發(fā)布時(shí)間：2018-04-23 01:20

  本文選題：房地產(chǎn) + 代理��； 參考：《昆明理工大學(xué)》2013年碩士論文

【摘要】：改革開(kāi)放尤其是住房制度貨幣化以來(lái),房地產(chǎn)業(yè)和房地產(chǎn)市場(chǎng)的發(fā)展,促進(jìn)了我國(guó)國(guó)民經(jīng)濟(jì)發(fā)展,人們居住條件改善起到了積極作用。房地產(chǎn)業(yè)是我國(guó)國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)之一,也是目前國(guó)內(nèi)經(jīng)濟(jì)界、政治界談?wù)撟疃嗟男袠I(yè)之一。但房地產(chǎn)業(yè)是一個(gè)受政策和經(jīng)濟(jì)周期影響很大的行業(yè),在市場(chǎng)興旺期,企業(yè)的日子很好過(guò),而在市場(chǎng)蕭條期,一大批企業(yè)“死掉”或轉(zhuǎn)行。中國(guó)房地產(chǎn)代理行業(yè)也面臨著生存與發(fā)展的挑戰(zhàn)。為迎接面臨的嚴(yán)峻挑戰(zhàn),故有必要研究目前行業(yè)中所存在的普遍問(wèn)題,目的是發(fā)現(xiàn)問(wèn)題并找出解決方法。這樣不但可以使企業(yè)在熊市中生存下來(lái),更可以通過(guò)模式創(chuàng)新使行業(yè)得到提升和發(fā)展,使房地產(chǎn)代理行業(yè)更具有獨(dú)立、創(chuàng)新性而成為房地產(chǎn)公司不可缺少的合作伙伴,而非以前形成的那種簡(jiǎn)單的雇傭關(guān)系和純粹的代理銷售關(guān)系。 本文以FCD公司代理的一個(gè)樓盤(pán)“J·J”項(xiàng)目為研究對(duì)象,將房地產(chǎn)營(yíng)銷理論運(yùn)用到該項(xiàng)目的營(yíng)銷實(shí)踐中。在客觀分析了目前房地產(chǎn)代理行業(yè)發(fā)展現(xiàn)狀和趨勢(shì)的基礎(chǔ)上,針對(duì)FCD公司面臨的競(jìng)爭(zhēng)環(huán)境以及內(nèi)外營(yíng)銷環(huán)境,結(jié)合該行面臨的宏觀環(huán)境和微觀環(huán)境,總結(jié)了FCD公司在營(yíng)銷中存在的問(wèn)題。同時(shí),運(yùn)用SWOT策略分析模型,在把握了FCD公司機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)之后,得到了相應(yīng)的營(yíng)銷戰(zhàn)略。市場(chǎng)營(yíng)銷必須建立在對(duì)客戶進(jìn)行細(xì)分的基礎(chǔ)之上,于是,根據(jù)波士頓矩陣分析的思想和資料制定相應(yīng)的營(yíng)銷策略。最后本文總結(jié)了相應(yīng)政策措施實(shí)施建議：根據(jù)FCD公司所處的市場(chǎng)特點(diǎn)以及其自身實(shí)力,總結(jié)出了其實(shí)施差異化營(yíng)銷策略。 本文通過(guò)分析FCD公司所處的營(yíng)銷環(huán)境,進(jìn)一步明確和細(xì)化目標(biāo)市場(chǎng),從而提出了相應(yīng)的營(yíng)銷組合策略和政策實(shí)施建議,具有一定的現(xiàn)實(shí)性和可操作性,以其對(duì)目前FCD公司起到參考指導(dǎo)作用。與此同時(shí),對(duì)昆明其他房地產(chǎn)代理商的未來(lái)發(fā)展也具有借鑒意義。
[Abstract]:Since the reform and opening up, especially the monetization of housing system, the development of real estate industry and real estate market has promoted the development of our national economy, and the improvement of people's living conditions has played a positive role. Real estate industry is one of the pillar industries of our national economy. But the real estate industry is greatly influenced by policy and economic cycle. In the period of market boom, the life of enterprise is very good, and in the period of market depression, a large number of enterprises "die" or change jobs. China's real estate agency industry is also facing the challenge of survival and development. In order to meet the severe challenge, it is necessary to study the common problems in the industry at present, in order to find out the problems and find out the solutions. In this way, not only can the enterprise survive in the bear market, but also the industry can be promoted and developed through mode innovation, so that the real estate agent industry is more independent and innovative and become an indispensable partner of the real estate company. Rather than the simple employment relationship and pure agency sales relationship formed before. This paper applies the theory of real estate marketing to the marketing practice of a real estate "J J" project, which is an agent of FCD Company. Based on the objective analysis of the current development situation and trend of the real estate agency industry, aiming at the competitive environment and the internal and external marketing environment faced by FCD, the paper combines the macro and micro environment that the bank faces. This paper summarizes the problems existing in the marketing of FCD Company. At the same time, using the SWOT strategy analysis model, after grasping the opportunity, threat, advantage and disadvantage of FCD company, we get the corresponding marketing strategy. Marketing must be based on the subdivision of customers, so the corresponding marketing strategy is formulated according to the ideas and materials of Boston matrix analysis. Finally, this paper summarizes the corresponding policies and measures to implement the recommendations: according to the market characteristics of FCD and its own strength, summed up the implementation of differentiated marketing strategy. By analyzing the marketing environment of FCD Company, this paper further clarifies and refines the target market, and then puts forward the corresponding marketing combination strategy and policy implementation suggestion, which has certain reality and maneuverability. With its current FCD company to play a reference role. At the same time, the future development of other real estate agents in Kunming also has reference significance.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 李云;;營(yíng)銷過(guò)程管理讓策劃落到實(shí)處[J];企業(yè)研究;2006年08期

，

本文編號(hào)：1789813