恒大集团房地产营销模式研究

恒大集团房地产营销模式研究武汉科技大学硕士学位论文第I页摘要随着房地产市场竞争日趋激烈,购房者置业行为和心理的不断成熟，房地产营销已不仅仅是停留于表面，而是注重挖掘内涵方面，倡导一种更深层次、更有力量的营销模式。恒大集团作为中国的十强房地产商之一，其发展速度和模式受到业界的重视，公司发展九年来，已经形成了自己的一套特有的营销模式。本文旨在对其进行研究总结，系统化、理论化地整理出恒大的营销模式，这不仅是对恒大营销模式的肯定和总结，而且也可为恒大在全国范围的工作开展提供有利的指导，具有很强的现实意义。第一章介绍了本文的研究背景、选题意图、研究方法和思路。第二章首先阐述了房地产商品及房地产市场营销的概念和特征，介绍了本文对模式以及营销模式的理解，并且对房地产营销理论的发展阶段进行了划分，讨论了房地产营销理论的演变，最后总结了房地产营销的发展趋势。第三章以恒大的实际营销案例为基础，总结出恒大的营销模式是一种复合式的模式。恒大营销模式是以人和环境为本，追求质量和服务完美，从战略的高度进行营销的模式。本章对恒大的人文营销模式、过程营销模式以及发展营销模式做出了分析和总结，是本文的重点内容。第四章将恒大的营销与美国普地公司和中国万科进行对比分析，找出了恒大营销存在的不成熟的地方，最后提出浅薄的建议。最后是全文的总结。关键词：营销模式;事件营销;人气聚集策略第II页武汉科技大学硕士学位论文AbstractAstherealestatemarketturnsintoacompetitiverealmandthebuyer’sbehaviorandpsychologymatureunceasinglyinourcountry,therealestatemarketingisnotonlypayinggreatattentiontothesurface,butalsoadvocatesakindofdeeperandstrangermarketingpattern.AsoneofChina'stenstrongestrealestatecompanies,HengDareceivedhighvaluefromtheindustriesforitsdevelopmentspeedandmode.Forthepastnineyears,HengDahasalreadyformeditsownuniquemarketingpattern.Therefore,thepurposeofthisarticleistoresearchandsummarizeHengDa’smarketingpatternsystematicallyandtheatrically.ItisnotonlyasummaryofHengDa’smarketingpattern,butalsoanadvantageousinstructionforHengDainitsnationalwork.Sothisarticlehasverystrongpracticalsignificance.Chapter1TheIntroductionofthebackgroundandobjectiveofthereport,andthestyleoftheauthor’sresearchingandthinkingwasgiven.Chapter2Firstthispartelaboratedthecommodityandthecharacteristicsofrealestateandrealestatemarketingandintroducedthemeaningofpatternandtherealestatemarketingmodeinthisarticle．Thenitgaveouttheidentificationofdifferentstagesinrealestatemarketing,discussedthedevelopmentofrealestatemarketing.Intheend,theauthorsummarizedthedevelopmenttrendofrealestatemarketing.Chapter3BasedonHengDa’sactualmarketingcase,thearticlegaveasummationthatHengDa’smarketingpatternisthecompoundanddynamicpatternwhichtookthehumanandtheenvironmentasitsmarketingidea.AswellasthedevelopmentmarketingpatternwhichcarriedonhighlyfromthestrategyandsummarizedthecharacteristicsoftheHengDa’smarketingpattern,thispartanalyzedandsummarizedhumanitymarketingpattern,processmarketingpatternanddevelopmentmarketingpatternofHengDa.Itwasalsothemaincontentofthisarticle.Chapter4Inthispart,thearticlecomparedHengDa’smarketingwithPulteHomesCompanyinAmericanandWanKeCompany,addressedtheimmatureaspectsofHendDa’smarketing,andprovidedsomesuperficialsuggestionsforreference.Atlast,itwasthesummaryofthearticle.Keywords:Marketingpattern；EventMarketing；Theperson-gatheringstrategy武汉科技大学硕士学位论文第III页目录第一章绪论.........................................................................................................................11.1选题背景与研究意义...........................................................................................................11.1.1选题背景.........................................................................................................................11.1.2研究意义.........................................................................................................................11.2国内外营销理论研究现状..................................................................................................21.2.1国外的营销理论研究....................................................................................................21.2.2国内房地产营销理论的研究现状分析.........................................................................31.3论文主要内容、结构以及本文的创新之处.......................................................................51.3.1本文主要内容和结构.....................................................................................................51.3.2本文的创新之处.............................................................................................................5第二章房地产营销基本理论.......................................................................................................62.1房地产营销的基本概念.......................................................................................................62.1.1房地产的整体概念.........................................................................................................62.1.2房地产市场的概念与特征.............................................................................................62.1.3房地产市场营销的概念和特性.....................................................................................72.2模式和营销模式的涵义.......................................................................................................82.2.1模式的涵义.....................................................................................................................82.2.2营销模式的涵义.............................................................................................................82.3房地产营销理论的发展......................................................................................................92.3.1国外房地产营销理论的发展.........................................................................................92.3.2国内房地产营销理论的发展.........................................................................................92.4房地产营销发展趋势.................