本文關(guān)鍵詞： 房地產(chǎn) 宏觀調(diào)控 市場營銷策略　出處：《內(nèi)蒙古大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：自二十一世紀(jì)以來,我國的房地產(chǎn)業(yè)隨著政策的放開和中國經(jīng)濟的發(fā)展進(jìn)入到蓬勃發(fā)展的十年,逐漸成為我國經(jīng)濟發(fā)展的支柱性產(chǎn)業(yè)之一,在國民經(jīng)濟發(fā)展中有重要的作用。 當(dāng)前房地產(chǎn)的競爭趨于激烈,而消費者購房也趨于理性。因此,如何在激烈的市場競爭中施行更行之有效的營銷戰(zhàn)略戰(zhàn)術(shù),成為目前房地產(chǎn)企業(yè)亟待解決的問題,這也成為了本文中研究的重點。 本文借鑒了房地產(chǎn)市場營銷的相關(guān)理論,運用對比分析、市場調(diào)研等理論與實證分析相結(jié)合的方法,在對鄂爾多斯市薛家灣鎮(zhèn)“東源盛世華府”項目的周邊環(huán)境和項目概況進(jìn)行實地調(diào)研的基礎(chǔ)上,利用PEST、波特五力模型、STP和SWOT矩陣分析法等分析方法,對“東源盛世華府”項目的宏觀和微觀競爭環(huán)境、優(yōu)劣勢以及項目面臨的機遇和威脅進(jìn)行了分析,從而對該項目重新進(jìn)行市場定位。最后,根據(jù)以上環(huán)境分析和市場定位,提出“東源盛世華府”項目的營銷組合4P策略,為項目新的市場定位的實施提供策略保障。本文同時希望以“東源盛世華府”項目的市場營銷策劃的實施,為當(dāng)前市場環(huán)境下的其他房地產(chǎn)企業(yè)提供一個科學(xué)、系統(tǒng)的整體策劃方案。
[Abstract]:Since 21th century, China's real estate industry has become one of the pillar industries of our country's economic development with the opening up of policy and the development of Chinese economy. It has played an important role in the development of national economy. At present, the competition of real estate tends to be fierce, and the consumer also tends to be rational. Therefore, how to implement more effective marketing strategy and tactics in the fierce market competition has become a problem to be solved urgently by real estate enterprises. This has also become the focus of this study. This article draws lessons from the real estate marketing related theory, uses the contrast analysis, the market investigation and so on the theory and the empirical analysis unifies the method, On the basis of field investigation on the surrounding environment and project profile of the project of "Dongyuan prosperous times Washington" in Xuejiawan Town, Ordos City, this paper makes use of the analysis methods such as pest, Porter's five Force Model and SWOT matrix analysis, etc. This paper analyzes the macro and micro competitive environment, advantages and disadvantages, opportunities and threats faced by the "Dongyuan prosperous times Washington" project, so as to reposition the market of the project. Finally, according to the above environmental analysis and market positioning, This paper puts forward the marketing combination 4P strategy of the "Dongyuan prosperous Washington" project, which provides a strategic guarantee for the implementation of the new market positioning of the project. At the same time, this paper hopes to implement the marketing planning of the "Dongyuan prosperous Washington" project. For the current market environment for other real estate enterprises to provide a scientific, systematic overall planning plan.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4

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