本文關(guān)鍵詞： 中小房企 營(yíng)銷(xiāo) 戰(zhàn)略 策略 定位　出處：《河北大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：伴隨城市化的進(jìn)程,中國(guó)房地產(chǎn)行業(yè)日漸成熟并成為國(guó)民經(jīng)濟(jì)支柱產(chǎn)業(yè)。在不斷成長(zhǎng)完善的過(guò)程中,房地產(chǎn)業(yè)呈現(xiàn)出競(jìng)爭(zhēng)激烈、行業(yè)集中度日漸提高的特征。在此情況下,中小型房地產(chǎn)公司生存空間受到大型房企的擠壓,越來(lái)越小,主動(dòng)變革成為必然。作為與市場(chǎng)直接接觸的營(yíng)銷(xiāo)工作首當(dāng)其沖,理應(yīng)起到引領(lǐng)變革的作用。不管從企業(yè)主營(yíng)區(qū)域選擇、產(chǎn)品建設(shè)思路,還是從客群定位、價(jià)格定位,抑或是宣傳推廣策略、成交策略等,均應(yīng)做出順應(yīng)時(shí)代潮流的變化,并且覆蓋至交房后客戶需求研討層面。營(yíng)銷(xiāo)工作必須從注重表面趨向追求內(nèi)涵,營(yíng)銷(xiāo)推廣從雜亂無(wú)章趨向規(guī)范有序。結(jié)合中小型房地產(chǎn)公司特點(diǎn)制定有效發(fā)展策略。本文以中小房地產(chǎn)企業(yè)中的安聯(lián)地產(chǎn)為例做營(yíng)銷(xiāo)策略研究。首先對(duì)于本文的背景、研究目的、研究現(xiàn)狀和研究方法做出闡述。第二部分對(duì)房地產(chǎn)營(yíng)銷(xiāo)理論做出梳理,認(rèn)知已有成果和可借鑒成果。第三部分分析當(dāng)下房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)環(huán)境,明晰現(xiàn)時(shí)情況下中小型房地產(chǎn)公司所面臨的客觀環(huán)境。第四部分結(jié)合安聯(lián)地產(chǎn)企業(yè)實(shí)際情況提出應(yīng)以二三線城市為主開(kāi)發(fā)介入?yún)^(qū)域、鎖定中端客群為主力目標(biāo)、差異化產(chǎn)品競(jìng)爭(zhēng)的戰(zhàn)略,第五部分從實(shí)際出發(fā),從品牌策略、產(chǎn)品建設(shè)、項(xiàng)目全程營(yíng)銷(xiāo)把控、銷(xiāo)售策略實(shí)施、完善后期物業(yè)服務(wù)策略等角度提出系統(tǒng)性解決方案。
[Abstract]:With the process of urbanization, China's real estate industry is becoming more and more mature and become the pillar industry of the national economy. In the process of continuous growth and improvement, the real estate industry presents fierce competition. In this case, the survival space of small and medium-sized real estate companies is squeezed by large housing enterprises, and become smaller and smaller. As a direct contact with the market, the marketing work bears the brunt, it should play the role of leading the change. Whether from the choice of the main area of the enterprise, the idea of product construction, or from the customer group positioning. Price positioning, or promotion strategy, transaction strategy, etc., should make changes in line with the trend of the times, and cover the level of customer demand after the delivery of housing. Marketing work must focus on the surface trend to pursue connotation. Marketing promotion from random to normative and orderly. Combined with the characteristics of small and medium-sized real estate companies to formulate effective development strategies. This paper takes Anlian real estate in small and medium-sized real estate enterprises as an example to do marketing strategy research. Background. Research purposes, research status and research methods to elaborate. The second part of the real estate marketing theory is combed, cognition of existing results and can be used for reference. The third part of the analysis of the current real estate marketing environment. Clear the current situation of small and medium-sized real estate companies facing the objective environment. 4th part combined with the actual situation of Allianz real estate enterprises put forward that the second and third tier cities should be the main development intervention area, locking in the middle end of the customer group as the main target. The strategy of differentiated product competition, 5th part from the reality, from the brand strategy, product construction, the whole process of the project marketing control, sales strategy implementation. Perfect the later stage property service strategy and so on the angle puts forward the systematic solution.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F299.233.4

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