本文關(guān)鍵詞：云南飛麟營銷策劃有限公司轉(zhuǎn)型戰(zhàn)略研究　出處：《云南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：2007年,席卷全球的金融危機(jī)對世界經(jīng)濟(jì)產(chǎn)生了嚴(yán)重沖擊,也對我國經(jīng)濟(jì)及房地產(chǎn)市場帶來影響,國內(nèi)股市大幅下滑,金融資產(chǎn)縮水,房地產(chǎn)泡沫與風(fēng)險(xiǎn)出現(xiàn),房地產(chǎn)作為國民經(jīng)濟(jì)支柱產(chǎn)業(yè)迫切需要國家宏觀調(diào)控保障其健康發(fā)展,從2007年-2013年,國家出臺密集地產(chǎn)調(diào)控政策,隨著房地產(chǎn)市場調(diào)控向縱深方向發(fā)展,保障房、金融信貸、限購限貸政策、房產(chǎn)稅將發(fā)揮市場杠桿作用,市場供求關(guān)系正在逐漸平衡,房地產(chǎn)行業(yè)面臨新一輪洗牌、重組階段,飛麟公司作為以房地產(chǎn)企業(yè)為主要客戶的地產(chǎn)顧問咨詢公司,正受到這一次地產(chǎn)市場波動(dòng)的直接影響,銷售環(huán)境、營銷方式、市場變化、給公司傳統(tǒng)業(yè)務(wù)結(jié)構(gòu)帶來挑戰(zhàn),通過本文的研究與思考,我們希望在新的市場形勢下,理清企業(yè)未來的轉(zhuǎn)型與發(fā)展戰(zhàn)略,提升飛麟公司的應(yīng)變能力與市場競爭力,取得新的市場發(fā)展機(jī)遇與盈利點(diǎn)。 本文通過對房地產(chǎn)多年的宏觀市場調(diào)控政策與實(shí)施效果的分析,房地產(chǎn)咨詢顧問企業(yè)面臨的政治環(huán)境、經(jīng)濟(jì)環(huán)境、技術(shù)環(huán)境、社會(huì)環(huán)境分析,結(jié)合云南飛麟營銷策劃有限公司的發(fā)展現(xiàn)狀及當(dāng)前市場面對的挑戰(zhàn)、問題、企業(yè)的SWOT分析,分析公司的優(yōu)劣勢,面對的威脅,找到發(fā)展機(jī)會(huì),理清房地產(chǎn)市場下階段的發(fā)展脈絡(luò)與房地產(chǎn)顧問咨詢企業(yè)的發(fā)展趨勢。為云南飛麟營銷策劃有限公司的轉(zhuǎn)型戰(zhàn)略與發(fā)展模式、轉(zhuǎn)型對策、保障體系確立方向。
[Abstract]:In 2007, the global financial crisis had a serious impact on the world economy, but also on China's economy and the real estate market, the domestic stock market fell sharply, financial assets shrink. Real estate bubble and the emergence of risk, real estate as a pillar industry of the national economy urgently needs the state macro-control to ensure its healthy development, from 2007 to 2013, the state issued intensive real estate regulation and control policies. With the development of real estate market regulation and control, indemnificatory apartment, financial credit, limited purchase and loan policy, property tax will play a role of market leverage, market supply and demand is gradually balanced. The real estate industry is facing a new round of reshuffle, restructuring phase, Feilin Company as a real estate enterprise as the main customer of the real estate consultant consulting company, is affected by this real estate market fluctuations, the direct impact of the sales environment. Marketing mode, market changes, bring challenges to the traditional business structure of the company, through the research and thinking of this article, we hope to clarify the future transformation and development strategy of enterprises in the new market situation. Improve Feilin's adaptability and market competitiveness, obtain new market development opportunities and profit points. Through the analysis of macro-market regulation and control policy and implementation effect of real estate for many years, this paper analyzes the political environment, economic environment, technological environment and social environment faced by real estate consulting and consulting enterprises. Combined with the development of Yunnan Feilin Marketing Planning Co., Ltd. and the current market challenges, problems, enterprise SWOT analysis, analysis of the advantages and disadvantages of the company, facing threats, to find development opportunities. This paper clarifies the development context of the real estate market in the next stage and the development trend of the real estate consultant consulting enterprises. It establishes the direction for the transformation strategy and development mode of Yunnan Failin Marketing Planning Co., Ltd., the transformation countermeasures and the guarantee system.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4

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