河南正商置业有限公司营销渠道模式研究

发布时间：2018-01-04 22:32

本文关键词：河南正商置业有限公司营销渠道模式研究　出处：《新疆大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国的房地产业在国民经中的发展中处于很重要的位置,在国民经济的发展过程中,大部分的房地产企业的供需情况逐渐从卖方市场转向了买方市场。近年来的房地产行业的相关政策作为国家对整个行业的调控和引导,一方面关乎国计民生,一方面关乎经济发展,存在越来越多的不确定性,导致房地产业发展的宏观前景越来越复杂。但是,房地产行业、房地产市场的发展变化过程中,我国房地产企业科学、高效的营销渠道模式迟迟未能建立起来,这不但给房地产市场的良性发展带来一定的影响,还对房地产企业的发展与壮大设置了障碍。如今,我国房地产行业市场整体供过于求,而因为房地产企业未能做好市场细分与产品定位,在项目营销模式方面研究深度不够也不够细致,使得房地产市场结构出现了失衡的状况。在今天的房地产市场上,若要提高房地产企业的竞争优势,获得更多市场份额,通过树立企业品牌使之获得健康可持续的发展,就应该构建与优化房地产企业的营销渠道模式。本文主要是对河南正商置业的营销渠道模式展开研究。借鉴房地产营销和渠道管理理论,以河南正商置业有限公司为例,通过六个章节的内容,对其营销渠道模式及其实现路径进行研究:第一章为绪论。详细讲述了选题探究的主旨与背景,之后,详细介绍探究的方式、目的以及重要内容和其探究整体思路等进行了阐述,提出了研究的创新点和不足之处;第二章为相关理论基础。对营销渠道、房地产营销渠道的类型、特征和流程进行了讨论,然后探讨了与本文研究直接相关的关系契约理论、渠道激励理论和渠道冲突理论,同时把国内的研究现状和国外的展开对比,目的是为后文营销渠道的选择和实现做好理论铺垫;第三章主要对河南正商置业有限公司的营销渠道模式的现状展开分析,阐述了河南正商置业有限公司的现状与发展过程,对它的营销渠道模式与问题的成因展开了分析与探讨;第四章是河南正商置业公司的营销渠道模式的选择。主要通过对三种营销渠道模式特点的分析、选择不同营销模式的影响因素、选择的原则进行分析,结合正商置业发展的需要,确定选择代理营销渠道模式和互联网营销渠道模式,并对两种渠道模式进行了进一步分析;第五章主要是提出了河南正商置业公司的营销渠道模式的系统构建与实现路径。具体针对代理营销和网络营销渠道模式的系统构建与实现路径提出了意见与想法。第六章为研究结论与展望。明确了河南正商置业营销渠道选择的模式以及实现的路径,展望了在营销模式的重构,营销模式的深入整合方面进一步研究的方向。
[Abstract]:The real estate industry of our country is in a very important position in the development of the national economy, and in the process of the development of the national economy. The supply and demand situation of most real estate enterprises has gradually changed from the seller market to the buyer market. In recent years, the related policies of the real estate industry as the national regulation and guidance to the entire industry, on the one hand, related to the national economy and people's livelihood. On the one hand, related to economic development, there are more and more uncertainties, leading to the real estate development of the macro prospects are becoming more and more complex. However, the real estate industry, the real estate market in the process of development and change. China's real estate enterprises scientific, efficient marketing channel model has not been established, which not only to the healthy development of the real estate market has a certain impact. The development and expansion of real estate enterprises have also set obstacles. Nowadays, the overall supply of the real estate industry in China exceeds the demand, and because the real estate enterprises have failed to do a good job in market segmentation and product positioning. In the project marketing model, the research depth is not enough and meticulous enough, which makes the real estate market structure unbalance. In today's real estate market, if we want to improve the competitive advantage of real estate enterprises. Gain more market share and achieve healthy and sustainable development by building up corporate brands. It is necessary to construct and optimize the marketing channel model of real estate enterprises. This paper mainly studies the marketing channel model of Henan Zhengshang property and draws lessons from the theory of real estate marketing and channel management. Take Henan Zhengshang Real Estate Co., Ltd as an example, through the content of six chapters, the marketing channel model and its realization path are studied. The first chapter is the introduction. This paper introduces the way, purpose, important content and the whole idea of inquiry in detail, and puts forward the innovation and deficiency of the research. The second chapter is the relevant theoretical basis. It discusses the types, characteristics and processes of marketing channels and real estate marketing channels, and then discusses the relationship contract theory which is directly related to the research of this paper. The channel incentive theory and the channel conflict theory, at the same time, the domestic research present situation and the foreign development contrast, the purpose is to make the theory foundation for the later article marketing channel choice and the realization; The third chapter mainly analyzes the current situation of the marketing channel mode of Henan Zhengshang Real Estate Co., Ltd., and expounds the present situation and development process of Henan Zhengshang Real Estate Co., Ltd. The analysis and discussion of its marketing channel mode and the causes of its problems; Chapter 4th is the choice of the marketing channel model of Henan Zhengshang Real Estate Company. Mainly through the analysis of the characteristics of the three marketing channel models, choose the factors of different marketing models, and analyze the principles of choice. According to the needs of the development of real estate, this paper determines the choice of agent marketing channel mode and Internet marketing channel mode, and further analyzes the two channel models. Chapter 5th mainly puts forward the system construction and realization path of the marketing channel mode of Henan Zhengshang real estate company, and puts forward some opinions and ideas for the system construction and realization path of agent marketing and network marketing channel mode. Chapter 6th is the conclusion and prospect of the research. It clarifies the mode of choosing the marketing channel of Henan Zhengshang real estate and the way to realize it. The paper looks forward to the direction of further research on the reconstruction of marketing mode and the further integration of marketing model.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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