江苏新城控股集团营销策略研究.docVIP

PAGE [摘 要]由于目前国内房地产市场的高速发展，房地产行业变得更加变幻莫测，市场竞争也越来越激烈。近年来，更是由于国际市场经济环境的变化及国家宏观政策的影响。房地产行业也遭遇到了前所未有的威肋，国内各房地产公司要想继续发展壮大，必须改变以前粗放式的市场营销模式。而且要想在激烈的市场竞争中独占熬头，必须扬长避短，发挥公司自身的优势，找准市场定位，采取行之有效的市场营销手段才能在市场上立于不败之地，这也为企业今后的健康发展奠定坚实的基础。 本文在对江苏新城控股集团（以下简称新城集团）目前在房地产行业的发展处境、未来的发展前景、房地产市场竞争环境的研究、国际市场经济环境及国家宏观政策对房地产行业的影响，提出新城集团公司目前发展的有利因素要大于不利因素。其次在对新城集团公司目前在房地产行业所处地位的研究，得出目前公司的内在不利因素要大于有利因素的论断。再次又通过波士顿矩阵分析和SWOT分析，决定对公司的发展战略进行了调整，并且制定了公司未来的市场营销策略。最后又根据公司的市场营销策略有针对性地提出了相关的目标市场定位、业务单元的波士顿分析及优化、产品策略、多品牌策略等，这些策略对新城集团公司在激烈竞争的房地产市场中立于不败之地提供了坚实有力的支持。 [关键词] 新城控股集团 波士顿矩阵 SWOT 营销策略 [Abstract] Because the present domestic real estate market the high speed development of real estate industry become more unpredictable, market competition is more and more fierce. In recent years, but also because of the international market economic environment changes and national macro policy influence. The real estate industry also met with unprecedented ribs, Wisconsin, the domestic various real estate company wants to continue to develop and grow, must change the focus marketing mode before. And to be in the fierce competition in the market boils the exclusive, must foster strengths and circumvent weaknesses, play to the companys own advantage, looks for the accurate market positioning, take effective marketing tool to on the market in an invincible position, this also is the healthy development of the enterprise in the future lay the solid foundation. Jiangsu Xincheng Holding Group (hereinafter referred to as Metro Group), the development of the situation in the real estate industry, the future development prospects, the competitive environment of the real estate market research, international market economy, environment and national macroeconomic policies on the real estate industrythe proposed Metro Corporation is a favorable factor for the development outweigh the disadvantages. Secondly, the negative factors come to the companys current Metro Corporation in which the status of the real estate in