本文關(guān)鍵詞：A集團(tuán)房地產(chǎn)公司的營(yíng)銷策略研究　出處：《大連海事大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：由于目前國(guó)內(nèi)房地產(chǎn)市場(chǎng)的高速發(fā)展,房地產(chǎn)行業(yè)變得更加變幻莫測(cè),市場(chǎng)競(jìng)爭(zhēng)也越來(lái)越激烈。近年來(lái),更是由于國(guó)際市場(chǎng)經(jīng)濟(jì)環(huán)境的變化及國(guó)家宏觀政策的影響。房地產(chǎn)行業(yè)也遭遇到了前所未有的威脅,國(guó)內(nèi)各房地產(chǎn)公司要想繼續(xù)發(fā)展壯大,必須改變以前粗放式的市場(chǎng)營(yíng)銷模式。而且要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中獨(dú)占鰲頭,必須揚(yáng)長(zhǎng)避短,發(fā)揮公司自身的優(yōu)勢(shì),找準(zhǔn)市場(chǎng)定位,采取行之有效的市場(chǎng)營(yíng)銷手段才能在市場(chǎng)上立于不敗之地,這也為企業(yè)今后的健康發(fā)展奠定堅(jiān)實(shí)的基礎(chǔ)。 本文首先介紹了選題背景與選題意義,重點(diǎn)分析了全文的研究方向和主要內(nèi)容,第二部分就市場(chǎng)營(yíng)銷的相關(guān)理論進(jìn)行闡述,重點(diǎn)介紹了波特競(jìng)爭(zhēng)五力模型理論,第三部分闡述了中國(guó)城市房地產(chǎn)市場(chǎng)的發(fā)展及特點(diǎn),并就中國(guó)城市房地產(chǎn)市場(chǎng)問(wèn)題的原因進(jìn)行了分析,第四部分以A集團(tuán)房地產(chǎn)公司為例,以五力模型為理論依據(jù),介紹了現(xiàn)階段企業(yè)在發(fā)展過(guò)程的內(nèi)外部形勢(shì),第五部分針對(duì)企業(yè)的發(fā)展,從產(chǎn)品策略、價(jià)格策略、促銷策略、營(yíng)銷渠道策略以及品牌建設(shè)五個(gè)方面分析了A集團(tuán)房地產(chǎn)公司下一步發(fā)展的重要方向。
[Abstract]:Due to the rapid development of the domestic real estate market, the real estate industry has become more unpredictable, the market competition is becoming more and more fierce in recent years. Because of the change of the international market economy environment and the influence of the national macro policy, the real estate industry has also encountered the unprecedented threat, the domestic real estate companies want to continue to develop and grow. Must change the previous extensive marketing model. And in order to dominate in the fierce market competition, we must take advantage of the company's own advantages, find the right market positioning. Only by adopting effective marketing means can we be invincible in the market, which lays a solid foundation for the healthy development of enterprises in the future. This paper first introduces the background and significance of the topic, focusing on the research direction and main content of the full text, the second part of the marketing theory is described. The third part expounds the development and characteristics of China's urban real estate market, and analyzes the causes of the problems in China's urban real estate market. The 4th part takes A Group real estate company as an example, takes the five forces model as the theoretical basis, introduces the internal and external situation of the present enterprise in the development process, 5th part aims at the enterprise development, from the product strategy, the price strategy. The promotion strategy, the marketing channel strategy and the brand construction five aspects have analyzed the A group real estate company's next development important direction.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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本文編號(hào)：1410270