L房地產(chǎn)公司營銷策略研究
發(fā)布時間：2018-07-23 09:56
【摘要】：在國家房地產(chǎn)宏觀調(diào)控日越來越嚴(yán)厲的市場環(huán)境下，營銷策略是房地產(chǎn)公司在由賣方市場轉(zhuǎn)買方市場轉(zhuǎn)型的過程中立于市場的強力保證。房地產(chǎn)營銷策略是房地產(chǎn)公司非常重視的職能，，是房地產(chǎn)公司開發(fā)環(huán)節(jié)中最重要的環(huán)節(jié)之一，其地位舉足輕重。因此制定和研究適合一個房地產(chǎn)公司和現(xiàn)代市場環(huán)境的營銷策略成為影響公司發(fā)展的重要因素。同時制定房地產(chǎn)公司營銷策略具有現(xiàn)實意義。本文依據(jù)國內(nèi)外市場營銷基礎(chǔ)理論，借鑒了萬科地產(chǎn)和河南建業(yè)集團等標(biāo)桿公司營銷經(jīng)驗，綜合運用理論應(yīng)用法、案例分析、實證分析法和人員調(diào)查及防談等方法，在分析L房地產(chǎn)公司營銷現(xiàn)狀的基礎(chǔ)上，探討了L房地產(chǎn)公司營銷中存在的問題，進而提出L房地產(chǎn)公司營銷策略方案。旨在進一步對L房地產(chǎn)公司的營銷策略進行改進和完善。
[Abstract]:Under the increasingly severe market environment of the national real estate macro-control day, the marketing strategy is the strong guarantee of the real estate company standing in the market during the transition from the seller's market to the buyer's market. Real estate marketing strategy is a very important function of real estate companies and one of the most important links in the development of real estate companies. Therefore, to formulate and study marketing strategies suitable for a real estate company and modern market environment has become an important factor affecting the development of the company. At the same time, the development of real estate company marketing strategy has practical significance. Based on the basic theory of marketing at home and abroad, this paper draws lessons from the marketing experience of the benchmark companies such as Vanke Real Estate and Henan Jianye Group, and synthetically applies the theoretical application method, case analysis, empirical analysis, personnel investigation and discussion prevention methods, etc. Based on the analysis of the marketing situation of L real estate company, this paper discusses the problems existing in the marketing of L real estate company, and then puts forward the marketing strategy scheme of L real estate company. To further improve and improve the marketing strategy of L real estate company.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4
本文編號：2139034
[Abstract]:Under the increasingly severe market environment of the national real estate macro-control day, the marketing strategy is the strong guarantee of the real estate company standing in the market during the transition from the seller's market to the buyer's market. Real estate marketing strategy is a very important function of real estate companies and one of the most important links in the development of real estate companies. Therefore, to formulate and study marketing strategies suitable for a real estate company and modern market environment has become an important factor affecting the development of the company. At the same time, the development of real estate company marketing strategy has practical significance. Based on the basic theory of marketing at home and abroad, this paper draws lessons from the marketing experience of the benchmark companies such as Vanke Real Estate and Henan Jianye Group, and synthetically applies the theoretical application method, case analysis, empirical analysis, personnel investigation and discussion prevention methods, etc. Based on the analysis of the marketing situation of L real estate company, this paper discusses the problems existing in the marketing of L real estate company, and then puts forward the marketing strategy scheme of L real estate company. To further improve and improve the marketing strategy of L real estate company.
【學(xué)位授予單位】：河北大學(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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1 周森鋒,謝岳來;基于價值鏈的房地產(chǎn)企業(yè)核心競爭力分析[J];商業(yè)研究;2005年14期
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本文編號：2139034
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