鞍山万科房地产开发有限公司市场营销策略研究

发布时间：2018-01-19 14:19

本文关键词： 鞍山万科市场营销营销策略　出处：《辽宁科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着2008年美国次贷危机的爆发，全球房地产市场泡沫破灭，我国的房地产市场遭受到严重的冲击，房地产市场陷入低谷。危机后，全球经济发展速度减缓，我国经济也迈入低速增长的阶段，造成房产市场需求下降，面对严峻的外部环境以及行业内部越来越激烈的竞争，房地产企业如何应对？企业采取什么样的营销策略能够促进企业持续稳健的发展是我们值得研究的问题。万科作为全国房地产行业的领军企业，在全国范围内营销取得了较大的成功，赢得了广大消费者的喜爱。那么在鞍山这样的三线城市，由于市场规模较小、消费者购买能力低，面对其他房产开发商的竞争压力，万科公司，如何进行市场营销，，运用了哪些市场营销策略，是不是存在需要改进的地方？基于上述问题，本文对鞍山万科房地产有限公司市场营销策略进行了分析（以下简称鞍山万科公司），找出鞍山万科公司营销过程中存在的问题并提出对策建议，以期为公司未来的可持续发展提供依据，并且为三线级城市的其他房地产企业市场营销策略选择提供一定的借鉴。本文首先运用统计调查和分析的方法对鞍山万科公司所处的市场营销环境进行了全面深入的分析；其次，运用案例分析的方法分析了万科公司等STP策略、4PS组合策略以及客户关系管理现状；接着，在现状分析的基础上挖掘鞍山万科集团营销策略中存在的问题，最后针对上述问题提出对策建议。研究发现，鞍山万科公司存在市场细分不科学、定位模糊以及客户关系管理低效运行等问题。为解决上述问题，建议鞍山万科公司制定科学的细分标准、重新选择目标市场并进行准确地定位；同时构建科学合理的顾客满意度分析体系和专业的客户关系管理模式、制定科学规范的营销管理流程。
[Abstract]:With the outbreak of the subprime mortgage crisis in the United States in 2008, the global real estate market bubble burst, our real estate market suffered a serious impact, the real estate market fell into a trough. Global economic development is slowing down, and our economy has entered a stage of low growth, resulting in the decline of demand in the real estate market, facing the severe external environment and the increasingly fierce competition within the industry. How to deal with real estate enterprises? What kind of marketing strategy can promote the sustainable and steady development of enterprises is a problem that we should study. As a leading enterprise in the real estate industry, Vanke has made great success in marketing all over the country. Won the majority of consumers' love. So in Anshan such a third-tier city, because of the market size is small, consumer buying ability is low, facing the competition pressure of other real estate developers, Vanke company. How to carry out marketing, which marketing strategies have been used, is there a need for improvement? Based on the above problems, this paper analyzes the marketing strategy of Anshan Vanke Real Estate Co., Ltd (Anshan Vanke Company). To find out the problems existing in the marketing process of Anshan Vanke Company and put forward countermeasures and suggestions in order to provide the basis for the sustainable development of the company in the future. It also provides some reference for other real estate enterprises to choose their marketing strategies. Firstly, this paper uses the method of statistical investigation and analysis to make a comprehensive and deep study on the marketing environment of Anshan Vanke Company. Analysis of entry; Secondly, using the method of case analysis, this paper analyzes the combination strategy of STP and other strategies of Vanke Co., Ltd., and the current situation of customer relationship management. Then, on the basis of the analysis of the present situation, the problems existing in the marketing strategy of Anshan Vanke Group are excavated, and finally, the countermeasures and suggestions are put forward in the light of the above problems. It is found that Anshan Vanke Company has some problems such as unscientific market segmentation, fuzzy positioning and inefficient operation of customer relationship management. In order to solve the above problems, it is suggested that Anshan Vanke Company should formulate scientific subdivision standards. Re-select the target market and position it accurately; At the same time, a scientific and reasonable customer satisfaction analysis system and a professional customer relationship management model are constructed, and a scientific and standardized marketing management process is established.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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