毕业论文沈阳市房地产企业营销策略研究[精品].docVIP

摘 要 房地产业是国民经济的支柱产业，对人民生活水平的提高以及社会稳定都有着极其重要的作用。房地产业的健康发展，是促进经济增长的动力，是提高人民生活质量的有力保障。如今的沈阳市房地产行业已经从卖方市场逐步过渡到买方市场。房地产行业外部环境复杂多变。房地产行业的这种特点再加上竞争的日益激烈就使得营销策略成为了企业能够生存下去的比较关键的因素。而房地产行业的风险性以及与其他行业相比的特殊性也使房地产企业的营销策略变得更加重要。 本论文指出，房地产行业的特点决定了其会受到外部环境的强大制约，包括政策环境、经济环境、人口环境等。并用了五个章节对处于多变的市场环境下的房地产企业的营销策略进行研究，这五个章节包括：市场营销基本理论、沈阳市房地产行业现状、沈阳市房地产市场营销存在问题分析、沈阳市房地产市场营销影响因素分析和沈阳市房地产营销策略选择。其中还运用了多种研究方法包括图表、数据分析、参考文献等，在分析了当前沈阳市房地产市场环境后，提出了针对房地产企业的五条营销策略。 关键词：房地产市场；市场环境；市场细分；营销策略 Abstract The real estate industry is the national economy pillar industry, has the extremely vital role to living standards enhancement as well as the social stability. The real estate industry healthy development, is the promotion economic growth power, is improves the lives of the people quality the powerful safeguard. The present Shenyang real estate profession already gradually transited from the seller market to the buyers market. The real estate profession external environment is complicated and diversified. Real estate professions this kind of characteristic added on the competition intensely to enable the marketing strategy again to become the quite essential factor day by day which the enterprise could survive gets down. But the real estate professions risk as well as compares with other professions the particularity also causes the real estate enterprises marketing strategy becomes more important. The present paper pointed out that the real estate professions characteristic had decided it will receive the external environment the formidable restriction, including policy environment, economic environment, population environment and so on. And used five chapters to be under the changeable market environment the real estate enterprises marketing strategy to conduct the research, these five chapters included: Market marketing elementary theory, Shenyang real estate profession present situation, Shenyang real estate market marketing existence problem analysis, Shenyang real estate market marketing i