STP理論在房產(chǎn)項(xiàng)目營銷中的應(yīng)用研究.pdf

1、Y了71‘82學(xué)校代碼：10246學(xué)號：032025417旦欠擘碩士學(xué)位論文(專業(yè)學(xué)位)STP理論在房產(chǎn)項(xiàng)目營銷中的應(yīng)用研究院系：管理學(xué)院專業(yè)：工商管理姓名：朱正指導(dǎo)老師：孫一民教授完成日期：2005年5月2日秉鑲幫意勿全爻毒蠹一旦塑!翌!!—叁至i里堡笙壟堡蘭堡曼笪塑!塑查曼塑壅AbstractRealestatemarketisanewindustryinChinaWiththecontinuouslygrowingincomeof

2、inhabitants，thedemandingofhouseisincreasing，whichmotivestherapiddevelopmentofChinarealestatemarketDuetothenonstoppeddevelopmentoflealestatemarketthemarketlnsomeareabecameoverheatedThecountryasaresultbegantocarryoutmacroe

3、conomiccontrolpoliciesSuchpoliciesasraisinginterestratesofmortgagerestrictingmortgageinMarch雙dctlyhavegivenhitstounreasonablespeculationSincethedemandisrestrictedandthemarketexpectationischangedthesituationofleaestatemar

4、ketischangedgreatlyFromnowon，therealestatemarketwillbecomemolestandardandmaturewhichobjectivelyraisehigherrequirementofmarketingofrealestateThemarketingofrealestateisrelativelyweakinChinanowOnonehandrealestatecompaniespa

5、ylittleattentiontothemarketingduetotheheatedmarketforalongtime。Ontheotherhandsomemarketingperson，outoftheirexperience。imitatingwhollyandexclusivelyHongKongandTaiwan‘swayofmarketing，addictingtopromotionandunreasonablespec

6、ulationlastperiod，lackingintegratemarketingsenseandabilityWithoutthecorrectandeffectivewayandmethodofmarketitisdifficulttocertifythesuccessofaprojectinthemorerationaItealestatemarket。Therefore。thewriteranalyzestheapplica

7、tionofSTPtheoryinrealestatemarketingindetailTheanalysisisbasedonthesurveyondevelopingtrendsofrealestate，thediagnosisofoperationofrealestateandotheradvancedmarketingtheoryForbetterexplanationofthemeaningandimplementofSTPt

8、heorythewriterstudiessomecasesaboutfamousrealestatemarketingThepurposeistoexplainandanalyzethefunctionofSTPtheoryintheoperationofrealestatemarketinginpracticeandtomakesuggestionontheweaknessintheapplicationbypersonalexpe

9、rienceandin。depthanalysisThewriterhopesthatthediscussandsurveyontherealestatemarketatpresentcangivesomehelpandenlightenmenttealestaterealestatecompaniesandrelatedpersonKeywords：realestatemarketing，marketsegmenttarget，pos