本文關(guān)鍵詞：QM房地產(chǎn)代理公司營(yíng)銷(xiāo)策略研究　出處：《華中科技大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：我國(guó)房地產(chǎn)行業(yè)近幾年發(fā)展速度非常迅猛，在泡沫經(jīng)濟(jì)的嚴(yán)峻考驗(yàn)下，房地產(chǎn)企業(yè)競(jìng)爭(zhēng)日趨激烈，不僅有樓盤(pán)之爭(zhēng)，還有企業(yè)之間綜合實(shí)力的競(jìng)爭(zhēng)。所以，加強(qiáng)營(yíng)銷(xiāo)策劃至關(guān)重要。如何成為最適合項(xiàng)目發(fā)展的代理公司是房地產(chǎn)代理行業(yè)的一大難題。 本文以“QM房地產(chǎn)代理公司營(yíng)銷(xiāo)策略”為研究對(duì)象，所研究的QM房地產(chǎn)代理公司，其主要業(yè)務(wù)集中在我國(guó)的三四線(xiàn)城市。公司經(jīng)營(yíng)具備創(chuàng)新性、全面性和特色定制性服務(wù)等特點(diǎn)，且在同行業(yè)同等級(jí)公司中占中上等水平。首先，論文通過(guò)對(duì)房地產(chǎn)相關(guān)行業(yè)背景的分析為本文的研究提出了前提條件，同時(shí)闡述了選題的目的及意義。接著，通過(guò)相關(guān)理論綜述提出本文所用原理、理論、方法、手段等。通過(guò)對(duì)行業(yè)的發(fā)展歷史、行業(yè)類(lèi)別、存在意義及行業(yè)現(xiàn)狀等方面的系統(tǒng)介紹，將我國(guó)房地產(chǎn)代理行業(yè)的整體狀況進(jìn)行了詳細(xì)而透徹的分析。然后，對(duì)QM公司目前的經(jīng)營(yíng)模式、營(yíng)銷(xiāo)策略、管理手段等做了詳細(xì)的解說(shuō)，通過(guò)PEST分析法進(jìn)行宏觀(guān)環(huán)境分析，并結(jié)合實(shí)際情況對(duì)行業(yè)環(huán)境和競(jìng)爭(zhēng)對(duì)手進(jìn)行詳細(xì)地論述。最后，對(duì)QM公司的營(yíng)銷(xiāo)策略分成前期、中期、后期三個(gè)部分進(jìn)行詳盡的剖析，并利用3C模型、STP戰(zhàn)略、SWOT分析和4Ps戰(zhàn)略等營(yíng)銷(xiāo)理論工具結(jié)合實(shí)際案例分析，通過(guò)對(duì)結(jié)果的分析、研究、比較、評(píng)價(jià)和應(yīng)用，以達(dá)到改進(jìn)QM公司目前營(yíng)銷(xiāo)策略的效果。在此基礎(chǔ)上，對(duì)QM公司未來(lái)發(fā)展做了一個(gè)展望，，并提出適合QM公司發(fā)展的新型營(yíng)銷(xiāo)模式。希望通過(guò)此次研究能對(duì)QM公司經(jīng)營(yíng)管理和利潤(rùn)的提高起到積極的推動(dòng)作用，為同行業(yè)的健康可持續(xù)發(fā)展提供有利的參考。
[Abstract]:The real estate industry of our country develops very fast in recent years. Under the severe test of bubble economy, the competition of real estate enterprises is becoming more and more fierce, not only the competition of real estate, but also the competition of comprehensive strength among enterprises. It is very important to strengthen the marketing planning. How to become the most suitable agent for the development of the project is a difficult problem for the real estate agency industry. This article takes "QM real estate agent company marketing strategy" as the research object, the QM real estate agent company, whose main business is concentrated in the third and fourth line cities of our country, the company management has the innovation. Comprehensive and characteristic customized services and other characteristics, and in the same industry in the same level of companies in the upper level. First, the paper through the analysis of the real estate related industry background for the study of the premise. At the same time, it expounds the purpose and significance of the topic. Then, through the relevant theoretical review, this paper puts forward the principles, theories, methods, means and so on. Through the development of the industry history, industry categories. The significance of the existence of the industry and the status quo of the introduction of the overall situation of the real estate agent industry in China is analyzed in detail and thorough. Then, QM company's current business model, marketing strategy. The management means and so on have made the detailed explanation, through the PEST analytic method carries on the macroscopic environment analysis, and unifies the actual situation to carry on the detailed elaboration to the profession environment and the competitor. Finally. The marketing strategy of QM company is divided into three parts: early, middle and later, and the use of 3C model to make use of STP strategy. SWOT analysis and 4Ps strategy and other marketing theory tools combined with practical case analysis, through the analysis of the results, research, comparison, evaluation and application. In order to improve QM company's current marketing strategy, the future development of QM company is prospected. And put forward a new marketing model suitable for the development of QM Company. It is hoped that this study can play a positive role in promoting the management and profit of QM Company. To provide a favorable reference for the healthy and sustainable development of the same industry.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F299.233.4

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