九江县乡村房地产项目前期定位研究

发布时间：2018-12-31 16:32

【摘要】：我国有关乡村房地产前期营销定位实践和乡村房地产前期营销的理论相对落后，源于中国的乡村房地产市场形成较迟，，在经历了一度异常“火爆”的单边上扬的发展阶段，在市场价值回归到正常发展水平之后，建立正确的乡村房地产前期营销理念，深刻认识市场需求和客户期望的基础上来进行乡村房地产项目前期定位促进乡村房地产实际开发运作的时候更能贴合市场需求，顺利完成销售。因此，本文的意义就在于学习、研究有关乡村房地产前期营销的理论基础上将它进行实际项目的营销前期定位实践。本文的研究主题是九江县乡村房地产开发项目。本文的研究内容属于乡村房地产开发中的前期定位。研究分为三大部分。第一部分主要介绍本文选题的背景、市场现状、研究方法、研究内容，并阐述乡村房地产前期定位的目的和意义。第二部分是完整地介绍乡村房地产前期定位的基本理论；深层次地研究乡村房地产前期定位的发展，以及简析乡村房地产前期定位的主要内容、作用地位和方法程序，并通过定性与定量相结合的方法，分析案例来验证某些观点。第三部分是结论和展望部分。是对本文作全面总结，提出乡村房地产前期定位的美好愿景和本文研究的不足。本文主要运用营销理论当中的4C策略等对乡村房地产前期定位进行分析研究，确定了这一领域较为的可行研究方向，对今后将进行的多种开发、营销工作具有一定的实践指导意义，显现了强大的应用价值。用前瞻的思维研究系统问题的起始点和关键点，符合抓重点，抓宏观哲学。同时本文坚持“始于客户、归于客户”的理念，为乡村房地产项目前期定位提供了一种研究思路和框架，并且为今后相似的乡村房地产研究和实践提供借鉴、参考。
[Abstract]:The practice of pre-marketing orientation of rural real estate and the theory of pre-marketing of rural real estate in our country are relatively backward, and the rural real estate market originated from China has been formed late, and has experienced a stage of unilateral upswing, which was once unusually "hot". After the market value returns to the normal development level, establishes the correct rural real estate early stage marketing idea, On the basis of deep understanding of the market demand and customer expectation, the pre-stage orientation of rural real estate project can promote the actual development and operation of rural real estate more in line with the market demand and successfully complete the sales. Therefore, the significance of this paper is to learn, study the theory of rural real estate pre-marketing on the basis of the actual project of pre-marketing positioning practice. The theme of this paper is the rural real estate development project in Jiujiang County. The research content of this paper belongs to the early stage orientation in the development of rural real estate. The research is divided into three parts. The first part mainly introduces the background, market status, research methods, research content and the purpose and significance of the pre-positioning of rural real estate. The second part is a complete introduction of rural real estate in the early positioning of the basic theory; This paper deeply studies the development of the pre-positioning of rural real estate, and analyzes the main contents, action status and method procedure of the pre-positioning of rural real estate, and proves some viewpoints by combining qualitative and quantitative methods. The third part is the conclusion and prospect part. It is a comprehensive summary of this paper, put forward a good vision of the early positioning of rural real estate and the shortcomings of this study. This paper mainly uses the 4C strategy in marketing theory to analyze and study the pre-stage orientation of rural real estate, determines the feasible research direction in this field, and makes a variety of development in the future. Marketing has a certain practical significance, showing a strong application value. To study the starting point and key point of the system problem with prospective thinking is in line with the emphasis and macro philosophy. At the same time, this paper adheres to the concept of "starting from the customer, ascribing to the customer", which provides a kind of research thought and frame for the pre-stage orientation of the rural real estate project, and provides reference for the similar rural real estate research and practice in the future.
【学位授予单位】：江西农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23

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