本文選題：市場營銷 + 營銷戰(zhàn)略��； 參考：《東北大學》2013年碩士論文

【摘要】：營銷戰(zhàn)略是市場經(jīng)濟下企業(yè)生存和發(fā)展的核心議題,特別是對地產(chǎn)企業(yè)來說,市場營銷占據(jù)了企業(yè)工作的絕大部分內(nèi)容,營銷戰(zhàn)略制定得是否合適,營銷結(jié)果是否有所效益,都直接決定著地產(chǎn)企業(yè)運行的成敗。本文所探討的沈陽華匯房地產(chǎn)有限公司及沈陽天地二期項目,其在營銷戰(zhàn)略方面的實踐案例,是我國廣大地產(chǎn)企業(yè)的一個縮影,值得其它類似企業(yè)借鑒和啟示。本文依據(jù)營銷戰(zhàn)略管理理論,詳細分析了沈陽天地二期項目市場營銷環(huán)境：用PEST理論模型分析了宏觀環(huán)境；以“五力模型”分析了地產(chǎn)行業(yè)環(huán)境；從組織結(jié)構(gòu)、企業(yè)文化、企業(yè)資源、企業(yè)能力等方面分析了內(nèi)部環(huán)境。從而得出了沈陽天地二期營銷的SWOT矩陣。在此基礎(chǔ)上提出了沈陽天地二期的營銷目標及其營銷戰(zhàn)略選擇,即在市場細分、確定目標市場、市場定位的基礎(chǔ)上,提出了沈陽天地二期項目4PS,制定相應的保障措施。為了保障沈陽天地二期項目營銷戰(zhàn)略的有效實施,制定切實可行的營銷計劃、整合組織資源、調(diào)整組織架構(gòu)、加強戰(zhàn)略調(diào)整與控制等。最后得出本文的研究結(jié)論和未來展望。
[Abstract]:Marketing strategy is the core issue for the survival and development of enterprises under the market economy, especially for real estate enterprises, marketing accounts for most of the work of the enterprise, whether the marketing strategy is properly formulated, and whether the marketing results are beneficial or not. All directly determine the success or failure of the operation of real estate enterprises. Shenyang Huahui Real Estate Co., Ltd and Shenyang Tiandi Phase II project discussed in this paper are a microcosm of Chinese real estate enterprises, which is worthy of reference and inspiration from other similar enterprises. Based on the theory of marketing strategy management, this paper analyzes the marketing environment of Shenyang Tiandi Phase II project in detail: using the PEST theory model to analyze the macro environment; using the "five Force Model" to analyze the real estate industry environment; from the organizational structure, corporate culture, Enterprise resources, enterprise capabilities and other aspects of the analysis of the internal environment. Thus the SWOT matrix of Shenyang Tiandi Phase II marketing is obtained. On this basis, the marketing target and marketing strategy of Shenyang Tiandi Phase II are put forward, that is, on the basis of market segmentation, target market determination and market orientation, the 4PSs of Shenyang Tiandi Phase II Project is put forward and the corresponding safeguard measures are made. In order to ensure the effective implementation of the marketing strategy of Shenyang Tiandi Phase II project, a feasible marketing plan is drawn up, organizational resources are integrated, organizational structure is adjusted, and strategic adjustment and control are strengthened. Finally, the conclusion and future prospect of this paper are obtained.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.23;F274

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本文編號：1819603