宝宇房地产开发有限公司市场营销战略研究

发布时间：2018-06-06 14:30

本文选题：营销战略 + 房地产　；参考：《哈尔滨理工大学》2014年硕士论文

【摘要】：我国房地产行业虽然起步相对较晚,但其发展势头强劲、速度较快,近年来,房地产行业已逐渐发展成为拉动我国经济增长的支柱产业之一。高额的收益使得更多的投资者加入到房地产行业中来,而伴随着我国市场经济的日渐成熟,房地产行业的竞争也越来越激烈,房地产公司采用何种市场营销战略已然成为影响房地产开发公司得失成败的重要因素。市场营销战略是企业在现代市场营销观念下,为了完成其经营计划、实现经营目标而对某一时期内市场营销发展的总体布局和规划,市场营销战略的制定与完善是企业管理与运营过程中必不可少的重要组成部分。市场营销战略涉及到企业使命、企业哲学、资源配置以及竞争优势等方面,是企业为满足消费者需要或用户需要而提供一定商品和服务的整体营销战略。本文旨在研究宝宇房地产开发有限公司项目产品的市场营销战略,运用文献研究法、系统分析法、模型分析法等方法,并结合经济学和管理学等学科的相关理论,从我国房地产行业市场营销环境出发,分析宝宇房地产的市场营销环境,即宏观、微观、房地产行业环境,并构建宝宇房地产项目市场营销SWOT矩阵；介绍宝宇地产的公司规模,针对宝宇地产的自然环境、经济形势、政策导向和人口环境进行分析,阐述宝宇房地产公司目前市场营销计划存在的问题主要有：产品卖点把握不准、目标群体定位不清晰、对广告宣传过度依赖、品牌战略实际性不足、创新与市场需求脱离、对网络营销重视不足；通过STP战略分析以及营销战略维度分析,对宝宇地产的营销战略进行全面分析,结合房地产行业的营销现状以及宝宇地产自身情况对宝宇地产的市场营销战略选择进行研究,进而提出可供宝宇房地产公司参考的营销策略改进建议。
[Abstract]:Although China's real estate industry started relatively late, its development momentum is strong and its speed is relatively fast. In recent years, the real estate industry has gradually developed into one of the pillar industries to stimulate the economic growth of our country. The high returns make more investors join the real estate industry, and with the maturation of our market economy, the competition in the real estate industry is becoming more and more fierce. The marketing strategy adopted by real estate companies has become an important factor affecting the success or failure of real estate development companies. Marketing strategy is the overall layout and planning of marketing development in a certain period of time in order to complete its business plan and achieve its business goal under the modern marketing concept. The formulation and perfection of marketing strategy is an essential part in the process of enterprise management and operation. Marketing strategy involves enterprise mission, enterprise philosophy, resource allocation and competitive advantage. It is an overall marketing strategy for enterprises to provide certain goods and services to meet the needs of consumers or users. The purpose of this paper is to study the marketing strategy of Baoyu Real Estate Development Co., Ltd.'s project products, using the methods of literature research, system analysis, model analysis, and combining the relevant theories of economics and management, etc. Starting from the marketing environment of real estate industry in China, this paper analyzes the marketing environment of Baoyu real estate, that is, macro, micro and real estate industry environment, and constructs the marketing SWOT matrix of Baoyu real estate project, and introduces the company scale of Baoyu Real Estate. Based on the analysis of the natural environment, economic situation, policy orientation and population environment of Baoyu Real Estate Company, the main problems in Baoyu Real Estate Company's current marketing plan are described as follows: the product selling point is uncertain, the target group is not clearly positioned, Excessive reliance on advertising, insufficient practicality of brand strategy, separation of innovation from market demand, insufficient attention to network marketing, comprehensive analysis of Baoyu real estate marketing strategy through STP strategy analysis and marketing strategy dimension analysis, Combined with the current marketing situation of real estate industry and the situation of Baoyu Real Estate, this paper studies the choice of marketing strategy of Baoyu Real Estate, and puts forward some suggestions for the improvement of marketing strategy for Baoyu Real Estate Company.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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