【摘要】：隨著我國(guó)土地市場(chǎng)化程度逐步提高，土地市場(chǎng)日益向“公開(kāi)、公平、公正”的市場(chǎng)化、規(guī)范化和法制化方向發(fā)展，優(yōu)化配置土地資源，有利于發(fā)揮土地綜合效應(yīng)，實(shí)現(xiàn)土地價(jià)值和社會(huì)效益的最大化。由于土地是特殊商品，研究土地市場(chǎng)營(yíng)銷(xiāo)策略顯得非常必要�；谌绾伍_(kāi)展土地營(yíng)銷(xiāo)活動(dòng)、土地市場(chǎng)營(yíng)銷(xiāo)中的問(wèn)題及原因是什么、采取何種營(yíng)銷(xiāo)對(duì)策等問(wèn)題導(dǎo)向的研究，是本文研究的基本背景和研究策略。 本文以重慶市地產(chǎn)集團(tuán)土地營(yíng)銷(xiāo)現(xiàn)狀的調(diào)研基礎(chǔ)為研究對(duì)象，分析土地營(yíng)銷(xiāo)中存在的主要問(wèn)題及原因，運(yùn)用土地市場(chǎng)、營(yíng)銷(xiāo)相關(guān)理論基礎(chǔ)和闡釋文獻(xiàn)綜述的基礎(chǔ)上，以問(wèn)題導(dǎo)向，運(yùn)用供求理論、競(jìng)爭(zhēng)理論和SWOT、PEST等營(yíng)銷(xiāo)學(xué)的分析方法、評(píng)價(jià)了重慶市地產(chǎn)集團(tuán)土地營(yíng)銷(xiāo)外部環(huán)境、內(nèi)部條件，營(yíng)銷(xiāo)現(xiàn)狀和存在的問(wèn)題，提出了土地營(yíng)銷(xiāo)應(yīng)制定客戶(hù)導(dǎo)向的營(yíng)銷(xiāo)戰(zhàn)略，設(shè)計(jì)客戶(hù)驅(qū)動(dòng)的營(yíng)銷(xiāo)策略，持續(xù)優(yōu)化營(yíng)銷(xiāo)方案等具體內(nèi)容，建議通過(guò)組織變革、人才培養(yǎng)、激勵(lì)政策措施提供實(shí)施保障。 本文通過(guò)運(yùn)用市場(chǎng)營(yíng)銷(xiāo)理論的基本概念、原理和分析方法，結(jié)合重慶市地產(chǎn)集團(tuán)土地營(yíng)銷(xiāo)實(shí)踐，，以問(wèn)題導(dǎo)向展開(kāi)研究，論文成果以期為土地營(yíng)銷(xiāo)提供理論依據(jù)和實(shí)踐參考價(jià)值。
[Abstract]:With the gradual improvement of land marketization in our country, the land market is increasingly developing towards the marketization, standardization and legalization of "openness, fairness and justice". Optimizing the allocation of land resources is conducive to giving full play to the comprehensive effects of land. Realize the maximization of land value and social benefit. As land is a special commodity, it is necessary to study the marketing strategy of land. Based on the research of how to carry out land marketing activities, what are the problems and reasons in land marketing, and what marketing countermeasures to take, it is the basic background and research strategy of this paper. Based on the investigation and investigation of the present situation of land marketing in Chongqing Real Estate Group, this paper analyzes the main problems and causes of land marketing, applies the theoretical basis of land market, marketing and explains the literature review. Based on problem-oriented, supply and demand theory, competition theory and SWOT,PEST, this paper evaluates the external environment, internal conditions, marketing status and existing problems of land marketing in Chongqing Real Estate Group. The paper puts forward that land marketing should formulate the marketing strategy of customer orientation, design the marketing strategy driven by customers, and continuously optimize the marketing scheme. It is suggested that the implementation guarantee should be provided through organizational change, talent training and incentive policies and measures. By applying the basic concept, principle and analysis method of marketing theory, combining with the land marketing practice of Chongqing Real Estate Group, this paper studies on the basis of problem orientation, and the results of this paper are expected to provide theoretical basis and practical reference value for land marketing.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F299.233.4;F274

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