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论文编号：	3798
作者编号：	2120092530
上传时间：	2011/11/27 8:36:26
中文题目：	房地产营销项目的集成管理过程研究
英文题目：	Real estate marketing project integration management process research
指导老师：	戚安邦
中文关键字：	房地产、营销项目、项目管理、集成管理、过程研究。
英文关键字：	real estate, marketing, project management, integrated management, process research.
中文摘要：	本研究在论述房地产营销基本理论和历史沿袭的基础上，回顾了项目管理的理论，进而导出项目集成管理的理论和方法及过程，并将房地产营销作为一个完整的项目，运用项目集成管理的过程对房地产营销进行应用研究，并以实例对营销项目的集成管理过程进行深入的探讨。本论文是以中国房地产行业的快速发展为研究背景，对项目管理在房地产营销中的应用进行深入的探讨。在中国，房地产开发的进程推动着房地产营销前进的步伐，使之逐步形成了具有战略性、整体性、灵活性等丰富内涵的房地产的一个重要分支。从这个角度看，房地产营销符合项目管理的基本特征，由此，我们将房地产营销与项目管理相结合，运用项目管理中的集成管理过程对整个房地产营销进行全局性、综合性的协调，保证房地产营销项目中各项工作能够有机地协调和配合，将相互冲突的项目目标合理调整、采取最佳的项目备选行动方案，集成控制项目的变更和不断改善项目工作方法。本论文主要是以位于天津市和平区市政府原址的泰安道项目综合体为案例进行研究。该项目涵盖了房地产建设的多种形式，包括了酒店、办公、商业、居住等各种功能。这就使得营销更为复杂，因此，该项目具备了应用项目集成管理理论指导营销的条件，也就为本研究的展开提供了恰当的研究素材。
英文摘要：	This study discusses the real estate marketing theory and on the basis of reviewing the history, the theory of project management, and then export the project integration management theory and the method and the process, and the real estate marketing as a complete project, using the integrated project management process of the real estate marketing applications, with examples on the marketing project integration management process carries on the thorough discussion. This paper is based on the real estate industry in China 's rapid development as the research background of the project management in the real estate marketing applications are discussed. In China, the real estate development process to promote real estate marketing progress, which has gradually formed a strategic, integrity, flexibility and rich connotation of the real estate is an important branch of. From this perspective, the real estate marketing accords with the theory of project management, therefore, we will be the real estate marketing and project management of grafting, the use of project management in the process of integrated management of the real estate marketing global, comprehensive coordination, ensure real estate marketing projects in each work can effectively coordinate and cooperate, the conflicting objectives of the project is reasonable adjust, take the best optional action plan, integrated control project change and continuous improvement of project work method. This thesis mainly located in Heping District, Tianjin city hall site in Tai'an road project complex as a case study. The project covers the construction of real estate of a variety of forms, including a hotel, office, commercial, residential and other functions. This makes the marketing is more complex, therefore, the project with the application of project management theory to guide the marketing condition, also be this study provides appropriate research material.
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