证大房地产西镇项目营销模式研究
发布时间：2018-12-28 11:18
【摘要】：房地产作为一国的龙头支柱产业,它的地位的重要性是不言而喻的。中国正式成为世界贸易组织成员,更完善市场经济机制,竞争激烈的情况将会加剧。同业公司不可避免,优胜劣汰的生存。面对竞争,市场营销摆脱了可有可无的点缀身份,在房地产行业无疑起着举足轻重的作用。 首先,本文就房地产营销基础知识进行了阐述,按照提出问题、分析问题、解决问题的逻辑顺序对营销背景与意义、国内外研究现状与研究思路以及相关理论,如城市综合体理论、SWOT分析方法、STP理论(市场细分、目标市场和市场定位)一一介绍,另外列举了房地产营销宏观环境分析及证大房产营销模式优、缺点分析,联系项目,其目的主要是为后面的模式分析打下基础；其次,选取了极具代表性的四种营销模式设计,即分别代表了从规划、财务、资源以及管理的角度来诠释证大房地产营销的现状。最后,总结全文,并对未来做了美好展望。
[Abstract]:Real estate as a leading pillar industry, its status is self-evident. China has formally become a member of the World Trade Organization, a more perfect market economy mechanism, the fierce competition will intensify. The same company inevitable, survival of the fittest. In the face of competition, marketing gets rid of the dispensable embellishment status and undoubtedly plays an important role in the real estate industry. First of all, this paper expounds the basic knowledge of real estate marketing. According to the logical order of raising questions, analyzing problems and solving problems, the paper gives the background and significance of marketing, the current research situation and research ideas at home and abroad, as well as the relevant theories. Such as urban synthesis theory, SWOT analysis method, STP theory (market segmentation, target market and market positioning), the macro environment analysis of real estate marketing and evidence of the advantages and disadvantages of real estate marketing model, Its purpose is mainly to lay the foundation for the later model analysis; Secondly, four representative marketing models are selected, which represent the current situation of real estate marketing from the perspective of planning, finance, resources and management. Finally, the paper summarizes the full text and makes a good prospect for the future.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4
本文编号：2393863
[Abstract]:Real estate as a leading pillar industry, its status is self-evident. China has formally become a member of the World Trade Organization, a more perfect market economy mechanism, the fierce competition will intensify. The same company inevitable, survival of the fittest. In the face of competition, marketing gets rid of the dispensable embellishment status and undoubtedly plays an important role in the real estate industry. First of all, this paper expounds the basic knowledge of real estate marketing. According to the logical order of raising questions, analyzing problems and solving problems, the paper gives the background and significance of marketing, the current research situation and research ideas at home and abroad, as well as the relevant theories. Such as urban synthesis theory, SWOT analysis method, STP theory (market segmentation, target market and market positioning), the macro environment analysis of real estate marketing and evidence of the advantages and disadvantages of real estate marketing model, Its purpose is mainly to lay the foundation for the later model analysis; Secondly, four representative marketing models are selected, which represent the current situation of real estate marketing from the perspective of planning, finance, resources and management. Finally, the paper summarizes the full text and makes a good prospect for the future.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4
【参考文献】
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