鞍山四隆集团关系营销策略研究

发布时间：2018-03-23 03:29

本文选题：房地产企业　切入点：四隆集团　出处：《武汉工程大学》2015年硕士论文　论文类型：学位论文

【摘要】：关系营销是近些年市场营销学研究中一个新的研究领域,与传统的市场营销相比,关系营销更加关注企业外部的不可控因素,通过建立与企业外部各关系方的互信合作关系并形成长期互信,达到创造顾客和交易行为的目的。房地产项目具有显著的地域特征,受到周边环境的影响,同时房地产企业与消费者、竞争者、政府部门、金融机构等不同机构、组织间有着千丝万缕的联系。将关系营销的相关理论应用于房地产市场,有利于房地产企业协调好企业与政府、金融机构之间、企业与竞争对手之间、企业与客户之间以及企业与企业内部利益相关者之间的和谐关系,促成房地产企业、竞争对手、消费者多方得利的局面,巩固自身的优势,帮助企业拓展市场,实现销售增长,在日渐冷淡的房地产市场找到适合自己的盈利模式具有一定的现实指导意义。本文以鞍山市四隆集团为例,通过对关系营销理论的研究以及对房地产企业实施关系营销策略的相关理论进行梳理,就影响房地产项目营销绩效的主要因素展开深入研究,对鞍山市四隆集团的关系营销策略现状进行细致分析,归纳存在的主要问题,总结了目前四隆集团营销策略实施过程中取得的成功经验,同时发现关系营销策略实施过程中存在的问题,并针对问题设计相应的解决方案,希望本文可以帮助鞍山四隆集团完善关系营销策略。
[Abstract]:Relationship marketing is a new research field in marketing research in recent years. Compared with traditional marketing, relationship marketing pays more attention to the external uncontrollable factors of enterprises. Through the establishment of mutual trust and cooperation with the external parties of the enterprise and the formation of long-term mutual trust, the purpose of creating customers and trading behavior can be achieved. Real estate projects have significant geographical characteristics and are affected by the surrounding environment. At the same time, real estate enterprises and consumers, competitors, government departments, financial institutions and other different institutions, there are inextricably linked organizations. It is beneficial for the real estate enterprises to coordinate the harmonious relations between the enterprises and the government, between the financial institutions, between the enterprises and the competitors, between the enterprises and the customers, and between the enterprises and the internal stakeholders, so as to promote the real estate enterprises and competitors, The situation in which consumers gain from all means, consolidate their own advantages, help enterprises expand their markets and achieve sales growth, Finding a profit model suitable for oneself in the increasingly cold real estate market has certain practical guiding significance. This paper takes Anshan Silong Group as an example, Through the research of the relationship marketing theory and the related theories of implementing the relationship marketing strategy of the real estate enterprises, the main factors influencing the marketing performance of the real estate project are deeply studied. This paper makes a detailed analysis of the present situation of the relationship marketing strategy of Anshan Silong Group, sums up the main problems, and summarizes the successful experience in the implementation of the marketing strategy of the Silong Group at present. At the same time, the problems in the implementation of relationship marketing strategy are found, and the corresponding solutions are designed to solve the problems. It is hoped that this paper can help Anshan Silong Group to perfect the relationship marketing strategy.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F299.233.4

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