【作者】 杨迪；

【导师】 卢艳秋；

【作者基本信息】 吉林大学 ， 项目管理， 2013， 硕士

【摘要】 随着国家对房地产行业的持续调控，房地产行业的竞争日趋加剧，促使我国房地产业不断走向理性和规范。房地产行业买方市场的形成，客观上使房地产市场营销的地位日益彰显，然而我国的房地产营销仍处于初级阶段，很多房地产企业只注重营销策略，而忽视营销战略，使得房地产企业开发的产品日趋同质化，企业运行风险不断加大。在我国现阶段的房地产市场环境下，房地产企业能否在竞争中取胜，主要依其能否为市场提供客户所需要的产品，也就是说房地产开发企业必须以市场需求为导向，以客户为中心，按照市场需求开发建设房地产产品，并通过创造完美的产品模式来引导客户需求，提升客户价值，从而促进企业的不断发展。因此，从某种意义上说，房地产营销战略是关系房地产企业经营成败的关键，为了保证房地产业健康快速的发展，对房地产营销战略进行研究显得尤为重要。房地产营销战略研究的是企业做什么和如何做的问题，市场有什么样的需求，目标市场如何细分和定位，企业拥有什么样的资源，如何针对市场需求创造完美的产品组合，进而打造企业的核心竞争优势。本文以大商集团的商业地产开发为例，通过导入SWOT理论、CS战略、STP战略（目标市场营销）等营销战略理论，深入分析大商集团客户需求、目标市场和大商集团的各种资源，并通过分析大商集团已开发项目的成功经验和不足，提出对大商集团营销战略的设想。随着我国城镇化进程的不断深入，大商集团的商业地产开发大有可为。本文从营销战略的角度对大商集团的商业地产开发模式进行深入探讨，对大商集团的商业地产开发营销战略的制定具有一定的实际参考价值。更多还原

【Abstract】 As countries continue to regulate the real estate industry, the real estate industrycompetition intensifies day by day, make our country real estate industry continue to berational. The formation of the real estate industry of buyer’s market, makes the real estatemarketing is playing an increasingly active role, however, China’s real estate market is stillin its primary stage, many real estate enterprises only focus on marketing strategy, andignore the marketing strategy, making the real estate enterprise development productshomogenization, operating risks continue to increase.At the present stage of our country real estate market environment, the real estateenterprises can win in the competition, mainly in its ability to market and provide customersneed products, and that developers must take the market demand as the guidance, take thecustomer as the center, according to market demand and the development and constructionof real estate products, and to create the perfect the product model to guide the customerneeds, enhance customer value, so as to promote the continuous development of enterprises.Therefore, in a sense, real estate marketing strategy is the key to business success or failureof the relationship between real estate enterprises, in order to ensure the healthy and rapiddevelopment of the real estate industry, the real estate marketing strategy research isparticularly important.Study on the marketing strategy of real estate is what companies do and how to do,what kind of market demand, market segmentation and positioning of the enterprise how,with what kind of resources, how to perfect combination of products to create the marketdemand, and make the enterprise the core competitive advantage. In this paper, thedevelopment of commercial real estate business group as an example, through introducingSWOT theory, CS strategy, STP strategy (Marketing) marketing strategy theory, in-depthanalysis of various resources, big business group customer target market and big businessgroup, the successful experience and through the analysis of big business group hasdeveloped projects and problems the conception of big business group, marketing strategy.With China’s urbanization process continuously thorough, the development of commercialreal estate business group have a brilliant future. In this paper, a thorough study of bigbusiness group commercial real estate development model from the angle of the marketingstrategy, has the certain reference value for the formulation of the group’s commercial real estate marketing strategy development.更多还原