發(fā)布時間：2019-02-22 20:48

【摘要】：近幾年面對全國各地持續(xù)上升的房價和社會輿論的壓力，我國政府相繼出臺相關政策，連打房地產(chǎn)市場宏觀調控“組合拳”，房地產(chǎn)宏觀調控也相應拉開帷幕。房地產(chǎn)宏觀調控指國家政府運用行政、法律以及經(jīng)濟等手段，從宏觀上對房地市場進行相關指導、監(jiān)督、控制和調節(jié)，從而促進房地產(chǎn)市場總供給與總需求、供給結構與需求結構的整體平衡與整體優(yōu)化，進而促進房地市場與國民經(jīng)濟協(xié)調快速發(fā)展的管理活動。 對于房地產(chǎn)公司來說，目前政府的宏觀調控形勢和市場競爭環(huán)境已經(jīng)相當嚴峻，房地產(chǎn)公司要想抓住機遇，迎接挑戰(zhàn)，必須樹立起現(xiàn)代的營銷戰(zhàn)略觀念，創(chuàng)新房地產(chǎn)營銷策略，，才能使公司在激烈的市場競爭中保持不敗之地。 第一章緒論進行了國內房地產(chǎn)行業(yè)相關綜述，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)營銷戰(zhàn)略理論主要闡述了房地產(chǎn)市場營銷的概念、特征和作用、房地產(chǎn)市場發(fā)展與競爭戰(zhàn)略。 第三章政府宏觀調控背景下綠地集團地產(chǎn)公司營銷面臨的問題，主要闡明了政府房地產(chǎn)宏觀調控、房地產(chǎn)公司面臨的營銷新問題。 第四章綠地集團地產(chǎn)公司的營銷新戰(zhàn)略，主要結合綠地集團地產(chǎn)案例，介紹了品牌戰(zhàn)略與營銷觀念、價格戰(zhàn)略、服務物業(yè)管理戰(zhàn)略、媒體戰(zhàn)略等。 第五章結論。
[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.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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