JZY房地产市场营销策划研究

发布时间：2018-01-13 05:25

本文关键词：JZY房地产市场营销策划研究　出处：《大连海事大学》2013年硕士论文　论文类型：学位论文

更多相关文章： 营销策略 市场细分 项目策划 SWOT

【摘要】：房地产企业是关系到民生的重要支柱产业之一。随着近几年房地产市场的迅猛增长,国家陆续开始出台各项政策进行宏观市场调控。现阶段房地产市场增速缓慢,因而房地产企业想要在目前的环境下稳步增长,房地产项目营销策划就显得非常重要。但是,我国房地产企业对市场营销策划尚未得到足够的重视,一方面,很多开发商认为只要楼盘地理位置好、项目质量好,楼盘就可以销售一空,然而事实未必如此。另一方面,我国的房地产市场营销策划人员能力水平并不高,并不能很好的发挥房地产市场营销策划的作用,这些都为房地产市场的良性发展带来了很多问题。因此,房地产企业如何在当今环境下,通过运用市场开发营销策略来提高企业的销售业绩和企业的知名度是本文的研究重点。本文运用市场营销理论和方法,并且结合JZY房地产企业实际特点,以辽宁省鞍山市JZY项目为典型案例,给出了房地产营销策划案例,并对房地产开发企业市场开发进行了探讨。本文首先介绍房地产市场的行业背景、我国的市场环境并给出了本文的研究意义及组织结构,提出“JZY房地产市场营销策划研究”的研究课题：其次,本文运用SWOT理论对房地产企业优势和劣势进行了详细的分析,重点对JZY房地产项目所面临的环境进行了细分,从研究企业自身的优势和劣势出发,并结合JZY项目的自身特点,给出了JZY项目的市场开发策略。最后,本文运用综合分析的方法,对JZY项目进行了详细的市场环境分析、目标市场定位后给出了JZY项目的定价策略、定位价格、后期的营销策略,并对市场开发策划提出了相对保障措施。通过对JZY房地产项目营销策略实施,显著提高了JZY房地产企业销售业绩和企业的知名度。促进了房地产企业经济增长和转型,希望本文能对其它房地产企业有指导和借鉴的作用。
[Abstract]:Real estate enterprise is one of the important pillar industries related to people's livelihood. With the rapid growth of real estate market in recent years. At present, the real estate market growth rate is slow, so real estate enterprises want to grow steadily in the current environment. The marketing planning of real estate projects is very important. However, the real estate enterprises in our country have not paid enough attention to the marketing planning. On the one hand, many developers think that as long as the geographical location of the real estate is good. Project quality is good, the real estate can be sold out, but the fact is not necessarily so. On the other hand, our real estate marketing planners are not high level. It is not very good to play the role of real estate marketing planning, these have brought a lot of problems for the benign development of the real estate market. Therefore, how the real estate enterprises in today's environment. It is the focus of this paper to use marketing strategy to improve the sales performance and the popularity of enterprises. This article uses marketing theory and method, and combines the actual characteristics of JZY real estate enterprises, taking Anshan JZY project as a typical case, gives the case of real estate marketing planning. This paper first introduces the background of the real estate market, the market environment of our country, and gives the significance and organizational structure of this paper. Put forward "JZY real estate marketing planning research" research topic: secondly, this paper uses the SWOT theory to analyze the advantages and disadvantages of real estate enterprises in detail. Focus on the JZY real estate project facing a subdivision of the environment, from the study of the strengths and weaknesses of the enterprise itself, and combined with the characteristics of the JZY project itself. The market development strategy of JZY project is given. Finally, the market environment of JZY project is analyzed in detail by using the method of comprehensive analysis. After the target market positioning, the pricing strategy, the positioning price, the later marketing strategy of the JZY project are given, and the relative safeguard measures for the market development and planning are put forward. Through the implementation of JZY real estate project marketing strategy, the sales performance of JZY real estate enterprises and the visibility of enterprises have been improved significantly, and the economic growth and transformation of real estate enterprises have been promoted. I hope this article can be used as a guide and reference for other real estate enterprises.
【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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