宏观调控下Y房地产公司营销策略研究

发布时间：2018-02-03 17:08

本文关键词： 宏观调控房地产营销策略　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：衣食住行是人们的基本生活需要,衣食问题我们都已经解决了,但是对于大部分人来说,住房问题还没有得到有效解决。对于住房的需求推动了国内房地产市场的繁荣。但是因为投机性购买以及土地供应等问题,房地产价格居高不下,甚至有些畸形。在这样的条件下,国家实施了宏观调控。在调控之前,中国的房地产市场是一个卖方市场,商品房供不应求,房地产企业要做的就是将房子建好,然后就是收钱,不管户型,不管地段。但是国家的宏观调控,对二套房及投资性购买的限制,使得房地产市场由卖方市场转向了买方市场。多数置业者为初次置业,购房需求也以刚性需求为主。同时,以往市场的繁荣吸引了大量资本的进入,房地产企业众多。两者的共同作用下,房地产市场的竞争异常激烈。因为要抢占市场,各公司则是从以前对营销的漠不关心开始转变成异常重视,积极增加在营销方面的投入,充分认识到,好的营销策略是房地产企业营销活动顺利进行的重要保证。基于此,本文主要研究了宏观调控对Y房地产公司营销的影响以及相应的对应策略。全文根据理论联系实际的原则来进行分析,首先阐释了市场营销理论的概念、发展脉络,以及国内外关于房地产营销的研究动态。紧接着是对Y公司现有的营销现状及存在的问题进行分析。并运用相关的经济管理理念方法,重点分析了宏观调控对于全国和长沙市房地产市场的影响,以及对Y公司房地产营销的产品定位、价格、渠道和促销措施等方面的具体影响。在此基础上,进一步分析了公司客户的共性和个性化需求,明确了公司的市场定位,并据此提出了在宏观调控背景下适应公司的产品策略、价格策略、促销策略和渠道策略,给出了公司新的营销策略的实施保障措施。最后则对全文进行了总结及展望。
[Abstract]:Food, clothing, housing and transportation are the basic needs of people. We have solved the problem of food and clothing, but for most people. The housing problem has not been effectively solved. The demand for housing has driven the domestic real estate market boom. But because of speculative purchase and land supply, real estate prices remain high. Even some deformities. Under such conditions, the state has implemented macro-control. Before the regulation and control, China's real estate market is a seller's market, commercial housing supply exceeds supply, real estate enterprises to do is to build the house, and then is to collect money, regardless of household type. Regardless of location, however, the state's macro-control and restrictions on second homes and investment purchases have made the real estate market shift from the seller's market to the buyer's market. Most buyers buy their homes for the first time. At the same time, the prosperity of the market has attracted a large number of capital into the real estate enterprises. Competition in the real estate market is extremely fierce. Because to seize the market, companies are from the previous indifference to marketing began to change into abnormal attention, actively increase the investment in marketing, fully realize. Good marketing strategy is an important guarantee for the smooth progress of marketing activities of real estate enterprises. Based on this, this paper mainly studies the impact of macro-control on the marketing of Y real estate companies and the corresponding corresponding strategies. First of all, it explains the concept of marketing theory, the development of the context. And domestic and foreign research on real estate marketing trends. Followed by the analysis of the existing marketing situation and problems of Y Company, and the use of relevant economic management concepts. This paper focuses on the impact of macro-control on the real estate market in Changsha and China, as well as the specific impact on the product positioning, price, channels and promotion measures of Y Company's real estate marketing. Further analyze the common and personalized needs of the company's customers, clear the company's market positioning, and accordingly put forward in the context of macro-control to adapt to the company's product strategy, price strategy, promotion strategy and channel strategy. Finally, the paper summarizes and looks forward to the full text.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

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