【摘要】：房地產(chǎn)發(fā)展至今，其國(guó)民經(jīng)濟(jì)支柱產(chǎn)業(yè)的地位日益凹顯。但是在開(kāi)發(fā)總量快速上漲的同時(shí)，整個(gè)市場(chǎng)卻呈現(xiàn)出“快漲、快跌”等非理性投資及消費(fèi)現(xiàn)象。在越來(lái)越激烈的競(jìng)爭(zhēng)環(huán)境中，中國(guó)房地產(chǎn)企業(yè)的營(yíng)銷不再是簡(jiǎn)單的銷售和促銷模式，而是開(kāi)始由此轉(zhuǎn)變到系統(tǒng)的全面營(yíng)銷模式中來(lái)。這樣以來(lái)，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(lái)的“供方思維模式”轉(zhuǎn)變?yōu)楝F(xiàn)在的“需方思維模式”，把營(yíng)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(yīng)該說(shuō)，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(dòng)力的集中爆發(fā)，供不應(yīng)求的市場(chǎng)局面，造成了企業(yè)疏于對(duì)產(chǎn)品差異化、營(yíng)銷差異化的投入。由于我國(guó)房地產(chǎn)市場(chǎng)管控逐漸加強(qiáng)對(duì)土地等一級(jí)市場(chǎng)的管理，同區(qū)域地塊的開(kāi)發(fā)條件越來(lái)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(chǎng)壓力時(shí)，必然要從營(yíng)銷方面尋找競(jìng)爭(zhēng)力，因而更加深入的對(duì)房地產(chǎn)市場(chǎng)營(yíng)銷策略的研究就越來(lái)越必要。 文章先結(jié)合了房地產(chǎn)市場(chǎng)的宏觀環(huán)境介紹本文的選題背景，然后從市場(chǎng)營(yíng)銷、房地產(chǎn)市場(chǎng)營(yíng)銷的概念和特征及相關(guān)理論基礎(chǔ)及研究趨勢(shì)進(jìn)行分析，，對(duì)“天府逸家”項(xiàng)目所在區(qū)域的市場(chǎng)環(huán)境進(jìn)行了調(diào)查與研究，通過(guò)該項(xiàng)目的營(yíng)銷環(huán)境分析，營(yíng)銷現(xiàn)狀即地塊分析、區(qū)域市場(chǎng)分析、SWOT分析、客戶和入市的定位分析、最后用實(shí)證分析的方法對(duì)“天府逸家”項(xiàng)目營(yíng)銷策略即產(chǎn)品、價(jià)格、渠道和促銷組合進(jìn)行了全方位的分析。 希望論文的研究成果對(duì)G公司和同型企業(yè)有一定的指導(dǎo)意義，能達(dá)到開(kāi)發(fā)預(yù)期的目標(biāo)。
[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(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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本文編號(hào)：2380794