佳兆業(yè)房地產(chǎn)xx公司營銷策略改進研究

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摘要 隨著我國經(jīng)濟的高速、穩(wěn)健發(fā)展，國內(nèi)房地產(chǎn)行業(yè)的發(fā)展也突飛猛進，成為了我國經(jīng)濟的支柱產(chǎn)業(yè)?，F(xiàn)如今，房地產(chǎn)行業(yè)形勢不斷嚴峻，上有國家政策的調(diào)控，宏觀環(huán)境不斷變化，下有來自行業(yè)內(nèi)的競爭愈演愈烈，而且顧客越來越追求個性化、多樣化。房地產(chǎn)企業(yè)將會面對更大的挑戰(zhàn)，而研究更具有競爭力、更適應時勢的房地產(chǎn)營銷策略，則逐漸成為備受關注的話題。
本文運用房地產(chǎn)營銷理論及其他相關理論，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，搜集相關數(shù)據(jù)信息，結合佳兆業(yè)地產(chǎn)江陰有限公司的實際發(fā)展情況，并據(jù)本人對該企業(yè)營銷策略的理解和分析完成。論文主要包括以下幾部分，第一章是相關理論綜述，對市場營銷相關理論及房地產(chǎn)營銷理論進行分析研究，為本文提供理論基礎；第二章介紹佳兆業(yè)集團和江陰公司的具體情況，闡述現(xiàn)有營銷策略，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)江陰公司營銷策略制定的因素，包括對內(nèi)外部環(huán)境的分析，及對其營銷策略的主要影響因素的總結；第四章結合上文的問題和原因分析，提出合理有效的改進建議。
本文基于對佳兆業(yè)地產(chǎn)江陰公司的實際調(diào)查，結合理論知識對營銷策略所存在的問題進行分析并提出改進意見，希望能為佳兆業(yè)地產(chǎn)開拓江陰市場提供參考和借鑒意義。

關鍵詞： 房地產(chǎn) 市場營銷 營銷策略
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 相關理論綜述 2
1.1 營銷理論 2
1.1.1市場營銷理論概述 2
1.1.2市場營銷環(huán)境 2
1.1.3市場營銷策略組合 3
1.2房地產(chǎn)營銷理論 4
1.2.1房地產(chǎn)營銷概述 4
1.2.2經(jīng)典的房地產(chǎn)營銷策略 4
第二章 佳兆業(yè)房地產(chǎn)江陰有限公司營銷策略及問題分析 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)有營銷策略 7
2.3營銷策略中存在的問題 8
第三章 佳兆業(yè)房地產(chǎn)江陰有限公司營銷策略影響因素分析 10
3.1外部環(huán)境分析 10
3.1.1國家政策環(huán)境 10
3.1.2江陰市經(jīng)濟環(huán)境與城市規(guī)劃 11
3.1.3競爭對手分析 12
3.2內(nèi)部環(huán)境分析 13
3.2.1企業(yè)市場地位分析 13
3.2.2企業(yè)能力分析 14
3.3影響營銷策略的主要因素分析 14
第四章 佳兆業(yè)房地產(chǎn)江陰有限公司營銷策略改進建議 17
4.1營銷策略的改進 17
4.2營銷策略的提升 18
4.3營銷策略的創(chuàng)新 19
結 論 21
參考文獻 22
致 謝 23