宏观调控背景下的绿地集团地产公司营销战略研究
发布时间：2019-02-22 20:48
【摘要】：近几年面对全国各地持续上升的房价和社会舆论的压力，我国政府相继出台相关政策，连打房地产市场宏观调控“组合拳”，房地产宏观调控也相应拉开帷幕。房地产宏观调控指国家政府运用行政、法律以及经济等手段，从宏观上对房地市场进行相关指导、监督、控制和调节，从而促进房地产市场总供给与总需求、供给结构与需求结构的整体平衡与整体优化，进而促进房地市场与国民经济协调快速发展的管理活动。 对于房地产公司来说，目前政府的宏观调控形势和市场竞争环境已经相当严峻，房地产公司要想抓住机遇，迎接挑战，必须树立起现代的营销战略观念，创新房地产营销策略，，才能使公司在激烈的市场竞争中保持不败之地。 第一章绪论进行了国内房地产行业相关综述，及论文研究的背景及意义、论文研究的方法和思路。 第二章房地产营销战略理论主要阐述了房地产市场营销的概念、特征和作用、房地产市场发展与竞争战略。 第三章政府宏观调控背景下绿地集团地产公司营销面临的问题，主要阐明了政府房地产宏观调控、房地产公司面临的营销新问题。 第四章绿地集团地产公司的营销新战略，主要结合绿地集团地产案例，介绍了品牌战略与营销观念、价格战略、服务物业管理战略、媒体战略等。 第五章结论。
[Abstract]:In recent years, in the face of the pressure of rising housing prices and public opinion, our government has issued related policies one after another, even hit the real estate market macro-control "combo", the real estate macro-control also started accordingly. The macro-control of real estate refers to the use of administrative, legal and economic means by the national government to guide, supervise, control and regulate the real estate market macroscopically, so as to promote the total supply and demand of the real estate market. The overall balance and optimization of supply structure and demand structure promote the coordinated and rapid development of management activities between the real estate market and the national economy. For real estate companies, the government's macro-control situation and market competition environment are already quite severe. If real estate companies want to seize the opportunity and meet the challenges, they must set up a modern marketing strategy concept and innovate the real estate marketing strategy. In order to keep the company invincible in the fierce market competition. The first chapter is the introduction of the domestic real estate industry, and the background and significance of the research, research methods and ideas. In the second chapter, the theory of real estate marketing strategy mainly expounds the concept, characteristics and functions of real estate marketing, the development of real estate market and competition strategy. The third chapter is about the problems faced by green land group real estate companies under the background of government macro-control, mainly expounds the new marketing problems faced by government real estate macro-control and real estate companies. Chapter four introduces the brand strategy, marketing concept, price strategy, service property management strategy, media strategy and so on. Chapter V conclusion.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
本文编号：2428613
[Abstract]:In recent years, in the face of the pressure of rising housing prices and public opinion, our government has issued related policies one after another, even hit the real estate market macro-control "combo", the real estate macro-control also started accordingly. The macro-control of real estate refers to the use of administrative, legal and economic means by the national government to guide, supervise, control and regulate the real estate market macroscopically, so as to promote the total supply and demand of the real estate market. The overall balance and optimization of supply structure and demand structure promote the coordinated and rapid development of management activities between the real estate market and the national economy. For real estate companies, the government's macro-control situation and market competition environment are already quite severe. If real estate companies want to seize the opportunity and meet the challenges, they must set up a modern marketing strategy concept and innovate the real estate marketing strategy. In order to keep the company invincible in the fierce market competition. The first chapter is the introduction of the domestic real estate industry, and the background and significance of the research, research methods and ideas. In the second chapter, the theory of real estate marketing strategy mainly expounds the concept, characteristics and functions of real estate marketing, the development of real estate market and competition strategy. The third chapter is about the problems faced by green land group real estate companies under the background of government macro-control, mainly expounds the new marketing problems faced by government real estate macro-control and real estate companies. Chapter four introduces the brand strategy, marketing concept, price strategy, service property management strategy, media strategy and so on. Chapter V conclusion.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
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本文编号：2428613
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