大商集团房地产营销战略研究

发布时间：2018-01-15 22:25

本文关键词：大商集团房地产营销战略研究　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着国家对房地产行业的持续调控，房地产行业的竞争日趋加剧，，促使我国房地产业不断走向理性和规范。房地产行业买方市场的形成，客观上使房地产市场营销的地位日益彰显，然而我国的房地产营销仍处于初级阶段，很多房地产企业只注重营销策略，而忽视营销战略，使得房地产企业开发的产品日趋同质化，企业运行风险不断加大。在我国现阶段的房地产市场环境下，房地产企业能否在竞争中取胜，主要依其能否为市场提供客户所需要的产品，也就是说房地产开发企业必须以市场需求为导向，以客户为中心，按照市场需求开发建设房地产产品，并通过创造完美的产品模式来引导客户需求，提升客户价值，从而促进企业的不断发展。因此，从某种意义上说，房地产营销战略是关系房地产企业经营成败的关键，为了保证房地产业健康快速的发展，对房地产营销战略进行研究显得尤为重要。房地产营销战略研究的是企业做什么和如何做的问题，市场有什么样的需求，目标市场如何细分和定位，企业拥有什么样的资源，如何针对市场需求创造完美的产品组合，进而打造企业的核心竞争优势。本文以大商集团的商业地产开发为例，通过导入SWOT理论、CS战略、STP战略（目标市场营销）等营销战略理论，深入分析大商集团客户需求、目标市场和大商集团的各种资源，并通过分析大商集团已开发项目的成功经验和不足，提出对大商集团营销战略的设想。随着我国城镇化进程的不断深入，大商集团的商业地产开发大有可为。本文从营销战略的角度对大商集团的商业地产开发模式进行深入探讨，对大商集团的商业地产开发营销战略的制定具有一定的实际参考价值。
[Abstract]:With the continuous regulation and control of the real estate industry, the competition in the real estate industry is becoming more and more serious, which urges the real estate industry to move towards rationality and standardization, and the formation of the buyer's market in the real estate industry. Objectively, the status of real estate marketing is increasingly prominent. However, the real estate marketing in China is still in the primary stage, many real estate enterprises only pay attention to marketing strategy, but ignore marketing strategy. Make the real estate enterprises to develop products increasingly homogenization, business operation risks continue to increase. In the present stage of the real estate market environment in our country, whether the real estate enterprises can win in the competition mainly depends on whether they can provide the products that the customers need for the market. That is to say, the real estate development enterprise must take the market demand as the direction, take the customer as the center, develop and construct the real estate product according to the market demand, and guide the customer demand by creating the perfect product pattern. Therefore, in a sense, real estate marketing strategy is the key to the success or failure of real estate enterprises, in order to ensure the healthy and rapid development of the real estate industry. It is very important to study the marketing strategy of real estate. What the real estate marketing strategy studies is what the enterprise does and how to do, what kind of demand the market has, how to segment and position the target market, and what kind of resources the enterprise has. How to create the perfect product combination to meet the market demand, and then to create the core competitive advantage of the enterprise. This paper takes the commercial real estate development of the big business group as an example, and introduces the SWOT theory into the CS strategy. STP strategy (target marketing) and other marketing strategy theory, in-depth analysis of large business group customer needs, target market and major business group resources. Through the analysis of the successful experiences and shortcomings of the developed projects, this paper puts forward the assumption of the marketing strategy of the Big Merchants Group, along with the deepening of the urbanization process in our country. The commercial real estate development of the big business group has great potential. This article carries on the thorough discussion from the marketing strategy angle to the commercial real estate development pattern of the big business group. It has certain practical reference value for the formulation of commercial real estate development and marketing strategy of big business group.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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