本文關(guān)鍵詞：青島市“XX城”房地產(chǎn)項(xiàng)目在政策調(diào)控下的營(yíng)銷策略分析　出處：《青島理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著我國(guó)社會(huì)經(jīng)濟(jì)的持續(xù)增長(zhǎng)和城市化進(jìn)場(chǎng)的不斷加快，房地產(chǎn)行業(yè)成為支持國(guó)民經(jīng)濟(jì)發(fā)展的支柱產(chǎn)業(yè)，在經(jīng)濟(jì)發(fā)展過(guò)程中發(fā)揮了舉足輕重的作用。然而，目前我國(guó)房地產(chǎn)市場(chǎng)也出現(xiàn)了投資過(guò)熱、房?jī)r(jià)上漲過(guò)快等諸多問(wèn)題，為此，國(guó)家采取了一系列樓市調(diào)控政策，以抑制房地產(chǎn)市場(chǎng)的投機(jī)需求，穩(wěn)定房地產(chǎn)市場(chǎng)，促進(jìn)房?jī)r(jià)合理回歸。房地產(chǎn)行業(yè)關(guān)系國(guó)計(jì)民生，如何在國(guó)家宏觀調(diào)控政策下，采取合適的營(yíng)銷策略，謀求生存之路，是當(dāng)下所有房地產(chǎn)開(kāi)發(fā)商亟待解決的問(wèn)題。 本文在查閱大量文獻(xiàn)的基礎(chǔ)上，依據(jù)營(yíng)銷策略的相關(guān)理論，主要分析了在目前國(guó)家宏觀調(diào)控下，青島市房地產(chǎn)市場(chǎng)的現(xiàn)狀，，并以青島市“XX城”房地產(chǎn)項(xiàng)目為例，分析了“XX城”房地產(chǎn)項(xiàng)目的可行性，并對(duì)其項(xiàng)目進(jìn)行了SWOT分析，從而提出了該項(xiàng)目的銷售策略。 房地產(chǎn)是一種特殊的商品，房地產(chǎn)營(yíng)銷是市場(chǎng)營(yíng)銷的重要分支，也是房地產(chǎn)經(jīng)營(yíng)中的一個(gè)重要環(huán)節(jié)。房地產(chǎn)市場(chǎng)營(yíng)銷是通過(guò)房地產(chǎn)市場(chǎng)交換滿足現(xiàn)實(shí)的或潛在的房地產(chǎn)需求的綜合性的經(jīng)營(yíng)銷售活動(dòng)過(guò)程。在當(dāng)前政策調(diào)控下房地產(chǎn)開(kāi)發(fā)商應(yīng)針對(duì)性的研究營(yíng)銷對(duì)策，以使項(xiàng)目立于不敗之地。
[Abstract]:With the continuous growth of our social economy and the acceleration of urbanization, the real estate industry has become a pillar industry to support the development of the national economy, and has played a pivotal role in the process of economic development. At present, the real estate market of our country has also appeared many problems, such as overheated investment and rapid rise of house price. For this reason, the state has adopted a series of real estate market regulation and control policies in order to restrain the speculative demand of the real estate market and stabilize the real estate market. Promote the reasonable return of housing prices. The real estate industry is related to the national economy and people's livelihood, how to take appropriate marketing strategies under the national macro-control policy, to seek the road of survival. Is the current real estate developers to solve the problem. On the basis of consulting a large number of literature, according to the relevant theory of marketing strategy, this paper mainly analyzes the current situation of the real estate market in Qingdao under the state macro-control. Taking the "XX city" real estate project in Qingdao as an example, this paper analyzes the feasibility of the "XX city" real estate project, analyzes its project by SWOT, and puts forward the sales strategy of the project. Real estate is a special commodity, real estate marketing is an important branch of marketing. It is also an important link in real estate management. Real estate marketing is a comprehensive operation and sale process which can meet the real or potential real estate demand through the exchange of real estate market. Real estate developers should study marketing countermeasures. To keep the project invincible.
【學(xué)位授予單位】：青島理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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