房地产开发企业营销竞争力研究

发布时间：2019-06-12 02:43

【摘要】：企业竞争力是企业持续发展之根本、竞争优势之源泉。营销竞争力属于企业竞争力之一,也是企业竞争力最重要的能力,在市场经济环境中,市场引导了产品,营销竞争力决定了企业的生存和发展。目前,我国房地产开发企业正在由粗放型逐渐向精细化管理转型。面对激烈的市场竞争,房地产开发企业是否拥有其营销竞争力以获得持续的竞争优势就显得至关重要。营销竞争力决定了企业竞争力,如何界定、评价、培育我国房地产开发企业的营销竞争力,并使其适应竞争日趋激烈的房地产市场是一个极具现实意义的研究课题。本文主要围绕营销竞争力这一主题,以房地产开发企业作为研究对象,通过理论探讨、调研、计算分析与建立模型,对房地产开发企业营销竞争力进行了系统的研究。本文在介绍国内外研究现状的基础上,结合房地产开发企业的特点,界定了房地产开发企业营销竞争力的概念、内涵及特点；并与企业的竞争力进行对比分析；紧紧围绕房地产开发企业营销竞争力这一概念,从营销理念、识别价值能力、创造价值能力和传递价值能力四个维度出发,构建出房地产开发企业营销竞争力评价模型,在专家调查问卷的基础上,利用专家咨询法、市场调查法、层次分析法和综合评价法,实现了房地产开发企业营销竞争力的定量评价；并对此评价模型进行一致性检查,确保营销竞争力评价模型对现实有指导作用。本文最后构建了房地产开发企业营销竞争力的评价指标模型,对YD房地产开发企业的营销竞争力进行了评价,并对结果进行了认真分析,为提升该公司的营销竞争力提供了有益参考,还可以为其他房地产开发企业营销竞争力建设提供了参考思路。
[Abstract]:The competitiveness of enterprises is the foundation of the sustainable development of enterprises and the source of competitive advantage. Marketing competitiveness is not only one of the competitiveness of enterprises, but also the most important ability of enterprise competitiveness. In the market economy environment, the market guides the products, and the marketing competitiveness determines the survival and development of enterprises. At present, China's real estate development enterprises are gradually from extensive to fine management transformation. In the face of fierce market competition, it is very important for real estate development enterprises to have their marketing competitiveness in order to obtain sustainable competitive advantage. Marketing competitiveness determines the competitiveness of enterprises. How to define, evaluate, cultivate the marketing competitiveness of real estate development enterprises in China, and make them adapt to the increasingly fierce competition in the real estate market is a very practical research topic. This paper focuses on the theme of marketing competitiveness, taking real estate development enterprises as the research object, through theoretical discussion, investigation, calculation, analysis and establishment of models, the marketing competitiveness of real estate development enterprises is systematically studied. On the basis of introducing the present research situation at home and abroad, combined with the characteristics of real estate development enterprises, this paper defines the concept, connotation and characteristics of marketing competitiveness of real estate development enterprises, and makes a comparative analysis with the competitiveness of real estate development enterprises. Based on the concept of marketing competitiveness of real estate development enterprises, this paper constructs the evaluation model of marketing competitiveness of real estate development enterprises from four dimensions: marketing concept, identification value ability, creation value ability and transmission value ability. On the basis of expert questionnaire, expert consultation method, market investigation method, analytic hierarchy process (AHP) and comprehensive evaluation method are used. The quantitative evaluation of marketing competitiveness of real estate development enterprises is realized. And the consistency of the evaluation model to ensure that the marketing competitiveness evaluation model has a guiding role in reality. Finally, this paper constructs the evaluation index model of the marketing competitiveness of real estate development enterprises, evaluates the marketing competitiveness of YD real estate development enterprises, and analyzes the results carefully, which provides a useful reference for improving the marketing competitiveness of the company, and also provides a reference train of thought for the construction of marketing competitiveness of other real estate development enterprises.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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