湘潭城郊置业公司市场营销策略研究

发布时间：2018-01-07 06:18

本文关键词：湘潭城郊置业公司市场营销策略研究　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着市场化程度提高,我国房地产行业竞争逐渐向多元化、纵深化发展。在此背景下,以产品为中心的传统营销策略不能适应房地产企业发展需要,而以消费者需求为中心的营销策略成为企业竞争的重要选择。具体来看,这一新型营销策略从房地产消费者角度进行思考,通过研究消费者需求及其意愿支付成本,对营销工具与营销资源进行整合,能够实现供需双方有效沟通,从而保障房地产企业的稳定发展。本文从理论和实证两个层面分析,分析我国房地产公司的市场营销策略。其一,从研究思路来看。在分析过程中,本文将湘潭与国内房地产开发、物业管理、保障性住房、建筑工程等产业市场营销策略有机地结合起来,有利于促进湘潭可持续发展的实现,因而该项研究具有较强的理论价值和现实意义。其二,从框架结构来看。从文章框架结构来看,在系统梳理相关理论的基础上,按照市场营销策略实施的基本逻辑,选择湘潭城郊置业有限公司进行实证分析。其三,从研究内容来看。本文首先研究湘潭的市场营销环境,利用宏观环境PEST分析与SWOT分析等理论工具进行具体探讨；其次,研究湘潭的市场细分与市场定位,在消费者需求调研基础上,对目标市场进行细分并进行有效定位；再次,研究湘潭市场营销实施策略,包括品牌策略,营销组合策略及营销传播策略等；最后,研究湘潭市场营销实施保障,包括企业文化保障、组织制度保障、人力资源保障、财务保障和增值的物业管理服务。本论文在研究过程中运用了理论和实践相结合的研究方法,在对湘潭城郊置业公司市场营销现状深入分析研究后,提出了符合湘潭城郊置业公司实际情况的市场营销策略及实施,具有一定的理论深度和现实指导意义,为湘潭城郊置业公司乃至同行业的公司的市场营销策略和相关工作提供了一些可行性建议。
[Abstract]:With the improvement of marketization, the competition of the real estate industry in our country has gradually diversified and developed in depth. Under this background, the traditional marketing strategy with product as the center can not meet the needs of the development of the real estate enterprises. However, the marketing strategy centered on consumer demand has become an important choice for enterprises to compete. Specifically, this new marketing strategy is considered from the perspective of real estate consumers. By studying consumers' demand and their willingness to pay costs and integrating marketing tools with marketing resources, the effective communication between supply and demand can be realized and the stable development of real estate enterprises can be ensured. This paper analyzes the marketing strategies of Chinese real estate companies from both theoretical and empirical aspects. First, from the perspective of research ideas. In the process of analysis, this paper will Xiangtan and domestic real estate development, property management. The combination of indemnificatory housing, construction engineering and other industrial marketing strategies is conducive to the realization of Xiangtan sustainable development, so this research has strong theoretical value and practical significance. From the point of view of frame structure, on the basis of systematically combing the relevant theories, according to the basic logic of the implementation of marketing strategy, Xiangtan suburban Real Estate Co., Ltd. is selected for empirical analysis. 3. This paper firstly studies the marketing environment of Xiangtan, and makes a concrete discussion by using the PEST analysis and SWOT analysis of macro environment. Secondly, the market segmentation and market positioning of Xiangtan are studied. On the basis of consumer demand research, the target market is subdivided and effectively positioned. Thirdly, research Xiangtan marketing implementation strategy, including brand strategy, marketing mix strategy and marketing communication strategy; Finally, the paper studies the implementation of Xiangtan marketing security, including corporate culture security, organizational system security, human resources security, financial security and value-added property management services. In the course of the research, this paper uses the research method of combining theory and practice, after deeply analyzing the marketing situation of Xiangtan suburban property Company. It puts forward the marketing strategy and implementation in line with the actual situation of Xiangtan suburban real estate company, which has a certain theoretical depth and practical significance. It provides some feasible suggestions for the marketing strategy and related work of Xiangtan suburban home purchase company and even the same industry company.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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