本文選題：房地產(chǎn) + 市場營銷�。� 參考：《西安建筑科技大學》2013年碩士論文

【摘要】：隨著中國經(jīng)濟的快速發(fā)展，人民物質(zhì)生活水平的不斷提高，中國房地產(chǎn)業(yè)也得到了迅猛的發(fā)展，經(jīng)過十幾年的時間，房地產(chǎn)已成為國民經(jīng)濟的重要組成部分。與此同時，房地產(chǎn)市場己從賣方市場轉(zhuǎn)為買方市場，市場競爭也日益激烈，2011年至今國家相應的調(diào)控政策陸續(xù)出臺，持續(xù)約束了市場，使其逐步規(guī)范，因此房地產(chǎn)營銷已成為房地產(chǎn)經(jīng)營中一個重要組成部分。 本文將通過分析市場營銷理論知識、結(jié)合房地產(chǎn)的實際行業(yè)特點，針對ZW地產(chǎn)X項目的營銷策略展開分析。論文首先陳述了研究背景、研究目的和研究意義。其次闡述了市場營銷的基本理論，并結(jié)合房地產(chǎn)市場的特殊性，敘述了房地產(chǎn)營銷的理論體系。再次，本文采用理論分析和實踐調(diào)查相結(jié)合的研究方法，通過大量的市場調(diào)查和研究，采用模糊數(shù)學和馬爾科夫模型對項目銷售量、競爭項目市場占有率情況進行了預測，在此基礎(chǔ)上對項目的營銷環(huán)境、優(yōu)劣勢、競爭對手進行了詳細的分析，提出了本項目的營銷組合策略方案。同時，為保障營銷組合策略的順利實施，本文在最后還提出了一系列的營銷保障機制，以保證營銷策略的實施。 本文以ZW地產(chǎn)X項目為研究背景，通過數(shù)據(jù)分析，對房地產(chǎn)項目營銷策略進行了研究，通過本文的研究對房地產(chǎn)項目銷售具有一定的借鑒意義。
[Abstract]:With the rapid development of Chinese economy and the continuous improvement of the people's material living standard, the real estate industry in China has also been developing rapidly. After more than ten years, the real estate industry has become an important part of the national economy. At the same time, the real estate market has changed from the seller's market to the buyer's market, and the market competition is becoming increasingly fierce. Since 2011, the corresponding national regulation and control policies have been introduced one after another, which have continuously restricted the market and made it gradually standardized. So real estate marketing has become an important part of real estate management. This paper will analyze the marketing strategy of ZW real estate X project by analyzing the theoretical knowledge of marketing and the characteristics of real estate industry. Firstly, the paper describes the background, purpose and significance of the research. Secondly, it expounds the basic theory of marketing, and combines the particularity of real estate market, narrates the theoretical system of real estate marketing. Thirdly, this paper uses the research method of combining theoretical analysis and practical investigation, through a large number of market research and research, using fuzzy mathematics and Markov model to predict the project sales volume and market share of competitive projects. On this basis, the marketing environment, advantages and disadvantages of the project, competitors are analyzed in detail, and the project's marketing mix strategy is put forward. At the same time, in order to ensure the smooth implementation of the marketing mix strategy, this paper puts forward a series of marketing guarantee mechanisms to ensure the implementation of the marketing strategy. This paper takes the ZW real estate X project as the research background, through the data analysis, has carried on the research to the real estate project marketing strategy, through this article research has the certain reference significance to the real estate project sale.
【學位授予單位】：西安建筑科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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