去库存背景下A房地产公司XX住宅项目营销策略研究

发布时间：2018-02-12 02:19

本文关键词： 去库存住宅项目房地产营销策略　出处：《福建农林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国房地产业的迅猛发展,房地产市场竞争越来越激烈。我国经济发展步入转型升级的新常态阶段,2016年,国家提出房地产发展的首要任务就是化解房地产库存。提高房地产企业的整体营销水平和促进房地产业健康稳定发展,房地产营销策划变得越来越重要。本文研究有两方面的目的:一是以点带面,研究房地产市场营销模式的变革,并以此为基础,分析厦门房地产市场的环境和房地产企业自身的特征,为营销决策提供依据;二是通过XX项目的营销策略研究,分析房地产的产品营销、绿色营销、关系营销等营销策略的可行性和实际应用,探讨其应用价值。本文以厦门A房地产公司XX住宅项目为例,通过对XX项目的营销策略研究,探讨A房地产公司的营销对策。本篇文章的研究对于去库存背景下厦门同安区房地产企业如何解决去库存具有重要的理论指导意义。本文以A房地产公司XX住宅项目为研究对象,首先,阐述房地产营销策略研究的背景和意义,分析其国内外发展现状,并提出文章的研究思路和方法;其次,详细提出本篇文章的理论基础,房地产营销的概念、内容、分析工具及影响因素;再次,从外部环境、宏观经济状况、市场需求、政府宏观调控等多方面分析了厦门同安区房地产营销面临去库存环境的挑战;然后,本文在以上理论和环境分析的基础上,对厦门A房地产公司XX住宅项目进行实证分析,从项目市场需求分析、五力模型分析、PEST模型分析、SWOT分析、STP战略分析等多个方面分析并提出A房地产公司XX住宅项目营销策略实施;最后,提出去库存背景下厦门同安区房地产营销策略的保障措施。
[Abstract]:With the rapid development of China's real estate industry, the competition in the real estate market is becoming more and more intense. China's economic development has entered the new normal stage of transformation and upgrading. In 2016, The country put forward that the primary task of real estate development is to dissolve real estate inventory, to improve the overall marketing level of real estate enterprises and to promote the healthy and stable development of the real estate industry. Real estate marketing planning is becoming more and more important. There are two purposes in this paper: one is to study the transformation of real estate marketing model from point to point, and on this basis, This paper analyzes the environment of Xiamen real estate market and the characteristics of real estate enterprises in order to provide the basis for marketing decision. Secondly, through the marketing strategy research of XX project, it analyzes the product marketing and green marketing of real estate. This paper takes XX residential project of Xiamen A real estate company as an example, studies the marketing strategy of XX project. The research of this article is of great theoretical significance to the real estate enterprises in Tongan district of Xiamen how to solve the problem of destocking under the background of destocking. In this paper, XX residence of A real estate company is used as a guide. The project is the object of study, First of all, the background and significance of the study of real estate marketing strategy, analysis of its domestic and foreign development situation, and put forward the research ideas and methods of the article; secondly, the theoretical basis of this article, the concept of real estate marketing, content, Analysis tools and influencing factors; thirdly, from the external environment, macroeconomic situation, market demand, government macro-control and other aspects of the real estate marketing in Xiamen Tongan District facing the challenges of destocking environment; Based on the above theory and environmental analysis, this paper makes an empirical analysis on XX housing project of Xiamen A real estate company, and analyzes the market demand of the project. Five forces model analysis and pest model analysis SWOT analysis STP strategic analysis and other aspects to analyze and put forward A real estate company XX residential project marketing strategy implementation; finally put forward the Xiamen Tongan District real estate marketing strategy security measures under the background of destocking.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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