【摘要】：隨著我國房地產(chǎn)企業(yè)之間競爭日趨激烈，房地產(chǎn)行業(yè)的平均利潤率降低，，大型房地產(chǎn)企業(yè)開始探索一體化運作模式來解決企業(yè)規(guī)模擴張過程中出現(xiàn)的組織臃腫渙散、管理效率下降、成本提高、企業(yè)資源得不到合理利用等一系列問題。同時整合營銷可以整合企業(yè)資源、優(yōu)化資源配置，在大型房地產(chǎn)企業(yè)中實施能夠增強房地產(chǎn)企業(yè)的營銷能力和綜合競爭力。由于一體化理論與整合營銷理論的出發(fā)點都是為了整合企業(yè)資源，所以一體化運作可以提升房地產(chǎn)開發(fā)企業(yè)整合營銷的效果。 論文通過對房地產(chǎn)開發(fā)企業(yè)整合營銷模式的內(nèi)涵進行分析，得出房地產(chǎn)開發(fā)企業(yè)整合營銷模式實施的必要性，明確了房地產(chǎn)開發(fā)企業(yè)整合營銷實施的內(nèi)容和原則；其次對一體化運作的房地產(chǎn)開發(fā)企業(yè)整合營銷模式的內(nèi)涵進行分析，得出一體化運作的房地產(chǎn)開發(fā)企業(yè)整合營銷模式的優(yōu)勢，并研究了一體化運作的房地產(chǎn)企業(yè)從企業(yè)管理和開發(fā)流程上提升整合營銷效果的實施；隨后在分析一體化運作的房地產(chǎn)開發(fā)企業(yè)整合營銷實施效果的影響因素的基礎(chǔ)上，構(gòu)建了一體化運作的房地產(chǎn)開發(fā)企業(yè)整合營銷實施效果的評價指標(biāo)，實現(xiàn)了對整合營銷實施效果的量化處理；最后對一體化運作的ZY房地產(chǎn)企業(yè)實施整合營銷后的營銷效果進行分析評價，得出一體化運作確實能夠提高房地產(chǎn)企業(yè)整合營銷的實施效果這一結(jié)論。最后總結(jié)了主要研究成果和存在的不足之處。 論文對一體化運作的房地產(chǎn)開發(fā)企業(yè)整合營銷模式的實施進行了探索，不僅豐富了整合營銷的理論，還可以為一體化運作的房地產(chǎn)開發(fā)企業(yè)整合營銷的實施提供借鑒與參考。
[Abstract]:With the increasingly fierce competition among the real estate enterprises in China, the average profit margin of the real estate industry decreases, the large real estate enterprises begin to explore the integrated operation mode to solve the bloated organization in the process of enterprise scale expansion. The management efficiency drops, the cost increases, the enterprise resources cannot get the reasonable utilization and so on a series of problems. At the same time, integrated marketing can integrate enterprise resources, optimize the allocation of resources, implement in large real estate enterprises can enhance the marketing ability and comprehensive competitiveness of real estate enterprises. Since the starting point of integration theory and integrated marketing theory is to integrate enterprise resources, integration operation can improve the effect of integrated marketing of real estate development enterprises. Through the analysis of the connotation of the integrated marketing mode of the real estate development enterprise, this paper draws the necessity of the implementation of the integrated marketing mode of the real estate development enterprise, and clarifies the contents and principles of the implementation of the integrated marketing mode of the real estate development enterprise; Secondly, the connotation of the integrated marketing mode of the integrated real estate development enterprise is analyzed, and the advantages of the integrated marketing mode of the integrated operation of the real estate development enterprise are obtained. And studied the integrated operation of real estate enterprises from the enterprise management and development process to promote the implementation of integrated marketing effect; Then on the basis of analyzing the influencing factors of the integrated marketing implementation effect of the integrated real estate development enterprise, this paper constructs the evaluation index of the integrated marketing implementation effect of the integrated operation of the real estate development enterprise. The quantitative processing of the effect of integrated marketing is realized. Finally, this paper analyzes and evaluates the marketing effect of integrated marketing in ZY real estate enterprises, and draws the conclusion that the integrated operation can really improve the implementation effect of integrated marketing in real estate enterprises. Finally, the main research results and shortcomings are summarized. It not only enriches the theory of integrated marketing, but also provides reference for the implementation of integrated marketing of integrated real estate development enterprises.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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