永翌房地产公司营销管理研究

发布时间：2018-04-08 23:08

本文选题：营销　切入点：房地产营销　出处：《西北农林科技大学》2014年硕士论文

【摘要】：房地产业经过十几年的发展已经成为我国经济增长的支柱产业。随着我国宏观调控政策的进一步实施，法律法规的逐步完善，行业竞争的加剧及消费观念的转变等因素，这些因素的变化也促进房地产企业在经营管理上的转变。2008年国际金融危机对我国房地产造成了严重的冲击，尤其是通货膨胀的加剧，导致我国的经济出现了下滑的趋势。体现在房地产市场成交量导致价格下降，客户观望情绪蔓延，出现了大批地产企业转行的现象。随后国家出台了刺激政策，保证房地产行业稳定健康的发展，在经济刺激下方地产很快复苏，但国家出台了更加严格的限购政策，来抑制过快的房地产增长。房地产市场的大起大落，对房地产企业管理提出了更高的要求。鉴于房地产市场的宏观调控的实施和企业间竞争加剧的情况下，本文以中小房地产企业为研究对象，面对未来种种的市场考验，如何在未来的市场中占有一席之地？企业持续发展与房地产营销是分不开的，房地产营销的好坏直接影响企业的后续发展。全文研究以市场营销学、管理学为理论基础，借助人力资源学管理方法，以永翌房地产公司所开发的福州永翌上尚城营销管理作为研究线索，系统的阐述了的营销管理的过程。从该项目的产品和市场定位、营销推广、销售管理及客户管理等管理的内容及方法进行分析和总结，通过运用SWOT分析方法总结该项目在营销管理上经验，展开分析该企业在营销管理上的成功之处和经验借鉴，以及对于管理不足之处的改善措施等。以此营销管理为契机为其他中小房地产企业在未来的市场竞争中提供参考，来提升和改进营销管理水平具有重要意义。本文研究的特色和重要贡献主要体现三个方面。首先，运用市场营销理论与方法探讨房地产营销管理的内容和管理模式，以科学的管理方法提高营销管理效率，对营销管理进行了论述和总结；其次，通过房地产项目个案的营销分析和总结，切实的加强了理论联系实践运用的合理性，以小见大，归纳出中小地产企业在营销管理上的方法和手段；再次，总结项目管理特点为其他企业找到更加合适的营销管理模式提供借鉴，重点是在营销内容上的科学营销方法和决策，起到提升营销效率的作用；最后，结合案例分析营销管理在产品和市场定位，营销执行，价格策略上的管理和方法，，以及更好的建设地产品牌的趋势，这些营销管理上成功是防御企业的市场风险的关键。
[Abstract]:After more than ten years of development, real estate industry has become the pillar industry of China's economic growth.With the further implementation of China's macro-control policy, the gradual improvement of laws and regulations, the intensification of competition in the industry and the transformation of consumption concepts, and so on,The changes of these factors also promote the change of management of real estate enterprises. The international financial crisis of 2008 has caused a serious impact on China's real estate, especially the aggravation of inflation, which has led to a downward trend of China's economy.Reflected in the real estate market trading volume led to a decline in prices, customer sentiment spread, a large number of real estate companies changed jobs phenomenon.The country then introduced stimulus policies to ensure a steady and healthy development of the real estate industry, which quickly recovered under economic stimulus, but the country introduced stricter restrictions on purchases to curb excessive real estate growth.The ups and downs of the real estate market put forward higher requirements for the management of real estate enterprises.In view of the implementation of macro-control of the real estate market and the intensification of competition among enterprises, this paper takes small and medium-sized real estate enterprises as the research object, facing all kinds of market tests in the future, how to occupy a place in the future market?The sustainable development of enterprises and real estate marketing is inseparable, the quality of real estate marketing directly affects the subsequent development of enterprises.Based on the theory of marketing and management and with the aid of human resource management method, this paper systematically expounds the process of marketing management with the research clue of the marketing management of Yongyi city in Fuzhou developed by Yongyi real estate company.This paper analyzes and summarizes the contents and methods of the product and market positioning, marketing promotion, sales management and customer management of the project, and summarizes the experience of the project in marketing management by using the SWOT analysis method.This paper analyzes the success and experience of the enterprise in marketing management, as well as the improvement measures for the management deficiencies.Taking this marketing management as an opportunity, it is of great significance to provide reference for other small and medium-sized real estate enterprises in the future market competition to promote and improve the level of marketing management.The characteristics and important contributions of this paper mainly reflect three aspects.First of all, using marketing theory and method to discuss the content and management mode of real estate marketing management, to improve the efficiency of marketing management with scientific management methods, to discuss and summarize the marketing management.Through the marketing analysis and summary of the real estate project case, it strengthens the rationality of the application of theory and practice, through a small part to see the whole, summed up the small and medium-sized real estate enterprises in the marketing management methods and means; third,Summary of the characteristics of project management for other enterprises to find more appropriate marketing management model, the emphasis is on the content of scientific marketing methods and decisions, play a role in improving marketing efficiency; finally,This paper analyzes the marketing management in terms of product and market positioning, marketing execution, price strategy management and the trend of better building real estate brand. The success of marketing management is the key to defending the market risk of enterprises.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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