【摘要】：隨著我國土地市場化程度逐步提高，土地市場日益向“公開、公平、公正”的市場化、規(guī)范化和法制化方向發(fā)展，優(yōu)化配置土地資源，有利于發(fā)揮土地綜合效應(yīng)，實現(xiàn)土地價值和社會效益的最大化。由于土地是特殊商品，研究土地市場營銷策略顯得非常必要�；谌绾伍_展土地營銷活動、土地市場營銷中的問題及原因是什么、采取何種營銷對策等問題導(dǎo)向的研究，是本文研究的基本背景和研究策略。 本文以重慶市地產(chǎn)集團土地營銷現(xiàn)狀的調(diào)研基礎(chǔ)為研究對象，分析土地營銷中存在的主要問題及原因，運用土地市場、營銷相關(guān)理論基礎(chǔ)和闡釋文獻綜述的基礎(chǔ)上，以問題導(dǎo)向，運用供求理論、競爭理論和SWOT、PEST等營銷學(xué)的分析方法、評價了重慶市地產(chǎn)集團土地營銷外部環(huán)境、內(nèi)部條件，營銷現(xiàn)狀和存在的問題，提出了土地營銷應(yīng)制定客戶導(dǎo)向的營銷戰(zhàn)略，設(shè)計客戶驅(qū)動的營銷策略，持續(xù)優(yōu)化營銷方案等具體內(nèi)容，建議通過組織變革、人才培養(yǎng)、激勵政策措施提供實施保障。 本文通過運用市場營銷理論的基本概念、原理和分析方法，結(jié)合重慶市地產(chǎn)集團土地營銷實踐，，以問題導(dǎo)向展開研究，論文成果以期為土地營銷提供理論依據(jù)和實踐參考價值。
[Abstract]:With the gradual improvement of land marketization in our country, the land market is increasingly developing towards the marketization, standardization and legalization of "openness, fairness and justice". Optimizing the allocation of land resources is conducive to giving full play to the comprehensive effects of land. Realize the maximization of land value and social benefit. As land is a special commodity, it is necessary to study the marketing strategy of land. Based on the research of how to carry out land marketing activities, what are the problems and reasons in land marketing, and what marketing countermeasures to take, it is the basic background and research strategy of this paper. Based on the investigation and investigation of the present situation of land marketing in Chongqing Real Estate Group, this paper analyzes the main problems and causes of land marketing, applies the theoretical basis of land market, marketing and explains the literature review. Based on problem-oriented, supply and demand theory, competition theory and SWOT,PEST, this paper evaluates the external environment, internal conditions, marketing status and existing problems of land marketing in Chongqing Real Estate Group. The paper puts forward that land marketing should formulate the marketing strategy of customer orientation, design the marketing strategy driven by customers, and continuously optimize the marketing scheme. It is suggested that the implementation guarantee should be provided through organizational change, talent training and incentive policies and measures. By applying the basic concept, principle and analysis method of marketing theory, combining with the land marketing practice of Chongqing Real Estate Group, this paper studies on the basis of problem orientation, and the results of this paper are expected to provide theoretical basis and practical reference value for land marketing.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F274

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