【摘要】：房地產(chǎn)作為一國的龍頭支柱產(chǎn)業(yè),它的地位的重要性是不言而喻的。中國正式成為世界貿(mào)易組織成員,更完善市場經(jīng)濟機制,競爭激烈的情況將會加劇。同業(yè)公司不可避免,優(yōu)勝劣汰的生存。面對競爭,市場營銷擺脫了可有可無的點綴身份,在房地產(chǎn)行業(yè)無疑起著舉足輕重的作用。 首先,本文就房地產(chǎn)營銷基礎知識進行了闡述,按照提出問題、分析問題、解決問題的邏輯順序?qū)I銷背景與意義、國內(nèi)外研究現(xiàn)狀與研究思路以及相關理論,如城市綜合體理論、SWOT分析方法、STP理論(市場細分、目標市場和市場定位)一一介紹,另外列舉了房地產(chǎn)營銷宏觀環(huán)境分析及證大房產(chǎn)營銷模式優(yōu)、缺點分析,聯(lián)系項目,其目的主要是為后面的模式分析打下基礎；其次,選取了極具代表性的四種營銷模式設計,即分別代表了從規(guī)劃、財務、資源以及管理的角度來詮釋證大房地產(chǎn)營銷的現(xiàn)狀。最后,總結(jié)全文,并對未來做了美好展望。
[Abstract]:Real estate as a leading pillar industry, its status is self-evident. China has formally become a member of the World Trade Organization, a more perfect market economy mechanism, the fierce competition will intensify. The same company inevitable, survival of the fittest. In the face of competition, marketing gets rid of the dispensable embellishment status and undoubtedly plays an important role in the real estate industry. First of all, this paper expounds the basic knowledge of real estate marketing. According to the logical order of raising questions, analyzing problems and solving problems, the paper gives the background and significance of marketing, the current research situation and research ideas at home and abroad, as well as the relevant theories. Such as urban synthesis theory, SWOT analysis method, STP theory (market segmentation, target market and market positioning), the macro environment analysis of real estate marketing and evidence of the advantages and disadvantages of real estate marketing model, Its purpose is mainly to lay the foundation for the later model analysis; Secondly, four representative marketing models are selected, which represent the current situation of real estate marketing from the perspective of planning, finance, resources and management. Finally, the paper summarizes the full text and makes a good prospect for the future.
【學位授予單位】：長春理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4

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本文編號：2393863