【摘要】：房地產(chǎn)發(fā)展至今，其國民經(jīng)濟支柱產(chǎn)業(yè)的地位日益凹顯。但是在開發(fā)總量快速上漲的同時，整個市場卻呈現(xiàn)出“快漲、快跌”等非理性投資及消費現(xiàn)象。在越來越激烈的競爭環(huán)境中，中國房地產(chǎn)企業(yè)的營銷不再是簡單的銷售和促銷模式，而是開始由此轉(zhuǎn)變到系統(tǒng)的全面營銷模式中來。這樣以來，房地產(chǎn)企業(yè)的思維模式也逐漸發(fā)生著轉(zhuǎn)化，即由原來的“供方思維模式”轉(zhuǎn)變?yōu)楝F(xiàn)在的“需方思維模式”，把營銷策略研究也上升到了房地產(chǎn)企業(yè)的戰(zhàn)略發(fā)展的高度。 應該說，在之前10年的房地產(chǎn)行業(yè)整體上漲中，更多是需求積累、城市化動力的集中爆發(fā)，供不應求的市場局面，造成了企業(yè)疏于對產(chǎn)品差異化、營銷差異化的投入。由于我國房地產(chǎn)市場管控逐漸加強對土地等一級市場的管理，同區(qū)域地塊的開發(fā)條件越來越相似，在產(chǎn)品方面的差異化創(chuàng)新難以多元化的背景下，企業(yè)在面臨市場壓力時，必然要從營銷方面尋找競爭力，因而更加深入的對房地產(chǎn)市場營銷策略的研究就越來越必要。 文章先結(jié)合了房地產(chǎn)市場的宏觀環(huán)境介紹本文的選題背景，然后從市場營銷、房地產(chǎn)市場營銷的概念和特征及相關(guān)理論基礎(chǔ)及研究趨勢進行分析，，對“天府逸家”項目所在區(qū)域的市場環(huán)境進行了調(diào)查與研究，通過該項目的營銷環(huán)境分析，營銷現(xiàn)狀即地塊分析、區(qū)域市場分析、SWOT分析、客戶和入市的定位分析、最后用實證分析的方法對“天府逸家”項目營銷策略即產(chǎn)品、價格、渠道和促銷組合進行了全方位的分析。 希望論文的研究成果對G公司和同型企業(yè)有一定的指導意義，能達到開發(fā)預期的目標。
[Abstract]:Real estate development so far, the status of its national economic pillar industry is increasingly concave. But at the same time, the whole market presents irrational investment and consumption phenomenon, such as "fast rising, fast falling". In the increasingly competitive environment, the marketing of Chinese real estate enterprises is no longer a simple sales and promotion model, but began to change to the overall marketing model of the system. Since then, the thinking mode of real estate enterprises has gradually changed, that is, from the original "supply-side thinking mode" to the "demand-side thinking mode". The marketing strategy research has also risen to the real estate enterprise strategic development height. It should be said that in the previous 10 years of the real estate industry as a whole rising, more demand accumulation, the concentration of urbanization power outbreak, supply in short supply of the market situation, resulting in a lack of product differentiation, marketing differentiation investment. As the management of land and other primary markets is gradually strengthened in our country's real estate market, the conditions of development are more and more similar to those of regional land plots. Under the background of product differentiation and innovation is difficult to diversify, enterprises are facing market pressure. Must look for the competition ability from the marketing aspect, therefore more thorough research to the real estate marketing strategy becomes more and more necessary. This paper first introduces the background of this paper by combining the macro environment of real estate market, and then analyzes the concept and characteristics of marketing, real estate marketing, related theoretical basis and research trend. The market environment of "Tianfu Yiljia" project is investigated and studied. Through the analysis of the marketing environment of the project, the present marketing situation is land analysis, regional market analysis, SWOT analysis, customer and market orientation analysis. In the end, the paper analyzes the marketing strategy of Tianfu Yiljia project, that is, product, price, channel and promotion combination by using the method of empirical analysis. It is hoped that the research results of this paper will have certain guiding significance for G Company and the same type of enterprise, and can achieve the expected goal of development.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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