市场营销毕论文.doc

哈尔滨广厦学院 麟泰房地产公司市场细分 与营销策略的研究 系 别 经济管理系 专 业 市场营销 班 级 10市场营销本科班 学生姓名  摘 要 20世纪 50 年代，市场细分理论诞生后，市场细分活动逐渐成为决定企业营销成功的关键因素。市场细分后企业要对每个细分市场进行评估，确定该市场是否有足够的吸引力，然后采用差异化策略或集中性策略来选择目标市场，选对目标市场十分关键，它关系到企业的发展目标和营销策略的制定。 本文以房地产营销市场细分理论和麟泰房地产有限公司的实践为研究的前提，阐述了麟泰房地产有限公司的营销现状以及存在的问题。首先本文细致分析了麟泰房地产有限公司的内部资源和外部竞争环境，然后，针对麟泰房地产有限公司在目标市场营销中存在的问题，作为本文的主体，借鉴经典目标市场营销理论，并以实际案例分析分析了如何通过市场细分进行目标市场的选择。最后，提出如何保证目标市场选择的具体实施的对策。 本文的研究对中小型房地产企业的市场营销规划、特别是如何制定和实践市场细分、目标市场和项目定位给出了具体的方案，给出了详细建议，使行业内的中小企业能认清市场、找准自己的目标市场，并进一步制定适合自己的营销策略，为企业自身的长远发展奠定坚实的基础，具有一定的理论意义和实践意义。 关键词：市场细分；目标市场；房地产 Abstract In twentieth Century, 50 years after the birth, the market segmentation theory, market segmentation activities gradually become key factors to determine the success of marketing enterprises. Market segmentation and enterprises should evaluate each market segment, to determine whether the market is attractive enough, then the differentiation strategy or focus strategy to choose the target market, choose the right target market is critical, it is related to the business development goals and marketing strategy formulation. Based on the practice of real estate marketing market segmentation theory and Lin Tai Real Estate Co. Ltd as research premise, elaborated the marketing current situation Lin Tai Real Estate Co. Ltd. and the existing problems. Firstly, this paper makes a detailed analysis of Lin Tai Real Estate Co., the companys internal resources and external competition environment, then, according to Lin Tai Real Estate Co. Ltd. exist in target marketing problem, as the main part of this paper, based on the classical target marketing theory, and taking the actual case analysis to analyze how to make the target market through market segmentation choice. Finally, put forward how to ensure that the specific suggestions on the implementation of target market selection. This paper studies marketing planning