【作者】 滕立波；

【导师】 张东生；

【作者基本信息】 河北工业大学 ， 技术经济及管理， 2002， 硕士

【摘要】 近年来，随着我国房地产市场的不断成熟与完善，房地产市场竞争日趋激烈，传统的房地产市场营销理念及方法已经不能完全满足快速发展的房地产业的需求，而房地产全程营销已日益为整个行业所重视。 本文从探讨房地产开发企业价值链这一理论为切入点，在剖析房地产开发企业的运营过程前提下，总结出房地产开发企业的价值链，并以此价值链为基础进行内容概括分析，以期为房地产开发企业进行市场营销提供一定的理论依据，从而增强房地产开发企业在市场的中的竞争优势，达到整个房地产市场可持续发展的目的。 为了更清晰的阐述基于价值链的房地产全程营销策略，本文以天津顺驰发展股份有限公司所投资开发的太阳城楼盘为例做实证研究，为我国的房地产营销提供宝贵经验。更多还原

【Abstract】 Since recent years the Real Estate industry competition has severity by the market group up of China. The traditional Real Estate marketing theory and methods haven’t keep up with the fast developing Real Estate market require, so the whole Real Estate marketing becoming the focus of the whole industry.The paper cut in discussing the Real Estate Corporation with the value chain theory, and concluded the Real Estate Corporation’s value chain precondition analysis the operation process of Real Estate Corporation. The paper want to provide some theory and experience on the base of the analysis the Real Estate industry to strength the competition powder of Real Estate Corporation and continuing develop of the whole Real Estate industry.In order to introduce the whole Real Estate marketing strategy based on the value chain theory, the paper took the Sun City of Tianjin Shun Chi Corporation as an example, expected to provide rare experience for Chinese Real Estate marketing.更多还原