A地产集团区域公司高效营销团队建设研究

发布时间：2018-04-29 20:22

本文选题：房地产行业 + 营销　；参考：《长春理工大学》2013年硕士论文

【摘要】：房地产业作为国民经济的基本承载体,从1978年到现在大致经历了理论突破与试点阶段、非理性炒作与调整阶段、相对稳定协调发展阶段及价格持续上扬、多项措施上台的整合阶段。随着2010年历史上最严厉的房地产宏观调控政策上台以来,房地产市场受到了较大的冲击,这也意味着将来市场对房地产企业的要求将会更高。在如此严峻的经济政治环境下,如何强化企业核心竞争力,提升自身竞争优势,成为了房地产企业的不得不认真思考的重要问题。本文针对国内多变的房地产市场环境以及不稳定的世界经济状况,思考房地产企业强化核心竞争力,打造高绩效营销团队的方法和要点。首先从企业案例出发,研究了房产行业的行业状况及A地产公司面临的战略发展方向；其次分析了市场营销、房地产营销以及营销团队的作用；最后针对A地产公司的组织情况与营销团队管理现状,提出了建设高绩效营销团队的方法,并强调了其中团队文化建设、绩效管理以及有效激励等方面。
[Abstract]:As the basic carrier of the national economy, the real estate industry has experienced theoretical breakthrough and pilot stage from 1978 to now, irrational speculation and adjustment stage, relatively stable and coordinated development stage and continuously rising prices. A number of measures on the stage of integration. With the advent of the toughest real estate macro-control policy in the history of 2010, the real estate market has been greatly impacted, which means that the market will have higher requirements for real estate enterprises in the future. In such a severe economic and political environment, how to strengthen the core competitiveness of enterprises and enhance their own competitive advantage has become an important issue that must be seriously considered by real estate enterprises. According to the changing domestic real estate market environment and the unstable world economic situation, this paper discusses the methods and key points for real estate enterprises to strengthen their core competitiveness and build a high performance marketing team. First of all, the paper studies the situation of real estate industry and the strategic development direction faced by A real estate company, and then analyzes the role of marketing, real estate marketing and marketing team. Finally, according to the organization of A real estate company and the current situation of marketing team management, this paper puts forward the method of building high performance marketing team, and emphasizes the construction of team culture, performance management and effective incentive.
【学位授予单位】：长春理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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