【摘要】：自20世紀(jì)90年代以來,隨著我國國民經(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,市場競爭日益加劇。與此同時(shí),房地產(chǎn)經(jīng)濟(jì)的過熱發(fā)展已經(jīng)對民生產(chǎn)生重要影響,受到社會(huì)各界廣泛關(guān)注。國家因此連續(xù)出臺(tái)嚴(yán)厲的調(diào)控政策,以抑制房地產(chǎn)的過熱發(fā)展。面對當(dāng)前這種錯(cuò)綜復(fù)雜、日益嚴(yán)峻的形勢,房地產(chǎn)項(xiàng)目營銷策劃受到重視。提升我國房地產(chǎn)項(xiàng)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XDC公司為研究對象,采用案例分析的方法將房地產(chǎn)集團(tuán)的行業(yè)背景、國家政策的變化對營銷模式的影響等方面進(jìn)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(jìn)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(shí)際營銷活動(dòng)中遇到的難題,最后對全文進(jìn)行了回顧與總結(jié)。 XDC公司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(dòng)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. Many real estate enterprises are developing rapidly, and the market competition is becoming more and more serious. At the same time, the overheated development of the real estate economy has had an important impact on the people's livelihood and received extensive attention from 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 serious situation, real estate project marketing planning has been attached importance. 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 our country. This paper takes XDC Company as the research object, using the method of case analysis to expound the background of the real estate group industry, the influence of the change of the national policy on the marketing mode and so on. And through a series of cases to analyze the existing problems in marketing management, and based on the relevant theories at home and abroad to analyze the causes of the problems, and then to address these problems, A series of innovative marketing strategies are proposed to solve the problems encountered in the actual marketing activities. Finally, the paper reviews and summarizes the whole paper. XDC's marketing management case has a certain universality in the rapidly developing real estate industry, which can eliminate the factors that hinder the effective marketing through the analysis and solution of these problems. 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】：昆明理工大學(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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