發(fā)布時間：2018-06-07 20:26

  本文選題：房地產(chǎn) + 營銷理論發(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,隨著我國國民經(jīng)濟的飛速發(fā)展,人民生活水平不斷提高。同時,產(chǎn)權(quán)制度改革的深入進行,也使得房地產(chǎn)業(yè)迅速崛起,成為國民經(jīng)濟的支柱產(chǎn)業(yè)。眾多的房地產(chǎn)企業(yè)迅速發(fā)展壯大,市場競爭日益加劇。 與此同時,房地產(chǎn)經(jīng)濟的過熱發(fā)展已經(jīng)對民生產(chǎn)生重要影響,受到社會各界廣泛關(guān)注。國家因此連續(xù)出臺嚴(yán)厲的調(diào)控政策,以抑制房地產(chǎn)的過熱發(fā)展。面對當(dāng)前這種錯綜復(fù)雜、日益嚴(yán)峻的形勢,房地產(chǎn)項目營銷策劃日益受到重視。提升我國房地產(chǎn)項目營銷策劃能力,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)集團為研究對象,采用案例分析的方法將房地產(chǎn)集團的行業(yè)背景、國家政策的變化對營銷模式的影響等方面進行闡述,并通過一系列的案例將其在營銷管理中存在的問題進行深入剖析,并依據(jù)國內(nèi)外相關(guān)理論對問題產(chǎn)生的原因做了分析,隨后針對這些問題,提出了一系列具有創(chuàng)新性的營銷策略,來解決在實際營銷活動中遇到的難題,最后對全文進行了回顧與總結(jié)。 J集團的營銷管理案例在快速發(fā)展的房地產(chǎn)行業(yè)具有一定的普適性,可以通過對這些問題的分析與解決,消除阻礙有效營銷的因素,提高市場部門的工作效率,對推動房地產(chǎn)市場營銷的創(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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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相關(guān)期刊論文 前1條

1 李增剛;;特殊利益集團如何影響政治過程?——《特殊利益政治學(xué)》評價[J];制度經(jīng)濟學(xué)研究;2004年02期

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本文編號：1992692