中国城镇化背景下宝德地产营销战略研究

发布时间：2018-03-28 18:40

本文选题：城镇化　切入点：房地产　出处：《天津大学》2013年硕士论文

【摘要】：随着中国城镇化进程的发展，城镇化水平的提高，国内的房地产业也得到了如火如荼的发展。尤其近十几年来，，房地产业发展势头更为迅猛，已经成为国民经济的支柱产业之一。宝德地产成立于2007年，作为具有上市公司背景的投资公司---深圳市宝德投资控股有限公司（旗下拥有宝德科技(HK8236)、中青宝(SZ300052)两家上市公司）的全资控股子公司，面临激烈的市场竞争，在起步晚、品牌知名度不够的情况下，如何在激烈的市场竞争中找到自己的核心竞争能力和独特优势，赢得自己的市场份额，使自己立于不败之地，必须要有自己清晰的企业经营定位和营销战略思路。本文通过城镇化背景下我国房地产市场环境分析，在企业内外部调研的基础上，总结出企业的竞争优势和劣势，以及面临的机会和威胁。并在宝德地产的SWOT分析的基础上，提出了宝德地产的企业总体战略目标，以及基于总体战略的营销战略，同时通过宝德地产首个住宅项目---宝德时代华府营销案例的研究，对宝德地产经典代表项目营销战略的实施进行了系统地阐述和介绍，在此基础上提出了宝德地产的营销战略的保障措施，在对企业营销战略进行有益探索的同时，也为其他地产企业营销战略的实施提供了可借鉴之处。笔者认为，通过宝德地产营销战略的研究，将有助于提高企业在新的市场环境下做出正确的决策，提升其营销管理水平，为实现企业未来十年的战略目标赢得更为广阔的发展空间。
[Abstract]:With the development of China's urbanization process and the improvement of urbanization level, the real estate industry in China has also been developing in full swing. Especially in the past ten years, the real estate industry has developed more rapidly. Has become one of the pillar industries of the national economy. Baode Real Estate was established in 2007, As a wholly owned subsidiary of Shenzhen Baode Investment holding Co., Ltd (which owns two listed companies: Shenzhen Baode Investment holding Co., Ltd., which has a background of listed companies), it faces fierce market competition and starts late. If the brand is not well-known enough, how to find its core competitive ability and unique advantage in the fierce market competition, win its own market share, and make itself in an invincible position, Must have its own clear business positioning and marketing strategy. Based on the analysis of the environment of real estate market in China under the background of urbanization, this paper sums up the competitive advantages and disadvantages, opportunities and threats faced by enterprises on the basis of internal and external investigation, and on the basis of SWOT analysis of Baode Real Estate, This paper puts forward the overall strategic objectives of Baode Real Estate, and the marketing strategy based on the overall strategy. At the same time, through the case study of the first residential project of Baode Real Estate-Baode era Washington, This paper systematically expounds and introduces the implementation of the classic representative project marketing strategy of Baode Real Estate, and puts forward the safeguard measures of the marketing strategy of Baode Real Estate on this basis, while carrying on the beneficial exploration to the marketing strategy of the enterprise. The author thinks that through the research of Baode real estate marketing strategy, it will help enterprises to make correct decisions in the new market environment and improve their marketing management level. In order to achieve the strategic objectives of the next 10 years to win a broader space for development.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.21;F274;F299.233.4

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