论市场细分理论在房地产营销中的应用.docVIP

毕业设计（论文）题目：论市场细分理论在房地产营销中的应用 学生姓名： 学 号： 班 级: 工商管理(2)班专 业： 工商管理(房地产经营管理) 所 在 系: 管理系 指导教师： 市场细分理论在房地产营销中的应用研究摘要在 1978 年之前,中国城镇实行实物住房分配体制,住宅不是商品,住户没有所有权。改革开放后,恢复了住房商品属性和产权。1998 年国务院下文停止实物分房以来, 我国福利分房的住房政策取消，市场成为住房来源的主要渠道。由于购房主体由集团向个人转变,个人的偏好和需求差别巨大,为了适应竞争日益激烈的市场,更好地满足个人客户的需要,房地产企业有必要研究房地产市场,运用科学的方法进行市场细分。这就推动了房地产市场细分研究的发展和具体应用。本课题首先详细阐述市场营销的理论研究与发展历史，深入了解市场营销引出市场营销中的市场细分理论。通过对房地产市场的分析，发现随着房地产市场经济的发展，房地产市场竞争日趋激烈，市场细分已经成为房地产企业经营中的关键环节。然后以万科成功的项目开发，说明在房地产营销中运用市场细分是项目取得成功的前提和基础。最后通过分析市场细分理论在房地产营销中运用时存在的问题，提出解决的方法，以期能给中国的房地产企业提供具有参考价值的市场细分运作建议。关键词：市场细分；市场营销；房地产市场； THE STUDY ON APPLICATION OF MARKET SEGMENTATION IN THE REAL ESTATE MARKETABSTRACTBefore 1978, the Chinese cities practice the housing assignment system in kind, the housing are not the commodity, the inhabitant do not have the property rights. After reform and open policy, restored the housing commodity attribute and the property right. since 1998 State Council as follows stop material object house allocation, our country welfare-oriented public housing distribution system? has cancelled, the market becomes the main channel which the housing originates. As a result of the home-buyer by the group to individual transformation, personal preferences and needs are more difference, in order to adapt the competition day by day intense market, to better meet the needs of individual customers and real estate companies need to research the real estate market, the use of scientific methods to conduct market segmentation. This promoted the development of research in the real estate market segmentation and specific applications. The subject first in describe study of marketing theory and history, in-depth understanding of marketing draws out the market segmentation theory in the marketing. Through to real estate markets analysis, discovered that along with real estate market economys development, the real estate market competition is day by day intense, t