ZJ房地产公司精准营销策略研究

发布时间：2018-03-02 21:48

本文选题：房地产公司　切入点：精准营销　出处：《陕西师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：1998年我国住房市场化改革以来,房地产行业呈现出了爆发式的迅猛发展,甚至在一定程度上成为了我国主要支柱产业,为我国经济发展和社会进步做出了重要的贡献,但随着社会对房地产需求的减慢以及国家相关政策的限制,自2012年以来,我国的房地产市场增速开始放缓,需求量逐步下降,多地出现了严重的高库存现象,对房地产行业的正常发展产生了的严重的影响,在一定程度上影响了我国经济的快速发展。从微观企业层面而言,ZJ房地产公司未来2-3年的主要任务是去库存,也是化解当下供需失衡,产量过剩的主要方式。如何高效的降低库存?对于ZJ房地产公司而言提高营销效率是非常关键的环节。那么ZJ房地产公司应该如何消除库存、降低营销成本,提高销售业绩,适应市场环境所带来的变化,从而加快走出困境将是未来一段时期内ZJ房地产公司面临的主要问题。同时,对于处于移动互联时代的房地产企业而言,以互联网为载体的电子商务技术已经改变着房地产企业的营销模式,根据Talking Date 2015年移动互联网领域全行业发展报告显示,截至2015年底,移动互联网领域全行业市值超过5000亿元,移动智能终端用户接近13亿,在全社会和全行业都被移动互联网所影响的情况下,房地产行业也必将因此产生深远的变革,也必将会受到移动互联的影响,其营销方式将发生彻底的、颠覆式的改变。正因如此,本文希望以精准营销为研究理论基础,指出ZJ房地产公司应该尽快转变营销方式,顺应时代发展,敢于创新和变革,构建出更加高效的营销方式以确保企业产品能够有效被客户所接受,从而降低库存,帮助企业走出难关。本文以移动互联网和大数据技术的广泛应用为时代背景,指出移动互联正在改变着人们的生活方式,影响着企业的营销模式,传统的营销模式已经难以适应企业发展的要求,也难以提高企业营销绩效,故在此背景下本文以ZJ房地产公司为研究对象,通过对利益相关者的深入调查和访谈,结合当下房地产企业营销的主要趋势,从而发现目前ZJ房地产公司在营销过程中存在的不足即营销效率低下,营销创新能力不足,订单转化率低等问题,透过不足进一步指出导致不足存在的诱因。在此基础之上以ZJ房地产公司的现有资源和未来营销战略为依据,提出转变传统营销模式构建精准营销模式的新理念和新思路,并根据精准营销理论的相关概念、内容、流程、方法试着制定出具体构建方案和相关配套政策以确保精准营销方案在ZJ房地产公司中能够顺利实施,为ZJ房地产公司提高营销效率,提升营销业绩提供解决办法,最后通过对一段时期内精准营销策略实施的结果进行客观、合理的评价,以证明精准营销理念和策略在当今房地产企业中能够有效促进产品销售,化解库存压力,提高企业运营效率。
[Abstract]:Since the reform of housing marketization in 1998, the real estate industry has developed explosively, and to some extent has become the main pillar industry of our country, and has made important contributions to the economic development and social progress of our country. However, with the slowing down of social demand for real estate and the restriction of relevant national policies, since 2012, the growth rate of the real estate market in our country has begun to slow down, the demand has gradually decreased, and there has been a serious phenomenon of high inventory in many places. The serious impact on the normal development of the real estate industry, to a certain extent, has affected the rapid economic development of our country. From the micro enterprise level, the main task of ZJ real estate company in the next 2-3 years is to destock. It is also the main way to resolve the current imbalance between supply and demand and surplus output. How to reduce inventory efficiently? How to eliminate inventory, reduce marketing costs, improve sales performance and adapt to the changes brought about by the market environment, ZJ Real Estate Company is a key link for ZJ real estate companies to improve their marketing efficiency, then how to eliminate inventory, reduce marketing costs, improve sales performance, and adapt to the changes brought about by the market environment. It will be the main problem that ZJ real estate companies will face in the coming period. At the same time, for the real estate companies in the era of mobile interconnection, E-commerce technology based on the Internet has changed the marketing mode of real estate enterprises. According to the Talking Date 2015 Mobile Internet Industry Development report, as of end of 2015, market value, the whole industry in the mobile Internet field, exceeded 500 billion yuan. Mobile intelligent end users are close to 1.3 billion, in the case of the whole society and the whole industry are affected by the mobile Internet, the real estate industry will have a profound change, and will certainly be affected by mobile interconnection. Because of this, this paper hopes to take precision marketing as the theoretical basis, and point out that ZJ real estate company should change its marketing mode as soon as possible, conform to the development of the times, dare to innovate and change. To build a more efficient marketing method to ensure that enterprise products can be effectively accepted by customers, so as to reduce inventory and help enterprises out of difficulties. This paper takes the extensive application of mobile Internet and big data technology as the background of the times. It is pointed out that mobile interconnection is changing people's way of life and affecting the marketing mode of enterprises. The traditional marketing mode has been difficult to adapt to the requirements of enterprise development, and it is difficult to improve the marketing performance of enterprises. Under this background, this paper takes ZJ real estate company as the research object, through the thorough investigation and the interview to the stakeholder, unifies the present real estate enterprise marketing main tendency, It is found that there are some problems in the marketing process of ZJ real estate company, such as low marketing efficiency, insufficient marketing innovation ability, low order conversion rate, and so on. On the basis of the existing resources and future marketing strategy of ZJ Real Estate Company, this paper puts forward a new idea and new idea to change the traditional marketing mode to construct the precision marketing model. And according to the relevant concepts, contents, processes and methods of precision marketing theory, try to formulate specific construction plan and related supporting policies to ensure that the precision marketing scheme can be implemented smoothly in ZJ real estate company. For ZJ real estate company to improve marketing efficiency, improve marketing performance to provide a solution, finally through a period of time precision marketing strategy implementation of the results of objective, reasonable evaluation, In order to prove that the precision marketing concept and strategy can effectively promote product sales, reduce inventory pressure, and improve the efficiency of the enterprise operation in today's real estate enterprises.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F299.233.4;F274

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