ZW地产西安X项目营销策略研究

发布时间：2018-04-25 09:16

本文选题：房地产 + 市场营销　；参考：《西安建筑科技大学》2013年硕士论文

【摘要】：随着中国经济的快速发展，人民物质生活水平的不断提高，中国房地产业也得到了迅猛的发展，经过十几年的时间，房地产已成为国民经济的重要组成部分。与此同时，房地产市场己从卖方市场转为买方市场，市场竞争也日益激烈，2011年至今国家相应的调控政策陆续出台，持续约束了市场，使其逐步规范，因此房地产营销已成为房地产经营中一个重要组成部分。本文将通过分析市场营销理论知识、结合房地产的实际行业特点，针对ZW地产X项目的营销策略展开分析。论文首先陈述了研究背景、研究目的和研究意义。其次阐述了市场营销的基本理论，并结合房地产市场的特殊性，叙述了房地产营销的理论体系。再次，本文采用理论分析和实践调查相结合的研究方法，通过大量的市场调查和研究，采用模糊数学和马尔科夫模型对项目销售量、竞争项目市场占有率情况进行了预测，在此基础上对项目的营销环境、优劣势、竞争对手进行了详细的分析，提出了本项目的营销组合策略方案。同时，为保障营销组合策略的顺利实施，本文在最后还提出了一系列的营销保障机制，以保证营销策略的实施。本文以ZW地产X项目为研究背景，通过数据分析，对房地产项目营销策略进行了研究，通过本文的研究对房地产项目销售具有一定的借鉴意义。
[Abstract]:With the rapid development of Chinese economy and the continuous improvement of the people's material living standard, the real estate industry in China has also been developing rapidly. After more than ten years, the real estate industry has become an important part of the national economy. At the same time, the real estate market has changed from the seller's market to the buyer's market, and the market competition is becoming increasingly fierce. Since 2011, the corresponding national regulation and control policies have been introduced one after another, which have continuously restricted the market and made it gradually standardized. So real estate marketing has become an important part of real estate management. This paper will analyze the marketing strategy of ZW real estate X project by analyzing the theoretical knowledge of marketing and the characteristics of real estate industry. Firstly, the paper describes the background, purpose and significance of the research. Secondly, it expounds the basic theory of marketing, and combines the particularity of real estate market, narrates the theoretical system of real estate marketing. Thirdly, this paper uses the research method of combining theoretical analysis and practical investigation, through a large number of market research and research, using fuzzy mathematics and Markov model to predict the project sales volume and market share of competitive projects. On this basis, the marketing environment, advantages and disadvantages of the project, competitors are analyzed in detail, and the project's marketing mix strategy is put forward. At the same time, in order to ensure the smooth implementation of the marketing mix strategy, this paper puts forward a series of marketing guarantee mechanisms to ensure the implementation of the marketing strategy. This paper takes the ZW real estate X project as the research background, through the data analysis, has carried on the research to the real estate project marketing strategy, through this article research has the certain reference significance to the real estate project sale.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

【参考文献】