本文關(guān)鍵詞：青島市“XX城”房地產(chǎn)項目在政策調(diào)控下的營銷策略分析　出處：《青島理工大學》2013年碩士論文　論文類型：學位論文

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【摘要】：隨著我國社會經(jīng)濟的持續(xù)增長和城市化進場的不斷加快，房地產(chǎn)行業(yè)成為支持國民經(jīng)濟發(fā)展的支柱產(chǎn)業(yè)，在經(jīng)濟發(fā)展過程中發(fā)揮了舉足輕重的作用。然而，目前我國房地產(chǎn)市場也出現(xiàn)了投資過熱、房價上漲過快等諸多問題，為此，國家采取了一系列樓市調(diào)控政策，以抑制房地產(chǎn)市場的投機需求，穩(wěn)定房地產(chǎn)市場，促進房價合理回歸。房地產(chǎn)行業(yè)關(guān)系國計民生，如何在國家宏觀調(diào)控政策下，采取合適的營銷策略，謀求生存之路，是當下所有房地產(chǎn)開發(fā)商亟待解決的問題。 本文在查閱大量文獻的基礎(chǔ)上，依據(jù)營銷策略的相關(guān)理論，主要分析了在目前國家宏觀調(diào)控下，青島市房地產(chǎn)市場的現(xiàn)狀，，并以青島市“XX城”房地產(chǎn)項目為例，分析了“XX城”房地產(chǎn)項目的可行性，并對其項目進行了SWOT分析，從而提出了該項目的銷售策略。 房地產(chǎn)是一種特殊的商品，房地產(chǎn)營銷是市場營銷的重要分支，也是房地產(chǎn)經(jīng)營中的一個重要環(huán)節(jié)。房地產(chǎn)市場營銷是通過房地產(chǎn)市場交換滿足現(xiàn)實的或潛在的房地產(chǎn)需求的綜合性的經(jīng)營銷售活動過程。在當前政策調(diào)控下房地產(chǎn)開發(fā)商應針對性的研究營銷對策，以使項目立于不敗之地。
[Abstract]:With the continuous growth of our social economy and the acceleration of urbanization, the real estate industry has become a pillar industry to support the development of the national economy, and has played a pivotal role in the process of economic development. At present, the real estate market of our country has also appeared many problems, such as overheated investment and rapid rise of house price. For this reason, the state has adopted a series of real estate market regulation and control policies in order to restrain the speculative demand of the real estate market and stabilize the real estate market. Promote the reasonable return of housing prices. The real estate industry is related to the national economy and people's livelihood, how to take appropriate marketing strategies under the national macro-control policy, to seek the road of survival. Is the current real estate developers to solve the problem. On the basis of consulting a large number of literature, according to the relevant theory of marketing strategy, this paper mainly analyzes the current situation of the real estate market in Qingdao under the state macro-control. Taking the "XX city" real estate project in Qingdao as an example, this paper analyzes the feasibility of the "XX city" real estate project, analyzes its project by SWOT, and puts forward the sales strategy of the project. Real estate is a special commodity, real estate marketing is an important branch of marketing. It is also an important link in real estate management. Real estate marketing is a comprehensive operation and sale process which can meet the real or potential real estate demand through the exchange of real estate market. Real estate developers should study marketing countermeasures. To keep the project invincible.
【學位授予單位】：青島理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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