HX房地产公司营销策略研究

发布时间：2018-10-11 13:11

【摘要】：改革开放以来,我国房地产市场从无到有、从小到大,从供不应求的卖方市场到激烈竞争的营销角逐。伴随着人民群众消费能力的大幅提高,鉴于多年销售数量积累和房地产商品本身的相对高价和耐用性以及国家近些年对房地产行业的宏观调控政策等诸多因素的影响,当今的房地产从业者尤其是销售部门正面临着前所未有的挑战,市场营销策略在企业经营管理中的地位也日益变得重要起来。HX房地产公司始创于1998年,是全国为数不多的产业新城运营商中规模较大的一个,十几年来锐意进取,围绕三大国家战略重点地区积极开发建设,业务版图业已遍布北京、上海、辽宁、浙江、安徽等省区以及印度尼西亚、新加坡等东南亚国家,形成了近百个产业集群。本文对HX房地产公司现有营销策略进行分析,联系当前政策导向和市场行情,结合该公司自身特点,找出该公司在制定和实施营销策略中存在的主要问题,深入研究问题产生的原因,并有针对性地提出适当的解决方案,对HX房地产公司完善现有营销策略、扩大销售、增加销售利润具有重大的研究价值和现实意义。本文共分为绪论、正文及结论三个部分。第一部分绪论,主要阐述了选题背景和意义,对相关研究文献进行了梳理,同时给出了全文的研究结构。第二部分首先对相关营销理论进行了概述,包括STP理论、4P市场营销理论以及房地产营销理论。其次,对HX房地产公司发展现状进行了分析。包括HX公司基本情况介绍,从波特五力模型和SWOT分析的角度对HX公司竞争力进行了分析。第三,介绍了HX房地产公司现有营销策略及存在的主要问题和原因。第四,提出了HX房地产公司营销策略的改进方案。最后,给出营销策略实施的保障措施。第三部分得出本文的研究结论。
[Abstract]:Since the reform and opening up, the real estate market of our country has been from nothing to existence, from small to large, from the seller's market in short supply to the fierce competitive marketing competition. With the substantial increase in the consumption power of the people, in view of the accumulation of sales volume over the years, the relative high price and durability of real estate goods themselves, and the impact of the country's macroeconomic regulation and control policies on the real estate industry in recent years, Today's real estate practitioners, especially sales departments, are facing unprecedented challenges, and marketing strategies have become increasingly important in business management. HX Real Estate Company was founded in 1998. It is one of the few industrial new city operators in the country on a larger scale. It has been forging ahead for more than a decade, actively developing and building around the three major strategic areas of the country. The business territory has spread throughout Beijing, Shanghai, Liaoning, Zhejiang, Anhui and other provinces, as well as Indonesia, Singapore and other Southeast Asian countries, forming nearly 100 industrial clusters. This paper analyzes the existing marketing strategy of HX real estate company, and finds out the main problems in the formulation and implementation of the marketing strategy by combining the current policy orientation and market, and combining with the characteristics of the company itself. It is of great research value and practical significance for HX real estate company to perfect existing marketing strategy, expand sales and increase sales profit. This paper is divided into three parts: introduction, text and conclusion. The first part introduces the background and significance of the topic, combs the relevant research literature, and gives the research structure of the full text. The second part summarizes the related marketing theories, including STP theory, 4p marketing theory and real estate marketing theory. Secondly, the development of HX real estate company is analyzed. Including the introduction of HX Company, this paper analyzes the competitiveness of HX Company from the point of view of Porter's five-force model and SWOT analysis. Thirdly, it introduces the existing marketing strategy of HX real estate company and the main problems and reasons. Fourth, proposed the HX real estate company marketing strategy improvement plan. Finally, the guarantee measures for the implementation of marketing strategy are given. The third part draws the conclusion of this paper.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

【参考文献】