司現(xiàn)有營銷策略進(jìn)行分析,聯(lián)系當(dāng)前政策導(dǎo)向和市場行情,結(jié)合該公司自身特點(diǎn),找出該公司在制定和實(shí)施營銷策略中存在的主要問題,深入研究問題產(chǎn)生的原因,并有針對(duì)性地提出適當(dāng)?shù)慕鉀Q方案,對(duì)HX房地產(chǎn)公司完善現(xiàn)有營銷策略、擴(kuò)大銷售、增加銷售利潤具有重大的研究價(jià)值和現(xiàn)實(shí)意義。本文共分為緒論、正文及結(jié)論三個(gè)部分。第一部分緒論,主要闡述了選題背景和意義,對(duì)相關(guān)研究文獻(xiàn)進(jìn)行了梳理,同時(shí)給出了全文的研究結(jié)構(gòu)。第二部分首先對(duì)相關(guān)營銷理論進(jìn)行了概述,包括STP理論、4P市場營銷理論以及房地產(chǎn)營銷理論。其次,對(duì)HX房地產(chǎn)公司發(fā)展現(xiàn)狀進(jìn)行了分析。包括HX公司基本情況介紹,從波特五力模型和SWOT分析的角度對(duì)HX公司競爭力進(jìn)行了分析。第三,介紹了HX房地產(chǎn)公司現(xiàn)有營銷策略及存在的主要問題和原因。第四,提出了HX房地產(chǎn)公司營銷策略的改進(jìn)方案。最后,給出營銷策略實(shí)施的保障措施。第三部分得出本文的研究結(jié)論。
[Abstract]:Since the reform and opening up, the real estate market of our country has been from nothing to existence, from small to large, from the seller's market in short supply to the fierce competitive marketing competition. With the substantial increase in the consumption power of the people, in view of the accumulation of sales volume over the years, the relative high price and durability of real estate goods themselves, and the impact of the country's macroeconomic regulation and control policies on the real estate industry in recent years, Today's real estate practitioners, especially sales departments, are facing unprecedented challenges, and marketing strategies have become increasingly important in business management. HX Real Estate Company was founded in 1998. It is one of the few industrial new city operators in the country on a larger scale. It has been forging ahead for more than a decade, actively developing and building around the three major strategic areas of the country. The business territory has spread throughout Beijing, Shanghai, Liaoning, Zhejiang, Anhui and other provinces, as well as Indonesia, Singapore and other Southeast Asian countries, forming nearly 100 industrial clusters. This paper analyzes the existing marketing strategy of HX real estate company, and finds out the main problems in the formulation and implementation of the marketing strategy by combining the current policy orientation and market, and combining with the characteristics of the company itself. It is of great research value and practical significance for HX real estate company to perfect existing marketing strategy, expand sales and increase sales profit. This paper is divided into three parts: introduction, text and conclusion. The first part introduces the background and significance of the topic, combs the relevant research literature, and gives the research structure of the full text. The second part summarizes the related marketing theories, including STP theory, 4p marketing theory and real estate marketing theory. Secondly, the development of HX real estate company is analyzed. Including the introduction of HX Company, this paper analyzes the competitiveness of HX Company from the point of view of Porter's five-force model and SWOT analysis. Thirdly, it introduces the existing marketing strategy of HX real estate company and the main problems and reasons. Fourth, proposed the HX real estate company marketing strategy improvement plan. Finally, the guarantee measures for the implementation of marketing strategy are given. The third part draws the conclusion of this paper.
【學(xué)位授予單位】：沈陽理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F274

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