發(fā)布時(shí)間：2018-01-19 14:19

  本文關(guān)鍵詞： 鞍山萬科 市場營銷 營銷策略　出處：《遼寧科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著2008年美國次貸危機(jī)的爆發(fā)，全球房地產(chǎn)市場泡沫破滅，我國的房地產(chǎn)市場遭受到嚴(yán)重的沖擊，房地產(chǎn)市場陷入低谷。危機(jī)后，全球經(jīng)濟(jì)發(fā)展速度減緩，我國經(jīng)濟(jì)也邁入低速增長的階段，造成房產(chǎn)市場需求下降，面對(duì)嚴(yán)峻的外部環(huán)境以及行業(yè)內(nèi)部越來越激烈的競爭，房地產(chǎn)企業(yè)如何應(yīng)對(duì)？企業(yè)采取什么樣的營銷策略能夠促進(jìn)企業(yè)持續(xù)穩(wěn)健的發(fā)展是我們值得研究的問題。萬科作為全國房地產(chǎn)行業(yè)的領(lǐng)軍企業(yè)，在全國范圍內(nèi)營銷取得了較大的成功，贏得了廣大消費(fèi)者的喜愛。那么在鞍山這樣的三線城市，由于市場規(guī)模較小、消費(fèi)者購買能力低，面對(duì)其他房產(chǎn)開發(fā)商的競爭壓力，萬科公司，如何進(jìn)行市場營銷，，運(yùn)用了哪些市場營銷策略，是不是存在需要改進(jìn)的地方？基于上述問題，本文對(duì)鞍山萬科房地產(chǎn)有限公司市場營銷策略進(jìn)行了分析（以下簡稱鞍山萬科公司），找出鞍山萬科公司營銷過程中存在的問題并提出對(duì)策建議，以期為公司未來的可持續(xù)發(fā)展提供依據(jù)，并且為三線級(jí)城市的其他房地產(chǎn)企業(yè)市場營銷策略選擇提供一定的借鑒。本文首先運(yùn)用統(tǒng)計(jì)調(diào)查和分析的方法對(duì)鞍山萬科公司所處的市場營銷環(huán)境進(jìn)行了全面深入的分析；其次，運(yùn)用案例分析的方法分析了萬科公司等STP策略、4PS組合策略以及客戶關(guān)系管理現(xiàn)狀；接著，在現(xiàn)狀分析的基礎(chǔ)上挖掘鞍山萬科集團(tuán)營銷策略中存在的問題，最后針對(duì)上述問題提出對(duì)策建議。 研究發(fā)現(xiàn)，鞍山萬科公司存在市場細(xì)分不科學(xué)、定位模糊以及客戶關(guān)系管理低效運(yùn)行等問題。為解決上述問題，建議鞍山萬科公司制定科學(xué)的細(xì)分標(biāo)準(zhǔn)、重新選擇目標(biāo)市場并進(jìn)行準(zhǔn)確地定位；同時(shí)構(gòu)建科學(xué)合理的顧客滿意度分析體系和專業(yè)的客戶關(guān)系管理模式、制定科學(xué)規(guī)范的營銷管理流程。
[Abstract]:With the outbreak of the subprime mortgage crisis in the United States in 2008, the global real estate market bubble burst, our real estate market suffered a serious impact, the real estate market fell into a trough. Global economic development is slowing down, and our economy has entered a stage of low growth, resulting in the decline of demand in the real estate market, facing the severe external environment and the increasingly fierce competition within the industry. How to deal with real estate enterprises? What kind of marketing strategy can promote the sustainable and steady development of enterprises is a problem that we should study. As a leading enterprise in the real estate industry, Vanke has made great success in marketing all over the country. Won the majority of consumers' love. So in Anshan such a third-tier city, because of the market size is small, consumer buying ability is low, facing the competition pressure of other real estate developers, Vanke company. How to carry out marketing, which marketing strategies have been used, is there a need for improvement? Based on the above problems, this paper analyzes the marketing strategy of Anshan Vanke Real Estate Co., Ltd (Anshan Vanke Company). To find out the problems existing in the marketing process of Anshan Vanke Company and put forward countermeasures and suggestions in order to provide the basis for the sustainable development of the company in the future. It also provides some reference for other real estate enterprises to choose their marketing strategies. Firstly, this paper uses the method of statistical investigation and analysis to make a comprehensive and deep study on the marketing environment of Anshan Vanke Company. Analysis of entry; Secondly, using the method of case analysis, this paper analyzes the combination strategy of STP and other strategies of Vanke Co., Ltd., and the current situation of customer relationship management. Then, on the basis of the analysis of the present situation, the problems existing in the marketing strategy of Anshan Vanke Group are excavated, and finally, the countermeasures and suggestions are put forward in the light of the above problems. It is found that Anshan Vanke Company has some problems such as unscientific market segmentation, fuzzy positioning and inefficient operation of customer relationship management. In order to solve the above problems, it is suggested that Anshan Vanke Company should formulate scientific subdivision standards. Re-select the target market and position it accurately; At the same time, a scientific and reasonable customer satisfaction analysis system and a professional customer relationship management model are constructed, and a scientific and standardized marketing management process is established.
【學(xué)位授予單位】：遼寧科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

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本文編號(hào)：1444537