本文選題：房地產(chǎn)市場 + 和順東方花園�。� 參考：《安徽大學(xué)》2014年碩士論文

【摘要】：我國房地產(chǎn)經(jīng)過二十多年的發(fā)展,特別是房地產(chǎn)二級市場近十年內(nèi)的飛速發(fā)展,目前市場已從價格競爭、質(zhì)量競爭逐步走向品牌競爭。4R營銷理論,著眼于營銷全程中建立起的買賣雙方之間情感溝通的橋梁,買方與賣方能相互理解,相互支持。中小房地產(chǎn)企業(yè)如果想實現(xiàn)可持續(xù)發(fā)展,保持和提升市場競爭力,就必須對客戶的愿望及時的回復(fù)和反應(yīng),及時滿足客戶的需求,建立與客戶的利益關(guān)聯(lián),從而建立自身品牌贏得長期和穩(wěn)定的市場。作為房地產(chǎn)企業(yè),導(dǎo)入4R營銷,是當(dāng)前市場競爭日益白熱化的客觀需要。 本文以合肥沃爾特置業(yè)發(fā)展有限公司的和順東方花園項目為樣本,結(jié)合本項目自身特點及房地產(chǎn)區(qū)域性特點,通過理論分析和市場調(diào)研,在本項目大量翔實的一手銷售信息基礎(chǔ)上,提出了基于4R營銷理論指導(dǎo)下針對本項目四期組團(tuán)的市場推廣策略。本文第一章介紹了選題背景、目的和研究意義并總結(jié)了國內(nèi)外現(xiàn)有的研究成果,闡明本論文的研究思路與方法、研究的框架和重點以及可能的創(chuàng)新點。第二章回顧和闡述了房地產(chǎn)營銷的相關(guān)理論及流程,同時對4P、4C、4R三種營銷組合理論在房地產(chǎn)中的應(yīng)用進(jìn)行了比較分析。第三章介紹了和順東方花園項目的營銷現(xiàn)狀,并對項目營銷推廣中存在的問題進(jìn)行深入分析。第四章分析了當(dāng)前的市場宏觀環(huán)境,對區(qū)域市場進(jìn)行了分析和預(yù)測。同時對項目進(jìn)行了SWOT分析和項目競爭者分析。第五章作者在對項目問題和市場現(xiàn)狀分析的基礎(chǔ)上,針對即將推出市場的四期組團(tuán),提出了基于4R理論的市場推廣策略建議,從顧客關(guān)聯(lián)、市場反應(yīng)、關(guān)系營銷和利益回報四個方面進(jìn)行分析論述,并提出了策略的具體實施計劃和控制措施。最后一章,作者總結(jié)了本文研究成果,并對當(dāng)前房地產(chǎn)市場營銷及發(fā)展趨勢進(jìn)行了展望。 通過本文研究,力圖彌補(bǔ)合沃公司和順東方花園項目在前期營銷策略實施中的不足,并為今后的營銷策略制訂提供有效的借鑒與指導(dǎo)。
[Abstract]:After more than 20 years of development, especially the rapid development of the secondary market of real estate in the past ten years, the market has gradually moved from price competition and quality competition to the marketing theory of brand competition. The buyer and seller can understand each other and support each other. If small and medium-sized real estate enterprises want to achieve sustainable development and maintain and enhance market competitiveness, they must respond to the wishes of customers in a timely manner, meet the needs of customers in a timely manner, and establish a relationship with the interests of customers. Thus establish own brand to win long-term and stable market. As a real estate enterprise, the introduction of 4 R marketing is the objective need of increasing market competition. This paper takes the project of Heshun Oriental Garden of Hefei Walter property Development Co., Ltd. as a sample, combining the characteristics of this project and the regional characteristics of real estate, through theoretical analysis and market research. On the basis of abundant and accurate primary sales information of this project, this paper puts forward the marketing promotion strategy based on 4R marketing theory for the fourth period of the project. The first chapter introduces the background, purpose and significance of the topic, summarizes the existing research results at home and abroad, illustrates the research ideas and methods, the framework and focus of the research and possible innovations. The second chapter reviews and expounds the related theories and processes of real estate marketing, and makes a comparative analysis on the application of 4PX 4CX 4R marketing combination theory in real estate. The third chapter introduces the marketing situation of Heshun Oriental Garden Project, and analyzes the problems existing in the project marketing promotion. The fourth chapter analyzes the current market macro-environment, and analyzes and forecasts the regional market. At the same time, the project SWOT analysis and project competitor analysis. In the fifth chapter, based on the analysis of the project problems and the current market situation, the author puts forward the suggestions of marketing promotion strategy based on 4R theory, which is based on customer association and market reaction. Four aspects of relationship marketing and profit return are analyzed and discussed, and the implementation plan and control measures of the strategy are put forward. In the last chapter, the author summarizes the research results and prospects the current real estate marketing and development trend. Through the research of this paper, the author tries to make up for the deficiency of Hefo Company and Shun Dongfang Garden Project in the early stage of marketing strategy implementation, and to provide effective reference and guidance for future marketing strategy formulation.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F274

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