YK房地产公司桃花源项目营销策略研究

发布时间：2018-03-17 22:39

本文选题：房地产营销策略　切入点：营销环境　出处：《沈阳大学》2017年硕士论文　论文类型：学位论文

【摘要】：房地产营销是房地产学和市场营销学的交叉内容,对房地产营销策略的研究具有重大的现实意义。房地产营销策略能帮助企业应对激烈的竞争,在市场中立足站稳,真正提高房地产营销决策的科学性,帮助企业建立科学的房地产营销策略。本论文结合YK房地产公司桃花源项目这个具体的案例,对该项目的市场和营销策略进行了科学的评价,指出YK房地产公司桃花源项目在市场运作中的不足之处,并从市场细分和客户关系管理方面提出了一些建议化意见,为企业下一步调整销售策略提供参考。本文主要分为六个部分。第一部分是绪论,阐述论文的选题背景和意义,并简单介绍论文研究思路与方法。第二部分界定房地产营销和房地产营销策略的概念,整理和归纳房地产营销策略国内外研究现状。第三部分对YK房地产公司桃花源项目营销环境分析,介绍YK房地产公司桃花源项目概况,对营销环境进行分析。第四部分对YK房地产公司桃花源项目营销策略分析,介绍品牌策略、价格策略、营销媒介策略和促销策略。第五部分指出YK房地产公司桃花源项目营销策略中存在的问题,分别从市场细分和客户关系管理方面进行分析。第六部分,提出进一步完善YK房地产公司桃花源项目营销对策的建议。
[Abstract]:Real estate marketing is the intersection of real estate and marketing, which has great practical significance in the study of real estate marketing strategy, which can help enterprises cope with fierce competition and stand firm in the market. Improve the scientific nature of the real estate marketing decision, help the enterprise to establish the scientific real estate marketing strategy. This paper combines the YK real estate company Taohuayuan project this concrete case, This paper makes a scientific evaluation of the marketing and marketing strategies of the project, points out the shortcomings of the Taohuayuan project in the market operation of YK real estate company, and puts forward some suggestions from the aspects of market segmentation and customer relationship management. This paper is divided into six parts. The first part is the introduction, explaining the background and significance of the thesis. The second part defines the concept of real estate marketing and real estate marketing strategy. The third part analyzes the marketing environment of YK real estate company's Taohuayuan project and introduces the YK real estate company's Taohuayuan project. 4th part of the YK real estate company Taohuayuan project marketing strategy analysis, introduce brand strategy, price strategy, Part 5th points out the problems existing in the marketing strategy of YK real estate company's Taohuayuan project, and analyzes separately from the aspects of market segmentation and customer relationship management. Part 6th, Put forward to further improve YK real estate company Taohuayuan project marketing countermeasures.
【学位授予单位】：沈阳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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