L房地产公司营销策略研究
发布时间：2018-07-23 09:56
【摘要】：在国家房地产宏观调控日越来越严厉的市场环境下，营销策略是房地产公司在由卖方市场转买方市场转型的过程中立于市场的强力保证。房地产营销策略是房地产公司非常重视的职能，，是房地产公司开发环节中最重要的环节之一，其地位举足轻重。因此制定和研究适合一个房地产公司和现代市场环境的营销策略成为影响公司发展的重要因素。同时制定房地产公司营销策略具有现实意义。本文依据国内外市场营销基础理论，借鉴了万科地产和河南建业集团等标杆公司营销经验，综合运用理论应用法、案例分析、实证分析法和人员调查及防谈等方法，在分析L房地产公司营销现状的基础上，探讨了L房地产公司营销中存在的问题，进而提出L房地产公司营销策略方案。旨在进一步对L房地产公司的营销策略进行改进和完善。
[Abstract]:Under the increasingly severe market environment of the national real estate macro-control day, the marketing strategy is the strong guarantee of the real estate company standing in the market during the transition from the seller's market to the buyer's market. Real estate marketing strategy is a very important function of real estate companies and one of the most important links in the development of real estate companies. Therefore, to formulate and study marketing strategies suitable for a real estate company and modern market environment has become an important factor affecting the development of the company. At the same time, the development of real estate company marketing strategy has practical significance. Based on the basic theory of marketing at home and abroad, this paper draws lessons from the marketing experience of the benchmark companies such as Vanke Real Estate and Henan Jianye Group, and synthetically applies the theoretical application method, case analysis, empirical analysis, personnel investigation and discussion prevention methods, etc. Based on the analysis of the marketing situation of L real estate company, this paper discusses the problems existing in the marketing of L real estate company, and then puts forward the marketing strategy scheme of L real estate company. To further improve and improve the marketing strategy of L real estate company.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
本文编号：2139034
[Abstract]:Under the increasingly severe market environment of the national real estate macro-control day, the marketing strategy is the strong guarantee of the real estate company standing in the market during the transition from the seller's market to the buyer's market. Real estate marketing strategy is a very important function of real estate companies and one of the most important links in the development of real estate companies. Therefore, to formulate and study marketing strategies suitable for a real estate company and modern market environment has become an important factor affecting the development of the company. At the same time, the development of real estate company marketing strategy has practical significance. Based on the basic theory of marketing at home and abroad, this paper draws lessons from the marketing experience of the benchmark companies such as Vanke Real Estate and Henan Jianye Group, and synthetically applies the theoretical application method, case analysis, empirical analysis, personnel investigation and discussion prevention methods, etc. Based on the analysis of the marketing situation of L real estate company, this paper discusses the problems existing in the marketing of L real estate company, and then puts forward the marketing strategy scheme of L real estate company. To further improve and improve the marketing strategy of L real estate company.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
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相关硕士学位论文 前1条
1 王国强;建业住宅集团发展战略浅探[D];郑州大学;2004年
本文编号：2139034
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