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MBA硕士毕业论文_H房地产公司营销策略研究PDF

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随着我国房地产行业告别粗犷的高速增长期,近几年各大型品牌房地产企业纷纷向 二、三线城市进行快速扩张,西安房地产市场竞争越来越激烈,如何让公司开发的产品在 竞争日益严峻的市场环境下获得一定的市场份额显得尤为重要,市场地位决定着企业的生 死存亡。 本文通过文献研究法、统计分析法、实地调查法等研究方法,以RH公司作为研究对 象,对RH公司营销策略进行了分析和研究。首先,通过对RH公司营销现状进行分析,确 定出目前营销策略中存在的问题包括品牌意识淡薄、销售产品单一、售后服务不足、缺乏 合理有效的定价机制、销售渠道混乱、推广促销传统;其次,针对存在的问题在查阅文献 和借鉴前人的研究成果与经验基础上,运用PEST分析了公司所处的市场环境、内外部的 营销环境,运用SWOT分析公司具备的优劣势以及会面临的机会与威胁;再次运用STP理 论进行市场细分,选取目标市场,进行市场定位运用4P基本原理制定出定价机制灵活, 多种销售渠道,促销方式多样化的符合消费者需求的环境优美、能耗低、物业服务完善的 楼盘产品;最后,为了保障营销策略能够顺利实施公司应建立优良的企业文化、创建专业 营销团队、完善销售管理制度、优化绩效考评。以期本文的研究结果为RH公司营销策略 的合理制定提供参考,最终实现公司既定的经营目标。 关键词:房地产,SWOT,STP,营销策略 研究类型:应用研究 Subject :Research on the Marketing Strategy of RH Real Estate Company Speciality:Business Administration / Accounting Name : (signature) Instructor:(signature ) ABSTRACT Farewell rough along with our country real estate industry rapid growth, large brand in recent years the real estate companies to the second and third tier cities rapid expansion, xi 'an real estate market increasingly fierce competition, how to make the company develop products in the increasingly tough market competition environment it is particularly important to get a certain market share, market position determines the survival of enterprises. Through literature research, statistical analysis, field investigation and other research methods, this paper takes RH company as the research object to analyze and study the marketing strategy of RH company. Firstly, by analyzing the marketing status of RH company, the existing problems in the current marketing strategy are identified, including weak brand awareness, single sales product, insufficient after-sales service, lack of reasonable and effective pricing mechanism, disordered sales channels, and traditional promotion and promotion. Secondly, in view of the existing problems, based on literature review and the previous research results and experience, it USES PEST to analyze the company's market environment, internal and external marketing environment, and USES SWOT to analyze the company's strengths and weaknesses, opportunities and threats. Once again, STP theory is used for market segmentation, target market is selected, and market positioning is conducted. By using the basic principles of 4P, real estate products with flexible pricing mechanism, multiple sales channels and diversified promotion methods that meet the needs of consumers are characterized by beautiful environment, low energy consumption and perfect property services. Finally, in order to ensure the smooth implementation of the marketing strategy, the company should establish a good corporate culture, create a professional marketing team, improve the sales management system, and optimize the performance evaluation. It is expected that the research results of this paper will provide reference for RH company's reasonable formulation of marketing strategy and ultimately achieve the company's established business objectives. Key Words: real estate, SWOT, STP, marketing strategy Research Type: application research IV 目 录 第一章 绪论 .............................................................. 1 1.1 研究背景及意义 ........................................................ 1 1.1.1 研究背景 ........................................................... 1 1.1.2 研究意义 ........................................................... 2 1.2 国内外研究现状 ........................................................ 2 1.2.1 国外研究现状 ....................................................... 2 1.2.2 国内研究现状 ....................................................... 3 1.2.3 国内外研究现状评述 ................................................. 5 1.3 研究内容与方法 ........................................................ 5 1.3.1 研究内容 ........................................................... 5 1.3.2 研究方法 ........................................................... 6 1.4 研究的技术路线 ........................................................ 6 第二章 相关理论概述 ...................................................... 8 2.1 房地产营销概述 ........................................................ 8 2.1.1 房地产营销的概念 ................................................... 8 2.1.2 房地产营销的特点 ................................................... 9 2.1.3 房地产营销的影响因素 .............................................. 10 2.2 相关营销理论 ......................................................... 11 2.2.1 4P营销理论 ........................................................ 11 2.2.2 STP理论 ........................................................... 11 2.3 相关分析方法 ......................................................... 12 2.3.1 SWOT分析法 ....................................................... 12 2.3.2 PEST分析法 ....................................................... 13 第三章 RH房地产公司营销现状及存在问题分析 .............................. 14 3.1 RH房地产公司简介 .................................................... 14 3.2 RH公司营销现状 ...................................................... 14 3.2.1 经营销售状况 ...................................................... 14 3.2.2 现有营销策略 ...................................................... 15 3.3 RH房地产公司营销中存在的问题 ........................................ 17 3.3.1 房型产品单一 ...................................................... 17 3.3.2 售后服务不足 ...................................................... 17 3.3.3 产品缺乏合理定价机制 .............................................. 17 3.3.4 销售渠道混乱 ...................................................... 18 3.3.5 推广促销手段传统 .................................................. 18 3.3.6 缺乏品牌意识 ...................................................... 19 第四章 RH房地产公司营销环境分析 ........................................ 20 4.1 房地产市场要素分析 ................................................... 20 4.2 RH房地产公司PEST分析 ............................................... 24 4.2.1 政治环境分析 ...................................................... 24 4.2.2 经济环境分析 ...................................................... 26 4.2.3 社会环境分析 ...................................................... 27 4.2.4 技术环境分析 ...................................................... 29 4.3 RH房地产公司SWOT分析 ............................................... 29 4.3.1 内部优势 .......................................................... 29 4.3.2 内部劣势 .......................................................... 31 4.3.3 外部机会 .......................................................... 31 4.3.4 外部威胁 .......................................................... 32 第五章 RH房地产公司市场定位及营销组合策略的设计 ........................ 35 5.1 RH房地产公司STP营销策略的确定 ...................................... 35 5.1.1 市场细分 .......................................................... 35 5.1.2 公司目标市场选择 .................................................. 38 5.1.3 公司市场定位 ...................................................... 40 5.2 RH房地产公司营销组合策略 ............................................ 41 5.2.1 优化产品、提升服务 .............................................. 41 5.2.2 价格策略多样化 .................................................. 42 5.2.3 丰富产品销售渠道 ................................................ 44 5.2.4 促销方式多样化 .................................................... 46 第六章 RH房地产公司营销策