發(fā)布時(shí)間：2019-02-22 20:48

【摘要】：近幾年面對(duì)全國(guó)各地持續(xù)上升的房?jī)r(jià)和社會(huì)輿論的壓力，我國(guó)政府相繼出臺(tái)相關(guān)政策，連打房地產(chǎn)市場(chǎng)宏觀調(diào)控“組合拳”，房地產(chǎn)宏觀調(diào)控也相應(yīng)拉開(kāi)帷幕。房地產(chǎn)宏觀調(diào)控指國(guó)家政府運(yùn)用行政、法律以及經(jīng)濟(jì)等手段，從宏觀上對(duì)房地市場(chǎng)進(jìn)行相關(guān)指導(dǎo)、監(jiān)督、控制和調(diào)節(jié)，從而促進(jìn)房地產(chǎn)市場(chǎng)總供給與總需求、供給結(jié)構(gòu)與需求結(jié)構(gòu)的整體平衡與整體優(yōu)化，進(jìn)而促進(jìn)房地市場(chǎng)與國(guó)民經(jīng)濟(jì)協(xié)調(diào)快速發(fā)展的管理活動(dòng)。 對(duì)于房地產(chǎn)公司來(lái)說(shuō)，目前政府的宏觀調(diào)控形勢(shì)和市場(chǎng)競(jìng)爭(zhēng)環(huán)境已經(jīng)相當(dāng)嚴(yán)峻，房地產(chǎn)公司要想抓住機(jī)遇，迎接挑戰(zhàn)，必須樹(shù)立起現(xiàn)代的營(yíng)銷戰(zhàn)略觀念，創(chuàng)新房地產(chǎn)營(yíng)銷策略，，才能使公司在激烈的市場(chǎng)競(jìng)爭(zhēng)中保持不敗之地。 第一章緒論進(jìn)行了國(guó)內(nèi)房地產(chǎn)行業(yè)相關(guān)綜述，及論文研究的背景及意義、論文研究的方法和思路。 第二章房地產(chǎn)營(yíng)銷戰(zhàn)略理論主要闡述了房地產(chǎn)市場(chǎng)營(yíng)銷的概念、特征和作用、房地產(chǎn)市場(chǎng)發(fā)展與競(jìng)爭(zhēng)戰(zhàn)略。 第三章政府宏觀調(diào)控背景下綠地集團(tuán)地產(chǎn)公司營(yíng)銷面臨的問(wèn)題，主要闡明了政府房地產(chǎn)宏觀調(diào)控、房地產(chǎn)公司面臨的營(yíng)銷新問(wèn)題。 第四章綠地集團(tuán)地產(chǎn)公司的營(yíng)銷新戰(zhàn)略，主要結(jié)合綠地集團(tuán)地產(chǎn)案例，介紹了品牌戰(zhàn)略與營(yíng)銷觀念、價(jià)格戰(zhàn)略、服務(wù)物業(yè)管理戰(zhàn)略、媒體戰(zhàn)略等。 第五章結(jié)論。
[Abstract]:In recent years, in the face of the pressure of rising housing prices and public opinion, our government has issued related policies one after another, even hit the real estate market macro-control "combo", the real estate macro-control also started accordingly. The macro-control of real estate refers to the use of administrative, legal and economic means by the national government to guide, supervise, control and regulate the real estate market macroscopically, so as to promote the total supply and demand of the real estate market. The overall balance and optimization of supply structure and demand structure promote the coordinated and rapid development of management activities between the real estate market and the national economy. For real estate companies, the government's macro-control situation and market competition environment are already quite severe. If real estate companies want to seize the opportunity and meet the challenges, they must set up a modern marketing strategy concept and innovate the real estate marketing strategy. In order to keep the company invincible in the fierce market competition. The first chapter is the introduction of the domestic real estate industry, and the background and significance of the research, research methods and ideas. In the second chapter, the theory of real estate marketing strategy mainly expounds the concept, characteristics and functions of real estate marketing, the development of real estate market and competition strategy. The third chapter is about the problems faced by green land group real estate companies under the background of government macro-control, mainly expounds the new marketing problems faced by government real estate macro-control and real estate companies. Chapter four introduces the brand strategy, marketing concept, price strategy, service property management strategy, media strategy and so on. Chapter V conclusion.
【學(xué)位授予單位】：吉林大學(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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