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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2012-10-31编辑:tinkle点击率:8568
论文字数:14350论文编号:org201210302002338643语种:中文 Chinese地区:法国价格:$ 66
关键词:Chinese Real Estate IndustryPurchasing MotivationPurchasing DecisionPromotion Strategies
摘要:本研究旨在探索不同的推广策略,在中国房地产行业中的不同的购买动机的消费者的购买决策的影响。本文使用的研究方法是定量的研究,研究工具为问卷调查。
论文题目:THE IMPACT OF REAL ESTATE COMPANIES’ DIFFERENT PROMOTION STRATEGIES ON PURCHASING DECISIONS OF CONSUMERS WITH DIFFERENT PURCHASING MOTIVATIONS
论文语种:英文
您的研究方向:工商管理
是否有数据处理要求:否
您的国家:法国
您的学校背景:法国十大精英商学院
要求字数:12,000英文字
论文用途:mba毕业论文是否需要盲审(博士或硕士生有这个需要):否
补充要求和说明:框架要求及格式(字体、行距等)请参见附件。可考虑Corporate strategy,Business Development,Marketing方面。原理联系实际。
THE IMPACT OF REAL ESTATE COMPANIES’ DIFFERENT PROMOTION STRATEGIES ON PURCHASING DECISIONS OF CONSUMERS WITH DIFFERENT PURCHASING MOTIVATIONS
ABSTRACT 摘要
This study aimed at exploring the impact of different promotion strategies on purchasing decision of consumers of different purchasing motivations in Chinese real estate industry. The research methodology used in this paper was quantitative research, the research tool was a questionnaire. The questionnaire results showed that for consumers with a rigid demand, sales promotion strategy has the most influence, while advertising strategy and public relations strategy have a small impact on https://www.51lunwen.org/mba/ their purchasing decisions. For consumers with an enjoyment-centric motivation, advertising strategy has the biggest impact on their purchasing decision, followed by public relations strategy, sales promotion strategy has the minimal effect. For speculative consumers, public relations strategy has the biggest impact on their purchasing decisions, advertising strategy and sales promotion strategy have a relatively small influence. At the end of this study, it made recommendations on promotion strategies for Chinese real estate developers’ development in future.
KEY WORDS 关键词
1: Chinese Real Estate Industry
2: Purchasing Motivation
3: Purchasing Decision
4: Promotion Strategies
TABLE OF CONTENTS 目录
CHAPTER 1 INTRODUCTION 简介..................................................4
1.1 Background 背景..................................................4
1.2 Research objectives 调查项目..................................................6
1.3 Methodology 研究方法..................................................6
1.4 Organization of the thesis..................................................7
CHAPTER 2 OVERVIEW OF PROMOTION STRATEGY..................................................9
2.1 Definition of marketing..................................................9
2.2 Definitions of 4P, 4C, 4R..................................................9
2.3 Promotion strategies in 4P, 4C, 4R..................................................12
2.4 Promotion strategies in real estate industry..................................................14
CHAPTER 3 OVERVIEW OF PURCHASING MOTIVATION..................................................20
3.1 Definition of purchasing motivation..................................................20
3.2 Types of purchasing motivation..................................................20
3.3 Purchasing motivation of real estate consumers..................................................21
CHAPTER 4 THE IMPACT OF REAL ESTATE COMPANIES’ DIFFERENT PROMOTION STRATEGIES ON PURCHASING DECISIONS OF CONSUERS WITH DIFFERENT PURCHASING MOTIVATIONS..................................................24
CHAPTER 5 QUESTIONNAIRE................................................本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。