雅苑全程营销的研究

【作者】 徐晔；

【导师】 梁修庆；

【作者基本信息】 广西大学 ， 工商管理， 2004， 硕士

【摘要】 房地产业已成为我国国民经济支柱产业和新的经济增长点。由于我国长期延用计划经济时期的住房政策，极大阻碍了房地产的市场化进程。比之其他产品市场，我国的房地产市场起步较晚，真正的发展也就在近十年内，相关理论发展不完善，不成熟，特别是对营销运作、营销管理方面的研究不够深入。对以先进的营销理论指导具体实践工作的研究相对滞后，往往只有理论，缺乏案例分析，可操作性不强，给人感觉抽象而教条。 随着市场的逐步开放与规范，对环境有限资源的争夺已造成相当数量的房地产企业倒闭，企业强烈意识到唯有科学管理、科学生产、科学营销才是企业生存发展的关键。目前，我国房地产企业多采用传统营销模式，这种模式已不适应越来越激烈的市场竞争环境，企业唯一的出路是向更科学的营销模式发展。 本文采用系统分析法，对比分析法，案例分析法对全程营销的理论及运用做了比较详细的分析与研究。文中通过对房地产营销模式的对比分析，结合国外先进营销理论，论证了全程营销模式对我国目前房地产企业发展的重要性。同时引入实际项目案例，将全程营销模式的流程在项目中一一展现、分析。理论研究与实际案例相联系，构成了本文的主体框架，使本文就房地产企业项目开发而言具有一定的参考价值。更多还原

【Abstract】 Because our country has prolonged and uses the of period of planned economy for a long time,. Than its other product markets, the real estate market of our country starts relatively late, real development is just within the past ten years too, The relevant theory can not be developed perfectly, unripe , especially the study on marketing operation, marketing management respect is not deep enough. To at advanced marketing theoretical direction concrete practices work relative to lag behind research, often only the theory, lack the analysis of cases, the effectiveness is not strong, Feel the abstract and dogma for somebody.With the openning and standardize gradually of the market, have already led to the fact to the contention of limiteds resource of environment that a great deal of real estate enterprises go bankrupt, Realize and there are only scientific management, science to produce strongly in the enterprise, scientific marketing is a key of survival and development of an enterprise. At present, the real estate enterprise of our country adopt more traditional marketing modes, this kind of mode has not adapted to the fiercer and fiercer market competition environment yet, The only outlet of the enterprise is to develop to more scientific marketing mode.This literary grace spend system analytic approach, it compares analytic approach with at whole the theories of marketing and application it makes to be relatively detailed analysis and study analytic approach case. Passing will analyse to the contrast of the marketing mode of the real estate , it is theoretical to combine foreign advanced marketing in the article, Have proved the mode of whole marketing to our country’s importance which the enterprise of the real estate develops at present. Introduce the actual project at the same time , represent, analyse the flow of the mode of whole marketing one by one in the project . The theoretical research has contacts with real case, has formed the subject frame of this text, Make this text have certain reference value as regards project development of enterprise of the real estate.更多还原