【摘要】：我國房地產(chǎn)市場經(jīng)過多年的發(fā)展和完善,正逐步走向規(guī)范的道路,從市場格局來看,也逐漸呈現(xiàn)出從“賣方市場”向“買方市場”的轉(zhuǎn)變,為了適應(yīng)這種轉(zhuǎn)變,各個房地產(chǎn)開發(fā)商也逐漸重視研究“買方市場”,從而制定相應(yīng)的營銷策略,以吸引和占據(jù)市場。由此可見,房地產(chǎn)市場營銷逐漸成為影響房地產(chǎn)企業(yè)銷售的重要環(huán)節(jié)。 本文通過對南通市消費者的購房需求調(diào)查,了解不同購房人群的購房目的、購房時間、對房屋的周邊設(shè)施的要求等基本情況,然后將調(diào)查的數(shù)據(jù)進(jìn)行統(tǒng)計分析,制定相應(yīng)的房地產(chǎn)營銷策略,從而盡可能滿足消費者需求。本研究的意義在于：在準(zhǔn)確了解消費者需求的基礎(chǔ)上,能保證企業(yè)準(zhǔn)確決策,增強(qiáng)房地產(chǎn)開發(fā)項目競爭能力,整合房地產(chǎn)項目資源,避免項目運作出現(xiàn)偏差。
[Abstract]:After years of development and perfection, the real estate market of our country is gradually moving towards the standard road. From the market pattern, it also gradually presents the transformation from "seller's market" to "buyer's market", in order to adapt to this kind of change. Various real estate developers also pay attention to the study of "buyer's market", so as to formulate corresponding marketing strategies to attract and occupy the market. Thus, the real estate marketing has gradually become an important link affecting the sales of real estate enterprises. Through the investigation of the demand of the consumers in Nantong City, this paper finds out the basic situation of the different buyers, such as the purpose of the purchase, the time of the purchase, the requirement of the peripheral facilities of the house and so on, and then carries on the statistical analysis to the data of the survey. Formulate the corresponding real estate marketing strategy to meet the needs of consumers as much as possible. The significance of this study lies in: on the basis of accurate understanding of consumer demand, the enterprise can make accurate decisions, strengthen the competitiveness of real estate development projects, integrate real estate project resources, and avoid deviation in project operation.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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