浅析龙湖地产有限公司的营销模式

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1、武汉理工大学毕业论文浅析龙湖地产有限公司的营销模式III摘要众所周知，现在的房地产行业告别了高速增长的阶段，很多大型房地产企业也在纷纷转型升级。造成这样的局面有多方面的因素，包括老龄化的加剧、土地供应偏紧和租金回报率偏低等等。在这样的市场环境下，房地产企业间的竞争也日渐激烈。尽管如此，龙湖地产依然保持着良好稳健的发展态势。市场营销作为房地产开发中的一个重要环节，更是站在这场战役的最前线。随着房地产行业由卖方市场向买方市场的转变，营销策略在房地产企业的成长历程中显得尤为重要。伴随着龙湖地产的迅速发展壮大，其在营销模式上必然有很

2、多值得学习的地方。本文通过运用所学的市场营销的知识并结合自己在龙湖地产的实习经历，对龙湖地产有限公司的营销模式进行浅析。在了解龙湖地产近几年营销成果的基础上，对龙湖地产有限公司进行SWOT分析和营销策略的分析。从而得出龙湖地产在营销方面具有值得其他公司学习之处的结论。同时，也希望通过结合房地产行业的营销现状，总结出龙湖地产的不足之处，在一些方面提出合理化建议。关键词：龙湖地产；SWOT分析；营销策略；体验式营销；跨界营销IIIAbstractIt’sgenerallyknownthatthehouroftherealesta

3、teindustry’sdeparturefromthestageofrapidgrowthhascome.Thereforemanylargerealestatecompaniesalsopursuetransformationandupgrade.Thereareseveralreasonstoexplainthissituation,suchasaggravationoftheaging,theintensityoflandsupply,thelow-levelofrentalyieldsandsoon...Insuc

4、hamarketenvironment,thecompetitionamongtherealestateindustrycompanieshasbecomeincreasinglyfierce.Nevertheless,thedevelopmenttrendofLongforPropertiesremainsgood,fastandhealthy.Marketingasanimportantpartoftherealestateindustry’sdevelopmentisstandingonthefrontlineofth

5、ecampaign.Withthechangeoftherealestateindustryfromtheseller'smarkettothebuyer'smarket,themarketingstrategyisveryimportantinthecourseofthegrowthofrealestateenterprises.WiththerapiddevelopmentofLongforProperties,itmusthavemanythingstolearnfromthemarketingmodel.Thispa

6、peristoanalysethemarketingmodelofLongforPropertiesbyapplyingtheknowledgeofmarketingI’velearnedandcombiningwiththepracticeexperienceoftheLongforProperties.ToanalyzethemarketingstrategyofLongforPropertieswiththemethodofSWOTanalysiswhichbasedontheunderstandingofthemar

7、ketiongoutcomeofLongforPropertiesinrecentyears.Fromwhathasbeenmentionedabove,wecandrawtheconclusionthatit’sworthlearningfromLongforPropertiesforotherrealestatecompanies.Meanwhile,tofindtheshortcomingsofLongforPropertiesandputforwardtotherationalizationproposalsbyco

8、mbingwiththerealestateindustry’smarketingsituation.KeyWords：LongforProperties；SWOTanalysis；marketingstrategy；experitionalmarketing；crossovermarke