玉清房地产公司营销策略改进研究

发布时间：2018-04-12 23:00

本文选题：玉清房地产公司 + 营销策略　；参考：《西北农林科技大学》2017年硕士论文

【摘要】：随着我国经济进入“新常态”,国内的房地产市场也步入了一个新的发展时期。在经济新常态下,房地产的发展受到政策和市场环境的影响,已经到了转型的路口,如何加快战略转型,是各家公司所面临的战略性选择问题。作为房地产行业中重要的一环,房地产营销逐渐从由地产商为主导的非理性消费时代向由消费者为主导的理性消费时代转变。近年来,房地产市场的竞争不断加剧,房地产项目逐渐缩小已成为地产商经营与发展的必然优势。很多房地产企业开始在渠道、产品、促销以及价格营销方面不断加强科学管理,其专业的营销手段及符合客户切实需求的产品为房地产企业建立了借鉴与模仿的优秀范例。因此,本文以玉清房产公司的营销发展现状为具体案例,对玉清房产公司的营销策略方面的问题进行研究,从而为玉清房产公司的营销业绩提出相应的建议与策略。不仅为同类产品营销策略的制定和选择丰富了方法,具有重要的理论意义,也同时对玉清公司解决当前的管理困境具有实际的意义,更对同行业中的其他相似企业的发展具有一定的借鉴意义。本文以处于急剧竞争环境下的玉清房地产公司为例,以科学的营销4P策略以及4C策略为基础,通过调研对玉清公司目前所处的宏观环境、内部环境以及房地产营销管理现状进行详细剖析。对当前玉清房地产公司产品营销策略现状及存在问题的分析与梳理,寻找公司在营销策略制定及落实过程中存在的各种问题;然后针对玉清房地产公司营销策略进行分析,重点包括宏观环境、竞争环境、内部环境进行综合分析,对公司的整体营销情况有了深入的了解。结合宏观政策和市场环境,以求制定切实符合玉清房地产公司的营销策略,提升其企业核心竞争力与适应能力。突破企业发展瓶颈与阻碍,旨在激烈的市场竞争中不断发展与成长。本文明确了玉清房产公司具体项目营销策略设计的目标与原则,从产品、定价、渠道与促销四方面着手,总结设计出适合公司的营销组合策略,希望以此突破公司现有的管理与营销瓶颈。为了能顺利落实该营销策略,本文提出了若干举措,包括健全营销管理系统、完善各项管理制度、加强人才队伍建设、创新营销手段等。针对玉清房地产公司营销策略的研究中涉及到的具体项目营销策略以及营销团队的建设方面,不仅能够帮助玉清公司及时调整产品结构,增强公司产品的市场竞争力。同时,寻获和培养营销战斗团队,为公司的进一步发展储备人才。采用科学技术的发展而获得更强的竞争力。很好地利用科学技术,也可以像推动其他行业一样,不断推动玉清公司快速发展。综上所述,本文提出的改进策略在一定程度上促进了玉清房地产公司的营销管理与市场占有率,并为相关行业提供了一定借鉴。通过玉清房地产公司现有的楼盘“大唐金铺”的营销策略提出了改进策略和建议,并对公司未来的发展提出了一些建议和意见。只有如此,玉清房产公司不但可以信息调配,而且能够成功的拓展房地产销路。
[Abstract]:As China's economy has entered a "new normal", the domestic real estate market has entered a new period of development. Under the new economic normal development, the real estate affected by the policy and market environment, has been to the intersection of transition, how to accelerate the strategic transformation, is a strategic choice problem faced by each company. As an important part of the real estate industry, real estate marketing has gradually changed from the irrational consumption era dominated by real estate developers to a consumer driven era of rational consumption. In recent years, the real estate market competition intensified, real estate projects gradually narrowing has become an inevitable advantage of real estate management and development many real estate companies began in the channel, product, promotion and marketing price continue to strengthen scientific management, establish the professional marketing and meet customer demand for products and real estate enterprises A good example of a reference and imitation. Therefore, in this paper, Yuqing marketing development status of the real estate company as an example, the marketing strategy problems of the real estate company of Qing jade, which the company's real estate marketing performance puts forward corresponding suggestion and strategy for Qing Yu. Not only for the development of similar products and the choice of marketing strategy enrich the method has important theoretical significance, but also to solve the current plight of the Qing company management has the actual significance of jade, more is of referential value to other similar enterprises in the same industry. This article is in sharp competition environment Yuqing Real Estate Company as an example, with the scientific marketing strategy and 4P 4C strategy as the foundation, through the research of Yuqing macro environment at present, the detailed analysis of the internal environment and the real estate marketing management situation. On the current real estate public Yuqing Our marketing strategy in the present situation and problems of the analysis and research, looking for companies in the formulation of marketing strategy and existing problems in the implementation process; then Yuqing Real Estate Company marketing strategy analysis, including macro environment, competitive environment and internal environment to carry out comprehensive analysis, it has a deep understanding of the overall marketing situation of the company. Combined with the macro policy and market environment, in order to meet the Yuqing Real Estate Company to develop marketing strategy, enhance the core competitiveness of enterprises and the ability to adapt to enterprise development. Breakthrough obstacles, in order to fierce competition in the market development and growth. This paper defines Yuqing company specific real estate project marketing strategy and design objectives and principles and from the four aspects of products, pricing, channel and promotion to summarize and design a suitable marketing strategy of the company, hoping to break the existing company The management and marketing bottlenecks. In order to successfully implement the marketing strategy, this paper puts forward some measures, including perfecting the marketing management system, improve the management system, strengthen the construction of talent team, innovative marketing methods. According to the research of Real Estate Company Yuqing marketing strategy in specific projects related to the marketing strategy and the marketing team building. Can not only help the Yuqing company timely adjustment of product structure, enhance the market competitiveness of products. At the same time, to find and train marketing combat team, for the further development of the company. With the talent development of science and technology and get more competitive. Good use of Science and technology, can also promote like other industries, constantly to promote the rapid development of Yuqing company. To sum up, the improvement strategy proposed in this paper to promote the marketing management of Yuqing Real Estate Company in a certain extent With the market share, and provides some reference for the industry. The existing real estate Real Estate Company Yuqing "Datang goldsmith" marketing strategy put forward improvement strategies and suggestions, and puts forward some suggestions and opinions on the future development of the company. Only in this way, Yuqing real estate companies can not only allocate information, and can be successful the development of real estate market.

【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

【参考文献】