J房地产集团营销策略案例研究

发布时间：2018-06-07 20:26

本文选题：房地产 + 营销理论发展　；参考：《大连理工大学》2013年硕士论文

【摘要】：自20世纪90年代以来,随着我国国民经济的飞速发展,人民生活水平不断提高。同时,产权制度改革的深入进行,也使得房地产业迅速崛起,成为国民经济的支柱产业。众多的房地产企业迅速发展壮大,市场竞争日益加剧。与此同时,房地产经济的过热发展已经对民生产生重要影响,受到社会各界广泛关注。国家因此连续出台严厉的调控政策,以抑制房地产的过热发展。面对当前这种错综复杂、日益严峻的形势,房地产项目营销策划日益受到重视。提升我国房地产项目营销策划能力,已成为当前房地产行业发展迫在眉睫的重要任务。本文以J房地产集团为研究对象,采用案例分析的方法将房地产集团的行业背景、国家政策的变化对营销模式的影响等方面进行阐述,并通过一系列的案例将其在营销管理中存在的问题进行深入剖析,并依据国内外相关理论对问题产生的原因做了分析,随后针对这些问题,提出了一系列具有创新性的营销策略,来解决在实际营销活动中遇到的难题,最后对全文进行了回顾与总结。 J集团的营销管理案例在快速发展的房地产行业具有一定的普适性,可以通过对这些问题的分析与解决,消除阻碍有效营销的因素,提高市场部门的工作效率,对推动房地产市场营销的创新和发展有着一定的积极意义。
[Abstract]:Since 1990's, with the rapid development of China's national economy, people's living standards have been improved. At the same time, with the development of property right system reform, real estate industry rises rapidly and becomes the pillar industry of national economy. At the same time, the overheated development of the real estate economy has had an important impact on the people's livelihood and has been widely concerned by all walks of life. As a result, the country continuously introduced strict regulation and control policies to curb the overheating development of real estate. In the face of this complicated and increasingly severe situation, real estate project marketing planning has been paid more and more attention. It has become an urgent task for the development of real estate industry to improve the ability of marketing and planning of real estate projects in China. This paper takes J Real Estate Group as the research object and uses the case study method to analyze the background of the real estate group industry. The influence of the change of national policy on the marketing mode is expounded, and the problems in marketing management are deeply analyzed through a series of cases, and the causes of the problems are analyzed according to the relevant theories at home and abroad. Then a series of innovative marketing strategies are put forward to solve the problems encountered in the actual marketing activities. Finally, the paper reviews and summarizes the full text. J Group's marketing management cases have a certain universality in the rapidly developing real estate industry. Through the analysis and solution of these problems, the factors that hinder the effective marketing can be eliminated. Improving the working efficiency of the market department has certain positive significance to promote the innovation and development of the real estate marketing.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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