【论文】房地产企业市场营销战略问题研究.doc

东北农业大学学士学位论文 　　　　　　　　　　学号： 房地产企业市场营销策略问题研究 Research on Marketing Strategy Problem of Real Estate Enterprises 学生姓名： 指导教师： 所在院系：经济管理学院 所学专业： 研究方向： 东 北 农 业 大 学 中国·哈尔滨 2011 年 5 月摘要 随着我国经济的发展，房地产市场日渐走向规范。房地产企业之间的竞争也更加激烈。企业为了求得生存与发展必须提高市场竞争能力，此时房地产市场营销的重要性也变得更加明显，特别是房地产营销策略的科学性和可操作性，直接关系房地产公司的开发成败。 在日益激烈的市场竞争和日趋理性的市场环境下，开发商愈发感到传统的营销模式对近年涌现的房地产项目不太适应，针对房地产项目进行营销创新正成为一种现实的必然选择。本文采用系统的观点，对我国房地产市场的特点及房地产开发涉及的关系进行了定性研究，阐释了房地产企业实行市场营销的必要性。对影响房地产开发运作有重大利益制约的众多关系主体的协调与优化是房地产企业市场营销的中心环节。在此基础上，应用市场营销的“六市场”理论，分析了我国房地产企业在内部市场、客户市场、影响者市场、竞争者市场、供应商市场、分销商市场上可以采取的市场营销策略和实施方法。对我国房地产企业的龙头——万科地产公司在公司整体层面上和各个具体项目层面上采取的一系列市场营销案例进行分析，总结万科目前的市场营销策略，并提出相关建议，以求对多数房地产企业有一定借鉴作用。 关键词：房地产；市场营销；策略  Research on Marketing Strategy Problem of Real Estate Enterprises Abstract With the development of our national economy, real estate markets continue to regulate. Real estate competition between enterprises is more intense. Enterprise in order to seek survival and development, we must improve the market competition ability, right now the importance of real-estate marketing has become more apparent, particularly real estate marketing strategy, scientific and operability of the development of real estate company directly related to success. In the increasingly fierce market competition and increasingly rational market environment, increasingly felt the traditional marketing developer mode on the recent emergence of real estate project not too orientation, according to real estate project marketing innovation is becoming one kind of realistic inevitable choice. This paper adopts system view of the real estate market in China, the characteristics and the relationship between the real estate development involves the qualitative research, explains the real estate enterprises implement the necessity of relationship marketing. Influence of real estate development operation to have significant benefits many relationships restrict coordinatio