發(fā)布時間：2018-05-11 10:47

  本文選題：房地產(chǎn) + 龍廷山水　； 參考：《燕山大學(xué)》2013年碩士論文

【摘要】：近些年，我國的房地產(chǎn)事業(yè)獲得了突飛猛進(jìn)的發(fā)展，并且面臨著更多的機(jī)遇和更大的挑戰(zhàn)。在新的形勢下，探索科學(xué)合理的房地產(chǎn)營銷策略，為房地產(chǎn)事業(yè)的可持續(xù)發(fā)展提供活力，逐漸成為備受關(guān)注的熱議話題。 近兩年來，由于土地供給緊缺，開發(fā)商們也各顯神通，到處找尋開發(fā)目標(biāo)。興龍房地產(chǎn)集團(tuán)有限公司憑借本身的發(fā)展優(yōu)勢，努力拓展外埠市場，以獲得更大的發(fā)展空間，龍廷山水項目就是在這種經(jīng)濟(jì)環(huán)境下產(chǎn)生的。 本文運(yùn)用市場營銷相關(guān)理論知識以及其他學(xué)科相關(guān)理論知識，按照提出問題、分析問題、解決問題的行文思路，通過查閱大量信息資料，搜集相關(guān)數(shù)據(jù)，結(jié)合龍廷山水項目的自身特點(diǎn)，根據(jù)本人對項目營銷策略應(yīng)用的理解和掌握完成。論文首先分析了國內(nèi)外房地產(chǎn)營銷現(xiàn)狀；其次對項目所面臨的宏觀環(huán)境做了全面深刻的分析，發(fā)現(xiàn)了項目所面臨的機(jī)遇和挑戰(zhàn)；并對項目的微觀環(huán)境作了詳細(xì)的分析，找出了項目的優(yōu)勢和劣勢；然后，根據(jù)項目面臨的內(nèi)外部關(guān)鍵因素確定了項目的產(chǎn)品策略、價格策略、渠道策略和促銷策略，并提出了具體的實(shí)施方案和保障措施。 本文的創(chuàng)新之處是一方面對通過營銷環(huán)境的實(shí)際調(diào)查，針對性的制訂出適合本項目具體營銷方案組合；另一方面，提出了充分利用項目的現(xiàn)有資源，深入挖掘現(xiàn)有市場潛力，努力將逆境和困境因素轉(zhuǎn)化為動力因素，為項目開發(fā)運(yùn)作提供有益的參考和借鑒。
[Abstract]:In recent years, China's real estate industry has been developing rapidly and facing more opportunities and greater challenges. In the new situation, exploring a scientific and reasonable real estate marketing strategy and providing vitality for the sustainable development of real estate industry has gradually become a hot topic of concern.
In the last two years, due to the shortage of land supply, the developers have also looked for the development targets everywhere. With their own development advantages, Xinglong Real Estate Group Co., Ltd. has made great efforts to expand the foreign market in order to get more space for development, and the Dragon Court landscape project is produced in this economic environment.
In this paper, based on the relevant theoretical knowledge of marketing and related theoretical knowledge of other disciplines, according to the question, analysis and solution of the line of thinking, through consulting a large number of information, collecting relevant data, combining the characteristics of the Dragon Mountain and landscape projects, according to my understanding and mastery of the application of the project marketing strategy. First, the present situation of real estate marketing at home and abroad is analyzed. Secondly, the macro environment of the project is thoroughly analyzed, the opportunities and challenges facing the project are found, and the micro environment of the project is analyzed in detail, and the advantages and disadvantages of the project are found out. Then, the key factors which are faced with the project are true. The product strategy, price strategy, channel strategy and promotion strategy are determined, and specific implementation plans and safeguard measures are put forward.
The innovation of this paper is to make a specific marketing plan combination suitable for the project through the actual survey of the marketing environment. On the other hand, it puts forward the existing resources to make full use of the existing resources of the project, excavate the current market potential, and try to transform the adversity and predicament into dynamic factors to provide the project development and operation. Useful reference and reference.

【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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本文編號：1873636