L房地產公司營銷策略研究
發(fā)布時間：2018-07-23 09:56
【摘要】：在國家房地產宏觀調控日越來越嚴厲的市場環(huán)境下，營銷策略是房地產公司在由賣方市場轉買方市場轉型的過程中立于市場的強力保證。房地產營銷策略是房地產公司非常重視的職能，，是房地產公司開發(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。同時制定房地產公司營銷策略具有現(xiàn)實意義。本文依據國內外市場營銷基礎理論，借鑒了萬科地產和河南建業(yè)集團等標桿公司營銷經驗，綜合運用理論應用法、案例分析、實證分析法和人員調查及防談等方法，在分析L房地產公司營銷現(xiàn)狀的基礎上，探討了L房地產公司營銷中存在的問題，進而提出L房地產公司營銷策略方案。旨在進一步對L房地產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.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：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.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4
【參考文獻】
相關期刊論文 前2條
1 周森鋒,謝岳來;基于價值鏈的房地產企業(yè)核心競爭力分析[J];商業(yè)研究;2005年14期
2 邱兆祥;王濤;;我國房地產經濟周期劃分研究(1950～2008年)[J];經濟研究參考;2009年71期
相關碩士學位論文 前1條
1 王國強;建業(yè)住宅集團發(fā)展戰(zhàn)略淺探[D];鄭州大學;2004年
本文編號：2139034
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