A房地产公司石狮X项目营销策略研究

发布时间：2018-04-01 20:40

本文选题：房地产　切入点：市场营销　出处：《华侨大学》2014年硕士论文

【摘要】：房地产市场营销是市场营销学的一个分支，也是新兴的一门应用学科。深入研究房地产市场营销理论，具有重大的现实意义，它有助于提高房地产开发企业的整体营销素质，增强房地产开发企业的活力和核心竞争力，促进房地产业健康、稳步的发展，更好地满足广大消费者日益增长的需求。本论文基于A房地产公司如何选择石狮X项目的房地产营销策略的营销案例，通过企业更新房地产营销理念，借助各种不同的营销分析工具和绿色营销、网络营销等新型营销策略，提升A房地产公司营销活动的科学性、针对性、有效性，具有一定的启示意义。本文研究有两方面的目的：一是通过现实案例实践房地产市场营销理论，以点带面，了解房地产市场营销模式的变革，并以此为内核和动力，，助力我国房地产企业与房地产市场可持续发展；二是通过X项目的营销策略研究，分析产品营销、绿色营销、关系营销、网络营销、品牌营销等营销策略的可行性和使用范围，探讨其应用价值。本文的内容主要分为六章。首先介绍进行房地产策略研究的相关背景、目的和意义，提出论文的特色及创新点；其次通过梳理研究房地产营销策略的相关理论，为本文研究提供理论依据；接着从研究A房地产公司石狮X项目营销策略案例分析入手，细致剖析该项目的内外环境、营销策略等方面内容，并从研究中获得启示，总结现阶段我国房地产企业的困境及市场营销要点；最后对全文进行总结，并提出研究的不足之处。
[Abstract]:Real estate marketing is not only a branch of marketing, but also a new applied subject.It is of great practical significance to deeply study the theory of real estate marketing, which is helpful to improve the overall marketing quality of real estate development enterprises, enhance the vitality and core competitiveness of real estate development enterprises, and promote the health of the real estate industry.Steady development, better meet the growing needs of consumers.This paper is based on how A Real Estate Company chooses the marketing case of Shishi X project's real estate marketing strategy, through the enterprise renewal of the real estate marketing concept, with the help of various marketing analysis tools and green marketing.The new marketing strategy, such as network marketing, promotes the scientific, targeted and effective marketing activities of A real estate company.The purpose of this study is to practice the theory of real estate marketing through practical cases, to understand the transformation of real estate marketing model, and to take it as the core and motive force.To help the real estate enterprises and the real estate market to develop sustainably in our country; second, to analyze the feasibility and scope of use of the marketing strategies such as product marketing, green marketing, relationship marketing, network marketing, brand marketing and so on through the marketing strategy research of X project.Discuss its application value.The content of this paper is divided into six chapters.Firstly, it introduces the background, purpose and significance of the research on the real estate strategy, puts forward the characteristics and innovation of the paper, and then provides the theoretical basis for the research by combing the relevant theories of the real estate marketing strategy.Then from the A real estate company Shishi X project marketing strategy case analysis, detailed analysis of the project's internal and external environment, marketing strategies and other aspects, and from the study to obtain inspiration,This paper summarizes the difficulties and marketing points of Chinese real estate enterprises at the present stage, and finally summarizes the full text and puts forward the deficiencies of the research.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

【参考文献】