本文選題：縣域房地產(chǎn) + 營(yíng)銷組合��； 參考：《華中師范大學(xué)》2014年碩士論文

【摘要】：縱觀近兩年的房地產(chǎn)市場(chǎng)新變化,“城鎮(zhèn)化”儼然為房企在一線住宅市場(chǎng)調(diào)控之外打開一個(gè)廣闊的藍(lán)�？臻g。對(duì)于未來城鎮(zhèn)化走向,中央明確提出的“積極穩(wěn)妥推進(jìn)以人為核心的新型城鎮(zhèn)化,促進(jìn)房地產(chǎn)市場(chǎng)平穩(wěn)健康發(fā)展”的表態(tài),而根據(jù)十二五規(guī)劃,“城鎮(zhèn)化”成為未來中國經(jīng)濟(jì)擴(kuò)內(nèi)需的主要方式。放寬中小城市和城鎮(zhèn)戶籍限制、促進(jìn)符合條件的農(nóng)業(yè)轉(zhuǎn)移人口能夠逐漸在城鎮(zhèn)就業(yè)和落戶,從而成為推進(jìn)城鎮(zhèn)化的重要方案。許多開發(fā)商也因此嗅到在城鎮(zhèn)化進(jìn)程中縣級(jí)城市的開發(fā)潛力�？梢灶A(yù)見的是,在未來五年,隨著中國城市化浪潮的進(jìn)一步深化,縣級(jí)城市將成為重點(diǎn)區(qū)域。 房地產(chǎn)行業(yè)的快速發(fā)展,令大城市房地產(chǎn)市場(chǎng)發(fā)展逐步成熟完善,近幾年隨著城鎮(zhèn)化進(jìn)程推進(jìn)速度加快,其結(jié)果就是住房需求壓力猛然增大,而縣域地區(qū)是城市和農(nóng)村理所當(dāng)然的中間地帶,這可想而知給縣域地區(qū)的房地產(chǎn)市場(chǎng)帶來了巨大的商機(jī)。政府和開發(fā)商應(yīng)當(dāng)關(guān)注并重視縣級(jí)房地產(chǎn)業(yè)的開發(fā),城鎮(zhèn)房地產(chǎn)市場(chǎng)的拓展,使其真正成為縣域經(jīng)濟(jì)的新增長(zhǎng)點(diǎn)。本文通過對(duì)湖北省潛江市東升房地產(chǎn)公司“盛世龍城”房地產(chǎn)項(xiàng)目營(yíng)銷模式的研究,提出了一些行之有效的方案。在理論方面,運(yùn)用房地產(chǎn)營(yíng)銷理論,應(yīng)對(duì)我國縣級(jí)市的房地產(chǎn)市場(chǎng)特征,通過需求和供給兩個(gè)方面,結(jié)合當(dāng)?shù)氐牡乩憝h(huán)境,對(duì)我國縣級(jí)市的房地產(chǎn)營(yíng)銷模式進(jìn)行針對(duì)性的探索。在實(shí)際方面,借鑒一二線城市完善的房地產(chǎn)營(yíng)銷策略理論,結(jié)合具體房地產(chǎn)開發(fā)商的運(yùn)營(yíng)情況,協(xié)助房地產(chǎn)開發(fā)商制定行之有效的房地產(chǎn)營(yíng)銷策略。 對(duì)于縣域房地產(chǎn)營(yíng)銷項(xiàng)目的研究,本文主要采用以下研究方法：(1)文獻(xiàn)資料研究法。(2)問卷調(diào)查法。(3)訪談法。(4)統(tǒng)計(jì)計(jì)量法。(5)歸納演繹法。(6)模型分析法。通過建立傳統(tǒng)的SWOT模型和PEST模型,分析某一具體的企業(yè)和城市的宏觀環(huán)境和機(jī)會(huì)威脅。 本文的研究力圖實(shí)現(xiàn)以下幾個(gè)成果：首先,在理論上完善4P理論,使其在中國化、房地產(chǎn)化過程中有所保障,有所利用,有所實(shí)現(xiàn)。其次,在實(shí)踐中幫助縣級(jí)市的房地產(chǎn)開發(fā)商制定切實(shí)可行且高效科學(xué)的營(yíng)銷組合模式,為其營(yíng)銷策略提供理論支持和技術(shù)保障。最后,在我國加速城鎮(zhèn)化進(jìn)程中,站在供給方角度,分析縣級(jí)城市的購房需求,從房地產(chǎn)營(yíng)銷方面探究拉動(dòng)內(nèi)需的局部方案。
[Abstract]:Looking at the new changes in the real estate market in the past two years, "urbanization" has opened up a vast blue sea space for housing enterprises outside the regulation and control of the front-line housing market. Regarding the trend of urbanization in the future, the Central Committee has clearly put forward the position of "actively and steadily promoting a new type of urbanization with people as the core to promote the steady and healthy development of the real estate market." and according to the 12th Five-Year Plan, Urbanization has become the main way to expand domestic demand in China's economy in the future. Relaxing the restrictions of household registration in small and medium-sized cities and towns, and promoting the qualified agricultural transfer population can gradually obtain employment and settle down in cities and towns, and thus become an important plan to promote urbanization. Many developers also sniff out the development potential of county-level cities in the process of urbanization. It can be predicted that in the next five years, with the further deepening of urbanization in China, county-level cities will become key areas. With the rapid development of the real estate industry, the development of the real estate market in big cities has gradually matured and improved. In recent years, with the acceleration of the urbanization process, the pressure on housing demand has increased sharply. The county area is the natural middle zone between the city and the countryside, which brings huge business opportunities to the real estate market in the county area. The government and developers should pay attention to the development of county-level real estate industry and the development of urban real estate market, making it a new growth point of county economy. Based on the research on the marketing model of Dongsheng Real Estate Company of Qianjiang City, Hubei Province, this paper puts forward some effective schemes. In theory, using the theory of real estate marketing, we should probe into the real estate marketing mode of county-level cities in our country through two aspects of demand and supply, combining with the local geographical environment, and dealing with the characteristics of the real estate market in county-level cities of our country. In the practical aspect, drawing lessons from the perfect real estate marketing strategy theory of the first and second tier cities, and combining the operation situation of the specific real estate developers, we can help the real estate developers to formulate effective real estate marketing strategies. For the research of county real estate marketing project, this paper mainly adopts the following research methods: 1) literature research method. 2) questionnaire survey method. 3) interview method. 4) Statistical metrology method. 5) inductive deductive method. Through the establishment of traditional SWOT model and PEST model, the macro environment and opportunity threat of a specific enterprise and city are analyzed. This paper tries to achieve the following results: first, improve the 4P theory in theory, make it in China, real estate in the process of protection, utilization, to achieve. Secondly, in practice, it helps the real estate developers in county-level cities to establish a feasible and efficient and scientific marketing combination model, which provides theoretical support and technical support for their marketing strategies. Finally, in the process of accelerating urbanization in our country, from the point of view of supply side, this paper analyzes the demand for housing purchase in county-level cities, and explores the local scheme of stimulating domestic demand from the aspect of real estate marketing.
【學(xué)位授予單位】：華中師范大學(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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