本文關鍵詞：烏魯木齊市房地產企業(yè)營銷策略成效研究　出處：《新疆農業(yè)大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 房地產企業(yè) 營銷策略 模糊綜合模型 烏魯木齊

【摘要】：房地產業(yè)作為烏魯木齊市的支柱產業(yè)，起步雖晚，但發(fā)展較快，保持了較好的發(fā)展勢頭，市場競爭隨之加劇。在日趨激烈的市場競爭中，越來越多的房地產開發(fā)企業(yè)加快調整營銷策略，實施各種促銷手段，在營銷策略和手段上尋找突口。然而，烏魯木齊市房地產企業(yè)基本沿襲和模仿國內發(fā)達城市房地產營銷策略的方法，缺乏適合本地實際和區(qū)域特色的營銷。因此，研究烏魯木齊市房地產市場營銷策略具有較強的現(xiàn)實意義和實踐價值。 房地產營銷策略作為房地產企業(yè)的考量標準，能幫助企業(yè)提供準備決策，避免項目在運作中出現(xiàn)偏差。房地產經營成敗的關鍵就在于企業(yè)能否制定準確的房地產營銷策略，從而獲取利潤的一種商務活動。本論文結合市場營銷學中營銷的廣義概念，探討營銷策略理論在房地產企業(yè)開發(fā)領域中的應用。市場營銷策略主要指4P理論、4C理論和4R理論，三者之間是不斷完善發(fā)展的過程。現(xiàn)如今，傳統(tǒng)的營銷策略已經不能滿足日益增長的顧客需求和日趨激烈的市場競爭，只有不斷提高創(chuàng)新能力，才能保證房地產企業(yè)的持續(xù)發(fā)展。 本文通過構建房地產營銷策略多維定位矩陣，從銷售業(yè)績、銷售速度、銷售價格三個方面進行矩陣分析，對營銷策略的成果有一個全面、科學、立體的展示。本文運用模糊數學方法，把模糊性很強的房地產營銷策略評價指標量化，證明模糊綜合模型有助于對擬定方案進行篩選。通過烏魯木齊市三個典型實例分析，，驗證了營銷策略對房地產企業(yè)的有效性。本文旨在對房地產營銷策略上進行一定程度的探索，希望利用多維定位矩陣和模糊綜合模型的結合，在定性與定量的過程中尋找到一個良好的過渡和轉換機制。同時，得出的理論將為未來烏魯木齊市房地產行業(yè)的健康發(fā)展，特別在房地產營銷策略上提出可操作性的對策建議。本文的研究重點放在了模型構建運用上，該模型的適用性還有待進一步在實證分析中進行檢驗。
[Abstract]:As the pillar industry of Urumqi, the real estate industry started late, but it developed fast, kept a good development momentum, and the market competition was intensified, in the increasingly fierce market competition. More and more real estate development enterprises speed up the adjustment of marketing strategies, implement a variety of promotional measures, in marketing strategies and means to find a sudden mouth. Urumqi real estate enterprises basically follow and imitate the domestic developed cities real estate marketing strategy, lack of suitable for local reality and regional characteristics of marketing. It is of great practical significance and practical value to study the marketing strategy of real estate in Urumqi. As the standard of real estate enterprises, real estate marketing strategy can help enterprises to provide preparation decision. The key to the success or failure of real estate management lies in whether the enterprise can formulate accurate real estate marketing strategy. This paper discusses the application of marketing strategy theory in the field of real estate enterprise development. The marketing strategy mainly refers to 4p theory. 4C theory and 4R theory are the process of continuous improvement and development. Nowadays, the traditional marketing strategy can not meet the increasing customer demand and increasingly fierce market competition. Only by constantly improving the ability of innovation, can we guarantee the sustainable development of real estate enterprises. Through constructing multi-dimensional positioning matrix of real estate marketing strategy, this paper analyzes the matrix from three aspects of sales performance, sales speed and sales price, and has a comprehensive and scientific result of marketing strategy. In this paper, fuzzy mathematics method is used to quantify the evaluation index of real estate marketing strategy with strong fuzziness. It is proved that the fuzzy synthesis model is helpful to the screening of the proposed scheme. Through the analysis of three typical examples of Urumqi city. The purpose of this paper is to explore the real estate marketing strategy to a certain extent, hoping to use the combination of multi-dimensional positioning matrix and fuzzy synthesis model. In the qualitative and quantitative process to find a good transition and conversion mechanism. At the same time, the theory will be for the future Urumqi real estate industry healthy development. Especially in the real estate marketing strategies put forward operable countermeasures and suggestions. This paper focuses on the model construction and application, the applicability of the model needs to be further tested in the empirical analysis.
【學位授予單位】：新疆農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.233.4;F274

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