宏观调控情况下万科集团地产营销的问题.docVIP

摘 要 在房价持续上升及社会舆论的压力下，去年二月国务院办公厅推出“新国五条”执行细则，我国房地产宏观调控拉开帷幕。房地产宏观调控是指国家运用行政，法律和经济手段，从宏观上对房地产市场的指导，监督，控制和调节，从而促进房地产市场总供需量、供需结构的整体平衡、优化，以保障房地市场与国民经济协调快速发展的管理活动。 所以对于房地产市场中的每一个经营者来说，想要顶住政府宏观调控和市场激烈竞争的双重压力，进行房地产营销策略创新，树立现代营销观念势在必行。只有这样，才能化危机为转机，获得长足发展，使公司在行业竞争中立于不败之地。 本篇文章就是在这样的市场环境及行业背景下进行讨论，着重对万科地产集团的营销活动做分析，并得出结论。 首先，本文绪论部分对国内房地产行业背景、房地产营销理论进行了简略介绍，梳理了论文研究的意义、论文研究的方法和思路。 其次，阐明了政府宏观调控背景下万科集团地产营销面临的问题，包括政府房地产宏观调控、房地产公司面临的营销新问题等等。 接下来，结合了万科集团的地产案例，介绍了万科集团地产公司的营销新战略，简要总结了品牌战略和营销，价格策略，服务策略，媒体策略，物业管理。 最后，对政府宏观调控下房地产营销的策略提出了一些自己的见解。 关键词：营销战略；房地产；政府宏观调控  Abstract Last February, under the background of continued increasing price of domestic real estate market and social opinion, general office of the state council?published the?implementation details?of?“The?new?five real regulations of the domestic real estate market”, which means the beginning of the macro control of real estate in China. The macro control of real estate is a series of management actions aimed to promote the coordinated development of the real estate market and the national economy. To achieve the goal, the government needs to take kinds of methods in administration、law and economy. In this way, the government can balance the demand and supply of real estate market and improve the structure of demand and supply. In details, these methods include guiding、supervising、controlling and regulating the real estate market in the macro aspect. So to the real estate enterprises, in faced of?rigorous?macro control methods and fierce market competition, only to seize the opportunities can they develop fatherly. To remain invincible in the market, the real estate groups have to build modern marketing strategies and innovative more solutions. This paper is written under the market solution and industry background mentioned above and emphasized to analyze the marketing strategies of the China Vanke Co.,Ltd.(Stock code:000002). Some relevant conclusions will also be arrival in the paper. Firstly, in the part of introduc