DC集团营销战略研究

发布时间：2018-01-14 22:33

本文关键词：DC集团营销战略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着国家对房地产行业宏观调控力度的不断加大,保障性住房比例逐步增高,各地房价均受到不同程度的影响。从总体来说,中国房地产行业已经告别了高增长、高利润的黄金期,人口红利正在逐步消失,中小城市的人口向大城市集聚流失,房地产行业正面临严峻的挑战。在卖方市场逐步转入买方市场、同行竞争环境日趋激烈的情况下,与以往粗犷、低成本的开发模式相比,当前逐步趋向理性化、规范化、多元化的房地产行业更能适应市场大环境的要求。因此,在以客户为中心的房地产市场中,能否为市场提供客户所认可的产品、并通过价值传播等方式使客户的满意度到达最优,成为当前房地产企业发展的重中之重。房地产企业在市场竞争中获胜的关键在于其开发的房地产产品是否能符合购买者的心理预期,即所谓的市场需求。只有不断以更优质的产品和服务质量来满足购买者不断提升的住房诉求,房地产企业才能在日新月异的市场更迭中立于不败之地。其中,连接房地产企业与购买者之间的有效渠道,即房地产营销战略尤为重要。能否通过借助营销战略实现卖方与买方之间最有的效沟通、获得双方利益的最大共赢,不仅关系到房地产企业经营的成败,而且影响到我国房地产事业能否健康发展。从我国房地产企业发展的现状来看,大多数企业内部的营销战略建设尚处于起步或较为低级的阶段,具体表现为:在营销层面重手段,轻战略;重个体,轻全盘。系统的房地产营销规划的匮乏,必然会导致房地产企业开发与设计的盲目与随意。因此,对房地产营销战略进行深入考察和研究是十分必要和迫切的。本论文以DC集团为例,借助SWOT分析理论、4R战略、STP战略等营销战略理论,深入分析当前该企业所面临的营销困境和难题。在结合DC集团自身实际情况的基础上,积极借鉴其他优秀企业的成功经验,在对比、交流中提出适合DC集团商业地产开发营销战略的新设想和新思路,更好地将营销战略理论与具体实践结合起来,从而为企业的长远发展提出科学、实用、建设性的意见。
[Abstract]:In recent years, with the national macro-control of the real estate industry is increasing, the proportion of affordable housing gradually increased, housing prices are affected to varying degrees. Generally speaking. China's real estate industry has said goodbye to the high-growth, high-profit golden period, the demographic dividend is gradually disappeared, the population of small and medium-sized cities to the large cities to lose. The real estate industry is facing severe challenges. In the seller's market gradually into the buyer's market, peer competition environment is becoming increasingly fierce, compared with the previous rough, low-cost development model, the current trend is gradually rationalized. Standardized, diversified real estate industry can adapt to the requirements of the market environment. Therefore, in the customer-centered real estate market, can the market provide the products approved by customers. And through the dissemination of value and other ways to make customer satisfaction to reach the best. The key to the success of the real estate enterprises in the market competition lies in whether the real estate products they develop can meet the psychological expectations of the buyers. That is, the so-called market demand. Only by constantly improving the quality of products and services to meet the demand of buyers, real estate enterprises can be in an invincible position in the ever-changing market. It is very important to connect the effective channel between the real estate enterprise and the buyer, that is, the real estate marketing strategy. Whether the most effective communication between the seller and the buyer can be realized by means of the marketing strategy, we can get the biggest win-win situation. It is not only related to the success or failure of real estate enterprises, but also affects the healthy development of real estate business in China. From the current situation of the development of real estate enterprises in China. The construction of marketing strategy in most enterprises is still in the initial stage or at a lower level, which is manifested in the following aspects: emphasis on means in marketing level, light on strategy; The lack of systematic real estate marketing planning will inevitably lead to blind and random development and design of real estate enterprises. It is very necessary and urgent to investigate and study the marketing strategy of real estate. This paper takes DC Group as an example and makes use of the SWOT analysis theory, such as 4R strategy and STP strategy. On the basis of combining the actual situation of DC Group, we can learn from the successful experiences of other excellent enterprises and compare them. In the exchange, the author puts forward new ideas and new ideas suitable for DC Group's commercial real estate development and marketing strategy, and better combines the marketing strategy theory with the concrete practice so as to put forward scientific and practical methods for the long-term development of enterprises. Constructive advice
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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