一体化运作提升房地产开发企业整合营销实施效果的研究
发布时间：2019-03-26 18:36
【摘要】：随着我国房地产企业之间竞争日趋激烈，房地产行业的平均利润率降低，，大型房地产企业开始探索一体化运作模式来解决企业规模扩张过程中出现的组织臃肿涣散、管理效率下降、成本提高、企业资源得不到合理利用等一系列问题。同时整合营销可以整合企业资源、优化资源配置，在大型房地产企业中实施能够增强房地产企业的营销能力和综合竞争力。由于一体化理论与整合营销理论的出发点都是为了整合企业资源，所以一体化运作可以提升房地产开发企业整合营销的效果。 论文通过对房地产开发企业整合营销模式的内涵进行分析，得出房地产开发企业整合营销模式实施的必要性，明确了房地产开发企业整合营销实施的内容和原则；其次对一体化运作的房地产开发企业整合营销模式的内涵进行分析，得出一体化运作的房地产开发企业整合营销模式的优势，并研究了一体化运作的房地产企业从企业管理和开发流程上提升整合营销效果的实施；随后在分析一体化运作的房地产开发企业整合营销实施效果的影响因素的基础上，构建了一体化运作的房地产开发企业整合营销实施效果的评价指标，实现了对整合营销实施效果的量化处理；最后对一体化运作的ZY房地产企业实施整合营销后的营销效果进行分析评价，得出一体化运作确实能够提高房地产企业整合营销的实施效果这一结论。最后总结了主要研究成果和存在的不足之处。 论文对一体化运作的房地产开发企业整合营销模式的实施进行了探索，不仅丰富了整合营销的理论，还可以为一体化运作的房地产开发企业整合营销的实施提供借鉴与参考。
[Abstract]:With the increasingly fierce competition among the real estate enterprises in China, the average profit margin of the real estate industry decreases, the large real estate enterprises begin to explore the integrated operation mode to solve the bloated organization in the process of enterprise scale expansion. The management efficiency drops, the cost increases, the enterprise resources cannot get the reasonable utilization and so on a series of problems. At the same time, integrated marketing can integrate enterprise resources, optimize the allocation of resources, implement in large real estate enterprises can enhance the marketing ability and comprehensive competitiveness of real estate enterprises. Since the starting point of integration theory and integrated marketing theory is to integrate enterprise resources, integration operation can improve the effect of integrated marketing of real estate development enterprises. Through the analysis of the connotation of the integrated marketing mode of the real estate development enterprise, this paper draws the necessity of the implementation of the integrated marketing mode of the real estate development enterprise, and clarifies the contents and principles of the implementation of the integrated marketing mode of the real estate development enterprise; Secondly, the connotation of the integrated marketing mode of the integrated real estate development enterprise is analyzed, and the advantages of the integrated marketing mode of the integrated operation of the real estate development enterprise are obtained. And studied the integrated operation of real estate enterprises from the enterprise management and development process to promote the implementation of integrated marketing effect; Then on the basis of analyzing the influencing factors of the integrated marketing implementation effect of the integrated real estate development enterprise, this paper constructs the evaluation index of the integrated marketing implementation effect of the integrated operation of the real estate development enterprise. The quantitative processing of the effect of integrated marketing is realized. Finally, this paper analyzes and evaluates the marketing effect of integrated marketing in ZY real estate enterprises, and draws the conclusion that the integrated operation can really improve the implementation effect of integrated marketing in real estate enterprises. Finally, the main research results and shortcomings are summarized. It not only enriches the theory of integrated marketing, but also provides reference for the implementation of integrated marketing of integrated real estate development enterprises.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
本文编号：2447819
[Abstract]:With the increasingly fierce competition among the real estate enterprises in China, the average profit margin of the real estate industry decreases, the large real estate enterprises begin to explore the integrated operation mode to solve the bloated organization in the process of enterprise scale expansion. The management efficiency drops, the cost increases, the enterprise resources cannot get the reasonable utilization and so on a series of problems. At the same time, integrated marketing can integrate enterprise resources, optimize the allocation of resources, implement in large real estate enterprises can enhance the marketing ability and comprehensive competitiveness of real estate enterprises. Since the starting point of integration theory and integrated marketing theory is to integrate enterprise resources, integration operation can improve the effect of integrated marketing of real estate development enterprises. Through the analysis of the connotation of the integrated marketing mode of the real estate development enterprise, this paper draws the necessity of the implementation of the integrated marketing mode of the real estate development enterprise, and clarifies the contents and principles of the implementation of the integrated marketing mode of the real estate development enterprise; Secondly, the connotation of the integrated marketing mode of the integrated real estate development enterprise is analyzed, and the advantages of the integrated marketing mode of the integrated operation of the real estate development enterprise are obtained. And studied the integrated operation of real estate enterprises from the enterprise management and development process to promote the implementation of integrated marketing effect; Then on the basis of analyzing the influencing factors of the integrated marketing implementation effect of the integrated real estate development enterprise, this paper constructs the evaluation index of the integrated marketing implementation effect of the integrated operation of the real estate development enterprise. The quantitative processing of the effect of integrated marketing is realized. Finally, this paper analyzes and evaluates the marketing effect of integrated marketing in ZY real estate enterprises, and draws the conclusion that the integrated operation can really improve the implementation effect of integrated marketing in real estate enterprises. Finally, the main research results and shortcomings are summarized. It not only enriches the theory of integrated marketing, but also provides reference for the implementation of integrated marketing of integrated real estate development enterprises.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4
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