發(fā)布時(shí)間：2018-04-12 09:36

  本文選題：藍(lán)光地產(chǎn) + M項(xiàng)目��； 參考：《四川師范大學(xué)》2013年碩士論文

【摘要】：房地產(chǎn)業(yè)現(xiàn)已成為支撐起我國(guó)國(guó)民經(jīng)濟(jì)的產(chǎn)業(yè)之一。經(jīng)過(guò)二十多年的發(fā)展，房地產(chǎn)市場(chǎng)逐步成熟，市場(chǎng)競(jìng)爭(zhēng)日漸激烈。在當(dāng)前市場(chǎng)環(huán)境下，除了項(xiàng)目產(chǎn)品具備的自身優(yōu)勢(shì)外，科學(xué)、有效的營(yíng)銷(xiāo)策略方案亦成為促進(jìn)項(xiàng)目銷(xiāo)售的關(guān)鍵要素。特別是近幾年，中國(guó)經(jīng)濟(jì)受?chē)?guó)際金融危機(jī)的沖擊，加之房地產(chǎn)行業(yè)屢屢受到國(guó)內(nèi)政府多方面調(diào)控政策的影響，房地產(chǎn)企業(yè)面臨著新一輪的淘汰與洗牌，要在非常有限的市場(chǎng)份額中開(kāi)辟出自己的生存空間，與同質(zhì)化產(chǎn)品的競(jìng)爭(zhēng)中立于不敗之地，對(duì)產(chǎn)品營(yíng)銷(xiāo)的策略研究就顯得十分重要，甚至可以說(shuō)，，房地產(chǎn)企業(yè)的成敗，取決于正確制定產(chǎn)品營(yíng)銷(xiāo)策略。 要制定正確的房地產(chǎn)營(yíng)銷(xiāo)策略，關(guān)鍵在于決策者是否對(duì)市場(chǎng)做了深刻的研究，并在此基礎(chǔ)上進(jìn)行科學(xué)合理的營(yíng)銷(xiāo)策劃。一個(gè)企業(yè)的產(chǎn)品是否暢銷(xiāo)，其基礎(chǔ)在于自身營(yíng)造的品牌競(jìng)爭(zhēng)力，兩者相互依存，相互促進(jìn)。正確的營(yíng)銷(xiāo)策略在企業(yè)的品牌建設(shè)中，體現(xiàn)出直接的影響力。當(dāng)前激烈的行業(yè)競(jìng)爭(zhēng)下，只有制定有效的營(yíng)銷(xiāo)策略，才能使地產(chǎn)企業(yè)開(kāi)發(fā)的產(chǎn)品經(jīng)得起市場(chǎng)和消費(fèi)者的檢驗(yàn)，這也成為本篇論文研究的意義所在。 本文試圖通過(guò)對(duì)藍(lán)光地產(chǎn)“M項(xiàng)目”從產(chǎn)品立項(xiàng)到營(yíng)銷(xiāo)實(shí)施整個(gè)過(guò)程進(jìn)行系統(tǒng)的營(yíng)銷(xiāo)研究分析，通過(guò)對(duì)各個(gè)環(huán)節(jié)的分析和總結(jié)，嘗試著制定出以多種營(yíng)銷(xiāo)策略的組合形成整套營(yíng)銷(xiāo)策劃系統(tǒng)，以理論來(lái)指導(dǎo)實(shí)踐，在今后開(kāi)展類(lèi)似項(xiàng)目的營(yíng)銷(xiāo)工作時(shí)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(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F299.233.4

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