重庆市地产集团土地营销现状 问题及对策研究-research on the problems and countermeasures of land marketing in chongqing real estate group.docx

万方数据 万方数据 摘要 随着我国土地市场化程度逐步提高，土地市场日益向“公开、公平、公正”的市 场化、规范化和法制化方向发展，优化配置土地资源，有利于发挥土地综合效应，实 现土地价值和社会效益的最大化。由于土地是特殊商品，研究土地市场营销策略显得 非常必要。基于如何开展土地营销活动、土地市场营销中的问题及原因是什么、采取 何种营销对策等问题导向的研究，是本文研究的基本背景和研究策略。 本文以重庆市地产集团土地营销现状的调研基础为研究对象，分析土地营销中存 在的主要问题及原因，运用土地市场、营销相关理论基础和阐释文献综述的基础上， 以问题导向，运用供求理论、竞争理论和 SWOT 、PEST 等营销学的分析方法、评 价了重庆市地产集团土地营销外部环境、内部条件，营销现状和存在的问题，提出了 土地营销应制定客户导向的营销战略，设计客户驱动的营销策略，持续优化营销方案 等具体内容，建议通过组织变革、人才培养、激励政策措施提供实施保障。 本文通过运用市场营销理论的基本概念、原理和分析方法，结合重庆市地产集团 土地营销实践，以问题导向展开研究，论文成果以期为土地营销提供理论依据和实践 参考价值。 关键词：土地市场营销；土地储备；营销问题；营销对策 I II Abstract With the degree of Chinas land market gradually improve，The land market is becoming more and more to openness, fairness and justice develop in the direction of marketization, standardization and legalization，through the market mechanism decide the allocation of land resources and its comprehensive effect, realizing the maximization of land value and social benefits. In view of the land is a special commodity, the study of the land market marketing strategy and how to carry out land marketing activities. What are the problems and reasons in the land market marketing? How to put forward countermeasures research orientation is the basic background and research strategy is proposed in this paper to study. In this paper, based on an investigation of the current situation of Chongqing Land Group, analyses the main problems and reasons existing in land marketing. and use of the land market, the marketing related theoretical basis and interpretation on the basis of literature review,in problem oriented, using supply and demand theory, competition theory and SWOT, PEST and other marketing analysis, evaluating the external environment and internal conditions of Chongqing Land Group land marketing, marketing present situation and existing problems, and puts forward the land marketing should set up customer oriented marketing strategy, design customer driven marketing strategy for specific content, suggest through organizational change, personnel