本文選題：房地產(chǎn) + 營(yíng)銷(xiāo)理論發(fā)展��； 參考：《大連理工大學(xué)》2013年碩士論文

【摘要】：自20世紀(jì)90年代以來(lái),隨著我國(guó)國(guó)民經(jīng)濟(jì)的飛速發(fā)展,人民生活水平不斷提高。同時(shí),產(chǎn)權(quán)制度改革的深入進(jìn)行,也使得房地產(chǎn)業(yè)迅速崛起,成為國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)。眾多的房地產(chǎn)企業(yè)迅速發(fā)展壯大,市場(chǎng)競(jìng)爭(zhēng)日益加劇。 與此同時(shí),房地產(chǎn)經(jīng)濟(jì)的過(guò)熱發(fā)展已經(jīng)對(duì)民生產(chǎn)生重要影響,受到社會(huì)各界廣泛關(guān)注。國(guó)家因此連續(xù)出臺(tái)嚴(yán)厲的調(diào)控政策,以抑制房地產(chǎn)的過(guò)熱發(fā)展。面對(duì)當(dāng)前這種錯(cuò)綜復(fù)雜、日益嚴(yán)峻的形勢(shì),房地產(chǎn)項(xiàng)目營(yíng)銷(xiāo)策劃日益受到重視。提升我國(guó)房地產(chǎn)項(xiàng)目營(yíng)銷(xiāo)策劃能力,已成為當(dāng)前房地產(chǎn)行業(yè)發(fā)展迫在眉睫的重要任務(wù)。 本文以J房地產(chǎn)集團(tuán)為研究對(duì)象,采用案例分析的方法將房地產(chǎn)集團(tuán)的行業(yè)背景、國(guó)家政策的變化對(duì)營(yíng)銷(xiāo)模式的影響等方面進(jìn)行闡述,并通過(guò)一系列的案例將其在營(yíng)銷(xiāo)管理中存在的問(wèn)題進(jìn)行深入剖析,并依據(jù)國(guó)內(nèi)外相關(guān)理論對(duì)問(wèn)題產(chǎn)生的原因做了分析,隨后針對(duì)這些問(wèn)題,提出了一系列具有創(chuàng)新性的營(yíng)銷(xiāo)策略,來(lái)解決在實(shí)際營(yíng)銷(xiāo)活動(dòng)中遇到的難題,最后對(duì)全文進(jìn)行了回顧與總結(jié)。 J集團(tuán)的營(yíng)銷(xiāo)管理案例在快速發(fā)展的房地產(chǎn)行業(yè)具有一定的普適性,可以通過(guò)對(duì)這些問(wèn)題的分析與解決,消除阻礙有效營(yíng)銷(xiāo)的因素,提高市場(chǎng)部門(mén)的工作效率,對(duì)推動(dòng)房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)的創(chuàng)新和發(fā)展有著一定的積極意義。
[Abstract]:Since 1990's, with the rapid development of China's national economy, people's living standards have been improved. At the same time, with the development of property right system reform, real estate industry rises rapidly and becomes the pillar industry of national economy. At the same time, the overheated development of the real estate economy has had an important impact on the people's livelihood and has been widely concerned by all walks of life. As a result, the country continuously introduced strict regulation and control policies to curb the overheating development of real estate. In the face of this complicated and increasingly severe situation, real estate project marketing planning has been paid more and more attention. It has become an urgent task for the development of real estate industry to improve the ability of marketing and planning of real estate projects in China. This paper takes J Real Estate Group as the research object and uses the case study method to analyze the background of the real estate group industry. The influence of the change of national policy on the marketing mode is expounded, and the problems in marketing management are deeply analyzed through a series of cases, and the causes of the problems are analyzed according to the relevant theories at home and abroad. Then a series of innovative marketing strategies are put forward to solve the problems encountered in the actual marketing activities. Finally, the paper reviews and summarizes the full text. J Group's marketing management cases have a certain universality in the rapidly developing real estate industry. Through the analysis and solution of these problems, the factors that hinder the effective marketing can be eliminated. Improving the working efficiency of the market department has certain positive significance to promote the innovation and development of the real estate marketing.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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本文編號(hào)：1992692