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佳兆业房地产xx公司营销策略改进研究,18400字原创毕业论文，仅在本站独家提交，大家放心使用摘要随着我国经济的高速、稳健发展，国内房地产行业的发展也突飞猛进，成为了我国经济的支柱产业。现如今，房地产行业形势不断严峻，上有国家政策的调控，宏观环境不断变化，下有来自行业内的竞争愈演愈烈，而且顾客越来越追求个性化、多样化。房...
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佳兆业房地产xx公司营销策略改进研究
18400字
原创毕业论文，仅在本站独家提交，大家放心使用
摘要 随着我国经济的高速、稳健发展，国内房地产行业的发展也突飞猛进，成为了我国经济的支柱产业。现如今，房地产行业形势不断严峻，上有国家政策的调控，宏观环境不断变化，下有来自行业内的竞争愈演愈烈，而且顾客越来越追求个性化、多样化。房地产企业将会面对更大的挑战，而研究更具有竞争力、更适应时势的房地产营销策略，则逐渐成为备受关注的话题。
本文运用房地产营销理论及其他相关理论，按照提出问题、分析问题、解决问题的行文思路，通过查阅大量资料，搜集相关数据信息，结合佳兆业地产江阴有限公司的实际发展情况，并据本人对该企业营销策略的理解和分析完成。论文主要包括以下几部分，第一章是相关理论综述，对市场营销相关理论及房地产营销理论进行分析研究，为本文提供理论基础；第二章介绍佳兆业集团和江阴公司的具体情况，阐述现有营销策略，并提出所存在的问题；第三章具体分析影响佳兆业地产江阴公司营销策略制定的因素，包括对内外部环境的分析，及对其营销策略的主要影响因素的总结；第四章结合上文的问题和原因分析，提出合理有效的改进建议。
本文基于对佳兆业地产江阴公司的实际调查，结合理论知识对营销策略所存在的问题进行分析并提出改进意见，希望能为佳兆业地产开拓江阴市场提供参考和借鉴意义。
关键词： 房地产 市场营销 营销策略
Study on the Improvement of Kaisa Real Estate Jiangyin Co. Ltd. Marketing Strategy
Abstract With the rapid and steady development of China's economy, the development of the domestic real estate industry is leaps and bounds to become a pillar industry of China 's economy. Today, the real estate industry continually grim situation, there are regulatory national policy, the changing macroeconomic environment, under intensified competition from within the industry, and customers are increasingly seeking personalized, diversified. Real estate companies will face greater challenges, and research more competitive, more adapted to the times of the real estate marketing strategy, then gradually become a hot topic of concern.
In this paper, real estate marketing theory and other related theories, according to ask questions, analyze and solve problems wording ideas, through access to large amounts of data to collect relevant data, combined with the actual development of Kaisa Jiangyin Limited and the enterprise, according to my understand and analyze marketing strategy is complete. Paper includes the following sections, the first chapter theory overview of marketing theory and real estate marketing theory analysis, theoretical research for this article; Chapter Kaisa Jiangyin company's marketing strategy and problem analysis, including Kaisa Group and the introduction of Jiangyin Branch of the existing marketing strategy elaborated on the problems raised; Chapter Kaisa Jiangyin company marketing strategies influencing factors, including the internal and external environment analysis and key to its marketing strategy summarize the impact of factors; fourth chapter analyzes the above problems and causes, reasonable and effective recommendations for improvement.
This article is based on the actual investigation Kaisa Jiangyin company, combined with theoretical knowledge of marketing strategies to analyze the problems and suggest improvements, better Jiangyin Henderson Land Development to develop the market to provide reference.
Key words: Real Estate Marketing Marketing Strategy
目 录
引 言 1
第一章 相关理论综述 2
1.1 营销理论 2
1.1.1市场营销理论概述 2
1.1.2市场营销环境 2
1.1.3市场营销策略组合 3
1.2房地产营销理论 4
1.2.1房地产营销概述 4
1.2.2经典的房地产营销策略 4
第二章 佳兆业房地产江阴有限公司营销策略及问题分析 6
2.1佳兆业地产江阴有限公司概况 6
2.1.1佳兆业地产江阴有限公司简介 6
2.1.2佳兆业江阴楼盘基本情况 6
2.2江阴佳兆业现有营销策略 7
2.3营销策略中存在的问题 8
第三章 佳兆业房地产江阴有限公司营销策略影响因素分析 10
3.1外部环境分析 10
3.1.1国家政策环境 10
3.1.2江阴市经济环境与城市规划 11
3.1.3竞争对手分析 12
3.2内部环境分析 13
3.2.1企业市场地位分析 13
3.2.2企业能力分析 14
3.3影响营销策略的主要因素分析 14
第四章 佳兆业房地产江阴有限公司营销策略改进建议 17
4.1营销策略的改进 17
4.2营销策略的提升 18
4.3营销策略的创新 19
结 论 21
参考文献 22
致 谢 23
18400字
原创毕业论文，仅在本站独家提交，大家放心使用
摘要 随着我国经济的高速、稳健发展，国内房地产行业的发展也突飞猛进，成为了我国经济的支柱产业。现如今，房地产行业形势不断严峻，上有国家政策的调控，宏观环境不断变化，下有来自行业内的竞争愈演愈烈，而且顾客越来越追求个性化、多样化。房地产企业将会面对更大的挑战，而研究更具有竞争力、更适应时势的房地产营销策略，则逐渐成为备受关注的话题。
本文运用房地产营销理论及其他相关理论，按照提出问题、分析问题、解决问题的行文思路，通过查阅大量资料，搜集相关数据信息，结合佳兆业地产江阴有限公司的实际发展情况，并据本人对该企业营销策略的理解和分析完成。论文主要包括以下几部分，第一章是相关理论综述，对市场营销相关理论及房地产营销理论进行分析研究，为本文提供理论基础；第二章介绍佳兆业集团和江阴公司的具体情况，阐述现有营销策略，并提出所存在的问题；第三章具体分析影响佳兆业地产江阴公司营销策略制定的因素，包括对内外部环境的分析，及对其营销策略的主要影响因素的总结；第四章结合上文的问题和原因分析，提出合理有效的改进建议。
本文基于对佳兆业地产江阴公司的实际调查，结合理论知识对营销策略所存在的问题进行分析并提出改进意见，希望能为佳兆业地产开拓江阴市场提供参考和借鉴意义。
关键词： 房地产 市场营销 营销策略
Study on the Improvement of Kaisa Real Estate Jiangyin Co. Ltd. Marketing Strategy
Abstract With the rapid and steady development of China's economy, the development of the domestic real estate industry is leaps and bounds to become a pillar industry of China 's economy. Today, the real estate industry continually grim situation, there are regulatory national policy, the changing macroeconomic environment, under intensified competition from within the industry, and customers are increasingly seeking personalized, diversified. Real estate companies will face greater challenges, and research more competitive, more adapted to the times of the real estate marketing strategy, then gradually become a hot topic of concern.
In this paper, real estate marketing theory and other related theories, according to ask questions, analyze and solve problems wording ideas, through access to large amounts of data to collect relevant data, combined with the actual development of Kaisa Jiangyin Limited and the enterprise, according to my understand and analyze marketing strategy is complete. Paper includes the following sections, the first chapter theory overview of marketing theory and real estate marketing theory analysis, theoretical research for this article; Chapter Kaisa Jiangyin company's marketing strategy and problem analysis, including Kaisa Group and the introduction of Jiangyin Branch of the existing marketing strategy elaborated on the problems raised; Chapter Kaisa Jiangyin company marketing strategies influencing factors, including the internal and external environment analysis and key to its marketing strategy summarize the impact of factors; fourth chapter analyzes the above problems and causes, reasonable and effective recommendations for improvement.
This article is based on the actual investigation Kaisa Jiangyin company, combined with theoretical knowledge of marketing strategies to analyze the problems and suggest improvements, better Jiangyin Henderson Land Development to develop the market to provide reference.
Key words: Real Estate Marketing Marketing Strategy
目 录
引 言 1
第一章 相关理论综述 2
1.1 营销理论 2
1.1.1市场营销理论概述 2
1.1.2市场营销环境 2
1.1.3市场营销策略组合 3
1.2房地产营销理论 4
1.2.1房地产营销概述 4
1.2.2经典的房地产营销策略 4
第二章 佳兆业房地产江阴有限公司营销策略及问题分析 6
2.1佳兆业地产江阴有限公司概况 6
2.1.1佳兆业地产江阴有限公司简介 6
2.1.2佳兆业江阴楼盘基本情况 6
2.2江阴佳兆业现有营销策略 7
2.3营销策略中存在的问题 8
第三章 佳兆业房地产江阴有限公司营销策略影响因素分析 10
3.1外部环境分析 10
3.1.1国家政策环境 10
3.1.2江阴市经济环境与城市规划 11
3.1.3竞争对手分析 12
3.2内部环境分析 13
3.2.1企业市场地位分析 13
3.2.2企业能力分析 14
3.3影响营销策略的主要因素分析 14
第四章 佳兆业房地产江阴有限公司营销策略改进建议 17
4.1营销策略的改进 17
4.2营销策略的提升 18
4.3营销策略的创新 19
结 论 21
参考文献 22
致 谢 23
