本文關(guān)鍵詞： 宏觀調(diào)控 房地產(chǎn) 營銷策略　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：衣食住行是人們的基本生活需要,衣食問題我們都已經(jīng)解決了,但是對于大部分人來說,住房問題還沒有得到有效解決。對于住房的需求推動了國內(nèi)房地產(chǎn)市場的繁榮。但是因為投機性購買以及土地供應(yīng)等問題,房地產(chǎn)價格居高不下,甚至有些畸形。在這樣的條件下,國家實施了宏觀調(diào)控。 在調(diào)控之前,中國的房地產(chǎn)市場是一個賣方市場,商品房供不應(yīng)求,房地產(chǎn)企業(yè)要做的就是將房子建好,然后就是收錢,不管戶型,不管地段。但是國家的宏觀調(diào)控,對二套房及投資性購買的限制,使得房地產(chǎn)市場由賣方市場轉(zhuǎn)向了買方市場。多數(shù)置業(yè)者為初次置業(yè),購房需求也以剛性需求為主。同時,以往市場的繁榮吸引了大量資本的進入,房地產(chǎn)企業(yè)眾多。兩者的共同作用下,房地產(chǎn)市場的競爭異常激烈。因為要搶占市場,各公司則是從以前對營銷的漠不關(guān)心開始轉(zhuǎn)變成異常重視,積極增加在營銷方面的投入,充分認識到,好的營銷策略是房地產(chǎn)企業(yè)營銷活動順利進行的重要保證。 基于此,本文主要研究了宏觀調(diào)控對Y房地產(chǎn)公司營銷的影響以及相應(yīng)的對應(yīng)策略。全文根據(jù)理論聯(lián)系實際的原則來進行分析,首先闡釋了市場營銷理論的概念、發(fā)展脈絡(luò),以及國內(nèi)外關(guān)于房地產(chǎn)營銷的研究動態(tài)。緊接著是對Y公司現(xiàn)有的營銷現(xiàn)狀及存在的問題進行分析。并運用相關(guān)的經(jīng)濟管理理念方法,重點分析了宏觀調(diào)控對于全國和長沙市房地產(chǎn)市場的影響,以及對Y公司房地產(chǎn)營銷的產(chǎn)品定位、價格、渠道和促銷措施等方面的具體影響。在此基礎(chǔ)上,進一步分析了公司客戶的共性和個性化需求,明確了公司的市場定位,并據(jù)此提出了在宏觀調(diào)控背景下適應(yīng)公司的產(chǎn)品策略、價格策略、促銷策略和渠道策略,給出了公司新的營銷策略的實施保障措施。最后則對全文進行了總結(jié)及展望。
[Abstract]:Food, clothing, housing and transportation are the basic needs of people. We have solved the problem of food and clothing, but for most people. The housing problem has not been effectively solved. The demand for housing has driven the domestic real estate market boom. But because of speculative purchase and land supply, real estate prices remain high. Even some deformities. Under such conditions, the state has implemented macro-control. Before the regulation and control, China's real estate market is a seller's market, commercial housing supply exceeds supply, real estate enterprises to do is to build the house, and then is to collect money, regardless of household type. Regardless of location, however, the state's macro-control and restrictions on second homes and investment purchases have made the real estate market shift from the seller's market to the buyer's market. Most buyers buy their homes for the first time. At the same time, the prosperity of the market has attracted a large number of capital into the real estate enterprises. Competition in the real estate market is extremely fierce. Because to seize the market, companies are from the previous indifference to marketing began to change into abnormal attention, actively increase the investment in marketing, fully realize. Good marketing strategy is an important guarantee for the smooth progress of marketing activities of real estate enterprises. Based on this, this paper mainly studies the impact of macro-control on the marketing of Y real estate companies and the corresponding corresponding strategies. First of all, it explains the concept of marketing theory, the development of the context. And domestic and foreign research on real estate marketing trends. Followed by the analysis of the existing marketing situation and problems of Y Company, and the use of relevant economic management concepts. This paper focuses on the impact of macro-control on the real estate market in Changsha and China, as well as the specific impact on the product positioning, price, channels and promotion measures of Y Company's real estate marketing. Further analyze the common and personalized needs of the company's customers, clear the company's market positioning, and accordingly put forward in the context of macro-control to adapt to the company's product strategy, price strategy, promotion strategy and channel strategy. Finally, the paper summarizes and looks forward to the full text.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4

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本文編號：1487908