發(fā)布時(shí)間：2018-06-06 14:30

  本文選題：營(yíng)銷戰(zhàn)略 + 房地產(chǎn)�。� 參考：《哈爾濱理工大學(xué)》2014年碩士論文

【摘要】：我國(guó)房地產(chǎn)行業(yè)雖然起步相對(duì)較晚,但其發(fā)展勢(shì)頭強(qiáng)勁、速度較快,近年來,房地產(chǎn)行業(yè)已逐漸發(fā)展成為拉動(dòng)我國(guó)經(jīng)濟(jì)增長(zhǎng)的支柱產(chǎn)業(yè)之一。高額的收益使得更多的投資者加入到房地產(chǎn)行業(yè)中來,而伴隨著我國(guó)市場(chǎng)經(jīng)濟(jì)的日漸成熟,房地產(chǎn)行業(yè)的競(jìng)爭(zhēng)也越來越激烈,房地產(chǎn)公司采用何種市場(chǎng)營(yíng)銷戰(zhàn)略已然成為影響房地產(chǎn)開發(fā)公司得失成敗的重要因素。市場(chǎng)營(yíng)銷戰(zhàn)略是企業(yè)在現(xiàn)代市場(chǎng)營(yíng)銷觀念下,為了完成其經(jīng)營(yíng)計(jì)劃、實(shí)現(xiàn)經(jīng)營(yíng)目標(biāo)而對(duì)某一時(shí)期內(nèi)市場(chǎng)營(yíng)銷發(fā)展的總體布局和規(guī)劃,市場(chǎng)營(yíng)銷戰(zhàn)略的制定與完善是企業(yè)管理與運(yùn)營(yíng)過程中必不可少的重要組成部分。市場(chǎng)營(yíng)銷戰(zhàn)略涉及到企業(yè)使命、企業(yè)哲學(xué)、資源配置以及競(jìng)爭(zhēng)優(yōu)勢(shì)等方面,是企業(yè)為滿足消費(fèi)者需要或用戶需要而提供一定商品和服務(wù)的整體營(yíng)銷戰(zhàn)略。本文旨在研究寶宇房地產(chǎn)開發(fā)有限公司項(xiàng)目產(chǎn)品的市場(chǎng)營(yíng)銷戰(zhàn)略,運(yùn)用文獻(xiàn)研究法、系統(tǒng)分析法、模型分析法等方法,并結(jié)合經(jīng)濟(jì)學(xué)和管理學(xué)等學(xué)科的相關(guān)理論,從我國(guó)房地產(chǎn)行業(yè)市場(chǎng)營(yíng)銷環(huán)境出發(fā),分析寶宇房地產(chǎn)的市場(chǎng)營(yíng)銷環(huán)境,即宏觀、微觀、房地產(chǎn)行業(yè)環(huán)境,并構(gòu)建寶宇房地產(chǎn)項(xiàng)目市場(chǎng)營(yíng)銷SWOT矩陣；介紹寶宇地產(chǎn)的公司規(guī)模,針對(duì)寶宇地產(chǎn)的自然環(huán)境、經(jīng)濟(jì)形勢(shì)、政策導(dǎo)向和人口環(huán)境進(jìn)行分析,闡述寶宇房地產(chǎn)公司目前市場(chǎng)營(yíng)銷計(jì)劃存在的問題主要有：產(chǎn)品賣點(diǎn)把握不準(zhǔn)、目標(biāo)群體定位不清晰、對(duì)廣告宣傳過度依賴、品牌戰(zhàn)略實(shí)際性不足、創(chuàng)新與市場(chǎng)需求脫離、對(duì)網(wǎng)絡(luò)營(yíng)銷重視不足；通過STP戰(zhàn)略分析以及營(yíng)銷戰(zhàn)略維度分析,對(duì)寶宇地產(chǎn)的營(yíng)銷戰(zhàn)略進(jìn)行全面分析,結(jié)合房地產(chǎn)行業(yè)的營(yíng)銷現(xiàn)狀以及寶宇地產(chǎn)自身情況對(duì)寶宇地產(chǎn)的市場(chǎng)營(yíng)銷戰(zhàn)略選擇進(jìn)行研究,進(jìn)而提出可供寶宇房地產(chǎn)公司參考的營(yíng)銷策略改進(jìn)建議。
[Abstract]:Although China's real estate industry started relatively late, its development momentum is strong and its speed is relatively fast. In recent years, the real estate industry has gradually developed into one of the pillar industries to stimulate the economic growth of our country. The high returns make more investors join the real estate industry, and with the maturation of our market economy, the competition in the real estate industry is becoming more and more fierce. The marketing strategy adopted by real estate companies has become an important factor affecting the success or failure of real estate development companies. Marketing strategy is the overall layout and planning of marketing development in a certain period of time in order to complete its business plan and achieve its business goal under the modern marketing concept. The formulation and perfection of marketing strategy is an essential part in the process of enterprise management and operation. Marketing strategy involves enterprise mission, enterprise philosophy, resource allocation and competitive advantage. It is an overall marketing strategy for enterprises to provide certain goods and services to meet the needs of consumers or users. The purpose of this paper is to study the marketing strategy of Baoyu Real Estate Development Co., Ltd.'s project products, using the methods of literature research, system analysis, model analysis, and combining the relevant theories of economics and management, etc. Starting from the marketing environment of real estate industry in China, this paper analyzes the marketing environment of Baoyu real estate, that is, macro, micro and real estate industry environment, and constructs the marketing SWOT matrix of Baoyu real estate project, and introduces the company scale of Baoyu Real Estate. Based on the analysis of the natural environment, economic situation, policy orientation and population environment of Baoyu Real Estate Company, the main problems in Baoyu Real Estate Company's current marketing plan are described as follows: the product selling point is uncertain, the target group is not clearly positioned, Excessive reliance on advertising, insufficient practicality of brand strategy, separation of innovation from market demand, insufficient attention to network marketing, comprehensive analysis of Baoyu real estate marketing strategy through STP strategy analysis and marketing strategy dimension analysis, Combined with the current marketing situation of real estate industry and the situation of Baoyu Real Estate, this paper studies the choice of marketing strategy of Baoyu Real Estate, and puts forward some suggestions for the improvement of marketing strategy for Baoyu Real Estate Company.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F299.233.4

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