文昌湘海城房地产项目的市场营销模式研究

发布时间：2018-06-17 16:01

本文选题：文昌湘海城项目 + 房地产市场　；参考：《天津大学》2014年硕士论文

【摘要】：自03年以来，中国房地产市场得到了突飞猛进的发展，也逐渐成为促进国民经济增长的主要产业之一。经过十来年的市场积累与调控，房地产行业正逐步迈进规范化进程，鉴其可观的利益空间，大批房地产开发公司应运而生。现在大多数中国房地产开发公司，多通过自行建立营销团队来管理销售，但是参差不齐的销售人员素质，以及混乱的营销管理模式也是让人堪忧的一大主要现状。因此，深入研究房地产项目的营销理论，全面分析市场销售状况，了解消费者的需求动态，从而进行合理有效的市场营销模式的创新是不少房地产企业良性发展的当务之急。本文以湖南建工同人置业地产有限公司旗下的文昌湘海城地产项目作为研究对象，依据市场营销学、房地产项目营销学及其营销模式等相关理论，，在了解项目基本情况后，对项目所处市场的宏观环境和行业环境进行分析，并结合消费者在购房决策过程中的主要影响因素，以及市场消费特征，提出了项目市场营销策略组合、规范销售人员管理、加强销售现场工作、强化品牌营销和网络营销模式的建议，希望能为公司后续房地产项目的销售管理活动起到一定的借鉴作用。
[Abstract]:Since 2003, China's real estate market has been developing by leaps and bounds, and has gradually become one of the main industries to promote the growth of national economy. After more than ten years of market accumulation and regulation, the real estate industry is gradually stepping into the process of standardization, because of its considerable interest space, a large number of real estate development companies came into being. Nowadays, most Chinese real estate development companies manage sales by setting up their own marketing team, but the uneven quality of salespeople and the confused marketing management model are also a major cause for concern. Therefore, it is urgent for many real estate enterprises to deeply study the marketing theory of real estate projects, analyze the market sales situation comprehensively, understand the demand of consumers, and carry on the innovation of reasonable and effective marketing mode. This article takes the Wenchang Xianghaicheng real estate project of Hunan Construction Industry Tongren Real Estate Co., Ltd. as the research object, according to the relevant theories of marketing, real estate project marketing and its marketing mode, after understanding the basic situation of the project, This paper analyzes the macro environment and industry environment of the market in which the project is located, and puts forward a combination of project marketing strategies to standardize the management of sales personnel, combining with the main influencing factors and market consumption characteristics of consumers in the process of purchasing house. It is hoped that the suggestions of strengthening the work of sales site and the mode of brand marketing and network marketing can serve as a reference for the sales management activities of the company's subsequent real estate projects.
【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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