青岛市“XX城”房地产项目在政策调控下的营销策略分析

发布时间：2018-01-15 12:05

本文关键词：青岛市“XX城”房地产项目在政策调控下的营销策略分析　出处：《青岛理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国社会经济的持续增长和城市化进场的不断加快，房地产行业成为支持国民经济发展的支柱产业，在经济发展过程中发挥了举足轻重的作用。然而，目前我国房地产市场也出现了投资过热、房价上涨过快等诸多问题，为此，国家采取了一系列楼市调控政策，以抑制房地产市场的投机需求，稳定房地产市场，促进房价合理回归。房地产行业关系国计民生，如何在国家宏观调控政策下，采取合适的营销策略，谋求生存之路，是当下所有房地产开发商亟待解决的问题。本文在查阅大量文献的基础上，依据营销策略的相关理论，主要分析了在目前国家宏观调控下，青岛市房地产市场的现状，，并以青岛市“XX城”房地产项目为例，分析了“XX城”房地产项目的可行性，并对其项目进行了SWOT分析，从而提出了该项目的销售策略。房地产是一种特殊的商品，房地产营销是市场营销的重要分支，也是房地产经营中的一个重要环节。房地产市场营销是通过房地产市场交换满足现实的或潜在的房地产需求的综合性的经营销售活动过程。在当前政策调控下房地产开发商应针对性的研究营销对策，以使项目立于不败之地。
[Abstract]:With the continuous growth of our social economy and the acceleration of urbanization, the real estate industry has become a pillar industry to support the development of the national economy, and has played a pivotal role in the process of economic development. At present, the real estate market of our country has also appeared many problems, such as overheated investment and rapid rise of house price. For this reason, the state has adopted a series of real estate market regulation and control policies in order to restrain the speculative demand of the real estate market and stabilize the real estate market. Promote the reasonable return of housing prices. The real estate industry is related to the national economy and people's livelihood, how to take appropriate marketing strategies under the national macro-control policy, to seek the road of survival. Is the current real estate developers to solve the problem. On the basis of consulting a large number of literature, according to the relevant theory of marketing strategy, this paper mainly analyzes the current situation of the real estate market in Qingdao under the state macro-control. Taking the "XX city" real estate project in Qingdao as an example, this paper analyzes the feasibility of the "XX city" real estate project, analyzes its project by SWOT, and puts forward the sales strategy of the project. Real estate is a special commodity, real estate marketing is an important branch of marketing. It is also an important link in real estate management. Real estate marketing is a comprehensive operation and sale process which can meet the real or potential real estate demand through the exchange of real estate market. Real estate developers should study marketing countermeasures. To keep the project invincible.
【学位授予单位】：青岛理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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