本文選題：北京市房地產(chǎn) + 營(yíng)銷策劃��； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：在新的宏觀經(jīng)濟(jì)、政策的影響下，全國(guó)各地的房地產(chǎn)市場(chǎng)在近年來(lái)都面臨著調(diào)整和轉(zhuǎn)型的壓力，自2008年以來(lái)受到國(guó)際金融危機(jī)、國(guó)家政策的影響，北京房地產(chǎn)市場(chǎng)連續(xù)出現(xiàn)了巨大的波動(dòng)，從08年的輝煌逐步回歸到理性發(fā)展的通道，地產(chǎn)營(yíng)銷理論的發(fā)展也明顯滯后于市場(chǎng)的快速變化。如何系統(tǒng)、科學(xué)的運(yùn)用房地產(chǎn)營(yíng)銷理論，制定合理的營(yíng)銷策略和手段，既是北京房地產(chǎn)市場(chǎng)所面臨的緊要課題，也是在這一市場(chǎng)中占據(jù)先機(jī)的重要方式。 本文以北京順通房地產(chǎn)公司作為研究對(duì)象，分析其地產(chǎn)項(xiàng)目營(yíng)銷策劃的特點(diǎn)和不足之處，并基于北京房地產(chǎn)的營(yíng)銷環(huán)境分析，提出該公司在房地產(chǎn)營(yíng)銷策劃過程中存在的問題，提出解決思路和方法。本文綜合運(yùn)用了文獻(xiàn)研究法和總結(jié)歸納法對(duì)已有的研究成果進(jìn)行系統(tǒng)總結(jié)，從中汲取經(jīng)驗(yàn)和精華，并對(duì)研究對(duì)象公司進(jìn)行分析，主要研究成果如下： 通過北京順通房地產(chǎn)公司的實(shí)際案例呈現(xiàn)及定性問題分析二個(gè)角度予以全面解析，提出該公司存在著包括過于夸大營(yíng)銷策劃功能、市場(chǎng)調(diào)研不足、過度追求概念炒作、廣告宣傳名不副實(shí)和網(wǎng)絡(luò)營(yíng)銷技術(shù)未能有效利用在內(nèi)的主要問題，，通過SWOT分析法對(duì)該公司現(xiàn)有競(jìng)爭(zhēng)力進(jìn)行分析判斷，提出改進(jìn)營(yíng)銷策劃的方向和思路，進(jìn)而針對(duì)這些問題分別在市場(chǎng)調(diào)研、市場(chǎng)定位及市場(chǎng)細(xì)分、市場(chǎng)宣傳與推廣、尋求創(chuàng)新營(yíng)銷等方面提出系統(tǒng)化的改進(jìn)措施，同時(shí)基于營(yíng)銷策劃提出了包括組織結(jié)構(gòu)優(yōu)化，完善管理制度、加強(qiáng)專業(yè)培訓(xùn)，提高人員素質(zhì)和培養(yǎng)優(yōu)秀企業(yè)文化在內(nèi)的保障措施。 本次研究結(jié)果具有重要的應(yīng)用價(jià)值，為一般房地產(chǎn)開發(fā)商如何成功開發(fā)地產(chǎn)項(xiàng)目，快速、高效的確立競(jìng)爭(zhēng)優(yōu)勢(shì)提供了一定借鑒意義。
[Abstract]:Under the influence of the new macroeconomic and policy, the real estate market throughout the country has been under the pressure of adjustment and transformation in recent years. Since 2008, the real estate market has been affected by the international financial crisis and national policies. The real estate market in Beijing has been fluctuating continuously. From the brilliant year of 2008 to the channel of rational development, the development of real estate marketing theory also lags behind the rapid change of the market. How to make use of the theory of real estate marketing systematically and scientifically and make reasonable marketing strategies and means is not only a critical issue facing the real estate market in Beijing, but also an important way to occupy the first chance in this market. This paper takes Beijing Shuntong Real Estate Company as the research object, analyzes the characteristics and shortcomings of its real estate project marketing planning, and based on the analysis of Beijing real estate marketing environment, points out the problems existing in the real estate marketing planning process of Beijing Shuntong Real Estate Company. Put forward the solution thought and method. This article synthetically uses the literature research method and the summary induction method to carry on the systematic summary to the existing research result, draws the experience and the essence from it, and carries on the analysis to the research object company, the main research result is as follows: Through the analysis of the actual cases and qualitative problems of Beijing Shuntong Real Estate Company, the author points out that the company has the functions of over-exaggerating marketing planning, insufficient market research, and excessive pursuit of conceptual hype. This paper analyzes and judges the existing competitiveness of the company through SWOT analysis, and puts forward the direction and train of thought to improve the marketing planning, based on the main problems such as the false advertising and the lack of effective use of the network marketing technology. And then put forward the systematic improvement measures in the aspects of market research, market positioning and market segmentation, market propaganda and promotion, seeking for innovative marketing, etc. At the same time, based on the marketing planning, it proposes to include the optimization of organizational structure. Improve the management system, strengthen professional training, improve the quality of personnel and cultivate excellent corporate culture. The results of this study have important application value, which provides a certain reference for general real estate developers how to successfully develop real estate projects and establish competitive advantage quickly and efficiently.
【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】：2014
【分類號(hào)】：F274;F299.233.4

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