本文選題：營銷　切入點：房地產營銷　出處：《西北農林科技大學》2014年碩士論文

【摘要】：房地產業(yè)經過十幾年的發(fā)展已經成為我國經濟增長的支柱產業(yè)。隨著我國宏觀調控政策的進一步實施，法律法規(guī)的逐步完善，行業(yè)競爭的加劇及消費觀念的轉變等因素，這些因素的變化也促進房地產企業(yè)在經營管理上的轉變。2008年國際金融危機對我國房地產造成了嚴重的沖擊，尤其是通貨膨脹的加劇，導致我國的經濟出現了下滑的趨勢。體現在房地產市場成交量導致價格下降，客戶觀望情緒蔓延，出現了大批地產企業(yè)轉行的現象。隨后國家出臺了刺激政策，保證房地產行業(yè)穩(wěn)定健康的發(fā)展，在經濟刺激下方地產很快復蘇，但國家出臺了更加嚴格的限購政策，來抑制過快的房地產增長。房地產市場的大起大落，對房地產企業(yè)管理提出了更高的要求。 鑒于房地產市場的宏觀調控的實施和企業(yè)間競爭加劇的情況下，本文以中小房地產企業(yè)為研究對象，面對未來種種的市場考驗，如何在未來的市場中占有一席之地？企業(yè)持續(xù)發(fā)展與房地產營銷是分不開的，房地產營銷的好壞直接影響企業(yè)的后續(xù)發(fā)展。全文研究以市場營銷學、管理學為理論基礎，借助人力資源學管理方法，以永翌房地產公司所開發(fā)的福州永翌上尚城營銷管理作為研究線索，系統的闡述了的營銷管理的過程。從該項目的產品和市場定位、營銷推廣、銷售管理及客戶管理等管理的內容及方法進行分析和總結，通過運用SWOT分析方法總結該項目在營銷管理上經驗，展開分析該企業(yè)在營銷管理上的成功之處和經驗借鑒，以及對于管理不足之處的改善措施等。以此營銷管理為契機為其他中小房地產企業(yè)在未來的市場競爭中提供參考，來提升和改進營銷管理水平具有重要意義。 本文研究的特色和重要貢獻主要體現三個方面。首先，運用市場營銷理論與方法探討房地產營銷管理的內容和管理模式，以科學的管理方法提高營銷管理效率，對營銷管理進行了論述和總結；其次，通過房地產項目個案的營銷分析和總結，切實的加強了理論聯系實踐運用的合理性，以小見大，歸納出中小地產企業(yè)在營銷管理上的方法和手段；再次，總結項目管理特點為其他企業(yè)找到更加合適的營銷管理模式提供借鑒，重點是在營銷內容上的科學營銷方法和決策，起到提升營銷效率的作用；最后，結合案例分析營銷管理在產品和市場定位，營銷執(zhí)行，價格策略上的管理和方法，，以及更好的建設地產品牌的趨勢，這些營銷管理上成功是防御企業(yè)的市場風險的關鍵。
[Abstract]:After more than ten years of development, real estate industry has become the pillar industry of China's economic growth.With the further implementation of China's macro-control policy, the gradual improvement of laws and regulations, the intensification of competition in the industry and the transformation of consumption concepts, and so on,The changes of these factors also promote the change of management of real estate enterprises. The international financial crisis of 2008 has caused a serious impact on China's real estate, especially the aggravation of inflation, which has led to a downward trend of China's economy.Reflected in the real estate market trading volume led to a decline in prices, customer sentiment spread, a large number of real estate companies changed jobs phenomenon.The country then introduced stimulus policies to ensure a steady and healthy development of the real estate industry, which quickly recovered under economic stimulus, but the country introduced stricter restrictions on purchases to curb excessive real estate growth.The ups and downs of the real estate market put forward higher requirements for the management of real estate enterprises.In view of the implementation of macro-control of the real estate market and the intensification of competition among enterprises, this paper takes small and medium-sized real estate enterprises as the research object, facing all kinds of market tests in the future, how to occupy a place in the future market?The sustainable development of enterprises and real estate marketing is inseparable, the quality of real estate marketing directly affects the subsequent development of enterprises.Based on the theory of marketing and management and with the aid of human resource management method, this paper systematically expounds the process of marketing management with the research clue of the marketing management of Yongyi city in Fuzhou developed by Yongyi real estate company.This paper analyzes and summarizes the contents and methods of the product and market positioning, marketing promotion, sales management and customer management of the project, and summarizes the experience of the project in marketing management by using the SWOT analysis method.This paper analyzes the success and experience of the enterprise in marketing management, as well as the improvement measures for the management deficiencies.Taking this marketing management as an opportunity, it is of great significance to provide reference for other small and medium-sized real estate enterprises in the future market competition to promote and improve the level of marketing management.The characteristics and important contributions of this paper mainly reflect three aspects.First of all, using marketing theory and method to discuss the content and management mode of real estate marketing management, to improve the efficiency of marketing management with scientific management methods, to discuss and summarize the marketing management.Through the marketing analysis and summary of the real estate project case, it strengthens the rationality of the application of theory and practice, through a small part to see the whole, summed up the small and medium-sized real estate enterprises in the marketing management methods and means; third,Summary of the characteristics of project management for other enterprises to find more appropriate marketing management model, the emphasis is on the content of scientific marketing methods and decisions, play a role in improving marketing efficiency; finally,This paper analyzes the marketing management in terms of product and market positioning, marketing execution, price strategy management and the trend of better building real estate brand. The success of marketing management is the key to defending the market risk of enterprises.
【學位授予單位】：西北農林科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4;F274

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