嘉汇星海市场营销策略研究-工商管理专业论文.docxVIP

AbstractDespite Abstract Despite the rapid development in China’s housing exploration market，there still exists disequilibrium between the demands and the supply．In current Dalian housing market the inadequacy of investigation and analysis in house consumers’demands 百ves rise to the deviation of housing developing orientation，which in brings about the damage both real estate industry and the society． This article，focused around the above mentioned problem，conducts market investigation to house consumers’demands of commodity buildings，and ftlrther carries the analysis in terms of house consumers’demand hierarchy and major influential factors．nle consumers’demands here divided into survival demand， safety demand，social demand，entertainment demand and investment demand。In the mean time the factors affecting consumers’house purchase classified into consumers’self-factors and non．consumer factors，the former including age，income and family constitution and the latter containing houses’quality，transportation convenience，the perfection of design,the reasonability of pdce，the incremental possibility ofhouses，environment well many other elements． A trial evaluation model，based the comprehensive analysis and investigation，is established to evaluate housing consumer demands，accompanied with evaluation targets of consumer demands and calculation methods of wcJ}ghing factors．This specific model Can be regarded the instrument to evaluate house consumers’ demands。and offer well referential suggestion to real agents in the aspects of market orientation and marketing strategy． Key words：housing market，demand and suppIy，marketing strategy 大连理工大学MBA学位论文原创 大连理工大学MBA学位论文 原创 声 明 本人郑重声明：所呈交的学位论文，是本人在导师的指导下开展研究工作所 取得的成果。除文中特别加以标注和致谢的地方外，论文中不包含任何其他个人 或集体已经发表或撰写过的研究成果，也不包含为获得大连理工大学或其他教育 机构的学位或证书而产生的成果(如学位论文等)。对本文的研究做出重要贡献 的个人和集体均已在文中以明确方式标明，本人完全意识到本声明的法律后果， 并愿为此承担一切法律责任。 学位论文作者(签字)：武刚 日期：2005年5月20日 嘉汇星海市场营销策略研究1引言 嘉汇星海市场营销策略研究 1引言 1．1论文的研究背景 大连国合嘉汇房地产开发有限公司(原大连泰达房地产开发有限公司)注册 成立于1998年12月1日，是中国