發(fā)布時(shí)間：2019-06-17 21:50

【摘要】：成都HJ置業(yè)公司是一家房地產(chǎn)開發(fā)企業(yè)，主營(yíng)房地產(chǎn)住宅開發(fā)，在2011年與2012年分別開發(fā)銷售了A、B兩個(gè)區(qū)域相鄰，產(chǎn)品相同、規(guī)模相似的住宅樓盤，其中A項(xiàng)目在2011年順利清盤，B項(xiàng)目在2012年卻只完成同比A項(xiàng)目的一半的銷售業(yè)績(jī)，成都HJ置業(yè)公司的B項(xiàng)目銷售業(yè)績(jī)嚴(yán)重滑坡，其營(yíng)銷上是否存在著問題，這是本論文需要研究解決的。 本文在現(xiàn)有經(jīng)濟(jì)、政策的背景下，以成都HJ置業(yè)公司為研究對(duì)象，采用數(shù)據(jù)統(tǒng)計(jì)方法對(duì)HJ置業(yè)公司目前所處的房地產(chǎn)行業(yè)環(huán)境、現(xiàn)行營(yíng)銷策略及營(yíng)銷數(shù)據(jù)進(jìn)行了分析，重點(diǎn)對(duì)行業(yè)房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷的發(fā)展趨勢(shì)及HJ公司可利用的房地產(chǎn)網(wǎng)絡(luò)資源進(jìn)行了研究，找出了該公司近期業(yè)績(jī)下滑的主要原因是只沿用傳統(tǒng)的營(yíng)銷模式而沒有啟用新型網(wǎng)絡(luò)營(yíng)銷模式。通過充分解析房地產(chǎn)X項(xiàng)目運(yùn)用網(wǎng)絡(luò)營(yíng)銷的成功案例，同時(shí)總結(jié)了成都HJ置業(yè)公司現(xiàn)行營(yíng)銷策略的優(yōu)勢(shì)與劣勢(shì)，并對(duì)網(wǎng)絡(luò)營(yíng)銷在該公司的STP與4P營(yíng)銷策略上的應(yīng)用進(jìn)行了可行性分析研究，制定了“傳統(tǒng)+網(wǎng)絡(luò)的組合營(yíng)銷實(shí)施方案”，其主要特點(diǎn)不僅是創(chuàng)新的提出了通過網(wǎng)絡(luò)營(yíng)銷可以使房地產(chǎn)項(xiàng)目的市場(chǎng)細(xì)分、選擇、定位更為精準(zhǔn)，而且通過網(wǎng)絡(luò)營(yíng)銷能夠促進(jìn)房地產(chǎn)產(chǎn)品銷售的渠道與促銷，從而使公司在充分利用互聯(lián)網(wǎng)及房地產(chǎn)網(wǎng)絡(luò)營(yíng)銷平臺(tái)的基礎(chǔ)上，提高銷售業(yè)績(jī)。 通過采用方案應(yīng)用分析方法，對(duì)“傳統(tǒng)+網(wǎng)絡(luò)的組合營(yíng)銷實(shí)施方案”進(jìn)行預(yù)測(cè)，，實(shí)施本方案，可提高公司營(yíng)銷策略制定的精準(zhǔn)性、加快樓盤的銷售周期，完成銷售目標(biāo)，節(jié)約財(cái)務(wù)成本，可以使成都HJ置業(yè)公司的現(xiàn)行的營(yíng)銷問題得到解決。 期望新的銷售模式能對(duì)房地產(chǎn)的住宅銷售起到促進(jìn)與推廣的作用。
[Abstract]:Chengdu HJ Real Estate Co., Ltd. is a real estate development enterprise. It is a real estate development enterprise. In 2011 and 2012, two residential buildings, which are adjacent to the two regions of A and B, with the same product and similar scale, are developed and sold in 2011 and 2012, of which the A project was successfully wound up in 2011. B. In 2012, only half of the sales performance of a year-on-year A project was completed, and the sales performance of the B project of Chengdu HJ Real Estate Co., Ltd. was serious, and there was a problem in its marketing. In this paper, under the background of the existing economy and policy, the real estate industry environment, the current marketing strategy and the marketing data of HJ Real Estate Co., Ltd. In this paper, the development trend of the real estate network marketing and the real estate network resources available by the HJ company are studied, and the main reason for the recent performance decline of the company is to follow the traditional marketing model and not to enable the new network marketing mode By fully analyzing the successful case of the real estate X project using the network marketing, the advantages and disadvantages of the current marketing strategy of Chengdu HJ Real Estate Co., Ltd. are summarized, and the application of the network marketing in the company's STP and 4P marketing strategy is analyzed and studied. >, its main characteristics are not only the introduction of the innovation, the market segmentation, selection and positioning of the real estate project can be made more accurate through the network marketing, and the channel and the promotion of the real estate product sales can be promoted through the network marketing pin, so that the company can make full use of the Internet and the real estate network marketing platform, and improve the sales industry Performance: The "combined marketing implementation of traditional + network" is predicted and implemented by adopting the scheme application analysis method, so that the accuracy of the company's marketing strategy can be improved, the sales cycle of the building is accelerated, the sales target is finished, and the money is saved. The current marketing problem of Chengdu HJ Real Estate Co., Ltd. can be made by the cost of the service. To solve. It is expected that the new sales model can promote the housing sales of the real estate
【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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