發(fā)布時(shí)間：2018-02-26 10:50

  本文關(guān)鍵詞： 房地產(chǎn)營(yíng)銷(xiāo)模式 ××花園市場(chǎng)調(diào)查　出處：《電子科技大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：房地產(chǎn)是我國(guó)經(jīng)濟(jì)發(fā)展的重要產(chǎn)業(yè)。伴隨著我國(guó)經(jīng)濟(jì)的發(fā)展，我國(guó)也出現(xiàn)了一大批房地產(chǎn)企業(yè)。 然而，在我國(guó)一線(xiàn)房地產(chǎn)企業(yè)供需逐步轉(zhuǎn)向買(mǎi)方市場(chǎng)，國(guó)家從2003年開(kāi)始的房地產(chǎn)調(diào)控逐步加強(qiáng)，特別是2011年開(kāi)始的密集調(diào)控以及2013年后的新政府對(duì)民生問(wèn)題的關(guān)注，房地產(chǎn)宏觀環(huán)境越發(fā)撲朔迷離。 與此相對(duì)應(yīng)的是，我國(guó)房地產(chǎn)企業(yè)普遍存在“搞房地產(chǎn)第一是地段，第二是地段，第三還是地段”、廣告決定銷(xiāo)量、價(jià)格決定銷(xiāo)量和捂盤(pán)等一些不正規(guī)的開(kāi)發(fā)模式，不僅對(duì)房地產(chǎn)市場(chǎng)造成極為不好的影響，，也對(duì)房地產(chǎn)企業(yè)的發(fā)展壯大極為不利。 本文從房地產(chǎn)營(yíng)銷(xiāo)理論著手，分別對(duì)我國(guó)1998年之前的房地產(chǎn)營(yíng)銷(xiāo)、1998-2006年的房地產(chǎn)營(yíng)銷(xiāo)和2007年后的房地產(chǎn)營(yíng)銷(xiāo)進(jìn)行了詳細(xì)回顧，并結(jié)合房地產(chǎn)營(yíng)銷(xiāo)模式相關(guān)理論對(duì)我國(guó)的碧桂園、恒大和萬(wàn)科企業(yè)的營(yíng)銷(xiāo)模式進(jìn)行分析。 在總結(jié)相關(guān)企業(yè)的實(shí)踐經(jīng)驗(yàn)和相關(guān)營(yíng)銷(xiāo)理論的基礎(chǔ)上，對(duì)××花園項(xiàng)目進(jìn)行前期調(diào)研，并在此基礎(chǔ)上進(jìn)行價(jià)格和產(chǎn)品設(shè)計(jì)，并對(duì)促銷(xiāo)分為平場(chǎng)期、銷(xiāo)售期和后銷(xiāo)售期進(jìn)行不同設(shè)計(jì)，最終達(dá)到良好的樓盤(pán)銷(xiāo)售局面。
[Abstract]:Real estate is an important industry in the economic development of our country, and with the development of our economy, a large number of real estate enterprises have appeared in our country. However, the supply and demand of the first-line real estate enterprises in our country are gradually turning to the buyer's market, and the state's real estate regulation and control has been gradually strengthened since 2003, especially the intensive regulation and control that began in 2011 and the concern of the new government on the livelihood of the people after 2013. Real estate macro-environment is increasingly confusing. Correspondingly, Chinese real estate enterprises generally have some irregular development models, such as "building real estate first is location, second is location, third is location". Advertising determines sales volume, price determines sales volume, and other irregular development modes, such as covering plates, etc. Not only to the real estate market caused extremely bad influence, but also to the real estate enterprise development and expansion extremely unfavorable. Starting from the theory of real estate marketing, this paper reviews the real estate marketing in China before 1998 and after 2007, and combines the theory of real estate marketing model to make a detailed review of the real estate marketing in China. Evergrande and Vanke enterprise marketing model analysis. On the basis of summarizing the practical experience and the relevant marketing theory of the related enterprises, this paper makes a preliminary investigation on the 脳 脳 garden project, and on this basis carries on the price and product design, and divides the promotion into the flat period, Sales period and after-sale period for different design, eventually to achieve a good situation of real estate sales.
【學(xué)位授予單位】：電子科技大學(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

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 杜偉;關(guān)系營(yíng)銷(xiāo)理論與房地產(chǎn)營(yíng)銷(xiāo)策略創(chuàng)新[J];城市開(kāi)發(fā);2002年11期

2 張傳勇;;碧桂園開(kāi)發(fā)模式解析[J];城市開(kāi)發(fā);2008年12期

3 江志明;房地產(chǎn)業(yè)的文化營(yíng)銷(xiāo)[J];中國(guó)房地產(chǎn);2004年04期

4 景進(jìn)安;從4P、4C營(yíng)銷(xiāo)理論到4R營(yíng)銷(xiāo)理論[J];北方經(jīng)貿(mào);2003年11期

5 王海忠;;中國(guó)消費(fèi)者世代及其民族中心主義輪廓研究[J];管理科學(xué)學(xué)報(bào);2005年06期

6 潘永強(qiáng),吳立平,任宏;試論房地產(chǎn)全過(guò)程營(yíng)銷(xiāo)策略體系[J];重慶建筑大學(xué)學(xué)報(bào);2001年02期

7 王海忠;;完全品牌定位的中國(guó)經(jīng)驗(yàn)[J];經(jīng)濟(jì)管理;2007年21期

8 閆麗霞;體驗(yàn)營(yíng)銷(xiāo)在房地產(chǎn)營(yíng)銷(xiāo)中的應(yīng)用[J];企業(yè)經(jīng)濟(jì);2005年07期

9 張傳勇;;碧桂園：十年打造地產(chǎn)營(yíng)銷(xiāo)新模式[J];企業(yè)研究;2008年09期

10 焦利明,常永勝;營(yíng)銷(xiāo)理論的發(fā)展與顧客價(jià)值讓渡模式[J];商訊商業(yè)經(jīng)濟(jì)文薈;2005年04期

相關(guān)博士學(xué)位論文 前1條

1 徐鵬;基于消費(fèi)者認(rèn)知的品牌定位模式研究[D];南開(kāi)大學(xué);2009年

本文編號(hào)：1537705