l房地产公司营销策略研究

《l房地产公司营销策略研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、密级：学校代码：10075分类号：学号：46010011048工商管理硕士学位论文L房地产公司营销策略研究学位申请人：马会利指导教师：侯玉华教授学位类别：专业学位硕士学科专业：工商管理授予单位：河北大学答辩日期：二○一三年六月ClassifiedIndex:CODE:10075U.D.C.:NO:46010011048ADissertationfortheDegreeofM.ManagementStudyonthemarketingstrategyofLRealEstateCompanyCandidate:

2、MaHuiliSupervisor:Prof.HouYuhuaAcademicDegreeAppliedfor:ProfessionalMasterDegreeSpecialty:MasterofBusinessAdministrationUniversity:HebeiUniversityDateoforalexamination:June，2013摘要摘要在国家房地产宏观调控日越来越严厉的市场环境下，营销策略是房地产公司在由卖方市场转买方市场转型的过程中立于市场的强力保证。房地产营销策略是房地产公司非常

3、重视的职能，是房地产公司开发环节中最重要的环节之一，其地位举足轻重。因此制定和研究适合一个房地产公司和现代市场环境的营销策略成为影响公司发展的重要因素。同时制定房地产公司营销策略具有现实意义。本文依据国内外市场营销基础理论，借鉴了万科地产和河南建业集团等标杆公司营销经验，综合运用理论应用法、案例分析、实证分析法和人员调查及防谈等方法，在分析L房地产公司营销现状的基础上，探讨了L房地产公司营销中存在的问题，进而提出L房地产公司营销策略方案。旨在进一步对L房地产公司的营销策略进行改进和完善。关键词房地产营销营销

4、策略营销要素实施方案IAbstractAbstractAtthenationalmacro-controlofrealestate,moreandmoreseveremarketenvironment,marketingstrategyisapowerfulguaranteeofRealEstateCompanyinturningbyseller'smarkettothebuyermarkettransformationinmarket.RealestatemarketingstrategyistheRea

5、lEstateCompanyandattachgreatimportancetothefunction,isoneofthemostimportantlinkinthedevelopmentoftheRealEstateCompany,itspositionplayadecisiverole.SoformulateandstudyforaRealEstateCompanyandmodernmarketmarketingstrategyhasbecomeanimportantfactorinfluencing

6、thedevelopmentofthecompany.AtthesametimemakeRealEstateCompanymarketingstrategyhaspracticalsignificance.Thispaperisdividedintosixchapters,firstthroughtheintroductionintroducesthepurposeandsignificanceofresearchbackground,theRealEstateCompany'smarketenvironm

7、entandindustry.Secondly,throughtheanalysisofdomesticandforeignmarkets,marketingtheoryandrelatedconcepts,thereasonofLRealEstateCompanymarketingpresentsituationandtheexistencequestion.BasedontherealestateVankeandHenanJianyegroupbenchmarkingcompanymarketingex

8、perienceanalysisreference,taketheLRealEstateCompanyasanexample,weredesignedforLRealEstateCompanymarketingstrategyfromtheempiricalandtheoreticalandcaseperspective,theLRealEstateCompanymarketingstrategytofurthe