本文關(guān)鍵詞：大商集團(tuán)房地產(chǎn)營(yíng)銷戰(zhàn)略研究　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著國(guó)家對(duì)房地產(chǎn)行業(yè)的持續(xù)調(diào)控，房地產(chǎn)行業(yè)的競(jìng)爭(zhēng)日趨加劇，，促使我國(guó)房地產(chǎn)業(yè)不斷走向理性和規(guī)范。房地產(chǎn)行業(yè)買方市場(chǎng)的形成，客觀上使房地產(chǎn)市場(chǎng)營(yíng)銷的地位日益彰顯，然而我國(guó)的房地產(chǎn)營(yíng)銷仍處于初級(jí)階段，很多房地產(chǎn)企業(yè)只注重營(yíng)銷策略，而忽視營(yíng)銷戰(zhàn)略，使得房地產(chǎn)企業(yè)開(kāi)發(fā)的產(chǎn)品日趨同質(zhì)化，企業(yè)運(yùn)行風(fēng)險(xiǎn)不斷加大。 在我國(guó)現(xiàn)階段的房地產(chǎn)市場(chǎng)環(huán)境下，房地產(chǎn)企業(yè)能否在競(jìng)爭(zhēng)中取勝，主要依其能否為市場(chǎng)提供客戶所需要的產(chǎn)品，也就是說(shuō)房地產(chǎn)開(kāi)發(fā)企業(yè)必須以市場(chǎng)需求為導(dǎo)向，以客戶為中心，按照市場(chǎng)需求開(kāi)發(fā)建設(shè)房地產(chǎn)產(chǎn)品，并通過(guò)創(chuàng)造完美的產(chǎn)品模式來(lái)引導(dǎo)客戶需求，提升客戶價(jià)值，從而促進(jìn)企業(yè)的不斷發(fā)展。因此，從某種意義上說(shuō)，房地產(chǎn)營(yíng)銷戰(zhàn)略是關(guān)系房地產(chǎn)企業(yè)經(jīng)營(yíng)成敗的關(guān)鍵，為了保證房地產(chǎn)業(yè)健康快速的發(fā)展，對(duì)房地產(chǎn)營(yíng)銷戰(zhàn)略進(jìn)行研究顯得尤為重要。 房地產(chǎn)營(yíng)銷戰(zhàn)略研究的是企業(yè)做什么和如何做的問(wèn)題，市場(chǎng)有什么樣的需求，目標(biāo)市場(chǎng)如何細(xì)分和定位，企業(yè)擁有什么樣的資源，如何針對(duì)市場(chǎng)需求創(chuàng)造完美的產(chǎn)品組合，進(jìn)而打造企業(yè)的核心競(jìng)爭(zhēng)優(yōu)勢(shì)。本文以大商集團(tuán)的商業(yè)地產(chǎn)開(kāi)發(fā)為例，通過(guò)導(dǎo)入SWOT理論、CS戰(zhàn)略、STP戰(zhàn)略（目標(biāo)市場(chǎng)營(yíng)銷）等營(yíng)銷戰(zhàn)略理論，深入分析大商集團(tuán)客戶需求、目標(biāo)市場(chǎng)和大商集團(tuán)的各種資源，并通過(guò)分析大商集團(tuán)已開(kāi)發(fā)項(xiàng)目的成功經(jīng)驗(yàn)和不足，提出對(duì)大商集團(tuán)營(yíng)銷戰(zhàn)略的設(shè)想。隨著我國(guó)城鎮(zhèn)化進(jìn)程的不斷深入，大商集團(tuán)的商業(yè)地產(chǎn)開(kāi)發(fā)大有可為。本文從營(yíng)銷戰(zhàn)略的角度對(duì)大商集團(tuán)的商業(yè)地產(chǎn)開(kāi)發(fā)模式進(jìn)行深入探討，對(duì)大商集團(tuán)的商業(yè)地產(chǎn)開(kāi)發(fā)營(yíng)銷戰(zhàn)略的制定具有一定的實(shí)際參考價(jià)值。
[Abstract]:With the continuous regulation and control of the real estate industry, the competition in the real estate industry is becoming more and more serious, which urges the real estate industry to move towards rationality and standardization, and the formation of the buyer's market in the real estate industry. Objectively, the status of real estate marketing is increasingly prominent. However, the real estate marketing in China is still in the primary stage, many real estate enterprises only pay attention to marketing strategy, but ignore marketing strategy. Make the real estate enterprises to develop products increasingly homogenization, business operation risks continue to increase. In the present stage of the real estate market environment in our country, whether the real estate enterprises can win in the competition mainly depends on whether they can provide the products that the customers need for the market. That is to say, the real estate development enterprise must take the market demand as the direction, take the customer as the center, develop and construct the real estate product according to the market demand, and guide the customer demand by creating the perfect product pattern. Therefore, in a sense, real estate marketing strategy is the key to the success or failure of real estate enterprises, in order to ensure the healthy and rapid development of the real estate industry. It is very important to study the marketing strategy of real estate. What the real estate marketing strategy studies is what the enterprise does and how to do, what kind of demand the market has, how to segment and position the target market, and what kind of resources the enterprise has. How to create the perfect product combination to meet the market demand, and then to create the core competitive advantage of the enterprise. This paper takes the commercial real estate development of the big business group as an example, and introduces the SWOT theory into the CS strategy. STP strategy (target marketing) and other marketing strategy theory, in-depth analysis of large business group customer needs, target market and major business group resources. Through the analysis of the successful experiences and shortcomings of the developed projects, this paper puts forward the assumption of the marketing strategy of the Big Merchants Group, along with the deepening of the urbanization process in our country. The commercial real estate development of the big business group has great potential. This article carries on the thorough discussion from the marketing strategy angle to the commercial real estate development pattern of the big business group. It has certain practical reference value for the formulation of commercial real estate development and marketing strategy of big business group.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

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