本文關(guān)鍵詞：JZY房地產(chǎn)市場營銷策劃研究　出處：《大連海事大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 營銷策略 市場細(xì)分 項(xiàng)目策劃 SWOT

【摘要】：房地產(chǎn)企業(yè)是關(guān)系到民生的重要支柱產(chǎn)業(yè)之一。隨著近幾年房地產(chǎn)市場的迅猛增長,國家陸續(xù)開始出臺各項(xiàng)政策進(jìn)行宏觀市場調(diào)控�，F(xiàn)階段房地產(chǎn)市場增速緩慢,因而房地產(chǎn)企業(yè)想要在目前的環(huán)境下穩(wěn)步增長,房地產(chǎn)項(xiàng)目營銷策劃就顯得非常重要。但是,我國房地產(chǎn)企業(yè)對市場營銷策劃尚未得到足夠的重視,一方面,很多開發(fā)商認(rèn)為只要樓盤地理位置好、項(xiàng)目質(zhì)量好,樓盤就可以銷售一空,然而事實(shí)未必如此。另一方面,我國的房地產(chǎn)市場營銷策劃人員能力水平并不高,并不能很好的發(fā)揮房地產(chǎn)市場營銷策劃的作用,這些都為房地產(chǎn)市場的良性發(fā)展帶來了很多問題。因此,房地產(chǎn)企業(yè)如何在當(dāng)今環(huán)境下,通過運(yùn)用市場開發(fā)營銷策略來提高企業(yè)的銷售業(yè)績和企業(yè)的知名度是本文的研究重點(diǎn)。 本文運(yùn)用市場營銷理論和方法,并且結(jié)合JZY房地產(chǎn)企業(yè)實(shí)際特點(diǎn),以遼寧省鞍山市JZY項(xiàng)目為典型案例,給出了房地產(chǎn)營銷策劃案例,并對房地產(chǎn)開發(fā)企業(yè)市場開發(fā)進(jìn)行了探討。本文首先介紹房地產(chǎn)市場的行業(yè)背景、我國的市場環(huán)境并給出了本文的研究意義及組織結(jié)構(gòu),提出“JZY房地產(chǎn)市場營銷策劃研究”的研究課題：其次,本文運(yùn)用SWOT理論對房地產(chǎn)企業(yè)優(yōu)勢和劣勢進(jìn)行了詳細(xì)的分析,重點(diǎn)對JZY房地產(chǎn)項(xiàng)目所面臨的環(huán)境進(jìn)行了細(xì)分,從研究企業(yè)自身的優(yōu)勢和劣勢出發(fā),并結(jié)合JZY項(xiàng)目的自身特點(diǎn),給出了JZY項(xiàng)目的市場開發(fā)策略。最后,本文運(yùn)用綜合分析的方法,對JZY項(xiàng)目進(jìn)行了詳細(xì)的市場環(huán)境分析、目標(biāo)市場定位后給出了JZY項(xiàng)目的定價(jià)策略、定位價(jià)格、后期的營銷策略,并對市場開發(fā)策劃提出了相對保障措施。 通過對JZY房地產(chǎn)項(xiàng)目營銷策略實(shí)施,顯著提高了JZY房地產(chǎn)企業(yè)銷售業(yè)績和企業(yè)的知名度。促進(jìn)了房地產(chǎn)企業(yè)經(jīng)濟(jì)增長和轉(zhuǎn)型,希望本文能對其它房地產(chǎn)企業(yè)有指導(dǎo)和借鑒的作用。
[Abstract]:Real estate enterprise is one of the important pillar industries related to people's livelihood. With the rapid growth of real estate market in recent years. At present, the real estate market growth rate is slow, so real estate enterprises want to grow steadily in the current environment. The marketing planning of real estate projects is very important. However, the real estate enterprises in our country have not paid enough attention to the marketing planning. On the one hand, many developers think that as long as the geographical location of the real estate is good. Project quality is good, the real estate can be sold out, but the fact is not necessarily so. On the other hand, our real estate marketing planners are not high level. It is not very good to play the role of real estate marketing planning, these have brought a lot of problems for the benign development of the real estate market. Therefore, how the real estate enterprises in today's environment. It is the focus of this paper to use marketing strategy to improve the sales performance and the popularity of enterprises. This article uses marketing theory and method, and combines the actual characteristics of JZY real estate enterprises, taking Anshan JZY project as a typical case, gives the case of real estate marketing planning. This paper first introduces the background of the real estate market, the market environment of our country, and gives the significance and organizational structure of this paper. Put forward "JZY real estate marketing planning research" research topic: secondly, this paper uses the SWOT theory to analyze the advantages and disadvantages of real estate enterprises in detail. Focus on the JZY real estate project facing a subdivision of the environment, from the study of the strengths and weaknesses of the enterprise itself, and combined with the characteristics of the JZY project itself. The market development strategy of JZY project is given. Finally, the market environment of JZY project is analyzed in detail by using the method of comprehensive analysis. After the target market positioning, the pricing strategy, the positioning price, the later marketing strategy of the JZY project are given, and the relative safeguard measures for the market development and planning are put forward. Through the implementation of JZY real estate project marketing strategy, the sales performance of JZY real estate enterprises and the visibility of enterprises have been improved significantly, and the economic growth and transformation of real estate enterprises have been promoted. I hope this article can be used as a guide and reference for other real estate enterprises.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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