DB房地产项目“玫瑰园”营销策略研究

发布时间：2018-01-13 02:08

本文关键词：DB房地产项目“玫瑰园”营销策略研究　出处：《陕西师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：自从国内引进了市场营销学,营销学的应用范围越来越广泛。房地产市场营销作为新兴的一门应用学科,从属于市场营销学,因此,对房地产营销来说,市场营销学理论也能够发挥指导作用。深入、系统研究房地产营销的相关理论,具有强大的现实意义,有利于我国房地产行业发展,提高房地产开发力度,对于从事房地产行业的企业而言,也可以提升其市场竞争力,推动房地产行业稳固发展,从而为消费者提供更好的服务。本论文基于DB集团如何选择玫瑰园的房地产营销策略作为研究案例,通过有效运用各种分析方法与工具,制定更加科学、有效的营销策略,从而提供给房地产企业有用的建议。论文通过研究在具体案例中营销理论发挥的作用,从而体现出房地产企业在营销模式上的不断进步与创新。在此基础上,使房地产行业更快、更好的发展,同时,深入分析玫瑰园项目中使用的营销策略,得出该项目中营销策略的适用范围以及发挥的具体效果,从而研究营销策略的现实价值。论文主要划分为六个章节。首先,阐述了房地产策略的研究背景与研究意义,并且通过查询相关文献资料,得出哪些理论跟房地产策略的制定有关。其次,将玫瑰园项目作为研究案例,详细分析了营销策略、内外部环境等内容,得出结论,明确玫瑰园项目市场营销策略的实施要点和成功之处,为其他房地产项目提供借鉴；最后对全文进行总结和展望。
[Abstract]:Since the introduction of marketing in China, the scope of application of marketing has become more and more extensive. As a new applied subject, real estate marketing is subordinate to marketing, so, for real estate marketing. Market marketing theory can also play a guiding role. In depth, systematic research on the theory of real estate marketing, has a strong practical significance, is conducive to the development of the real estate industry in China, and improve the development of real estate. For the enterprises engaged in the real estate industry, they can also enhance their market competitiveness and promote the steady development of the real estate industry. In order to provide better services for consumers. This paper based on how DB Group selected rose garden real estate marketing strategy as a case study through the effective use of various analytical methods and tools to formulate more scientific. Effective marketing strategy, so as to provide useful suggestions for real estate enterprises. This paper studies the role of marketing theory in specific cases. On the basis of this, we can make the real estate industry develop faster and better, and at the same time, deeply analyze the marketing strategy used in the Rose Garden project. Get the scope of application of marketing strategy and the specific effect of the project, so as to study the practical value of marketing strategy. The paper is divided into six chapters. First of all. Elaborated the real estate strategy research background and the research significance, and through the inquiry related literature material, obtains which theory and the real estate strategy formulation. Secondly, takes the rose garden project as the research case. Detailed analysis of marketing strategy, internal and external environment and other content, draw a conclusion, clear rose garden project marketing strategy implementation points and success, for other real estate projects to provide reference; Finally, the full text of the summary and prospects.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F299.233.4;F274

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