本文選題：市場營銷 + 房地產(chǎn)營銷��； 參考：《天津大學(xué)》2014年碩士論文

【摘要】：房地產(chǎn)行業(yè)日益火熱，在國民經(jīng)濟(jì)中發(fā)揮著支柱性的作用。房地產(chǎn)市場營銷在激烈競爭中應(yīng)運(yùn)而生，逐步走向房地產(chǎn)行業(yè)競爭的舞臺(tái)中心，特別是開發(fā)項(xiàng)目的前期策劃尤其受到重視。在當(dāng)今的競爭形勢下，房地產(chǎn)開發(fā)商對(duì)于開發(fā)項(xiàng)目的前期策劃能力已逐漸提升為公司的核心競爭力，將對(duì)公司的收益能力乃至市場生存能力造成直接影響。 總體看來，開發(fā)項(xiàng)目前期策劃還缺乏科學(xué)有效的理論指導(dǎo)，缺乏既定規(guī)律可循，因而存在諸多問題。但基于前期策劃對(duì)于房地產(chǎn)業(yè)在市場競爭中的重要意義，提升前期策劃水平勢在必行。抓住機(jī)遇，，在項(xiàng)目前期策劃方面做出突破性研究，必然能走在房地產(chǎn)行業(yè)發(fā)展的前沿，拔得頭籌。 本文采用理論分析與實(shí)證分析相結(jié)合的方法，靈活運(yùn)用市場營銷、房地產(chǎn)營銷、前期策劃等理論成果，通過使用市場調(diào)研、SWOT分析、競爭解析、確定市場目標(biāo)等房地產(chǎn)營銷基本工具研究相關(guān)問題，并應(yīng)用于實(shí)際案例，為項(xiàng)目獲取市場競爭優(yōu)勢提供建設(shè)性意見和方案。
[Abstract]:Real estate industry is increasingly hot, playing a pillar role in the national economy. Real estate marketing emerges as the times require in the fierce competition, and gradually moves towards the stage center of the real estate industry competition, especially the early stage planning of the development project is paid more attention to. In the current competitive situation, the pre-planning ability of the real estate developers for the development projects has been gradually promoted to the core competitiveness of the company, which will have a direct impact on the profitability of the company and even the survival ability of the market. In general, the early planning of the development project lacks scientific and effective theoretical guidance and the established law, so there are many problems. However, based on the significance of pre-planning in market competition, it is imperative to improve the pre-planning level. Seize the opportunity and make a breakthrough research in the early planning of the project, which will inevitably lead the development of the real estate industry. This paper adopts the method of combining theoretical analysis with empirical analysis, using the theory of marketing, real estate marketing, pre-planning and so on flexibly, through the use of market research SWOT analysis, competitive analysis, To determine the market target and other basic tools of real estate marketing to study the relevant issues and apply them to practical cases to provide constructive suggestions and solutions for the project to obtain market competitive advantage.
【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
【分類號(hào)】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 劉亞才;;淺談房地產(chǎn)開發(fā)中的前期策劃[J];今日科苑;2007年14期

本文編號(hào)：2025265