【摘要】：隨著我國(guó)房地產(chǎn)企業(yè)之間競(jìng)爭(zhēng)日趨激烈，房地產(chǎn)行業(yè)的平均利潤(rùn)率降低，，大型房地產(chǎn)企業(yè)開(kāi)始探索一體化運(yùn)作模式來(lái)解決企業(yè)規(guī)模擴(kuò)張過(guò)程中出現(xiàn)的組織臃腫渙散、管理效率下降、成本提高、企業(yè)資源得不到合理利用等一系列問(wèn)題。同時(shí)整合營(yíng)銷(xiāo)可以整合企業(yè)資源、優(yōu)化資源配置，在大型房地產(chǎn)企業(yè)中實(shí)施能夠增強(qiáng)房地產(chǎn)企業(yè)的營(yíng)銷(xiāo)能力和綜合競(jìng)爭(zhēng)力。由于一體化理論與整合營(yíng)銷(xiāo)理論的出發(fā)點(diǎn)都是為了整合企業(yè)資源，所以一體化運(yùn)作可以提升房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)的效果。 論文通過(guò)對(duì)房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)模式的內(nèi)涵進(jìn)行分析，得出房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)模式實(shí)施的必要性，明確了房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)實(shí)施的內(nèi)容和原則；其次對(duì)一體化運(yùn)作的房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)模式的內(nèi)涵進(jìn)行分析，得出一體化運(yùn)作的房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)模式的優(yōu)勢(shì)，并研究了一體化運(yùn)作的房地產(chǎn)企業(yè)從企業(yè)管理和開(kāi)發(fā)流程上提升整合營(yíng)銷(xiāo)效果的實(shí)施；隨后在分析一體化運(yùn)作的房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)實(shí)施效果的影響因素的基礎(chǔ)上，構(gòu)建了一體化運(yùn)作的房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)實(shí)施效果的評(píng)價(jià)指標(biāo)，實(shí)現(xiàn)了對(duì)整合營(yíng)銷(xiāo)實(shí)施效果的量化處理；最后對(duì)一體化運(yùn)作的ZY房地產(chǎn)企業(yè)實(shí)施整合營(yíng)銷(xiāo)后的營(yíng)銷(xiāo)效果進(jìn)行分析評(píng)價(jià)，得出一體化運(yùn)作確實(shí)能夠提高房地產(chǎn)企業(yè)整合營(yíng)銷(xiāo)的實(shí)施效果這一結(jié)論。最后總結(jié)了主要研究成果和存在的不足之處。 論文對(duì)一體化運(yùn)作的房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)模式的實(shí)施進(jìn)行了探索，不僅豐富了整合營(yíng)銷(xiāo)的理論，還可以為一體化運(yùn)作的房地產(chǎn)開(kāi)發(fā)企業(yè)整合營(yíng)銷(xiāo)的實(shí)施提供借鑒與參考。
[Abstract]:With the increasingly fierce competition among the real estate enterprises in China, the average profit margin of the real estate industry decreases, the large real estate enterprises begin to explore the integrated operation mode to solve the bloated organization in the process of enterprise scale expansion. The management efficiency drops, the cost increases, the enterprise resources cannot get the reasonable utilization and so on a series of problems. At the same time, integrated marketing can integrate enterprise resources, optimize the allocation of resources, implement in large real estate enterprises can enhance the marketing ability and comprehensive competitiveness of real estate enterprises. Since the starting point of integration theory and integrated marketing theory is to integrate enterprise resources, integration operation can improve the effect of integrated marketing of real estate development enterprises. Through the analysis of the connotation of the integrated marketing mode of the real estate development enterprise, this paper draws the necessity of the implementation of the integrated marketing mode of the real estate development enterprise, and clarifies the contents and principles of the implementation of the integrated marketing mode of the real estate development enterprise; Secondly, the connotation of the integrated marketing mode of the integrated real estate development enterprise is analyzed, and the advantages of the integrated marketing mode of the integrated operation of the real estate development enterprise are obtained. And studied the integrated operation of real estate enterprises from the enterprise management and development process to promote the implementation of integrated marketing effect; Then on the basis of analyzing the influencing factors of the integrated marketing implementation effect of the integrated real estate development enterprise, this paper constructs the evaluation index of the integrated marketing implementation effect of the integrated operation of the real estate development enterprise. The quantitative processing of the effect of integrated marketing is realized. Finally, this paper analyzes and evaluates the marketing effect of integrated marketing in ZY real estate enterprises, and draws the conclusion that the integrated operation can really improve the implementation effect of integrated marketing in real estate enterprises. Finally, the main research results and shortcomings are summarized. It not only enriches the theory of integrated marketing, but also provides reference for the implementation of integrated marketing of integrated real estate development enterprises.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F299.233.4

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