BY房地产公司营销策略研究

发布时间：2018-01-08 14:24

本文关键词：BY房地产公司营销策略研究　出处：《宁夏大学》2014年硕士论文　论文类型：学位论文

【摘要】：在国家调控房地产业的宏观背景下,房地产企业如何适应变化的环境,调整企业发展方向,关键在于企业市场营销策略的合理性及可操作性,本研究为该公司完善市场营销策略提供理论指导。本文以完善BY房地产公司营销策略为研究对象。应用文献研究法,梳理国内外地产营销策略研究成果及其应用,为本研究奠定基础。应用描述分析法对该企业营销现状进行分析,作为改善营销策略的铺垫,并诊断其营销策略及其执行存在的问题,为有针对性完善策略提供依据。运用PEST分析法分析该公司的市场营销环境,并运用SWOT分析法发现本公司的优势和劣势,寻找机会和威胁,为公司营销战略制定奠定基础。在上述研究的基础上,分别从4PS方面完善公司的营销策略,为该公司可持续发展提供理论指导。
[Abstract]:Under the macro-background of national regulation and control of real estate industry, the key of how to adapt to the changing environment and adjust the development direction of real estate enterprises lies in the rationality and maneuverability of enterprise marketing strategy. This study provides theoretical guidance for the company to improve its marketing strategy. In this paper, to improve the marketing strategy of by real estate companies as the research object, the use of literature research method, combing domestic and foreign real estate marketing strategy research results and their applications. In order to lay a foundation for this study, this paper applies descriptive analysis method to analyze the current situation of marketing of the enterprise, as a cushion to improve the marketing strategy, and to diagnose the existing problems of marketing strategy and its implementation. Use PEST analysis method to analyze the marketing environment of the company, and use SWOT analysis method to find the strengths and weaknesses of the company, look for opportunities and threats. On the basis of the above research, the marketing strategy of the company is improved from 4PS to provide theoretical guidance for the sustainable development of the company.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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