恒大集团房地产营销模式研究..doc

恒大集团房地产营销模式研究 武汉科技大学硕士学位论文第I页 摘要随着房地产市场竞争日趋激烈,购房者置业行为和心理的不断成熟，房地产营销已不仅仅是停留于表面，而是注重挖掘内涵方面，倡导一种更深层次、更有力量的营销模式。恒大集团作为中国的十强房地产商之一，其发展速度和模式受到业界的重视，公司发展九年来，已经形成了自己的一套特有的营销模式。本文旨在对其进行研究总结，系统化、理论化地整理出恒大的营销模式，这不仅是对恒大营销模式的肯定和总结，而且也可为恒大在全国范围的工作开展提供有利的指导，具有很强的现实意义。第一章介绍了本文的研究背景、选题意图、研究方法和思路。第二章首先阐述了房地产商品及房地产市场营销的概念和特征，介绍了本文对模式以及营销模式的理解，并且对房地产营销理论的发展阶段进行了划分，讨论了房地产营销理论的演变，最后总结了房地产营销的发展趋势。第三章以恒大的实际营销案例为基础，总结出恒大的营销模式是一种复合式的模式。恒大营销模式是以人和环境为本，追求质量和服务完美，从战略的高度进行营销的模式。本章对恒大的人文营销模式、过程营销模式以及发展营销模式做出了分析和总结，是本文的重点内容。第四章将恒大的营销与美国普地公司和中国万科进行对比分析，找出了恒大营销存在的不成熟的地方，最后提出浅薄的建议。最后是全文的总结。关键词：营销模式;事件营销;人气聚集策略 第II页武汉科技大学硕士学位论文AbstractAs the real estate market turns into a competitive realm and the buyer’s behavior andpsychology mature unceasingly in our country,the real estate marketing is not only payinggreat attention to the surface,but also advocates a kind of deeper and stranger marketing pattern.As one of Chinas ten strongest real estate companies,HengDa received high value from theindustries for its development speed and mode.For the past nine years,HengDa has alreadyformed its own unique marketing pattern.Therefore,the purpose of this article is to researchand summarize HengDa’s marketing pattern systematically and theatrically.It is not only asummary of HengDa’s marketing pattern,but also an advantageous instruction for HengDa inits national work.So this article has very strong practical significance.Chapter 1The Introduction of the background and objective of the report,and the style of theauthor’s researching and thinking was given.Chapter 2First this part elaborated the commodity and the characteristics of real estate and real estatemarketing and introduced the meaning of pattern and the real estate marketing mode in thisarticle．Then it gave out the identification of different stages in real estate marketing,discussedthe development of real estate marketing.In the end,the author summarized the developmenttrend of real estate marketing.Chapter 3Based on HengDa’s actual marketing case