市場(chǎng)營(yíng)銷-房地產(chǎn)企業(yè)的營(yíng)銷策略研究-以萬(wàn)科地產(chǎn)為例論文

摘要近幾十年來(lái)在中國(guó)經(jīng)濟(jì)高速發(fā)展的帶動(dòng)下，房地產(chǎn)行業(yè)發(fā)展也蓬勃興盛，房地產(chǎn)經(jīng)濟(jì)現(xiàn)已成為中國(guó)經(jīng)濟(jì)的重要組成部分。二十一世紀(jì)的如今，經(jīng)濟(jì)高速發(fā)展，人口基數(shù)大，房地產(chǎn)產(chǎn)業(yè)影響依舊，是人民群眾賴以生存發(fā)展的重要保障。但由于國(guó)際經(jīng)濟(jì)局勢(shì)的變動(dòng)，房地產(chǎn)發(fā)展受到阻礙進(jìn)入瓶頸期，外加政府宏觀調(diào)控的影響，房地產(chǎn)企業(yè)面臨新的考驗(yàn)。如何在宏觀環(huán)境影響下良好生產(chǎn)和發(fā)展，是房地產(chǎn)企業(yè)要面臨的嚴(yán)峻形式。市場(chǎng)營(yíng)銷策略是連接企業(yè)與市場(chǎng)的橋梁，房地產(chǎn)企業(yè)制定科學(xué)、合理的營(yíng)銷策略，是適應(yīng)市場(chǎng)經(jīng)濟(jì)走勢(shì)，解決經(jīng)營(yíng)與發(fā)展中遇到的難題，并贏得競(jìng)爭(zhēng)的重要手段。本論文在房地產(chǎn)及房地產(chǎn)市場(chǎng)營(yíng)銷策略的理論引導(dǎo)下，將萬(wàn)科企業(yè)股份有限公司（下文簡(jiǎn)稱為萬(wàn)科地產(chǎn)）當(dāng)作研究對(duì)象，介紹了萬(wàn)科地產(chǎn)的公司概況，在房地產(chǎn)營(yíng)銷理論的指導(dǎo)下，立足當(dāng)前房地產(chǎn)市場(chǎng)發(fā)展的大環(huán)境，將4P營(yíng)銷理論作為主要分析方法，闡述產(chǎn)品、價(jià)格、渠道和促銷四個(gè)組合策略在萬(wàn)科地產(chǎn)公司中的運(yùn)用。同時(shí)針對(duì)萬(wàn)科地產(chǎn)營(yíng)銷策略中存在的一些問(wèn)題，如產(chǎn)品定位簡(jiǎn)單，樓盤信息粗放，虛假宣傳，營(yíng)銷人員素質(zhì)不高等，提出如堅(jiān)持科學(xué)的市場(chǎng)調(diào)研，加強(qiáng)品牌意識(shí)，堅(jiān)持以顧客為本，提高營(yíng)銷人員素質(zhì)等相應(yīng)的改進(jìn)建議。也希望本文研究能為以后的相關(guān)研究打下基礎(chǔ)，進(jìn)而促進(jìn)萬(wàn)科地產(chǎn)的良好發(fā)展。關(guān)鍵詞：萬(wàn)科地產(chǎn)；4P營(yíng)銷理論；營(yíng)銷策略AbstractDrivenbytherapiddevelopmentofChina'seconomyinrecentdecades,thedevelopmentoftherealestateindustryhasalsoflourished,andtherealestateeconomyhasnowbecomeanimportantpartoftheChineseeconomy.Inthe21stcentury,theeconomyisdevelopingrapidly,thepopulationbaseislarge,andtheinfluenceoftherealestateindustryisstillthesame.Itisanimportantguaranteeforthesurvivalanddevelopmentofthepeople.However,duetochangesintheinternationaleconomicsituation,realestatedevelopmenthasbeenhinderedintoabottleneckperiod,coupledwiththeimpactofgovernmentmacro-control,realestatecompaniesarefacingnewchallenges.Howtoproduceanddevelopwellundertheinfluenceofthemacroenvironmentisaseriousformthatrealestatecompaniesmustface.Themarketingstrategyisabridgeconnectingtheenterpriseandthemarket.Therealestateenterpriseformulatesascientificandreasonablemarketingstrategy.Itisanimportantmeanstoadapttothetrendofthemarketeconomy,solvethedifficultiesencounteredinoperationanddevelopment,andwincompetition.Underthetheoreticalguidanceofrealestateandrealestatemarketingstrategy,thispapertakesVankeEnterpriseCo.,Ltd.(hereinafterreferredtoasVankeRealEstate)astheresearchobject,introducesthecompanyprofileofVankeRealEstate,andundertheguidanceofrealestatemarketingtheory,basedonthecurrentThegeneralenvironmentforthedevelopmentoftherealestatemarket,using4Pmarketingtheoryasthemainanalysismethod,expoundstheapplicationoffourcombinedstrategiesofproducts,prices,channelsandpromotionsinVankeRealEstateCompany.Atthesametime,aimingatsomeproblemsinVankeRealEstate'smarketingstrategy,suchassimpleproductpositioning,extensiverealestateinformation,falsepublicity,andlowqualityofmarketingpersonnel,itisproposedtoadheretoscientificmarketresearch,strengthenbrandawareness,adheretocustomer-orientedandimprovemarketingSuggestionsforimprovementofpersonnelquality.IalsohopethattheresearchinthisarticlecanlaythefoundationforfuturerelatedresearchandpromotethesounddevelopmentofVankeRealEstate.Keywords:VankeRealEstate;4Pmarketingtheory;marketingstrategy目錄TOC\o"1-3"\h\u59901緒論 ２９致謝時(shí)光如梭，大學(xué)四年轉(zhuǎn)瞬即逝。在此次撰寫(xiě)論文的期間，同時(shí)也是一次學(xué)習(xí)的過(guò)程，我深刻地感受到了自己所學(xué)知識(shí)的不足，也加深了我不懈學(xué)習(xí)的動(dòng)力。在論文撰寫(xiě)的過(guò)程中，我要向給予我?guī)椭娜藗儯硎菊鎿吹母兄x!首先要感謝我