房地产营销前期策划研究

发布时间：2018-06-16 04:17

本文选题：市场营销 + 房地产营销　；参考：《天津大学》2014年硕士论文

【摘要】：房地产行业日益火热，在国民经济中发挥着支柱性的作用。房地产市场营销在激烈竞争中应运而生，逐步走向房地产行业竞争的舞台中心，特别是开发项目的前期策划尤其受到重视。在当今的竞争形势下，房地产开发商对于开发项目的前期策划能力已逐渐提升为公司的核心竞争力，将对公司的收益能力乃至市场生存能力造成直接影响。总体看来，开发项目前期策划还缺乏科学有效的理论指导，缺乏既定规律可循，因而存在诸多问题。但基于前期策划对于房地产业在市场竞争中的重要意义，提升前期策划水平势在必行。抓住机遇，，在项目前期策划方面做出突破性研究，必然能走在房地产行业发展的前沿，拔得头筹。本文采用理论分析与实证分析相结合的方法，灵活运用市场营销、房地产营销、前期策划等理论成果，通过使用市场调研、SWOT分析、竞争解析、确定市场目标等房地产营销基本工具研究相关问题，并应用于实际案例，为项目获取市场竞争优势提供建设性意见和方案。
[Abstract]:Real estate industry is increasingly hot, playing a pillar role in the national economy. Real estate marketing emerges as the times require in the fierce competition, and gradually moves towards the stage center of the real estate industry competition, especially the early stage planning of the development project is paid more attention to. In the current competitive situation, the pre-planning ability of the real estate developers for the development projects has been gradually promoted to the core competitiveness of the company, which will have a direct impact on the profitability of the company and even the survival ability of the market. In general, the early planning of the development project lacks scientific and effective theoretical guidance and the established law, so there are many problems. However, based on the significance of pre-planning in market competition, it is imperative to improve the pre-planning level. Seize the opportunity and make a breakthrough research in the early planning of the project, which will inevitably lead the development of the real estate industry. This paper adopts the method of combining theoretical analysis with empirical analysis, using the theory of marketing, real estate marketing, pre-planning and so on flexibly, through the use of market research SWOT analysis, competitive analysis, To determine the market target and other basic tools of real estate marketing to study the relevant issues and apply them to practical cases to provide constructive suggestions and solutions for the project to obtain market competitive advantage.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4

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