廊坊华夏地产营销策研究廊坊华夏地产营销策略研究.doc

窗体顶端 大连理工大学城市学院 本科生毕业设计（论文） 院（系）： 管理学院 专业： 市场营销 学生： 指导教师： 完成日期：2015年4月28日 大连理工大学城市学院本科生毕业设计（论文）题目 廊坊华夏地产营销策略研究 总计毕业设计（论文） 29 页 表格 0 表 插图 0 幅 摘要 房地产作为一个地区甚至是一个国家的支柱性产业，对国民经济的贡献尤为突出，房地产业已经成为经济的增长点和发热点,一直受到国家、政府、消费者的广泛关注。然而，房地产市场持续高位运行的背后隐藏着风险的积聚，目前我国房地产市场的现状是：房地产开发成本过高，售价过高，超出了消费者的承受范围；企业只顾追求高额利润，不注重质量与品牌，忽略了市场调研的重要性，导致开发的产品与市场脱节，形成了有价无市的局面；产品不能完全满足消费者的需求，出现大面积的商品房空置。房地产企业在营销管理上存在着诸多问题，制约了企业的高效发展。 根据市场机制并结合我国房地产行业特点对我国房地产企业营销管理行为进行分析。房地产企业要想在市场上长期占有一席之地，必须要认真分析讨论，在企业内全面开展营销管理。本文从房地产营销管理的基础理论入手，分析我国房地产企业市场活动中潜在的问题，由此提出了一系列的对策，以期能解决房地产企业在营销管理上所遇到的问题，有助于企业更好地开展营销活动、更好地可可持续性发展。 关键词：房地产；SWOT；营销策略 Abstract Real estate as a region and even the pillar industry of a country, particularly prominent contribution to the national economy, the real estate industry has become the economic growth point and a hot spot, has received extensive attention of countries, government and consumers. However, the real estate market continued high behind the risk accumulation, at present our country real estate market present situation is: high cost of real estate development, selling price is too high, is beyond the scope of the consumer to bear; Enterprises to seek high profits, not pay attention to quality and brand, ignore the importance of market research, to develop products with market, has formed the situation in which has a price no city; Products cannot completely meet the needs of the consumers, a large area of commercial housing vacancy. There are many problems in marketing management for real estate enterprises, the efficient development of the enterprises. According to the market mechanism and combining with the characteristics of Chinas real estate industry of our country real estate enterprise marketing management behavior is analyzed. Real estate enterprise to be in the market place for a long time, must be careful analysis discussion, comprehensive marketing management within the enterprise. In this paper, from the basic theory of real estate marketing management, analysis of t