佳兆業(yè)房地產(chǎn)xx公司營(yíng)銷策略改進(jìn)研究

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摘要 隨著我國(guó)經(jīng)濟(jì)的高速、穩(wěn)健發(fā)展，國(guó)內(nèi)房地產(chǎn)行業(yè)的發(fā)展也突飛猛進(jìn)，成為了我國(guó)經(jīng)濟(jì)的支柱產(chǎn)業(yè)。現(xiàn)如今，房地產(chǎn)行業(yè)形勢(shì)不斷嚴(yán)峻，上有國(guó)家政策的調(diào)控，宏觀環(huán)境不斷變化，下有來自行業(yè)內(nèi)的競(jìng)爭(zhēng)愈演愈烈，而且顧客越來越追求個(gè)性化、多樣化。房地產(chǎn)企業(yè)將會(huì)面對(duì)更大的挑戰(zhàn)，而研究更具有競(jìng)爭(zhēng)力、更適應(yīng)時(shí)勢(shì)的房地產(chǎn)營(yíng)銷策略，則逐漸成為備受關(guān)注的話題。
本文運(yùn)用房地產(chǎn)營(yíng)銷理論及其他相關(guān)理論，按照提出問題、分析問題、解決問題的行文思路，通過查閱大量資料，搜集相關(guān)數(shù)據(jù)信息，結(jié)合佳兆業(yè)地產(chǎn)江陰有限公司的實(shí)際發(fā)展情況，并據(jù)本人對(duì)該企業(yè)營(yíng)銷策略的理解和分析完成。論文主要包括以下幾部分，第一章是相關(guān)理論綜述，對(duì)市場(chǎng)營(yíng)銷相關(guān)理論及房地產(chǎn)營(yíng)銷理論進(jìn)行分析研究，為本文提供理論基礎(chǔ)；第二章介紹佳兆業(yè)集團(tuán)和江陰公司的具體情況，闡述現(xiàn)有營(yíng)銷策略，并提出所存在的問題；第三章具體分析影響佳兆業(yè)地產(chǎn)江陰公司營(yíng)銷策略制定的因素，包括對(duì)內(nèi)外部環(huán)境的分析，及對(duì)其營(yíng)銷策略的主要影響因素的總結(jié)；第四章結(jié)合上文的問題和原因分析，提出合理有效的改進(jìn)建議。
本文基于對(duì)佳兆業(yè)地產(chǎn)江陰公司的實(shí)際調(diào)查，結(jié)合理論知識(shí)對(duì)營(yíng)銷策略所存在的問題進(jìn)行分析并提出改進(jìn)意見，希望能為佳兆業(yè)地產(chǎn)開拓江陰市場(chǎng)提供參考和借鑒意義。

關(guān)鍵詞： 房地產(chǎn) 市場(chǎng)營(yíng)銷 營(yíng)銷策略
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 錄

引 言 1
第一章 相關(guān)理論綜述 2
1.1 營(yíng)銷理論 2
1.1.1市場(chǎng)營(yíng)銷理論概述 2
1.1.2市場(chǎng)營(yíng)銷環(huán)境 2
1.1.3市場(chǎng)營(yíng)銷策略組合 3
1.2房地產(chǎn)營(yíng)銷理論 4
1.2.1房地產(chǎn)營(yíng)銷概述 4
1.2.2經(jīng)典的房地產(chǎn)營(yíng)銷策略 4
第二章 佳兆業(yè)房地產(chǎn)江陰有限公司營(yíng)銷策略及問題分析 6
2.1佳兆業(yè)地產(chǎn)江陰有限公司概況 6
2.1.1佳兆業(yè)地產(chǎn)江陰有限公司簡(jiǎn)介 6
2.1.2佳兆業(yè)江陰樓盤基本情況 6
2.2江陰佳兆業(yè)現(xiàn)有營(yíng)銷策略 7
2.3營(yíng)銷策略中存在的問題 8
第三章 佳兆業(yè)房地產(chǎn)江陰有限公司營(yíng)銷策略影響因素分析 10
3.1外部環(huán)境分析 10
3.1.1國(guó)家政策環(huán)境 10
3.1.2江陰市經(jīng)濟(jì)環(huán)境與城市規(guī)劃 11
3.1.3競(jìng)爭(zhēng)對(duì)手分析 12
3.2內(nèi)部環(huán)境分析 13
3.2.1企業(yè)市場(chǎng)地位分析 13
3.2.2企業(yè)能力分析 14
3.3影響營(yíng)銷策略的主要因素分析 14
第四章 佳兆業(yè)房地產(chǎn)江陰有限公司營(yíng)銷策略改進(jìn)建議 17
4.1營(yíng)銷策略的改進(jìn) 17
4.2營(yíng)銷策略的提升 18
4.3營(yíng)銷策略的創(chuàng)新 19
結(jié) 論 21
參考文獻(xiàn) 22
致 謝 23