發(fā)布時(shí)間：2022-01-24 18:31

　　隨著社會(huì)的發(fā)展,房地產(chǎn)行業(yè)發(fā)生了很大的變化。作為國(guó)家的支柱性行業(yè),房地產(chǎn)曾一度成為了投資產(chǎn)品。房子已經(jīng)不單單只是居住,更具有了投資的屬性。經(jīng)過(guò)了近20年的發(fā)展,一二線城市可用于房地產(chǎn)開發(fā)的土地逐漸減少,各大地產(chǎn)商開始陸續(xù)進(jìn)入三四線城市。三四線城市的房地產(chǎn)市場(chǎng)由原來(lái)的賣方市場(chǎng)轉(zhuǎn)變成為買方市場(chǎng),市場(chǎng)競(jìng)爭(zhēng)進(jìn)一步加劇。再加上,近些年來(lái),國(guó)家不斷綜合運(yùn)用各種手段和措施對(duì)房地產(chǎn)市場(chǎng)進(jìn)行調(diào)節(jié)和控制,房地產(chǎn)企業(yè)想要在市場(chǎng)競(jìng)爭(zhēng)中獲得成功,關(guān)鍵在于房地產(chǎn)的市場(chǎng)營(yíng)銷管理。A集團(tuán)是中國(guó)一級(jí)開發(fā)資質(zhì)的房地產(chǎn)開發(fā)企業(yè)。其開發(fā)的產(chǎn)品在全國(guó)享有廣泛知名度和美譽(yù)度,讓它成為了一個(gè)優(yōu)質(zhì)的房地產(chǎn)品牌。但是由于A集團(tuán)在陽(yáng)江市房地產(chǎn)開發(fā)市場(chǎng)起步較晚,隨著市場(chǎng)競(jìng)爭(zhēng)的加劇,其在營(yíng)銷策略推廣方面的不足之處隨之顯現(xiàn)。A集團(tuán)旗下的子公司A項(xiàng)目在陽(yáng)江市房地產(chǎn)市場(chǎng)出現(xiàn)水土不服的情況,難以完成目標(biāo)銷售任務(wù)。本文以A項(xiàng)目為研究對(duì)象進(jìn)行案例分析,對(duì)A項(xiàng)目的基本情況、宏觀環(huán)境、陽(yáng)江市房地產(chǎn)市場(chǎng)現(xiàn)狀、競(jìng)品項(xiàng)目銷售現(xiàn)狀、項(xiàng)目定位、營(yíng)銷策略等進(jìn)行全面分析闡述,指出目前項(xiàng)目所面臨的挑戰(zhàn)。本文通過(guò)對(duì)當(dāng)前房地產(chǎn)市場(chǎng)營(yíng)銷中常見(jiàn)的理論進(jìn)行歸納和總結(jié),對(duì)A項(xiàng)目的相關(guān)... 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：77 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
1 Introduction
    1.1 Research background
    1.2 Research significance
    1.3 Research content and methods
        1.3.1 Research content
        1.3.2 Research methods
2 Related theories of real estate marketing
    2.1 The basic theory of marketing
    2.2 Relevant theories of real estate marketing
    2.3 Related Research on Consumers'Purchase Behavior
3 Case description
    3.1 An introduction of A Company
    3.2 An Introduction to Project A
    3.3 Transportation and surrounding facilities of Project A
    3.4 Challenges currently faced by Project A
        3.4.1 Low Branding marketing concept
        3.4.2 Limited Creation of marketing strategy
        3.4.3 The low professional ability of the marketing team
        3.4.4 The level of customer relationship management is not high enough
4 Case study
    4.1 Macro environment analysis
        4.1.1 Policy environment
        4.1.2 Economy environment
        4.1.3 Social and cultural environment
        4.1.4 Technical environment
    4.2 Overview of Yangjiang's real estate market
        4.2.1 Land transaction
        4.2.2 Supply of commercial housing
        4.2.3 Sales of commercial housing
    4.3 Analysis of competing projects
        4.3.1 Project B
        4.3.2 Project C
        4.3.3 Project D
    4.4 The market positioning of Project A
        4.4.1 Marketing segmentation of Project A
        4.4.2 Target market selection of Project A
        4.4.3 Market positioning of Project A
    4.5 Project A marketing strategy analysis
        4.5.1 Product strategy
        4.5.2 Price strategy
        4.5.3 Place strategy
        4.5.4 Promotion strategy
5 Suggestions and limitations
    5.1 Suggestions
        5.1.1 Product strategy-brand strategy
        5.1.2 Place strategy-build an elite team and innovative channel platform
        5.1.3 Promotion strategy-strengthen the diversity of marketing promotions and increase personalized payment methods
    5.2 Limitations
REFERENCE


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碩士論文
[1]房地產(chǎn)顧客篩選漏斗模型及其BP人工神經(jīng)網(wǎng)絡(luò)的實(shí)現(xiàn)[D]. 郭紅禹.廣西大學(xué) 2017



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