本文關(guān)鍵詞：湘潭城郊置業(yè)公司市場營銷策略研究　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著市場化程度提高,我國房地產(chǎn)行業(yè)競爭逐漸向多元化、縱深化發(fā)展。在此背景下,以產(chǎn)品為中心的傳統(tǒng)營銷策略不能適應(yīng)房地產(chǎn)企業(yè)發(fā)展需要,而以消費者需求為中心的營銷策略成為企業(yè)競爭的重要選擇。具體來看,這一新型營銷策略從房地產(chǎn)消費者角度進(jìn)行思考,通過研究消費者需求及其意愿支付成本,對營銷工具與營銷資源進(jìn)行整合,能夠?qū)崿F(xiàn)供需雙方有效溝通,從而保障房地產(chǎn)企業(yè)的穩(wěn)定發(fā)展。 本文從理論和實證兩個層面分析,分析我國房地產(chǎn)公司的市場營銷策略。其一,從研究思路來看。在分析過程中,本文將湘潭與國內(nèi)房地產(chǎn)開發(fā)、物業(yè)管理、保障性住房、建筑工程等產(chǎn)業(yè)市場營銷策略有機地結(jié)合起來,有利于促進(jìn)湘潭可持續(xù)發(fā)展的實現(xiàn),因而該項研究具有較強的理論價值和現(xiàn)實意義。其二,從框架結(jié)構(gòu)來看。從文章框架結(jié)構(gòu)來看,在系統(tǒng)梳理相關(guān)理論的基礎(chǔ)上,按照市場營銷策略實施的基本邏輯,選擇湘潭城郊置業(yè)有限公司進(jìn)行實證分析。其三,從研究內(nèi)容來看。本文首先研究湘潭的市場營銷環(huán)境,利用宏觀環(huán)境PEST分析與SWOT分析等理論工具進(jìn)行具體探討；其次,研究湘潭的市場細(xì)分與市場定位,在消費者需求調(diào)研基礎(chǔ)上,對目標(biāo)市場進(jìn)行細(xì)分并進(jìn)行有效定位；再次,研究湘潭市場營銷實施策略,包括品牌策略,營銷組合策略及營銷傳播策略等；最后,研究湘潭市場營銷實施保障,包括企業(yè)文化保障、組織制度保障、人力資源保障、財務(wù)保障和增值的物業(yè)管理服務(wù)。 本論文在研究過程中運用了理論和實踐相結(jié)合的研究方法,在對湘潭城郊置業(yè)公司市場營銷現(xiàn)狀深入分析研究后,提出了符合湘潭城郊置業(yè)公司實際情況的市場營銷策略及實施,具有一定的理論深度和現(xiàn)實指導(dǎo)意義,為湘潭城郊置業(yè)公司乃至同行業(yè)的公司的市場營銷策略和相關(guān)工作提供了一些可行性建議。
[Abstract]:With the improvement of marketization, the competition of the real estate industry in our country has gradually diversified and developed in depth. Under this background, the traditional marketing strategy with product as the center can not meet the needs of the development of the real estate enterprises. However, the marketing strategy centered on consumer demand has become an important choice for enterprises to compete. Specifically, this new marketing strategy is considered from the perspective of real estate consumers. By studying consumers' demand and their willingness to pay costs and integrating marketing tools with marketing resources, the effective communication between supply and demand can be realized and the stable development of real estate enterprises can be ensured. This paper analyzes the marketing strategies of Chinese real estate companies from both theoretical and empirical aspects. First, from the perspective of research ideas. In the process of analysis, this paper will Xiangtan and domestic real estate development, property management. The combination of indemnificatory housing, construction engineering and other industrial marketing strategies is conducive to the realization of Xiangtan sustainable development, so this research has strong theoretical value and practical significance. From the point of view of frame structure, on the basis of systematically combing the relevant theories, according to the basic logic of the implementation of marketing strategy, Xiangtan suburban Real Estate Co., Ltd. is selected for empirical analysis. 3. This paper firstly studies the marketing environment of Xiangtan, and makes a concrete discussion by using the PEST analysis and SWOT analysis of macro environment. Secondly, the market segmentation and market positioning of Xiangtan are studied. On the basis of consumer demand research, the target market is subdivided and effectively positioned. Thirdly, research Xiangtan marketing implementation strategy, including brand strategy, marketing mix strategy and marketing communication strategy; Finally, the paper studies the implementation of Xiangtan marketing security, including corporate culture security, organizational system security, human resources security, financial security and value-added property management services. In the course of the research, this paper uses the research method of combining theory and practice, after deeply analyzing the marketing situation of Xiangtan suburban property Company. It puts forward the marketing strategy and implementation in line with the actual situation of Xiangtan suburban real estate company, which has a certain theoretical depth and practical significance. It provides some feasible suggestions for the marketing strategy and related work of Xiangtan suburban home purchase company and even the same industry company.
【學(xué)位授予單位】：湖南大學(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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