佛山汇欣花园的营销策划研究-工商管理专业论文.docx

华中科技大学硕士学位论文 华 中 科 技 大 学 硕 士 学 位 论 文 I I 摘 要 随着国内经济的快速发展及住房制度的改革，我国房地产业已成为国民经济的 一个新的增长点。但竞争日趋激烈，房地产营销也受到了房地产经营者的高度重视。 由于中国房地产市场形成时间短，房地产市场营销理论研究工作还相对薄弱。因此， 本文试图运用市场营销理论对佛山市银河房地产公司汇欣花园项目市场营销策略进 行研究，达到“用理论指导实践，在实践中丰富和发展理论，为房地产市场营销管理 提供一套科学的、操作性强和行之有效的方法”的目的。 论文根据汇欣花园项目的需要，以市场营销理论为基础，分析了汇欣项目面临 的外部环境，并对佛山市房地产市场的现状及发展趋势进行了研究，运用 SWOT 模 型分析了汇欣花园项目面临的机会和威胁；结合对汇欣花园项目内部资源的分析， 分析了公司的优势与劣势。文中，还根据对佛山市房地产市场的需求调查分析，对 汇欣花园项目所在地区房地产市场进行了细分。针对汇欣花园项目的目标市场的特 点，结合对房地产营销发展阶段和营销模式的分析，利用 SWOT 分析以及市场营销 导向理论，为汇欣花园项目制定了市场营销策略，并提出了其市场营销策略的实施 及控制措施。论文研究结果对汇欣花园项目及同类企业均有一定的实际参考意义。 关键词：房地产 营销策划 市场营销策略 II II Abstract Along with the rapid development of domestic economy and the housing system reform, our country real estate already becomes a new growth point of the national economy. But competition is increasingly fierce, the real estate marketing has been highly valued by the real estate operators. Because Chinas real estate market forms to be short, real estate marketing theoretical research is comparatively weak. Therefore, this article attempts to utilize the market marketing theory to research the market marketing strategy of HUIXIN project of Foshan YINHE Real Estate Company, to achieve the goal of instructs the practice with the theory, be rich and develops the theory in the practice, provides a set of scientific, operational strongly and the effective method for the real estate market marketing management . According to the need of HUIXIN project of Foshan, on the basis of the market marketing theory, the paper analyzes the external environment which Foshan HUIXIN project faces, and studies present situation and the development tendency of our country and the Foshan real estate market, and analyzes the opportunity and threat of HUIXIN project utilizing modeling Porter, and analyzes companys the strength and weakness with the analysis of interior resources of HUIXIN project. According to the demand diagnosis to Foshan, especially the area real estate market of HUIXIN project, the article subd