本文選題：藍光地產 + M項目　； 參考：《四川師范大學》2013年碩士論文

【摘要】：房地產業(yè)現(xiàn)已成為支撐起我國國民經濟的產業(yè)之一。經過二十多年的發(fā)展，房地產市場逐步成熟，市場競爭日漸激烈。在當前市場環(huán)境下，除了項目產品具備的自身優(yōu)勢外，科學、有效的營銷策略方案亦成為促進項目銷售的關鍵要素。特別是近幾年，中國經濟受國際金融危機的沖擊，加之房地產行業(yè)屢屢受到國內政府多方面調控政策的影響，房地產企業(yè)面臨著新一輪的淘汰與洗牌，要在非常有限的市場份額中開辟出自己的生存空間，與同質化產品的競爭中立于不敗之地，對產品營銷的策略研究就顯得十分重要，甚至可以說，，房地產企業(yè)的成敗，取決于正確制定產品營銷策略。 要制定正確的房地產營銷策略，關鍵在于決策者是否對市場做了深刻的研究，并在此基礎上進行科學合理的營銷策劃。一個企業(yè)的產品是否暢銷，其基礎在于自身營造的品牌競爭力，兩者相互依存，相互促進。正確的營銷策略在企業(yè)的品牌建設中，體現(xiàn)出直接的影響力。當前激烈的行業(yè)競爭下，只有制定有效的營銷策略，才能使地產企業(yè)開發(fā)的產品經得起市場和消費者的檢驗，這也成為本篇論文研究的意義所在。 本文試圖通過對藍光地產“M項目”從產品立項到營銷實施整個過程進行系統(tǒng)的營銷研究分析，通過對各個環(huán)節(jié)的分析和總結，嘗試著制定出以多種營銷策略的組合形成整套營銷策劃系統(tǒng)，以理論來指導實踐，在今后開展類似項目的營銷工作時提供有益的借鑒和參考。
[Abstract]:The real estate industry has become one of the industries supporting our national economy.After more than 20 years of development, the real estate market gradually matures, the market competition is becoming increasingly fierce.In the current market environment, in addition to the advantages of the project products, scientific and effective marketing strategy has become a key element to promote project sales.In particular, in recent years, the Chinese economy has been hit by the international financial crisis, and the real estate industry has been repeatedly affected by the various regulatory policies of the domestic government. The real estate enterprises are facing a new round of elimination and reshuffle.In order to open up their own living space in a very limited market share and to remain invincible in the competition with homogenized products, it is very important to study the strategy of product marketing, which can even be said to be the success or failure of real estate enterprises.Depends on the right product marketing strategy.To make the correct marketing strategy of real estate, the key lies in whether the decision-maker has made a profound research on the market, and on this basis carries on the scientific and reasonable marketing plan.Whether a company's products sell well, its foundation lies in its own brand competitiveness, the two are interdependent and promote each other.The correct marketing strategy reflects the direct influence in the brand construction of the enterprise.Under the fierce industry competition, only by making effective marketing strategy can the products developed by real estate enterprises stand the test of market and consumers, which has become the significance of this paper.This article attempts to carry on the systematic marketing research and analysis to the blue light real estate "M project" from the product establishment to the marketing implementation entire process, through the analysis and the summary to each link,This paper tries to form a whole set of marketing planning system with the combination of various marketing strategies, to guide the practice with theory, and to provide useful reference and reference when carrying out the marketing work of similar projects in the future.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

【參考文獻】

相關期刊論文 前5條

1 周彤;S.T.P戰(zhàn)略——現(xiàn)代房地產營銷的核心[J];中國房地產;2003年07期

2 金雪嬌,薛小龍;基于4C理論的房地產營銷創(chuàng)新戰(zhàn)略研究[J];建筑管理現(xiàn)代化;2004年02期

3 孟德勝;;淺談房地產營銷策略及創(chuàng)新[J];內蒙古科技與經濟;2011年21期

4 陳龍乾;田紅保;高飛;王雯雯;;談房地產低成本營銷策略[J];商業(yè)時代;2009年12期

5 田紅保;陳龍乾;王雯雯;;當前形勢下我國房地產市場營銷的發(fā)展方向——房地產低成本營銷[J];中國房地產金融;2008年12期

本文編號：1739184