本文選題：城鎮(zhèn)化　切入點(diǎn)：房地產(chǎn)　出處：《天津大學(xué)》2013年碩士論文

【摘要】：隨著中國城鎮(zhèn)化進(jìn)程的發(fā)展，城鎮(zhèn)化水平的提高，國內(nèi)的房地產(chǎn)業(yè)也得到了如火如荼的發(fā)展。尤其近十幾年來，，房地產(chǎn)業(yè)發(fā)展勢頭更為迅猛，已經(jīng)成為國民經(jīng)濟(jì)的支柱產(chǎn)業(yè)之一。寶德地產(chǎn)成立于2007年，作為具有上市公司背景的投資公司---深圳市寶德投資控股有限公司（旗下?lián)碛袑毜驴萍?HK8236)、中青寶(SZ300052)兩家上市公司）的全資控股子公司，面臨激烈的市場競爭，在起步晚、品牌知名度不夠的情況下，如何在激烈的市場競爭中找到自己的核心競爭能力和獨(dú)特優(yōu)勢，贏得自己的市場份額，使自己立于不敗之地，必須要有自己清晰的企業(yè)經(jīng)營定位和營銷戰(zhàn)略思路。 本文通過城鎮(zhèn)化背景下我國房地產(chǎn)市場環(huán)境分析，在企業(yè)內(nèi)外部調(diào)研的基礎(chǔ)上，總結(jié)出企業(yè)的競爭優(yōu)勢和劣勢，以及面臨的機(jī)會(huì)和威脅。并在寶德地產(chǎn)的SWOT分析的基礎(chǔ)上，提出了寶德地產(chǎn)的企業(yè)總體戰(zhàn)略目標(biāo)，以及基于總體戰(zhàn)略的營銷戰(zhàn)略，同時(shí)通過寶德地產(chǎn)首個(gè)住宅項(xiàng)目---寶德時(shí)代華府營銷案例的研究，對寶德地產(chǎn)經(jīng)典代表項(xiàng)目營銷戰(zhàn)略的實(shí)施進(jìn)行了系統(tǒng)地闡述和介紹，在此基礎(chǔ)上提出了寶德地產(chǎn)的營銷戰(zhàn)略的保障措施，在對企業(yè)營銷戰(zhàn)略進(jìn)行有益探索的同時(shí)，也為其他地產(chǎn)企業(yè)營銷戰(zhàn)略的實(shí)施提供了可借鑒之處。筆者認(rèn)為，通過寶德地產(chǎn)營銷戰(zhàn)略的研究，將有助于提高企業(yè)在新的市場環(huán)境下做出正確的決策，提升其營銷管理水平，為實(shí)現(xiàn)企業(yè)未來十年的戰(zhàn)略目標(biāo)贏得更為廣闊的發(fā)展空間。
[Abstract]:With the development of China's urbanization process and the improvement of urbanization level, the real estate industry in China has also been developing in full swing. Especially in the past ten years, the real estate industry has developed more rapidly. Has become one of the pillar industries of the national economy. Baode Real Estate was established in 2007, As a wholly owned subsidiary of Shenzhen Baode Investment holding Co., Ltd (which owns two listed companies: Shenzhen Baode Investment holding Co., Ltd., which has a background of listed companies), it faces fierce market competition and starts late. If the brand is not well-known enough, how to find its core competitive ability and unique advantage in the fierce market competition, win its own market share, and make itself in an invincible position, Must have its own clear business positioning and marketing strategy. Based on the analysis of the environment of real estate market in China under the background of urbanization, this paper sums up the competitive advantages and disadvantages, opportunities and threats faced by enterprises on the basis of internal and external investigation, and on the basis of SWOT analysis of Baode Real Estate, This paper puts forward the overall strategic objectives of Baode Real Estate, and the marketing strategy based on the overall strategy. At the same time, through the case study of the first residential project of Baode Real Estate-Baode era Washington, This paper systematically expounds and introduces the implementation of the classic representative project marketing strategy of Baode Real Estate, and puts forward the safeguard measures of the marketing strategy of Baode Real Estate on this basis, while carrying on the beneficial exploration to the marketing strategy of the enterprise. The author thinks that through the research of Baode real estate marketing strategy, it will help enterprises to make correct decisions in the new market environment and improve their marketing management level. In order to achieve the strategic objectives of the next 10 years to win a broader space for development.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.21;F274;F299.233.4

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