俊发房地产市场营销研究分析(任务书,论文13800字)
摘要
市场营销被誉为房地产企业经营和运作的生命线。从传统经济学的角度上讲，制定合理而具有潜力的营销策略是企业将自己的劳动成果转化为社会劳动的一种努力，对于房地产企业这个微观个体而言，市场营销是其最终获取利润并在激烈的市场竞争中立足的制胜法宝。房地产市场营销策略 是房地产市场营销理论中一个重要的概念，是指企业为了满足目标市场的需求，对各种可控的营销因素加以优化组合、综合运用、以期高效率地、最经济地实现企业的营销目标。基于房地产营销策略在房地产开发与经营中的重要作用，本文通过对房地产市场营销的分析，指出房地产营销中出现的问题，并提出自己的解决方案。
本文将在有关营销渠道的理论研究的基础上，结合俊发房地产的营销渠道进行案例研究，本文会先研究俊发房地产的现状，再对其宏观环境以及行业竞争环境进行一个详细的分析之后，研究俊发房地产存在的问题，然后再根据房地产的渠道优化影响因素以及影响因素，提出改善俊发房地产的营销渠道策略。本文的研究结果对于俊发房地产营销渠道改良有一定的帮助，而且也对于其他的房地产在构建起营销渠道或者渠道改良方面也可以起到一定的指导作用。
关键词：房地产 市场营销 研究 俊发
Abstract
Marketing real estate business and operations known as the lifeline. From a traditional economics perspective, to develop reasonable and potential corporate marketing strategy is to own the fruits of labor into a social work of an effort, for the real estate business in this micro-individual, the marketing was their ultimate profit and in the fierce market competition based on the winning magic. Real estate marketing real estate marketing strategy is an important concept in theory, is an enterprise to meet the needs of target markets, marketing of various controllable factors to optimize the integrated use to efficiently and most economically the enterprise's marketing objectives. Based on the real estate marketing strategies in real estate development and management of the important role of this paper, the analysis of the real estate marketing, pointed out that the real estate marketing problems, and propose their own solutions.
This article will study the theory of marketing channels based on the combination of real estate marketing channels, Chun Fat case studies, this paper will first study the status of real estate, Chun Fat, and then the macro environment and its competitive environment of the industry to conduct a detailed analysis After the study the problems of real estate, Chun Fat, and then optimize based real estate channels as well as factors affecting factors, to improve the marketing of real estate, Chun Fat channel strategy. The results of this paper made the real estate marketing channel for improved Jun certainly helps, but also for other real estate in the building improvement from the marketing channel or channels may also play a guiding role.
Keywords: real estate marketing research Jun-fat
目录
摘要 1
Abstract 2
第一章 绪论 5
1.1选题的由来和意义 5
1.2文献综述 5
1.3研究方法和论文结构 6
第二章 俊发房地产营销现状 8
2.1俊发房地产营销的发展历程及特征 8
2.1.1俊发房地产的发展历程 8
2.1.2房地产营销的含义 8
2.1.3俊发房地产市场的特征 9
2.2俊发房地产营销的现状 10
2.2.1俊发房地产产品概念分析 10
2.2.2俊发房地产品牌价值的意义 10
2.2.3俊发地产的价格状况分析 11
2.2.4俊发地产的销售状况 13
2.2.5俊发房地产始终以客户为中心 14
2.3本章小结 15
第三章 俊发房地产营销存在的问题 16
3.1片面广告宣传销售策略 16
3.2缺乏公平诚信的营销原则 16
3.3市场调研不足 17
3.4价格策略的定位不合理 17
3.5脱离市场需求创新 17
3.6本章小结 18
第四章 俊发房地产营销的建议 19
4.1提升俊发房地产营销策划的建议 19
4.1.1加强房地产市场调研与预测 19
4.1.2明确目标市场,科学市场定位 19
4.1.3实事求是,避免故意炒作 20
4.1.4注重广告品质,重视广告创意 20
4.1.5加强专业培训,提高责任感 20
4.2对俊发房地产营销的建议 21
4.2.1以消费者满意为导向的市场营销战略 21
4.2.2加强营销道德建设，遵循公平诚信的基本道得建设 21
4.3本章小结 22
结论 23
参考文献 24
致谢 25 |
