文档介绍：毕业论文
论文题目:万科集团四季花城房地产营销策略研究
学生:
指导教师:
学院:经济管理学院
专业:工商管理2006级2班
2010年6月
万科集团四季花城房地产营销策略研究
摘要
房地产业是我国国民经济的先导性和支柱性产业,在我国国民经济建设中占有重要地位。而房地产市场营销的产生是生产力发展和商品经济发达的必然产物,市场营销是房地产经营过程中不可缺少的组成部分。强有力的房地产市场营销活动不仅可以促进地区的经济繁荣,还有助于将计划中的房地产开发建设方案变成现实,使每一宗房地产顺利出售或出租。从事房地产营销需要清楚地了解营销策略,辨别外界环境的发展变化,通过系统分析及时改变营销策略。
本论文阐述了房地产及房地产市场营销策略的理论,介绍了万科集团的概况,利用相关理论知识与万科的实际结合,分析了万科房地产营销策略的成功和不足;结合四季花城项目的案例分析万科在营销策略中的自身的劣势及面对的威胁,同时针对存在的问题,对四季花城项目提出具体的解决对策。针对挖掘出四季花城营销推广的亮点,制定相应的营销策略推广定位,营销推广策划等一系列的策略,为四季花城在广州开辟新的市场,积累新的消费人群,增强企业的核心竞争力,并始终保持行业领先者的地位。
关键词:房地产;房地产营销策略;4C理论
Marketing Strategy For Vanke Wonderland Real Estate
Abstract
Real estate plays an important role in national economic development as a dominant industry in economy. Real estate marketing is the result of productivity modity economy, where as marketing is indispensable to real estate enterprises. Powerful real estate marketing activities can not only promote the region's economic prosperity, but also help to turn the development and construction programs in real estate into reality to make the real estate essfully rent or sold. Being engaged in real estate marketing requires a clear understanding of marketing strategy and identifying the development of the external environment and changes in marketing strategy through systematic analysis in a timely manner.
This paper not only expounds real estate and real estate marketing strategy theory, but also makes a brief introduction of Vanke Group. bining relevant knowledge with the present situation of Vanke, it also analyzes the ess and weaknesses of Vanke ‘s real estate marketing strategy; this paper also provides a systematical approach to solve the problem of Seasons Flower City project bining with its case studies and Vanke's own defects and risks in marketing strategy. To expand Guangzhou market for Seasons Flower City project, the paper suggests highlight of superority of the project, positioning of market strategy and market promotion and design, for attracting mo