乌鲁木齐市房地产企业营销策略成效研究

发布时间：2018-01-08 09:29

本文关键词：乌鲁木齐市房地产企业营销策略成效研究　出处：《新疆农业大学》2014年硕士论文　论文类型：学位论文

【摘要】：房地产业作为乌鲁木齐市的支柱产业，起步虽晚，但发展较快，保持了较好的发展势头，市场竞争随之加剧。在日趋激烈的市场竞争中，越来越多的房地产开发企业加快调整营销策略，实施各种促销手段，在营销策略和手段上寻找突口。然而，乌鲁木齐市房地产企业基本沿袭和模仿国内发达城市房地产营销策略的方法，缺乏适合本地实际和区域特色的营销。因此，研究乌鲁木齐市房地产市场营销策略具有较强的现实意义和实践价值。房地产营销策略作为房地产企业的考量标准，能帮助企业提供准备决策，避免项目在运作中出现偏差。房地产经营成败的关键就在于企业能否制定准确的房地产营销策略，从而获取利润的一种商务活动。本论文结合市场营销学中营销的广义概念，探讨营销策略理论在房地产企业开发领域中的应用。市场营销策略主要指4P理论、4C理论和4R理论，三者之间是不断完善发展的过程。现如今，传统的营销策略已经不能满足日益增长的顾客需求和日趋激烈的市场竞争，只有不断提高创新能力，才能保证房地产企业的持续发展。本文通过构建房地产营销策略多维定位矩阵，从销售业绩、销售速度、销售价格三个方面进行矩阵分析，对营销策略的成果有一个全面、科学、立体的展示。本文运用模糊数学方法，把模糊性很强的房地产营销策略评价指标量化，证明模糊综合模型有助于对拟定方案进行筛选。通过乌鲁木齐市三个典型实例分析，，验证了营销策略对房地产企业的有效性。本文旨在对房地产营销策略上进行一定程度的探索，希望利用多维定位矩阵和模糊综合模型的结合，在定性与定量的过程中寻找到一个良好的过渡和转换机制。同时，得出的理论将为未来乌鲁木齐市房地产行业的健康发展，特别在房地产营销策略上提出可操作性的对策建议。本文的研究重点放在了模型构建运用上，该模型的适用性还有待进一步在实证分析中进行检验。
[Abstract]:As the pillar industry of Urumqi, the real estate industry started late, but it developed fast, kept a good development momentum, and the market competition was intensified, in the increasingly fierce market competition. More and more real estate development enterprises speed up the adjustment of marketing strategies, implement a variety of promotional measures, in marketing strategies and means to find a sudden mouth. Urumqi real estate enterprises basically follow and imitate the domestic developed cities real estate marketing strategy, lack of suitable for local reality and regional characteristics of marketing. It is of great practical significance and practical value to study the marketing strategy of real estate in Urumqi. As the standard of real estate enterprises, real estate marketing strategy can help enterprises to provide preparation decision. The key to the success or failure of real estate management lies in whether the enterprise can formulate accurate real estate marketing strategy. This paper discusses the application of marketing strategy theory in the field of real estate enterprise development. The marketing strategy mainly refers to 4p theory. 4C theory and 4R theory are the process of continuous improvement and development. Nowadays, the traditional marketing strategy can not meet the increasing customer demand and increasingly fierce market competition. Only by constantly improving the ability of innovation, can we guarantee the sustainable development of real estate enterprises. Through constructing multi-dimensional positioning matrix of real estate marketing strategy, this paper analyzes the matrix from three aspects of sales performance, sales speed and sales price, and has a comprehensive and scientific result of marketing strategy. In this paper, fuzzy mathematics method is used to quantify the evaluation index of real estate marketing strategy with strong fuzziness. It is proved that the fuzzy synthesis model is helpful to the screening of the proposed scheme. Through the analysis of three typical examples of Urumqi city. The purpose of this paper is to explore the real estate marketing strategy to a certain extent, hoping to use the combination of multi-dimensional positioning matrix and fuzzy synthesis model. In the qualitative and quantitative process to find a good transition and conversion mechanism. At the same time, the theory will be for the future Urumqi real estate industry healthy development. Especially in the real estate marketing strategies put forward operable countermeasures and suggestions. This paper focuses on the model construction and application, the applicability of the model needs to be further tested in the empirical analysis.
【学位授予单位】：新疆农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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