海天房地产开发公司企业营销战略研究工商管理专业论文.docxVIP

I I PAGE PAGE VI 摘要 摘 要 近年来，我国房地产市场发展迅速，竞争不断加剧。海天房地产开发公司属 于中小型房地产开发企业，目前正处于房地产开发业务的高速发展期，但是也面 临巨大的挑战。海天房地产开发公司如何扬长避短，充分发挥自身优势，制定合 理的营销战略是企业能否进一步发展的关键之一。 本文首先分析了国内外学者对房地产的研究现状，通过大量的资料收集和整 理，对房地产的行业及市场特点、房地产开发企业的经营特点以及国内外房地产 市场的发展现状和趋势作了分析，对中国房地产业营销现状进行了总结，为本文 的研究奠定了理论基础。 本文查阅了大量企业内部资料，并通过委托一个具有相当实力的学术研究机 构对海天公司进行了问卷调查，结合与公司员工和企业客户的访谈，走访了房地 产业界专家，对公司进行了比较全面的调查和研究。 论文全面地分析和总结了海天房地产开发公司企业发展的历史和现状、企业 所在的区域特点、企业内外部营销环境、消费者购房的影响因素、房地产行业竞 争态势，并对企业进行了 SWOT 分析。在上述研究的基础上，本文研究了该企业 的营销战略目标、市场定位、营销组合策略等，并提出了创新型营销策略及企业 营销战略实施保障对策。 在本文的研究过程中，运用了战略管理、市场营销、客户关系管理、企业创 新等相关知识。论文采用了文献分析法，还通过对企业数据的分析，研究了房地 产行业的特点以及海天公司的宏观及微观营销环境。 本文的研究结果对海天房地产开发公司企业营销战略的改革具有积极的参考 意义，也可供我国中小型房地产开发企业推进企业营销战略借鉴。 关键词：房地产，营销战略，房地产开发 Abs Abstract Abs Abstract Abstract At recent years, the development of real estate’s market is very fast and the competition is more and more scorching. Haitian Real Estate Development Company is a medium-sized real estate enterprise. It has being in a high speed developing period and also faces with huge challenges. So the problems that how to enhance strong points, avoid weaknesses and exert advantages, how to establish suitable marketing stratagem are some of the important factors for Haitian’s development and growth. At first, the thesis has been analyzed the status quo of researches at home and abroad, then it analyses the specialties of real estate and its market, the real estate development enterprises’ management characteristics and the developing actualities and tides of real estate market that is domestic and overseas by collecting and summarizing a mass of datum, all those things are the foundation of this thesis. The thesis has investigated a mass of Haitian’s interior datum, then Haitian entrusted an academic consultation organization which has a suitable strength to research itself by questionnaire and interview with staff, customers and the experts of real estate. The summing-up from this organization takes a very important role of supporting this thesis. The the