本文選題：營(yíng)銷　切入點(diǎn)：房地產(chǎn)營(yíng)銷　出處：《西北農(nóng)林科技大學(xué)》2014年碩士論文

【摘要】：房地產(chǎn)業(yè)經(jīng)過十幾年的發(fā)展已經(jīng)成為我國(guó)經(jīng)濟(jì)增長(zhǎng)的支柱產(chǎn)業(yè)。隨著我國(guó)宏觀調(diào)控政策的進(jìn)一步實(shí)施，法律法規(guī)的逐步完善，行業(yè)競(jìng)爭(zhēng)的加劇及消費(fèi)觀念的轉(zhuǎn)變等因素，這些因素的變化也促進(jìn)房地產(chǎn)企業(yè)在經(jīng)營(yíng)管理上的轉(zhuǎn)變。2008年國(guó)際金融危機(jī)對(duì)我國(guó)房地產(chǎn)造成了嚴(yán)重的沖擊，尤其是通貨膨脹的加劇，導(dǎo)致我國(guó)的經(jīng)濟(jì)出現(xiàn)了下滑的趨勢(shì)。體現(xiàn)在房地產(chǎn)市場(chǎng)成交量導(dǎo)致價(jià)格下降，客戶觀望情緒蔓延，出現(xiàn)了大批地產(chǎn)企業(yè)轉(zhuǎn)行的現(xiàn)象。隨后國(guó)家出臺(tái)了刺激政策，保證房地產(chǎn)行業(yè)穩(wěn)定健康的發(fā)展，在經(jīng)濟(jì)刺激下方地產(chǎn)很快復(fù)蘇，但國(guó)家出臺(tái)了更加嚴(yán)格的限購(gòu)政策，來抑制過快的房地產(chǎn)增長(zhǎng)。房地產(chǎn)市場(chǎng)的大起大落，對(duì)房地產(chǎn)企業(yè)管理提出了更高的要求。 鑒于房地產(chǎn)市場(chǎng)的宏觀調(diào)控的實(shí)施和企業(yè)間競(jìng)爭(zhēng)加劇的情況下，本文以中小房地產(chǎn)企業(yè)為研究對(duì)象，面對(duì)未來種種的市場(chǎng)考驗(yàn)，如何在未來的市場(chǎng)中占有一席之地？企業(yè)持續(xù)發(fā)展與房地產(chǎn)營(yíng)銷是分不開的，房地產(chǎn)營(yíng)銷的好壞直接影響企業(yè)的后續(xù)發(fā)展。全文研究以市場(chǎng)營(yíng)銷學(xué)、管理學(xué)為理論基礎(chǔ)，借助人力資源學(xué)管理方法，以永翌房地產(chǎn)公司所開發(fā)的福州永翌上尚城營(yíng)銷管理作為研究線索，系統(tǒng)的闡述了的營(yíng)銷管理的過程。從該項(xiàng)目的產(chǎn)品和市場(chǎng)定位、營(yíng)銷推廣、銷售管理及客戶管理等管理的內(nèi)容及方法進(jìn)行分析和總結(jié)，通過運(yùn)用SWOT分析方法總結(jié)該項(xiàng)目在營(yíng)銷管理上經(jīng)驗(yàn)，展開分析該企業(yè)在營(yíng)銷管理上的成功之處和經(jīng)驗(yàn)借鑒，以及對(duì)于管理不足之處的改善措施等。以此營(yíng)銷管理為契機(jī)為其他中小房地產(chǎn)企業(yè)在未來的市場(chǎng)競(jìng)爭(zhēng)中提供參考，來提升和改進(jìn)營(yíng)銷管理水平具有重要意義。 本文研究的特色和重要貢獻(xiàn)主要體現(xiàn)三個(gè)方面。首先，運(yùn)用市場(chǎng)營(yíng)銷理論與方法探討房地產(chǎn)營(yíng)銷管理的內(nèi)容和管理模式，以科學(xué)的管理方法提高營(yíng)銷管理效率，對(duì)營(yíng)銷管理進(jìn)行了論述和總結(jié)；其次，通過房地產(chǎn)項(xiàng)目個(gè)案的營(yíng)銷分析和總結(jié)，切實(shí)的加強(qiáng)了理論聯(lián)系實(shí)踐運(yùn)用的合理性，以小見大，歸納出中小地產(chǎn)企業(yè)在營(yíng)銷管理上的方法和手段；再次，總結(jié)項(xiàng)目管理特點(diǎn)為其他企業(yè)找到更加合適的營(yíng)銷管理模式提供借鑒，重點(diǎn)是在營(yíng)銷內(nèi)容上的科學(xué)營(yíng)銷方法和決策，起到提升營(yíng)銷效率的作用；最后，結(jié)合案例分析營(yíng)銷管理在產(chǎn)品和市場(chǎng)定位，營(yíng)銷執(zhí)行，價(jià)格策略上的管理和方法，，以及更好的建設(shè)地產(chǎn)品牌的趨勢(shì)，這些營(yíng)銷管理上成功是防御企業(yè)的市場(chǎng)風(fēng)險(xiǎn)的關(guān)鍵。
[Abstract]:After more than ten years of development, real estate industry has become the pillar industry of China's economic growth.With the further implementation of China's macro-control policy, the gradual improvement of laws and regulations, the intensification of competition in the industry and the transformation of consumption concepts, and so on,The changes of these factors also promote the change of management of real estate enterprises. The international financial crisis of 2008 has caused a serious impact on China's real estate, especially the aggravation of inflation, which has led to a downward trend of China's economy.Reflected in the real estate market trading volume led to a decline in prices, customer sentiment spread, a large number of real estate companies changed jobs phenomenon.The country then introduced stimulus policies to ensure a steady and healthy development of the real estate industry, which quickly recovered under economic stimulus, but the country introduced stricter restrictions on purchases to curb excessive real estate growth.The ups and downs of the real estate market put forward higher requirements for the management of real estate enterprises.In view of the implementation of macro-control of the real estate market and the intensification of competition among enterprises, this paper takes small and medium-sized real estate enterprises as the research object, facing all kinds of market tests in the future, how to occupy a place in the future market?The sustainable development of enterprises and real estate marketing is inseparable, the quality of real estate marketing directly affects the subsequent development of enterprises.Based on the theory of marketing and management and with the aid of human resource management method, this paper systematically expounds the process of marketing management with the research clue of the marketing management of Yongyi city in Fuzhou developed by Yongyi real estate company.This paper analyzes and summarizes the contents and methods of the product and market positioning, marketing promotion, sales management and customer management of the project, and summarizes the experience of the project in marketing management by using the SWOT analysis method.This paper analyzes the success and experience of the enterprise in marketing management, as well as the improvement measures for the management deficiencies.Taking this marketing management as an opportunity, it is of great significance to provide reference for other small and medium-sized real estate enterprises in the future market competition to promote and improve the level of marketing management.The characteristics and important contributions of this paper mainly reflect three aspects.First of all, using marketing theory and method to discuss the content and management mode of real estate marketing management, to improve the efficiency of marketing management with scientific management methods, to discuss and summarize the marketing management.Through the marketing analysis and summary of the real estate project case, it strengthens the rationality of the application of theory and practice, through a small part to see the whole, summed up the small and medium-sized real estate enterprises in the marketing management methods and means; third,Summary of the characteristics of project management for other enterprises to find more appropriate marketing management model, the emphasis is on the content of scientific marketing methods and decisions, play a role in improving marketing efficiency; finally,This paper analyzes the marketing management in terms of product and market positioning, marketing execution, price strategy management and the trend of better building real estate brand. The success of marketing management is the key to defending the market risk of enterprises.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4;F274

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