A集团房地产公司的营销策略研究

发布时间：2018-01-11 16:16

本文关键词：A集团房地产公司的营销策略研究　出处：《大连海事大学》2013年硕士论文　论文类型：学位论文

【摘要】：由于目前国内房地产市场的高速发展,房地产行业变得更加变幻莫测,市场竞争也越来越激烈。近年来,更是由于国际市场经济环境的变化及国家宏观政策的影响。房地产行业也遭遇到了前所未有的威胁,国内各房地产公司要想继续发展壮大,必须改变以前粗放式的市场营销模式。而且要想在激烈的市场竞争中独占鳌头,必须扬长避短,发挥公司自身的优势,找准市场定位,采取行之有效的市场营销手段才能在市场上立于不败之地,这也为企业今后的健康发展奠定坚实的基础。本文首先介绍了选题背景与选题意义,重点分析了全文的研究方向和主要内容,第二部分就市场营销的相关理论进行阐述,重点介绍了波特竞争五力模型理论,第三部分阐述了中国城市房地产市场的发展及特点,并就中国城市房地产市场问题的原因进行了分析,第四部分以A集团房地产公司为例,以五力模型为理论依据,介绍了现阶段企业在发展过程的内外部形势,第五部分针对企业的发展,从产品策略、价格策略、促销策略、营销渠道策略以及品牌建设五个方面分析了A集团房地产公司下一步发展的重要方向。
[Abstract]:Due to the rapid development of the domestic real estate market, the real estate industry has become more unpredictable, the market competition is becoming more and more fierce in recent years. Because of the change of the international market economy environment and the influence of the national macro policy, the real estate industry has also encountered the unprecedented threat, the domestic real estate companies want to continue to develop and grow. Must change the previous extensive marketing model. And in order to dominate in the fierce market competition, we must take advantage of the company's own advantages, find the right market positioning. Only by adopting effective marketing means can we be invincible in the market, which lays a solid foundation for the healthy development of enterprises in the future. This paper first introduces the background and significance of the topic, focusing on the research direction and main content of the full text, the second part of the marketing theory is described. The third part expounds the development and characteristics of China's urban real estate market, and analyzes the causes of the problems in China's urban real estate market. The 4th part takes A Group real estate company as an example, takes the five forces model as the theoretical basis, introduces the internal and external situation of the present enterprise in the development process, 5th part aims at the enterprise development, from the product strategy, the price strategy. The promotion strategy, the marketing channel strategy and the brand construction five aspects have analyzed the A group real estate company's next development important direction.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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