房地产市场营销策略研究.doc

房地产市场营销策略研究
目录

I摘要
IIAbstract
1第一章绪论
113>.1国内外研究综述






4第二章房地产营销理论与实践的发展
:房地产市场营销的概念、特征和作用




“4P”营销理论
“4C”营销策略
“4R”营销理论
9第三章房地产营销面临的新挑战



市场紧张日趋激烈
政府宏观调控
16第四章房地产市场营销策略探讨












,控制成本
,塑造行业形象
23致谢
24参考文献


摘要
随着中国经济的持续高速发展和人民收入的持续增长,我国房地产行业也步入高速发展阶段,房地产行业已经逐渐成为中国经济的支柱产业,同时房地产行业也逐渐变得规范成熟起来,随之而来的就是房地产行业的激烈竞争,将会迫使房地产行业把房地产的营销策略研究上升到企业发展的战略高度,也就要求房地产市场从以前的生产为导向,转为以消费者和社会为导向的;从以前简单的销售、促销转变到有系统的全程营销。
市场营销是在一定市场环境下的营销。新的市场环境下,要求房地产营销要有新思路。房地产开发企业应该从以下几个方面调整市场营销策略:(1)加强市场调,真正把市场研究放在房地产开发的第一位;(2)针对当前市场环境特点,正确用营销策略,包括:产品策略、价格策略、管道策略和促销策略。(3)以人为本,造一支既懂得市场经济,又深入了解行业发展的精英团队。

关键字:房地产,市场营销,房地产营销
Abstract
with the sustained and rapid growth of chinese economy and resident e,real estate industry has entered rapid development stage and gradually es a pillar industry guiding the development of national e intensified day ba day for thereal estate industry ing more and more mature and rational,whichforces researchers to studay the real estate markeing strategy on a stategic also require the real estate market change from a production_oriented market to aconsumer and society_oriented market and marketing mode change from the simple sale manner or simple sale promotions mode to a sysematic whole_course marketing mode.
Marketing application is under a specifically market at present,thereal estate marketing must have new notion to fit for the new market estate corporations can carry out marketing base on the following ways:(1)intensify themarket research and put it at primacy i