本文選題：房地產(chǎn)開(kāi)發(fā)企業(yè) + 營(yíng)銷(xiāo)策略�。� 參考：《天津大學(xué)》2014年碩士論文

【摘要】：我國(guó)的房地產(chǎn)從上個(gè)世紀(jì)八十年代到今天，，經(jīng)歷了三十多年風(fēng)風(fēng)雨雨，從最初的市場(chǎng)停滯，發(fā)展到如今的市場(chǎng)興盛，其中所走過(guò)的歷程可謂艱辛如苦，到了本世紀(jì)初2001年國(guó)家頒布房改條令，中國(guó)開(kāi)始進(jìn)入到了瘋狂的房地產(chǎn)開(kāi)發(fā)的事業(yè)當(dāng)中，每年拉動(dòng)GDP總產(chǎn)值呈階梯形遞增，在國(guó)家GDP增長(zhǎng)點(diǎn)中，2011、2012、2013年均占據(jù)了百分之60%的增長(zhǎng)，其經(jīng)濟(jì)增長(zhǎng)效果可謂是觸目驚心，拉動(dòng)內(nèi)需之迅速可謂是首屈一指，正是在這樣的前提下房地產(chǎn)營(yíng)銷(xiāo)市場(chǎng)走入了真正是市場(chǎng)經(jīng)濟(jì)當(dāng)中。 房地產(chǎn)營(yíng)銷(xiāo)可能在未來(lái)幾年當(dāng)中有所下滑，但是總體市場(chǎng)的特征還是趨于平穩(wěn)，畢竟人口基數(shù)給與市場(chǎng)無(wú)窮的發(fā)展動(dòng)力。但我國(guó)現(xiàn)有房地產(chǎn)營(yíng)銷(xiāo)的經(jīng)營(yíng)模式雖然已經(jīng)步入了聯(lián)合一體的發(fā)展模式當(dāng)中，但對(duì)于資源整合能力并不突出，許多房地產(chǎn)開(kāi)發(fā)與房地產(chǎn)營(yíng)銷(xiāo)之間還存在著天然的漏洞與分歧。另一方面，間接的樓盤(pán)代理營(yíng)銷(xiāo)依然是我國(guó)現(xiàn)有房地產(chǎn)營(yíng)銷(xiāo)的主要模式，但其中的弊病并沒(méi)有得到良好的解決方式，因此我國(guó)的房地產(chǎn)營(yíng)銷(xiāo)一直處于一個(gè)落后的營(yíng)銷(xiāo)管理層面當(dāng)中，存在著許多營(yíng)銷(xiāo)管理缺陷。 本文以房地產(chǎn)開(kāi)發(fā)企業(yè)的營(yíng)銷(xiāo)策略為研究對(duì)象，通過(guò)對(duì)營(yíng)銷(xiāo)理論，我國(guó)房地產(chǎn)業(yè)當(dāng)前發(fā)展情況以及存在問(wèn)題等方面的探究，結(jié)合對(duì)XJ房地產(chǎn)公司營(yíng)銷(xiāo)案例的分析，最終形成對(duì)我國(guó)房地產(chǎn)開(kāi)發(fā)企業(yè)營(yíng)銷(xiāo)策略選取以及改革方面的建議。希望憑借本文提出的粗淺建議，能夠令我國(guó)房地產(chǎn)開(kāi)發(fā)企業(yè)在未來(lái)的發(fā)展中把握機(jī)遇，安然應(yīng)對(duì)挑戰(zhàn)，進(jìn)而使自身取得更大的發(fā)展，最終推動(dòng)我國(guó)整體經(jīng)濟(jì)的進(jìn)步。
[Abstract]:From the eighties of last century to today, the real estate of our country has experienced more than 30 years of ups and downs, from the initial stagnation of the market to the prosperity of the market today.By the beginning of this century, the state promulgated the housing reform regulations in 2001, and China began to enter into the enterprise of crazy real estate development. The annual GDP output value was increasing step by step, accounting for an average of 60 percent of the annual growth rate of the national GDP growth point in 2011 and 20122013.Its economic growth effect can be described as shocking, and the rapid development of domestic demand is second to none. It is precisely under this premise that the real estate marketing market has entered the real market economy.Real estate marketing may decline in the next few years, but the overall market is still levelling off, as the population base gives the market an endless boost.However, although the current management mode of real estate marketing in our country has stepped into the development mode of integration, but the ability of resource integration is not outstanding, many real estate development and real estate marketing still exist natural loopholes and differences.On the other hand, the indirect agent marketing of real estate is still the main mode of real estate marketing in our country, but the disadvantages have not been solved well.Therefore, China's real estate marketing has been in a backward level of marketing management, there are many shortcomings in marketing management.This article takes the marketing strategy of the real estate development enterprise as the research object, through to the marketing theory, our country real estate industry present development situation as well as the existence question and so on aspect inquiry, unifies to the XJ real estate company marketing case analysis,Finally, suggestions on the selection of marketing strategies and reform of real estate development enterprises in China are formed.It is hoped that this paper can make our real estate development enterprises grasp the opportunities in the future development, meet the challenges safely, and then make their own greater development, and finally promote the overall economic progress of our country.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F299.233.4

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