万科集团四季花城房地产营销的策略的研究.docVIP

毕业论文 论文题目：学 生：指导教师： 教授 经济管理学院 工商管理200级班 万科集团四季花城房地产营销策略研究 摘 要 房地产业是我国国民经济的先导性和支柱性产业，在我国国民经济建设中占有重要地位。而房地产市场营销的产生是生产力发展和商品经济发达的必然产物，市场营销是房地产经营过程中不可缺少的组成部分。强有力的房地产市场营销活动不仅可以促进地区的经济繁荣，还有助于将计划中的房地产开发建设方案变成现实，使每一宗房地产顺利出售或出租。从事房地产营销需要清楚地了解营销策略，辨别外界环境的发展变化，通过系统分析及时改变营销策略。 本论文阐述了介绍了的概况。 关键词：；； Marketing Strategy For Vanke Wonderland Real Estate Abstract Real estate plays an important role in national economic development as a dominant industry in economy. Real estate marketing is the result of productivity and commodity economy, where as marketing is indispensable to real estate enterprises. Powerful real estate marketing activities can not only promote the regions economic prosperity, but also help to turn the development and construction programs in real estate into reality to make the real estate successfully rent or sold. Being engaged in real estate marketing requires a clear understanding of marketing strategy and identifying the development of the external environment and changes in marketing strategy through systematic analysis in a timely manner.  This paper not only expounds real estate and real estate marketing strategy theory, but also makes a brief introduction of Vanke Group. By combining relevant knowledge with the present situation of Vanke, it also analyzes the success and weaknesses of Vanke ‘s real estate marketing strategy; this paper also provides a systematical approach to solve the problem of Seasons Flower City project by combining with its case studies and Vankes own defects and risks in marketing strategy. To expand Guangzhou market for Seasons Flower City project, the paper suggests highlight of superority of the project, positioning of market strategy and market promotion and design, for attracting more customers and enhanced competitiveness to be dominant in real estate industry. Key Word: Real estate; Real estate strategy; 4CS 目 录 摘 要 Abstract 1 1 1.1 问题的提出 1 1.2 研究的目的及意义 1 1.2.1 研究的目的 1 1.2.2 研究的意义 2 1.3 研究内容及研究方法 2 1.3