后危机时代房企市场营销环境及其策略分析—以碧桂园为例

PAGE \* ME广东东软学院本科生毕业设计（论文）后危机时代房企市场营销环境及其策略分析—以碧桂园为例Marketing environment and strategy analysis of real estate enterprises in Post Crisis Era——Take Country Garden as an example内容摘要在后危机时代的今天，经济市场的不断变化升级，国家干预和政策规范着房地产行业的变革。不得不说，房地产企业的未来之路越来越难走了，面对的不确定性也在不断加剧。选择什么发展模式和方向，成了众多房企必须审慎思考的决定。国家在进步，消费者的思想和观念也在成长。房子不再仅仅是栖身之所，是亲情的港湾，是爱的载体，是对下一代的祝福和期待，甚至是名利与财富的象征。不仅仅讲究房子的实用性，房屋结构的特色，小区环境是否舒适，整齐配套有无完善，物业服务得足够优质。众口难调，房地产企业如何平衡不同消费者的胃口，怎么让客户欣然买单，是新经济时代房企市场的最大命题。本文将以碧桂园为例，旨在通过具体的调查和研究，用合适的分析模型和工具，分析房地产企业在后危机时代中市场营销的具体环境和运用的策略手段。下文将运用 4P 理论分析碧桂园其产品特性；使用 PEST分析模型得出房企市场的外部宏观环境现状，得出碧桂园的具体发展前景和态势以及行业中所处的位置；通过 SWOT 分析了解碧桂园内部的状况和可能的机会。以上分析工具，力在诠释碧桂园相对完整的市场定位和企业核心能力。关键词：后危机时代 市场营销 策略分析 碧桂园PAGE \* MEPAGE \* ME广东东软学院本科生毕业设计（论文）AbstractIn the post crisis era, with the continuous change and upgrading of the economic market, state intervention and policies regulate the reform of the real estate industry. It has to be said that the future of real estate enterprises is becoming more and more difficult to walk, and the uncertainty is also increasing. What type of the development mode and direction to choose has become a decision that many real estate enterprises must consider carefully.The country is progressing, the thoughts and ideas of consumers are growing. The house is no longer just a place to live, it’s a harbor for family, ...