重庆市地产集团土地营销现状、问题及对策研究
发布时间：2018-11-26 16:45
【摘要】：随着我国土地市场化程度逐步提高，土地市场日益向“公开、公平、公正”的市场化、规范化和法制化方向发展，优化配置土地资源，有利于发挥土地综合效应，实现土地价值和社会效益的最大化。由于土地是特殊商品，研究土地市场营销策略显得非常必要。基于如何开展土地营销活动、土地市场营销中的问题及原因是什么、采取何种营销对策等问题导向的研究，是本文研究的基本背景和研究策略。 本文以重庆市地产集团土地营销现状的调研基础为研究对象，分析土地营销中存在的主要问题及原因，运用土地市场、营销相关理论基础和阐释文献综述的基础上，以问题导向，运用供求理论、竞争理论和SWOT、PEST等营销学的分析方法、评价了重庆市地产集团土地营销外部环境、内部条件，营销现状和存在的问题，提出了土地营销应制定客户导向的营销战略，设计客户驱动的营销策略，持续优化营销方案等具体内容，建议通过组织变革、人才培养、激励政策措施提供实施保障。 本文通过运用市场营销理论的基本概念、原理和分析方法，结合重庆市地产集团土地营销实践，，以问题导向展开研究，论文成果以期为土地营销提供理论依据和实践参考价值。
[Abstract]:With the gradual improvement of land marketization in our country, the land market is increasingly developing towards the marketization, standardization and legalization of "openness, fairness and justice". Optimizing the allocation of land resources is conducive to giving full play to the comprehensive effects of land. Realize the maximization of land value and social benefit. As land is a special commodity, it is necessary to study the marketing strategy of land. Based on the research of how to carry out land marketing activities, what are the problems and reasons in land marketing, and what marketing countermeasures to take, it is the basic background and research strategy of this paper. Based on the investigation and investigation of the present situation of land marketing in Chongqing Real Estate Group, this paper analyzes the main problems and causes of land marketing, applies the theoretical basis of land market, marketing and explains the literature review. Based on problem-oriented, supply and demand theory, competition theory and SWOT,PEST, this paper evaluates the external environment, internal conditions, marketing status and existing problems of land marketing in Chongqing Real Estate Group. The paper puts forward that land marketing should formulate the marketing strategy of customer orientation, design the marketing strategy driven by customers, and continuously optimize the marketing scheme. It is suggested that the implementation guarantee should be provided through organizational change, talent training and incentive policies and measures. By applying the basic concept, principle and analysis method of marketing theory, combining with the land marketing practice of Chongqing Real Estate Group, this paper studies on the basis of problem orientation, and the results of this paper are expected to provide theoretical basis and practical reference value for land marketing.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274
本文编号：2359092
[Abstract]:With the gradual improvement of land marketization in our country, the land market is increasingly developing towards the marketization, standardization and legalization of "openness, fairness and justice". Optimizing the allocation of land resources is conducive to giving full play to the comprehensive effects of land. Realize the maximization of land value and social benefit. As land is a special commodity, it is necessary to study the marketing strategy of land. Based on the research of how to carry out land marketing activities, what are the problems and reasons in land marketing, and what marketing countermeasures to take, it is the basic background and research strategy of this paper. Based on the investigation and investigation of the present situation of land marketing in Chongqing Real Estate Group, this paper analyzes the main problems and causes of land marketing, applies the theoretical basis of land market, marketing and explains the literature review. Based on problem-oriented, supply and demand theory, competition theory and SWOT,PEST, this paper evaluates the external environment, internal conditions, marketing status and existing problems of land marketing in Chongqing Real Estate Group. The paper puts forward that land marketing should formulate the marketing strategy of customer orientation, design the marketing strategy driven by customers, and continuously optimize the marketing scheme. It is suggested that the implementation guarantee should be provided through organizational change, talent training and incentive policies and measures. By applying the basic concept, principle and analysis method of marketing theory, combining with the land marketing practice of Chongqing Real Estate Group, this paper studies on the basis of problem orientation, and the results of this paper are expected to provide theoretical basis and practical reference value for land marketing.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274
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