房地产营销策略研究毕业论文

营销的基本运营方法，但是从目前我国的经济体制看，市场经济体制尚不完善，企业的

组织社会生产等方面，政府仍然起着较大的作用。虽然目前房地产行业发展势头迅猛，

但其中许多经营理念却跟不上行业发展的速度，显得相对滞后。因此从某种意义上说，

< br>房地产营销是关系房地产开发经营成败的关键。

面对着 国家对房地产业加大宏观调控以及苏州房地产市场“内忧外患”的局面，苏

州许多企业面 临重新“洗牌”，行业内的竞争越来越激烈，如何在激烈的市场竞争中站

稳脚跟，如何在 新的挑战中寻求发展，成为所有开发商需共同思考的问题。企业急需制

定发展战略，在这 样的背景下研究

****

项目营销策略方案对于企业来说更具现 实意义。

本文对

**

的营销策略案例进行了深入研究，从市场分析、定位、策略、等方面分析

其品牌 营销策略，阐明了营销策略为项目带来巨大竞争优势的理论根据，并得出有价值

的结论。

关键词 ：房地产市场；二线城市；营销策略；

4P

；

< br>**

·

**

1

Abstract

4P

60

years

since

the

last

century,

the

theory

proposed,

the

most

modern

marketing

theory

is

a

landmark

change,

then

management

of

marketing

management

as

a

part

of

the

company, designed the much broader field than the novel

。

marketing

term

(similar

to

4C,

4R),

no matter

how

many

claims

on

outdated

4P,

4P

is

the

cornerstone

of

marketing

management

theory

。

4P

theoretical

system

of

how

to

achieve

under the guidance of the marketing mix, business marketing is the basic operating methods,

but

from

China's

current

economic

system,

the

market

economy

system

is

not

perfect,

the

enterprise management level is relatively low, The market allocation of social resources is not

big

enough

role

in

optimizing

the

industrial

structure,

rational

organization

of

social

production,

the

government

still

plays

a

large

role

。

Although

the

real

estate

industry

developed rapidly, but many business philosophy has not kept pace the speed of development

of the industry, is relatively lagging behind

。

So in a sense, the real estate marketing, real

estate development is the relationship between the key to success

。

The

face

of

increasing

national

macro-control

of

real

estate

and

real

estate

market

in

Suzhou

and

external

situation,

Suzhou,

many

enterprises

are

facing

increasing competition within the industry, how in the fierce competition in the market stand

firm,

and

how

to

seek

new

challenges

in

the

development

of

the

common

needs

of

all

developers to consider

。

Enterprises need to formulate development strategies in the context

of

this

research

project

marketing

strategy

beam

Ashanti

program

more

relevant

for

the

enterprise

。

How

in

the

fierce

market

competition

foothold,

how

to

seek

new

challenges

in

the

development

of

the

common

needs

of

all

developers

to

consider

。

Enterprises

need

to

formulate

development

strategies

in

the

context

of

this

research

project

marketing

strategy

beam Ashanti program more relevant for the enterprise

。

In this paper, the marketing strategy in the case of beam depth study, from market analysis,

positioning, strategy, etc

。

of its brand marketing strategy, marketing strategy for the project

illustrates

the

enormous

competitive

advantage

in

the

theoretical

basis

and

draw

valuable

conclusion

。

Keywords:

real

estate

market;

second-tier

cities;

marketing

strategy;

4P;zhong

liang

xiang ti

2

目录

1

、绪论

.................................................. .... 1

1.1

选题的背景和意义

1

1.2

理论综述

.

.................................... .....................

2

1.3

研究方法与研究思路