沈阳华汇房地产有限公司沈阳天地二期市场营销战略研究

发布时间：2018-04-29 10:44

本文选题：市场营销 + 营销战略　；参考：《东北大学》2013年硕士论文

【摘要】：营销战略是市场经济下企业生存和发展的核心议题,特别是对地产企业来说,市场营销占据了企业工作的绝大部分内容,营销战略制定得是否合适,营销结果是否有所效益,都直接决定着地产企业运行的成败。本文所探讨的沈阳华汇房地产有限公司及沈阳天地二期项目,其在营销战略方面的实践案例,是我国广大地产企业的一个缩影,值得其它类似企业借鉴和启示。本文依据营销战略管理理论,详细分析了沈阳天地二期项目市场营销环境：用PEST理论模型分析了宏观环境；以“五力模型”分析了地产行业环境；从组织结构、企业文化、企业资源、企业能力等方面分析了内部环境。从而得出了沈阳天地二期营销的SWOT矩阵。在此基础上提出了沈阳天地二期的营销目标及其营销战略选择,即在市场细分、确定目标市场、市场定位的基础上,提出了沈阳天地二期项目4PS,制定相应的保障措施。为了保障沈阳天地二期项目营销战略的有效实施,制定切实可行的营销计划、整合组织资源、调整组织架构、加强战略调整与控制等。最后得出本文的研究结论和未来展望。
[Abstract]:Marketing strategy is the core issue for the survival and development of enterprises under the market economy, especially for real estate enterprises, marketing accounts for most of the work of the enterprise, whether the marketing strategy is properly formulated, and whether the marketing results are beneficial or not. All directly determine the success or failure of the operation of real estate enterprises. Shenyang Huahui Real Estate Co., Ltd and Shenyang Tiandi Phase II project discussed in this paper are a microcosm of Chinese real estate enterprises, which is worthy of reference and inspiration from other similar enterprises. Based on the theory of marketing strategy management, this paper analyzes the marketing environment of Shenyang Tiandi Phase II project in detail: using the PEST theory model to analyze the macro environment; using the "five Force Model" to analyze the real estate industry environment; from the organizational structure, corporate culture, Enterprise resources, enterprise capabilities and other aspects of the analysis of the internal environment. Thus the SWOT matrix of Shenyang Tiandi Phase II marketing is obtained. On this basis, the marketing target and marketing strategy of Shenyang Tiandi Phase II are put forward, that is, on the basis of market segmentation, target market determination and market orientation, the 4PSs of Shenyang Tiandi Phase II Project is put forward and the corresponding safeguard measures are made. In order to ensure the effective implementation of the marketing strategy of Shenyang Tiandi Phase II project, a feasible marketing plan is drawn up, organizational resources are integrated, organizational structure is adjusted, and strategic adjustment and control are strengthened. Finally, the conclusion and future prospect of this paper are obtained.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23;F274

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