淮安市H房地产企业S项目营销策略研究

发布时间：2018-01-06 08:04

本文关键词：淮安市H房地产企业S项目营销策略研究　出处：《南京农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：从2003年以来,房地产行业在我国经济市场上的发展十分迅猛,并且在我国国民经济发展的过程中起到了重要的支撑作用。随着我国的社会以及经济的不断发展,国民的生活水平有了很大的提高,而且我国所推行实施的"城镇一体化"改革,在对我国房地产行业的帮助上也占有很大作用。国内各种各样的资本团体因房地产行业的迅猛发展纷纷进军该行业,这导致了房地产市场的快速升温,房价开始迅速上涨。最近几年,我国政府开始对房地产泡沫进行控制,对房地产价格进行限制,出台了很多相关规定政策,这都给房地产行业的发展产生了一定的冲击。然而,风险与机遇永远是并存的。房地产企业怎样在政策的限制之下抓住市场的机遇,在日益激烈的房地产市场中提高竞争力,成为各个房地产企业项目开发的关键所在。在外界形势不断变化的同时,对于房地产企业的项目营销也应该随之进行相应的调整和改革。当前,我国的房地产项目开始由传统的标准建设规划转变为全程营销。很多房地产企业开始对项目的营销加大关注力度,从而使得项目的市场营销价值提高。随着政府加大了对于房地产行业的调控力度,淮安市的社会发展的宏观环境的不断发展,淮安市的各大房地产企业都面临着巨大的挑战以及广泛的机遇。怎样能够在大环境使得公司进行生存以及发展,是淮安市的房地产公司所要面临的严峻形势。市场营销作为企业的最为核心的竞争手段越来越受到了广泛的重视。本论文以H房地产企业的S项目作为案例,先对项目在实际开发的过程中所遇到的各种营销问题,而后研究分析其所处的外部以及内部的环境,最后进行项目营销策略的设计。在对内外部的环境进行研究分析的基础之上,运用SWOT分析方法对环境进行综合的研究,在以上分析的基础之上,以4P营销理论作为基础,对产品、渠道、价格以及人力等方面的策略进行了规划以及设计。本论文的主要内容为:第一部分绪论部分,提出了本论文研究背景、意义、目。的以及内容。第二部分房地产营销策略研究的相关文献探讨,主要是对于市场营销的相关理论进行概括,从而为本论文的研究提供理论上的支撑和帮助。第三部分H房地产企业S项目营销管理现状,首先对淮安市房地产市场情况进行概述,而后分析H房地产企业S项目的营销现状,最后对该项目营销管理存在的问题进行全方位的分析。第四部分H房地产企业S项目市场营销环境分析,首先H房地产企业S项目市场营销面临的内外部环境进行分析,而后利用SWOT分析方法对营销所面临的优势、劣势、机会以及威胁进行分析,得出SWOT综合矩阵分析表。第五部分H房地产企业S项目STP分析,在对H房地产企业S项目营销管理现状以及内外部环境进行全面分析的基础之上,对营销对策进行研究设计,并且提出相应的保障措施。第六部分结论,对全文进行总结。
[Abstract]:Since 2003, the real estate industry has been developing very rapidly in the economic market of our country. And has played an important supporting role in the process of national economic development. With the continuous development of our society and economy, the standard of living of the people has been greatly improved. Moreover, the "urban integration" reform has been carried out in our country. Because of the rapid development of the real estate industry, a variety of domestic capital groups have entered the real estate industry, which leads to the rapid warming of the real estate market. Housing prices began to rise rapidly. In recent years, our government began to control the real estate bubble, to limit the real estate prices, issued a lot of relevant regulations and policies. However, the risks and opportunities always coexist. How to seize the market opportunities under the policy constraints. In the increasingly fierce real estate market to improve competitiveness, become the key to the development of various real estate enterprises, while the external situation is constantly changing. The project marketing of real estate enterprises should be adjusted and reformed accordingly. The real estate project of our country begins to change from the traditional standard construction plan to the whole course marketing. Many real estate enterprises begin to pay more attention to the project marketing. As the government increased the regulation of the real estate industry, the macro environment of social development in Huaian City continued to develop. Huai'an real estate enterprises are facing enormous challenges and extensive opportunities. How to make the company survive and develop in the big environment. Huai'an real estate companies have to face the grim situation. Marketing as the most core competitive means of enterprises has been paid more and more attention. This paper takes the S project of H real estate enterprises as a case study. First of all, the project in the actual development process encountered a variety of marketing problems, and then research and analysis of its external and internal environment. Finally, the project marketing strategy design. On the basis of the internal and external environment research and analysis, the use of SWOT analysis of the environment comprehensive research, on the basis of the above analysis. Based on the 4P marketing theory, this paper plans and designs the strategies of product, channel, price and manpower. The main contents of this thesis are as follows: the first part is the introduction. Put forward the research background, significance, purpose and content of this paper. The second part of the real estate marketing strategy research related literature discussion, mainly for marketing related theories are summarized. In order to provide theoretical support and help for the research of this paper. The third part of H real estate enterprise S project marketing management status, first of all, the Huai'an real estate market situation is summarized. Then analyzes the H real estate enterprise S project marketing present situation, finally carries on the omni-directional analysis to this project marketing management question. 4th part H real estate enterprise S project marketing environment analysis. First, the internal and external environment of S project marketing in H real estate enterprise is analyzed, and then the strengths, weaknesses, opportunities and threats of marketing are analyzed by using SWOT analysis method. SWOT comprehensive matrix analysis table. 5th part of H real estate enterprise S project STP analysis, on the basis of H real estate enterprise S project marketing management status and internal and external environment on the basis of comprehensive analysis. Research and design the marketing countermeasures, and put forward the corresponding safeguard measures. 6th conclusions, summarize the full text.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F299.233.4;F274

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