市场营销-基于广州中端房地产市场的普通商品房营销研究——以保利地产为例论文.doc

基于广州中端房地产市场的普通商品房营销研究 ——以保利地产为例 【摘要】房地产行业作为我国经济发展的强劲动力，如何刺激相关消费、保持行业增长，开发商的营销活动显得尤为关键。目前广州中端房地产行业受政策保护稳中有进，区域内GDP及人均可支配收入皆有较大增长，受粤港澳大湾区发展规划和“老城市新活力”的政策推动，广州中端商品房市场仍具较大潜力。本文基于战略研究的方法，以PEST分析法分析广州中端房地产市场的宏观大环境，采用SWOT矩阵模型举例分析保利地产的营销环境，使用文献资料法与案例分析法，结合国内外理论综述和当前营销现状分析，找出广州中端商品房在营销中存在的问题，通过保利地产营销示例的分类应用，延伸理论建议的现实意义。本文针对新时期广州中端房地产市场的宏观环境、市场营销现状，列举存在的问题与保利营销案例，整理提出相应的营销建议与对策，对推动广州中端房地产开放商的经营、促进广州普通商品房市场的可持续发展有一定借鉴意义。 【关键词】房地产市场；商品房；营销组合；战略研究；建议 Research on The marketing of General Commercial Housing based on the middle real estate market of Guangzhou ——Take Poly Real Estate as an example [Abstract] As a strong driving force of Chinas economic development, how to stimulate related consumption and maintain the growth of the industry, the marketing activities of developers are particularly critical. At present, Guangzhous real estate industry has made steady progress under the protection of policies, and the regional GDP and per capita disposable income have increased significantly. Driven by the development planning of Guangdong, Hong Kong and Macao Dawan district and the policy of new vitality of the old city, Guangzhous mid end commercial housing market still has great potential. Based on the method of strategic research, this paper analyzes the macro environment of Guangzhou middle end real estate market by PEST analysis, analyzes the marketing environment of Poly Real estate with SWOT matrix model as an example, and finds out the problems existing in the marketing of Guangzhou middle end commercial housing by literature and case analysis, combining with the theoretical review at home and abroad and the analysis of the current marketing situation The classification application of sales examples extends the practical significance of theoretical suggestions. According to the macro environment and marketing situation of Guangzhou real estate market in the new era, this paper enumerates the existing problems and poly marketing cases, and puts