云南飞麟营销策划有限公司转型战略研究

发布时间：2018-01-14 00:24

本文关键词：云南飞麟营销策划有限公司转型战略研究　出处：《云南大学》2014年硕士论文　论文类型：学位论文

【摘要】：2007年,席卷全球的金融危机对世界经济产生了严重冲击,也对我国经济及房地产市场带来影响,国内股市大幅下滑,金融资产缩水,房地产泡沫与风险出现,房地产作为国民经济支柱产业迫切需要国家宏观调控保障其健康发展,从2007年-2013年,国家出台密集地产调控政策,随着房地产市场调控向纵深方向发展,保障房、金融信贷、限购限贷政策、房产税将发挥市场杠杆作用,市场供求关系正在逐渐平衡,房地产行业面临新一轮洗牌、重组阶段,飞麟公司作为以房地产企业为主要客户的地产顾问咨询公司,正受到这一次地产市场波动的直接影响,销售环境、营销方式、市场变化、给公司传统业务结构带来挑战,通过本文的研究与思考,我们希望在新的市场形势下,理清企业未来的转型与发展战略,提升飞麟公司的应变能力与市场竞争力,取得新的市场发展机遇与盈利点。本文通过对房地产多年的宏观市场调控政策与实施效果的分析,房地产咨询顾问企业面临的政治环境、经济环境、技术环境、社会环境分析,结合云南飞麟营销策划有限公司的发展现状及当前市场面对的挑战、问题、企业的SWOT分析,分析公司的优劣势,面对的威胁,找到发展机会,理清房地产市场下阶段的发展脉络与房地产顾问咨询企业的发展趋势。为云南飞麟营销策划有限公司的转型战略与发展模式、转型对策、保障体系确立方向。
[Abstract]:In 2007, the global financial crisis had a serious impact on the world economy, but also on China's economy and the real estate market, the domestic stock market fell sharply, financial assets shrink. Real estate bubble and the emergence of risk, real estate as a pillar industry of the national economy urgently needs the state macro-control to ensure its healthy development, from 2007 to 2013, the state issued intensive real estate regulation and control policies. With the development of real estate market regulation and control, indemnificatory apartment, financial credit, limited purchase and loan policy, property tax will play a role of market leverage, market supply and demand is gradually balanced. The real estate industry is facing a new round of reshuffle, restructuring phase, Feilin Company as a real estate enterprise as the main customer of the real estate consultant consulting company, is affected by this real estate market fluctuations, the direct impact of the sales environment. Marketing mode, market changes, bring challenges to the traditional business structure of the company, through the research and thinking of this article, we hope to clarify the future transformation and development strategy of enterprises in the new market situation. Improve Feilin's adaptability and market competitiveness, obtain new market development opportunities and profit points. Through the analysis of macro-market regulation and control policy and implementation effect of real estate for many years, this paper analyzes the political environment, economic environment, technological environment and social environment faced by real estate consulting and consulting enterprises. Combined with the development of Yunnan Feilin Marketing Planning Co., Ltd. and the current market challenges, problems, enterprise SWOT analysis, analysis of the advantages and disadvantages of the company, facing threats, to find development opportunities. This paper clarifies the development context of the real estate market in the next stage and the development trend of the real estate consultant consulting enterprises. It establishes the direction for the transformation strategy and development mode of Yunnan Failin Marketing Planning Co., Ltd., the transformation countermeasures and the guarantee system.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4

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