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论文编号：	2553
作者编号：	2220080831
上传时间：	2010/6/11 14:27:34
中文题目：	房地产市场营销策略研究——以西岸华府项目为例
英文题目：	Studies on Marketing Strategy of Real Estate Market--Xi''anhuafu Project
指导老师：	白长虹
中文关键字：	关键词：房地产，营销，价值，客户
英文关键字：	Keywords: real estate, marketing, value, customer
中文摘要：	随着社会主义市场经济的迅猛发展，房地产需求急剧扩大，国内房地产市场蓬勃发展，并日益成为国民经济的支柱企业。但随着房地产市场的逐渐发展成熟，消费者日趋理性，变得更加成熟和老练，对产品也越来越挑剔，房地产市场正在逐渐地由“卖方市场”向“买方市场”转变。这就迫切要求房地产商摆脱旧的思维方式，旧的经营理念，从根本上重新认识房地产营销的本质，建立适应市场要求和顾客需求的有效营销模式。应该从最初的凭感觉定位、“策划大师”、依靠“点子”制胜的时代，转变到落到实处，扎实营销基础，从创造“价值”，将“价值”沟通输送给顾客，维系管理公司与顾客间关系这三个营销根本开始，在实践中运用SWOT分析、4C理论和STP营销理论引导，建立有效营销模式，房地产项目才能真正开发适合市场需求的物业产品，房地产商才能有效防范风险，得到预期回报。 本论文坚持理论与实践相结合的原则，从西岸华府项目营销实践出发，围绕西岸华府项目展开分析论述，分五个部分来探讨西岸华府项目有效营销模式的建立。第一部分阐述论文的选题背景和意义，本文研究的思路和框架。第二部分主要从三个方面介绍研究项目的外部环境；第三、四、五部分是本文研究的重点。从项目的定位、营销策略、价格策略进行深入分析。 本文对西岸华府项目营销进行了系统的介绍和研究，并详细介绍项目以SWOT分析方法、4C理论和STP营销理论为工具、以项目价值体系建立和输送以及目标客户关系维护为基础，建立项目有效的营销体系，为西岸华府项目在竞争激烈的深圳房地产市场中脱颖而出提供切实可行的决策建议。
英文摘要：	With the rapid development of socialist market economy, the demand of real estate is expanding rapidly, the domestic real estate market flourishes and real estate companies are increasingly becoming the backbone of the national economy. However with the gradual development of real estate market, the consumers become more rational, and mature also experienced, they are more and more critical about products, the real estate market is gradually changing from the "seller's market" to "buyer's market". It is urgent require property developers to get rid of the old ways of thinking, the old philosophy and re-learn the nature of real estate fundamentally and establish an effective marketing model to meet market requirements and customer demand. It should change from the original era of positioning by feeling, "plan master" and success reling on "ideas" to laying a solid marketing foundation. Starting from the three basic essences of creating "value", transporting "value" communication to customers, maintaining and managing the relationship between company and customers, real estate projects can truly develop property products the market needed, the property developers can effectively prevent risks and achieve the expected profit by using SWOT analysis, 4C theory and STP marketing theory in practice and establishing an effective marketing model. This paper adheres to the principles of integrating theory with practice, analysing the marketing of Xi'anhuafu project, the essay discusses the establishment of effective marketing model of Xi'anhuafu project from five aspects. The first part describes the background, significance, ideas and framework of the project. The second part introduces the external environment of the project from three aspects; the third, fourth and fifth parts are main parts of this paper. The paper profoundly analyses the project in the aspects of positioning, marketing strategies and price strategies.. This paper systematically introduced and analysed the marketing of Xi'anhuafu project, and introduced in detail the projects with SWOT analysis, 4C theory and STP marketing theory, taking establishment and transportation of value system and customer relationships maintaining as basis, it establishes effective marketing system and provides decisive proposal for the standing out of Xi'anhuafu project in the competitive real estate market in Shenzhen.
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