發(fā)布時(shí)間：2018-04-01 20:40

  本文選題：房地產(chǎn)　切入點(diǎn)：市場(chǎng)營(yíng)銷　出處：《華僑大學(xué)》2014年碩士論文

【摘要】：房地產(chǎn)市場(chǎng)營(yíng)銷是市場(chǎng)營(yíng)銷學(xué)的一個(gè)分支，也是新興的一門應(yīng)用學(xué)科。深入研究房地產(chǎn)市場(chǎng)營(yíng)銷理論，具有重大的現(xiàn)實(shí)意義，它有助于提高房地產(chǎn)開發(fā)企業(yè)的整體營(yíng)銷素質(zhì)，增強(qiáng)房地產(chǎn)開發(fā)企業(yè)的活力和核心競(jìng)爭(zhēng)力，促進(jìn)房地產(chǎn)業(yè)健康、穩(wěn)步的發(fā)展，更好地滿足廣大消費(fèi)者日益增長(zhǎng)的需求。 本論文基于A房地產(chǎn)公司如何選擇石獅X項(xiàng)目的房地產(chǎn)營(yíng)銷策略的營(yíng)銷案例，通過企業(yè)更新房地產(chǎn)營(yíng)銷理念，借助各種不同的營(yíng)銷分析工具和綠色營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷等新型營(yíng)銷策略，提升A房地產(chǎn)公司營(yíng)銷活動(dòng)的科學(xué)性、針對(duì)性、有效性，具有一定的啟示意義。本文研究有兩方面的目的：一是通過現(xiàn)實(shí)案例實(shí)踐房地產(chǎn)市場(chǎng)營(yíng)銷理論，以點(diǎn)帶面，了解房地產(chǎn)市場(chǎng)營(yíng)銷模式的變革，并以此為內(nèi)核和動(dòng)力，，助力我國(guó)房地產(chǎn)企業(yè)與房地產(chǎn)市場(chǎng)可持續(xù)發(fā)展；二是通過X項(xiàng)目的營(yíng)銷策略研究，分析產(chǎn)品營(yíng)銷、綠色營(yíng)銷、關(guān)系營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷、品牌營(yíng)銷等營(yíng)銷策略的可行性和使用范圍，探討其應(yīng)用價(jià)值。 本文的內(nèi)容主要分為六章。首先介紹進(jìn)行房地產(chǎn)策略研究的相關(guān)背景、目的和意義，提出論文的特色及創(chuàng)新點(diǎn)；其次通過梳理研究房地產(chǎn)營(yíng)銷策略的相關(guān)理論，為本文研究提供理論依據(jù)；接著從研究A房地產(chǎn)公司石獅X項(xiàng)目營(yíng)銷策略案例分析入手，細(xì)致剖析該項(xiàng)目的內(nèi)外環(huán)境、營(yíng)銷策略等方面內(nèi)容，并從研究中獲得啟示，總結(jié)現(xiàn)階段我國(guó)房地產(chǎn)企業(yè)的困境及市場(chǎng)營(yíng)銷要點(diǎn)；最后對(duì)全文進(jìn)行總結(jié)，并提出研究的不足之處。
[Abstract]:Real estate marketing is not only a branch of marketing, but also a new applied subject.It is of great practical significance to deeply study the theory of real estate marketing, which is helpful to improve the overall marketing quality of real estate development enterprises, enhance the vitality and core competitiveness of real estate development enterprises, and promote the health of the real estate industry.Steady development, better meet the growing needs of consumers.This paper is based on how A Real Estate Company chooses the marketing case of Shishi X project's real estate marketing strategy, through the enterprise renewal of the real estate marketing concept, with the help of various marketing analysis tools and green marketing.The new marketing strategy, such as network marketing, promotes the scientific, targeted and effective marketing activities of A real estate company.The purpose of this study is to practice the theory of real estate marketing through practical cases, to understand the transformation of real estate marketing model, and to take it as the core and motive force.To help the real estate enterprises and the real estate market to develop sustainably in our country; second, to analyze the feasibility and scope of use of the marketing strategies such as product marketing, green marketing, relationship marketing, network marketing, brand marketing and so on through the marketing strategy research of X project.Discuss its application value.The content of this paper is divided into six chapters.Firstly, it introduces the background, purpose and significance of the research on the real estate strategy, puts forward the characteristics and innovation of the paper, and then provides the theoretical basis for the research by combing the relevant theories of the real estate marketing strategy.Then from the A real estate company Shishi X project marketing strategy case analysis, detailed analysis of the project's internal and external environment, marketing strategies and other aspects, and from the study to obtain inspiration,This paper summarizes the difficulties and marketing points of Chinese real estate enterprises at the present stage, and finally summarizes the full text and puts forward the deficiencies of the research.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4;F274

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本文編號(hào)：1697249