海河下游开发公司商品房项目市场营销组合研究

发布时间：2017-12-27 10:07

本文关键词：海河下游开发公司商品房项目市场营销组合研究　出处：《天津财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国房地产市场从形成到发展逐步成熟,经过几次宏观政策的调整,房地产业成为国民经济的支柱产业,房地产市场也逐步回归理性,出现了新的阶段性特点。随着市场环境的深刻变化,市场竞争日趋激烈,越来越多的房地产开发企业开始重视市场营销组合的研究和应用,并有意识地利用市场营销组合理论来指导实际营销工作,以期通过出色的营销组合的选取,达到吸引客户、促成销售、完成既定营销任务目标的目的,在市场竞争中占得有利地位。与此同时,国外的市场营销组合理论研究成果层出不穷并逐步传入中国,除了最经典的4Ps理论,从消费者角度出发的4Cs理论、从竞争角度出发的4Rs理论等新的市场营销组合理论也不断进入中国房地产开发企业的视野。即便如此,笔者也不认为4Ps理论已经过时,而是应该在4Ps理论的框架下,引入4Cs、4Rs等新理论的先进思想,用以指导营销工作。这三种理论出发点不同,并不存在谁取代谁的问题。因此企业可以以4Ps理论作为营销组合策划的框架,将4Cs理论和4Rs理论的思想融入到4Ps的各个营销组合中,即企业要充分应用4Cs理论和4Rs理论的先进营销理念来统筹安排产品策划、价格策略、渠道选取、促销手段等各项工作。本文将海河下游开发公司商品房项目营销工作中采用的市场营销组合策略作为研究对象,在4Ps市场营销组合理论的框架下,充分考虑4Cs、4Rs等新理论的先进思想,对该公司采用的产品策划、价格策略、渠道策略、促销手段等市场营销组合的现状进行了仔细的研究,发掘出上述营销组合存在的问题,并对存在问题的成因进行了分析,最后从实际工作的角度出发,给出了调整的建议。
[Abstract]:Since the reform and opening up, China's real estate market has gradually matured from formation to development. After several adjustment of macro policies, the real estate industry has become the pillar industry of the national economy, and the real estate market has gradually returned to reason, and there has been a new phased feature. With the profound changes in the market environment, the increasingly fierce market competition, more and more real estate development enterprises attach importance to the research and application of the marketing mix, and consciously use marketing theory to guide the actual marketing work, through the excellent marketing combination selection, to attract customers, promote sales, to complete the set marketing objectives to occupy an advantageous position in market competition. At the same time, the results of marketing mix theory research abroad and gradually spread Chinese emerge in an endless stream, in addition to the classic 4Ps theory, from the perspective of the consumer's 4Cs theory, from the perspective of the theory of competition 4Rs new marketing theory has been Chinese into real estate development enterprise perspective. Even so, I don't think 4Ps theory is out of date. Instead, we should introduce advanced theories such as 4Cs and 4Rs under the framework of 4Ps theory to guide marketing. The three theories have different starting points, and there is no question of who takes the place of whom. So the enterprise can take 4Ps theory as a framework for marketing planning, integrating 4Cs theory and 4Rs theory to the marketing mix of 4Ps, namely the enterprise to make full use of advanced marketing concept 4Cs theory and 4Rs theory to co-ordinate arrangements for product planning, pricing strategy, channel selection, promotion and other work. This paper will adopt the marketing combination strategy of Haihe River development company real estate project marketing work as the research object, in the framework of 4Ps marketing mix theory, considering the 4Cs, 4Rs and other advanced ideas and new theories, studied the status quo of the company by the product planning, pricing strategy, channel strategy, promotion of the marketing mix, the marketing mix discover problems, and the causes of the existing problems are analyzed, finally from the practical point of view, given the adjustment suggestions.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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