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论文编号：	11471
作者编号：	2320170590
上传时间：	2019/12/18 10:07:19
中文题目：	Z房地产公司营销策略及其实施研究
英文题目：	Study on Marketing Strategy and Implementation of Real Estate Company Z
指导老师：	李桂华
中文关键字：	房地产企业；市场细分；市场定位；营销策略；网络营销
英文关键字：	housing enterprises; Market Segmentation; Marketing Positioning; Marketing strategy; Online marketing
中文摘要：	当前，我国房地产监管机构对房地产行业的监管变得越来越严格，房地产领域的发展也变得越来越规范，开发商面临着巨大的挑战，同行业间的竞争逐渐加剧，经济收益逐渐放缓，行业发展环境已今非昔比。同时，网络技术的迅猛发展带动了网络营销行业的兴起，也促使房地产开发商开始应用网络营销这一更加便捷和高效的营销方式进行产品的销售。我国大部分房地产企业通过使用这一新兴的营销模式为自身赢得了更多的发展机会。Z房地产公司作为一家房地产企业，近年来也面临着巨大考验，通过采用营销策略的改善提升企业的营销效果和质量，从而争取更大的市场份额是Z企业重点关注的研究内容。 随着改革开放、社会现代化和市场经济体制的建设和快速发展，房地产业得到了快速发展。2003年，它首次在国家文件中被确定为我国国民经济最重要的支柱之一。2018年，中国房地产开发投资总额同比增长近20%。此外，它已连续多年占中国国内生产总值的5%，推动了许多产业链的经济发展。与此同时，它的快速发展也无形中产生和积累了新的问题，“房价过高、空置率过高、对地方财政的依赖度过高”等，给未来中国整体经济的可持续发展埋下了巨大的隐患。要解决这个问题，迫切需要通过一些营销手段降低房地产行业的营销推广成本，提高整个行业在这个市场上的竞争力。本文通过对房地产营销策略的研究，通过文献研究、归纳总结的方法，并通过与传统营销模式的比较分析，提炼出营销新的价值点，并将其与房地产网络营销相结合，总结出一定的规律，从而为我国房地产业和经济的稳定发展做出贡献。 本研究选择房地产市场和商品作为研究对象，对当前普遍应用的营销策略进行了全面总结，从中选取了较为成功的案例，将房地产营销作为重要的关注视角，研判该行业当前及未来的发展态势，结合Z房地产公司的发展实际，对该公司的营销环境和面临的问题进行了分析，在此基础上研究了该公司的营销策略和保障方式。通过本研究可以为Z企业的营销战略发展提供理论参考，同时也可以为同类型的房地产企业的营销策略的实施提供指导。
英文摘要：	At present, China's real estate regulatory agencies have become more and more strict in the supervision of the real estate industry, and the development of the real estate sector has become more standardized than before. Developers are now facing enormous challenges, competition is gradually intensifying, economic returns are gradually suffering slowdown and the industry development environment is no longer the same as before. Meanwhile, the rapid development of network technology has driven the rise of the network marketing industry, and also prompted real estate developers to start using online marketing as a more convenient and efficient marketing method for product sales. Most real estate companies have gained more development opportunities by using this emerging marketing method. As a real estate developer, company Z has faced great challenges in recent years, company Z now focus on study the way to improve the marketing effect and quality of enterprises by optimizing the marketing strategy and striving for greater market share. With the reform, opening-up and the rapid development of the market economic system, the real estate industry has developed rapidly. In 2003, it was first identified in the national document as one of the most important pillars of our national economy. In 2018, the total investment in real estate development in China increased by nearly 20% year-on-year. In addition, it has accounted for 5% of China's GDP for many years, which drove the economic development of many industrial chains. Meanwhile, its rapid development has invisibly produced and accumulated new problems, such as “excessive housing prices, high vacancy rates, and high dependence on local finances”, which will bury the sustainable development of China’s overall economy in the future. There is a huge hidden danger. In order to solve this problem, there is an urgent need to reduce the marketing and promotion costs of the real estate industry through new marketing methods and improve the competitiveness of the entire industry in this market. Through the study on real estate marketing strategy, literature research, summarizing methods, and comparative analysis with traditional marketing models, this paper extracts new value points of marketing strategies. Finally give the contribution to the stable development of China's real estate industry and economy by combining this value points with real estate network marketing. This study not only chooses the real estate market and commodities as the study object, and comprehensively summarizes the currently marketing strategies, but also selects successful cases, and study the current and future development of the industry through the real estate marketing perspective. Based on the development of company Z, this study analyzes the company's marketing environment and problems, and suggests the company's marketing strategy and guarantee strategies. Through this study, we can provide theoretical reference for the development of marketing strategy of company Z and also provide guidance for the implementation of marketing strategies for real estate companies of the same type.
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