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| 论文编号： | 3728 | |
| 作者编号： | 2120092668 | |
| 上传时间： | 2011/11/24 0:49:24 | |
| 中文题目： | 天津傅传地产咨询有限公司营销策略研究 | |
| 英文题目： | Research on Marketing Strategy of Tianjin Fortune Real Estate Consulting Co.,Ltd. | |
| 指导老师： | 杜建刚 | |
| 中文关键字： | 地产咨询,市场细分,定位,营销策略 | |
| 英文关键字： | real estate consulting,market segmentation,position,marketing strategy | |
| 中文摘要： | 近年来，随着政策性打压及日趋激烈的市场竞争，我国房地产市场进入了新一轮的行业调整期。其间，大部分现存的地产公司为了提高抵御综合性风险的能力，更为倾向依靠强有力的合作伙伴来提供相应的信息资源，实现开发价值的最大化。在此背景下，传统的地产代理及咨询企业为了能够更好的满足地产市场目标客户的需求，逐步调整自身发展策略和经营模式，转向更为专业化、定制化的地产咨询行业。另一方面，由于地产咨询市场的潜力不断提升，其行业内的竞争也在不断的加剧。在此情况下，认清政策下的发展形势，对市场进行精确定位，锁定目标客户群，整合自身资源制定应对策略，是地产咨询企业在竞争中维持较高利润水平，保持并增加市场份额的关键。 区别于传统的服务行业，目前在我国地产咨询行业业内，对目标客户进行详细的市场细分及定位，并在此基础上实施有针对性营销策略的企业为数并不是很多。本文立足我国目前的房地产政治经济等宏观形势，从主客两方面分析了地产咨询公司未来的发展模式，提出了当前行业的竞争趋势及潜在的威胁。同时，以天津傅传地产咨询有限公司的市场定位及营销策略为实例进行实证分析，在阐述市场细分变量及由此组合的实体客户类型后，结合傅传公司的实际情况，对其市场细分、目标客户和服务产品定位以及主要的策略选择进行了必要性和可行性的论证，并以此作理论依据，分析了傅传公司策略实施的细化方案及基本保障措施，从而为其他地产咨询企业市场策略选择提供理论及现实方面的参考。 | |
| 英文摘要： | Recently, along with the policy of suppressing and increasingly fierce market competition, our real estate market has entered a new round of industry adjustment period. During this period, for increasing the capacity to withstanding comprehensive risk , most existing real estate company tend to rely on strong partners who can provide the corresponding information resources and maximize the value of achieving development. Under this background, in order to satisfy the needs of the target clients in real estate market, the traditional real estate agents and consulting companies gradually adjust their own development strategies and business models, shifting to more professional and standardized real estate consulting industry. On the other hand, as a result of real estate consulting market’s potential enhancing increasingly, the competition in the industry is also fierce gradually. Under this circumstances, it is the key point for the real estate consulting companies to maintain higher profit and to keep increasing market share, which we should recognize the development situation clearly, position the market precisely, lock on the target customers, integrate own resources and make a relevant strategy. Currently, for distinguishing the traditional service industry, our country’s real estate consulting industry has detailed and positioned the market segmentation. On the basis of that, it is not so many companies to carry on marketing strategies. This article is based on current real estate political and economic situation in our country, from two aspects, analyzing the future development model of real estate consulting firm and putting forward the current industry trend of competition and potential alternative threats. Meanwhile, as an example of Tianjin Fortune Project Management Co., Ltd., after elaborating market segmentation variables and customers type, with the practical situation of Fortune Firm, this article has made a feasible and necessary demonstration on market segmentation, target customer, service product position and main strategic choice. As a theory, it analyzes the fine schemes and basic protection measures, which can provide theories and practical references for other real estate consulting firms in marketing strategies. | |
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