【作者】 黄涛；

【导师】 王雪青；

【作者基本信息】 天津大学 ， 高级工商管理， 2014， 硕士

【摘要】 自03年以来，中国房地产市场得到了突飞猛进的发展，也逐渐成为促进国民经济增长的主要产业之一。经过十来年的市场积累与调控，房地产行业正逐步迈进规范化进程，鉴其可观的利益空间，大批房地产开发公司应运而生。现在大多数中国房地产开发公司，多通过自行建立营销团队来管理销售，但是参差不齐的销售人员素质，以及混乱的营销管理模式也是让人堪忧的一大主要现状。因此，深入研究房地产项目的营销理论，全面分析市场销售状况，了解消费者的需求动态，从而进行合理有效的市场营销模式的创新是不少房地产企业良性发展的当务之急。本文以湖南建工同人置业地产有限公司旗下的文昌湘海城地产项目作为研究对象，依据市场营销学、房地产项目营销学及其营销模式等相关理论，在了解项目基本情况后，对项目所处市场的宏观环境和行业环境进行分析，并结合消费者在购房决策过程中的主要影响因素，以及市场消费特征，提出了项目市场营销策略组合、规范销售人员管理、加强销售现场工作、强化品牌营销和网络营销模式的建议，希望能为公司后续房地产项目的销售管理活动起到一定的借鉴作用。更多还原

【Abstract】 With a rapid development since2003, China’s real estate market has graduallybecome one of the major industries and played an important role in the growth ofnational economy. After ten years of accumulation and market regulation, real estateindustry has developed a standardization process. Attracted by its considerable profit,a large number of real estate companies arise at the historic moment.Nowadays most of the Chinese real estate development company establishedtheir own marketing team to manage the sales, but the jagged sales personnel quality,and the chaos of the marketing management mode has limited the development of thereal estate industry. Therefore, to meet the customers’ demand and have a betterunderstanding of the real estate environment.it is necessary to give a further study ofreal estate project marketing theory and to innovate the marketing strategiesTargeting at WenChangXiangHaiCheng project, we applied the marketing theoryand other related theories to analyze the marketing mode. Firstly, we researched thebasic situation of this project and analyzed the strength, weakness, opportunity andthreaten of the company. Then we pointed out the factors that may influence thecustomers during the purchasing and the characteristics of the market. Based on that,we raised some suggestion to innovate the market modes including the standardmanagement of the sales staff, the project marketing strategy combination, thestrengthening of the sales site work and the brand marketing. We hope thisdissertation can offer some practical advices for the development of real estateindustry.更多还原