柏岸居置业市场营销策略分析

论文总字数：23104字

摘 要

中国房地产行业经过几十年的快速发展，房地产行业逐步迈进了激烈竞争的时代。随着房地产市场的发展与兴旺，能否在房产市场调控下培育出自有品牌，获取目标市场中的绝对优势，已经成为衡量房地产企业总体发展状况、成长潜力和销售实力的关键因素。在当前的房产调控背景下，禹州市房地产行业市场竞争日益激烈，柏岸居置业要想在竞争者中脱颖而出，获得可持续的发展，就重视营销策略的实施。

本文以营销理论为依托，遵循分析现状、找出问题、提出建议的基本思路，综合运用理论分析、实证分析等研究方法对柏岸居置业的市场营销策略进行分析。本文先是从营销环境着手一是从政治、经济、法律、社会、竞争者五个方面对柏岸居置业的外部环境进行分析，再是从企业文化、人力资源、组织结构等方面对柏岸居置业的内部环境进行分析，然后在内外部环境的基础上对柏岸居置业进行SWOT分析。之后以柏岸居置业实际情况为依据，在4P理论的基础上对柏岸居置业营销现状进行产品、价格、渠道、促销四个方面的分析，找出其市场营销策略的不足之处。最后为了柏岸居置业有更长远的发展，为营销策略的不足之处提出了一些建议。综合而言，本文运用4P理论、PEST理论以及SWOT分析，对柏岸居置业营销策略进行研究，以期总结出柏岸居的营销策略，为其以后的发展提供理论上的支持。

关键词：房地产；市场营销；柏岸居；策略

BaiAnJu inReal Estate Marketing Strategy Analysis

Abstract

Chinese real estate industry after decades of rapid development, the real estate industry and gradually move the highly competitive era.With the real estate market development and prosperity can breed in the real estate market regulation own brand, access to the target market of the absolute superiority, has become a key factor to measure the overall development of the real estate business, growth potential and marketing strength. In the current context of real estate regulation, Yuzhou real estate industry in an increasingly competitive market, Park Shore Habitat home in order to stand out from competitors, achieve sustainable development, we attach importance to the implementation of the marketing strategy.

In this paper, marketing theory as the basis, follow analyze the situation, identify problems, propose basic ideas proposed by the integrated use of theoretical analysis, empirical analysis and other methods of cypress shore Habitat home marketing strategy analysis. This article first proceed from one marketing environment from the political, economic, legal, social, analyzed five competitors shore Habitat home cypress external environment, and then from four aspects of corporate culture, human resources, organizational structure, technical factors Parker shore Habitat for home buyers to analyze the internal environment, and then on the basis of the external environment, including cypress shore Habitat home SWOT analysis. Bai Habitat home to shore after the actual case basis, based on the 4P theory of cypress marketing situation shore Habitat home product, price, place, promotion analysis of four aspects, identify deficiencies in their marketing strategy. Finally, in order to shore Habitat home cypress more long-term development, some suggestions for the inadequacies of the marketing strategy. To sum up, this paper, 4P theory, PEST and SWOT analysis theory of cypress shore Habitat home study marketing strategies in order to summarize the cypress shore ranking marketing strategy to provide theoretical support for its future development.

Key words: real estate; Marketing; BaiAn r; strategy

目 录

柏岸居置业市场营销策略分析 I

摘要 I

Abstract II

目 录 III

第一章 绪论 1

1.1 研究背景 1

1.2 研究目的和意义 1

1.2.1 研究目的 1

1.2.2 研究意义 1

1.3 研究思路及方法 2

1.3.1 研究思路 2

1.3.2 研究方法 2

第二章 文献综述 3

第三章 柏岸居置业的营销环境分析 5

3.1 公司简介 5

3.2 柏岸居置业外部环境分析 5

3.3 柏岸居置业内部环境分析 7

3.4 柏岸居置业的SWOT分析 8

第四章 柏岸居置业市场营销策略 10

4.1 柏岸居置业的市场营销策略现状 10

4.1.1 产品策略 10

4.1.2 定价策略 11

4.1.3 渠道策略 12

4.1.4 促销策略 12

4.2 柏岸居置业市场营销策略不足之处 13

第五章 柏岸居置业营销策略的改进建议 15

5.1产品策略改进 15

5.2定价策略改进 15

5.3渠道策略改进 15

5.4促销策略改进 16

第六章 结束语 17

参考文献（References） 18

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