本文選題：北京市房地產 + 營銷策劃　； 參考：《吉林大學》2014年碩士論文

【摘要】：在新的宏觀經濟、政策的影響下，全國各地的房地產市場在近年來都面臨著調整和轉型的壓力，自2008年以來受到國際金融危機、國家政策的影響，北京房地產市場連續(xù)出現(xiàn)了巨大的波動，從08年的輝煌逐步回歸到理性發(fā)展的通道，地產營銷理論的發(fā)展也明顯滯后于市場的快速變化。如何系統(tǒng)、科學的運用房地產營銷理論，制定合理的營銷策略和手段，既是北京房地產市場所面臨的緊要課題，也是在這一市場中占據(jù)先機的重要方式。 本文以北京順通房地產公司作為研究對象，分析其地產項目營銷策劃的特點和不足之處，并基于北京房地產的營銷環(huán)境分析，提出該公司在房地產營銷策劃過程中存在的問題，提出解決思路和方法。本文綜合運用了文獻研究法和總結歸納法對已有的研究成果進行系統(tǒng)總結，從中汲取經驗和精華，并對研究對象公司進行分析，主要研究成果如下： 通過北京順通房地產公司的實際案例呈現(xiàn)及定性問題分析二個角度予以全面解析，提出該公司存在著包括過于夸大營銷策劃功能、市場調研不足、過度追求概念炒作、廣告宣傳名不副實和網絡營銷技術未能有效利用在內的主要問題，，通過SWOT分析法對該公司現(xiàn)有競爭力進行分析判斷，提出改進營銷策劃的方向和思路，進而針對這些問題分別在市場調研、市場定位及市場細分、市場宣傳與推廣、尋求創(chuàng)新營銷等方面提出系統(tǒng)化的改進措施，同時基于營銷策劃提出了包括組織結構優(yōu)化，完善管理制度、加強專業(yè)培訓，提高人員素質和培養(yǎng)優(yōu)秀企業(yè)文化在內的保障措施。 本次研究結果具有重要的應用價值，為一般房地產開發(fā)商如何成功開發(fā)地產項目，快速、高效的確立競爭優(yōu)勢提供了一定借鑒意義。
[Abstract]:Under the influence of the new macroeconomic and policy, the real estate market throughout the country has been under the pressure of adjustment and transformation in recent years. Since 2008, the real estate market has been affected by the international financial crisis and national policies. The real estate market in Beijing has been fluctuating continuously. From the brilliant year of 2008 to the channel of rational development, the development of real estate marketing theory also lags behind the rapid change of the market. How to make use of the theory of real estate marketing systematically and scientifically and make reasonable marketing strategies and means is not only a critical issue facing the real estate market in Beijing, but also an important way to occupy the first chance in this market. This paper takes Beijing Shuntong Real Estate Company as the research object, analyzes the characteristics and shortcomings of its real estate project marketing planning, and based on the analysis of Beijing real estate marketing environment, points out the problems existing in the real estate marketing planning process of Beijing Shuntong Real Estate Company. Put forward the solution thought and method. This article synthetically uses the literature research method and the summary induction method to carry on the systematic summary to the existing research result, draws the experience and the essence from it, and carries on the analysis to the research object company, the main research result is as follows: Through the analysis of the actual cases and qualitative problems of Beijing Shuntong Real Estate Company, the author points out that the company has the functions of over-exaggerating marketing planning, insufficient market research, and excessive pursuit of conceptual hype. This paper analyzes and judges the existing competitiveness of the company through SWOT analysis, and puts forward the direction and train of thought to improve the marketing planning, based on the main problems such as the false advertising and the lack of effective use of the network marketing technology. And then put forward the systematic improvement measures in the aspects of market research, market positioning and market segmentation, market propaganda and promotion, seeking for innovative marketing, etc. At the same time, based on the marketing planning, it proposes to include the optimization of organizational structure. Improve the management system, strengthen professional training, improve the quality of personnel and cultivate excellent corporate culture. The results of this study have important application value, which provides a certain reference for general real estate developers how to successfully develop real estate projects and establish competitive advantage quickly and efficiently.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F299.233.4

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