摘要
介绍了市场营销环境分析中常用的"SWOT分析"的概念以及各因素对市场营销的影响,通过对某房地产开发项目运行环节的内部分析和环境因素分析,指出该项目具有的竞争优势、竞争劣势、潜在机会和外部威胁,建立SWOT矩阵,并制定项目的差异化竞争战略,为企业产品的市场营销奠定理论基础。
This paper first introduces the concepts of SWOT analysis and effects of various factors on marketing. Then, through internal analysis of running of real estate project and its environment factors analysis, competitive strength, competitive threat, competitive opportunity and external threat of this project are indicated. Based on these, SWOT matrix of this real estate project are established, differential competitive strategies of this project are con- structed, which can provide theoretical basis for marketing of enterprise products.
出处
《建筑经济》
北大核心
2012年第6期69-71,共3页
Construction Economy
基金
中央高校基本科研业务专项资金资助项目(DC110112)
