北京顺通房地产开发有限责任公司营销策划研究

发布时间：2018-05-25 16:00

本文选题：北京市房地产 + 营销策划　；参考：《吉林大学》2014年硕士论文

【摘要】：在新的宏观经济、政策的影响下，全国各地的房地产市场在近年来都面临着调整和转型的压力，自2008年以来受到国际金融危机、国家政策的影响，北京房地产市场连续出现了巨大的波动，从08年的辉煌逐步回归到理性发展的通道，地产营销理论的发展也明显滞后于市场的快速变化。如何系统、科学的运用房地产营销理论，制定合理的营销策略和手段，既是北京房地产市场所面临的紧要课题，也是在这一市场中占据先机的重要方式。本文以北京顺通房地产公司作为研究对象，分析其地产项目营销策划的特点和不足之处，并基于北京房地产的营销环境分析，提出该公司在房地产营销策划过程中存在的问题，提出解决思路和方法。本文综合运用了文献研究法和总结归纳法对已有的研究成果进行系统总结，从中汲取经验和精华，并对研究对象公司进行分析，主要研究成果如下：通过北京顺通房地产公司的实际案例呈现及定性问题分析二个角度予以全面解析，提出该公司存在着包括过于夸大营销策划功能、市场调研不足、过度追求概念炒作、广告宣传名不副实和网络营销技术未能有效利用在内的主要问题，，通过SWOT分析法对该公司现有竞争力进行分析判断，提出改进营销策划的方向和思路，进而针对这些问题分别在市场调研、市场定位及市场细分、市场宣传与推广、寻求创新营销等方面提出系统化的改进措施，同时基于营销策划提出了包括组织结构优化，完善管理制度、加强专业培训，提高人员素质和培养优秀企业文化在内的保障措施。本次研究结果具有重要的应用价值，为一般房地产开发商如何成功开发地产项目，快速、高效的确立竞争优势提供了一定借鉴意义。
[Abstract]:Under the influence of the new macroeconomic and policy, the real estate market throughout the country has been under the pressure of adjustment and transformation in recent years. Since 2008, the real estate market has been affected by the international financial crisis and national policies. The real estate market in Beijing has been fluctuating continuously. From the brilliant year of 2008 to the channel of rational development, the development of real estate marketing theory also lags behind the rapid change of the market. How to make use of the theory of real estate marketing systematically and scientifically and make reasonable marketing strategies and means is not only a critical issue facing the real estate market in Beijing, but also an important way to occupy the first chance in this market. This paper takes Beijing Shuntong Real Estate Company as the research object, analyzes the characteristics and shortcomings of its real estate project marketing planning, and based on the analysis of Beijing real estate marketing environment, points out the problems existing in the real estate marketing planning process of Beijing Shuntong Real Estate Company. Put forward the solution thought and method. This article synthetically uses the literature research method and the summary induction method to carry on the systematic summary to the existing research result, draws the experience and the essence from it, and carries on the analysis to the research object company, the main research result is as follows: Through the analysis of the actual cases and qualitative problems of Beijing Shuntong Real Estate Company, the author points out that the company has the functions of over-exaggerating marketing planning, insufficient market research, and excessive pursuit of conceptual hype. This paper analyzes and judges the existing competitiveness of the company through SWOT analysis, and puts forward the direction and train of thought to improve the marketing planning, based on the main problems such as the false advertising and the lack of effective use of the network marketing technology. And then put forward the systematic improvement measures in the aspects of market research, market positioning and market segmentation, market propaganda and promotion, seeking for innovative marketing, etc. At the same time, based on the marketing planning, it proposes to include the optimization of organizational structure. Improve the management system, strengthen professional training, improve the quality of personnel and cultivate excellent corporate culture. The results of this study have important application value, which provides a certain reference for general real estate developers how to successfully develop real estate projects and establish competitive advantage quickly and efficiently.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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