锦州宝地建设集团房地产营销的策略分析-毕业论文

锦州宝地建设集团房地产营销策略营销的策略分析

渤海大学管理学院学年论文

锦州宝地建设集团房地产营销的策略分析

专 业：_________市场营销 ________ 班 级：______二○○八级七班___ _ ___ 学 号：______ 08120189 _____ 姓 名：_________ _ ____ _____ 指导教师：_______ __________________ 完成日期：_______二○一一年四月五日 _

锦州宝地建设集团房地产营销策略营销的策略分析

[论文摘要] 伴随着中国经济的发展，锦州市的房地产业也出现了前所未有的鼎盛局面，房地产进入春天以后也带动了房地产开发企业的兴起和发展。但是，蛋糕是有限的想吃的人却很多，所以形成了房地产开发企业相互之间激烈竞争的局面。所以房地产营销就变得更加重要起来。 房地产营销是房地产经营中的一个重要环节，房地产营销的好坏对整个房地产业具有重大的影响。目前房地产企业的一些现状却很是令人担忧。 本文主要以锦州的知名企业宝地集团的地产营销策略为对象。分析在目前房地产行业的迅猛发展、一些新的营销理念和思路层出不穷的情况下宝地集团应该如何面对。 在全国这个大市场、大熔炉之中我们就会看到一些地方性品牌如宝地集团（锦州）有哪些政策和措施是合理的，那些是不合理的。合理的加以完善不合理的加以矫正。充分发挥宝地集团在在锦州房地产行业摸爬滚打多年总结出的发展经验、教训，发挥出在地域品脾的优势做好产品营销策略与来自全国的竞争对手进行较量使之能够在开发商林立的中国大陆上站稳脚步，并最终战胜对手开拓出属于宝地的一片新天地。 [关键词] 房地产 房地产营销 市场 营销策略

1

锦州宝地建设集团房地产营销策略营销的策略分析

[论文摘要] Along with the development of China's economy, the real estate industry JinZhou city also appeared unprecedented height situation, real estate into the spring later also contributed to the real estate development enterprise the rise and development. But, cake is limited, but a lot of people like the real estate development enterprises so formed between competitive situation. So real estate marketing becomes more important up. Real estate marketing is one of the important links in real estate management, real estate marketing quality to the real estate industry has the significant influence. Now some of the situation is for real estate enterprises was very worrying. This paper mainly jinzhou well-known enterprise mecca group's real estate marketing strategy for the object. Analysis in the rapid development of real estate industry, some new marketing concept and ideas under the condition of endlessly how should face mecca group. In the national the big market, big melting pot in we will see some local brands such as mecca group (jinzhou) what are the policies and measures that are reasonable, and those are not reasonable. Reasonable perfected unreasonable to correct

2

锦州宝地建设集团房地产营销策略营销的策略分析

them. Give full play to mecca group in real estate industry in jinzhou marketer summarized the development for many years, experience, lessons of exerting the advantage of geographical product spleen make product marketing strategy and the competitors from all over the country to a bout in developers stacks of mainland China, and eventually take hold on to develop victory belongs to mecca of one new world. [key words] Real estate Real estate Marketing market Marketing strategy

3

锦州宝地建设集团房地产营销策略营销的策略分析

目 录

引言??????????????????????????4 一、 房地产市场概述???????????????????4 （一）房地产市场的特性?????????????????4 （二）我国目前房地产市场的情况?????????????7 二、锦州宝地集团营销策略现状及存在的问题?????????8 （一） 品牌建设还有欠缺?????????????????10 （二）楼盘定价与锦州市的整体消费水平不协调???????12

（三）营销观念较为落后，促销方式单一???????????13 （四）销售渠道体系建设的不完善?????????????14 三、宝地房地产营销策略中存在问题的解决策略???????14 （一）加强产品和品牌建设，创造品牌价值?????????14 （二）制定科学的合理的价格机制?????????????15 （三）采用关系营销等新的营销观念和方法?????????17 （四）建立完善的销售渠道体系 ?????????????20 结束语 ????????????????????????21 注释与引文???????????????????????22 参考文献 ???????????????????????23 后记 ?????????????????????????23

4

百度搜索“77cn”或“免费范文网”即可找到本站免费阅读全部范文。收藏本站方便下次阅读，免费范文网，提供经典小说教育文库锦州宝地建设集团房地产营销的策略分析-毕业论文在线全文阅读。