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论文编号：	4747
作者编号：	2120102711
上传时间：	2012/12/11 13:13:27
中文题目：	融科智地（天津）公司房地产营销策略与实施保障研究
英文题目：	Research on the Real Estate Marketing Strategy and Implementation of Security of Raycomchina (Tianjing)
指导老师：	李东进
中文关键字：	房地产 市场营销 营销策略 营销保障
英文关键字：	real estate; marketing; marketing strategy; marketing support
中文摘要：	三十余年的改革开放以来，在计划经济向市场经济转轨，体制改革不断深入、对外开放不断扩大的背景下，房地产业的发展与宏观经济改革的推进也存在必然的密切联系。本文的写作背景是在房地产行业发展到了瓶颈期阶段，同时融科智地（天津）公司也到了一个调整向上的阶段，外部环境的变化加之组织、个人的成长需要，运用营销学所学知识与工作经验的总结，构思了本论文。 作为市场营销的一个分支部分，房地产市场营销贯穿于房地产开发的各个环节之中，是房地产开发工作的核心！房地产市场营销是通过房地产市场交换，满足现实的或潜在的房屋需求的综合性经营销售活动，同时为企业获得利润的过程。本文重温了市场营销学的相关理论知识，环境分析工具PEST理论，SWOT理论；营销组合策略4P，7P和4C理论。同时描述了房地产市场的发展史，发展的现状和存在的问题，融科智地（天津）公司的背景介绍，以此为依据，后面展开论述。 从某种意义上来说，房地产市场营销是在对行业市场深刻理解的基础上的高智能的策划。对于房地产开发企业来说，它蕴含在生产开发经营的全过程，包括市场调查、规划方案制定和建筑设计、园林设计、产品定位、推广策划、售后服务等。本文在研究了房地产市场背景后，以融科智地（天津）公司为例，通过对公司的发展历程和理念的分析，表述了融科智地（天津）公司在市场运作过程中所应用到的策略和保障。 最后，本文从理论知识出发，结合融科智地（天津）公司的操盘思路，剖析了营销策略和保障在房地产项目运作中的实际应用方式。论文以项目操盘节奏为主线，从产品销售、体验营销、渠道、客户保持策略研究和企业文化建设、组织架构和团队建设、费用管理等多角度的保障手段去分析，充分阐述在各个环节中所需要的营销动作和营销理念，以细致化的诠释房地产市场营销对于房地产行业所起到的作用和意义。
英文摘要：	More than thirty years since the reform and opening up, in planned economy to market economy shunt, system reform deepening, expanding opening up in the background, the development of real estate and macroscopical economic reform also exists necessarily relationships. The writing background of this paper is in the real estate industry development the bottleneck stage, at the same time both ( Tianjin ) companies to an adjusted upward phase, the change of external environment and organization, personal growth need, use marketing knowledge and experience summary, conceived in this paper. Marketing as a branch portion, the real estate marketing in real estate development each link, is the real estate development core! Real estate marketing is through real estate market exchange, satisfy the actual or potential demand for housing integrated business activities, at the same time as the enterprise profit process. This paper reviewed some related theories of marketing, environmental analysis tools PEST theory, SWOT theory; marketing strategy of 4P, 7P and 4C theory. At the same time, described the real estate market development history, the current situation and the existing problems, both ( Tianjin ) company background, on this basis, discussed later. In a sense, the real estate market is in the market on the basis of a deep understanding of the intelligent planning. For real estate development enterprises, it contains in the production and development and management of the entire process, including market survey, planning programming and architectural design, landscape design, product positioning, promotion planning, after sale service. Based on the research of the real estate market background, with both ( Tianjin ) Company as an example, through to the company's development process and concept analysis, voiced both ( Tianjin ) Company in the operation of the market process applied to the strategy and security. Finally, this article from the theoretical knowledge, combine both ( Tianjin ) Company Caopan thinking, analysis of the marketing strategy and security in the operation of real estate projects in the practical application mode. Thesis projects Caopan rhythm as the main line, from product sales, experience marketing, channel, customer retention strategy and construction of enterprise culture, organization structure and team construction, cost management point of the securing means to analysis, fully elaborated in each link of the needs of marketing action and the marketing idea, with detailed explanation real estate marketing for real estate industry plays an important role and significance.
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