中國(guó)房地產(chǎn)企業(yè)的市場(chǎng)營(yíng)銷戰(zhàn)略研究

市場(chǎng)營(yíng)銷論文編號(hào):YX098 論文字?jǐn)?shù):14377,頁數(shù):13 ，附開題報(bào)告

目錄
摘要 1
Abstract 1
第1章  緒論 3
第2章  中國(guó)房地產(chǎn)市場(chǎng)的發(fā)展?fàn)顩r 4
2.1 中國(guó)房地市場(chǎng)現(xiàn)狀分析 4
2.1.1 市場(chǎng)化程度日益提高，買方市場(chǎng)初步形成 4
2.1.2個(gè)人成為購(gòu)房主體且日益理性和挑剔 4
2.1.3消費(fèi)者需求日益多樣化 4
2.1.4開發(fā)項(xiàng)目的規(guī)模化 4
2.2 中國(guó)房地產(chǎn)市場(chǎng)未來發(fā)展展望 5
2.2.1從推銷階段向全程營(yíng)銷發(fā)展 5
2.2.2營(yíng)銷主題的專業(yè)化分工細(xì)化 5
2.2.3信息化發(fā)展 5
第3章  中國(guó)房地產(chǎn)企業(yè)市場(chǎng)營(yíng)銷的現(xiàn)狀及存在的問題 5
3.1 中國(guó)房地產(chǎn)企業(yè)市場(chǎng)營(yíng)銷現(xiàn)狀概述 5
3.2 中國(guó)房地產(chǎn)企業(yè)市場(chǎng)營(yíng)銷存在的問題 7
第4章  中國(guó)房地產(chǎn)企業(yè)市場(chǎng)營(yíng)銷戰(zhàn)略的規(guī)劃和實(shí)施 9
4.1市場(chǎng)細(xì)分 9
4.2 目標(biāo)市場(chǎng)選擇 10
4.3 營(yíng)銷組合策略 11
結(jié)論 12
參考文獻(xiàn) 12
致謝 13

摘要
 本文簡(jiǎn)單分析了中國(guó)房地產(chǎn)市場(chǎng)的發(fā)展過程，指出了當(dāng)前房地產(chǎn)市場(chǎng)存在的問題以及市場(chǎng)營(yíng)銷對(duì)房地產(chǎn)企業(yè)的重要性．并對(duì)不同的營(yíng)銷手段進(jìn)行了簡(jiǎn)單闡述。只有不斷加強(qiáng)企業(yè)的市場(chǎng)營(yíng)銷，才能在未來市場(chǎng)得到充分發(fā)展。
 中國(guó)的房地產(chǎn)市場(chǎng)經(jīng)過十余年的發(fā)展，先后經(jīng)歷了賣“看得見摸得著”的東西，賣“看得見摸不著”的東西和賣“看不見摸不著但感覺得到”的東西三個(gè)不同的階段。本文還對(duì)現(xiàn)階段我國(guó)房地產(chǎn)市場(chǎng)的新的特點(diǎn)進(jìn)行了簡(jiǎn)要的分析。
 在以上分析的基礎(chǔ)上，本文就國(guó)內(nèi)房地產(chǎn)企業(yè)的關(guān)系營(yíng)銷戰(zhàn)略進(jìn)行了探討。結(jié)合國(guó)內(nèi)成功房地產(chǎn)企業(yè)的實(shí)踐，先后提出和分析了房地產(chǎn)服務(wù)戰(zhàn)略、房地產(chǎn)顧客滿意戰(zhàn)略、價(jià)值溝通戰(zhàn)略、缺憾最小化戰(zhàn)略以及房地產(chǎn)投訴應(yīng)對(duì)戰(zhàn)略。及以上關(guān)系營(yíng)銷戰(zhàn)略在國(guó)內(nèi)房地產(chǎn)企業(yè)的整合，這些探索性的研究將有助于其在新有動(dòng)態(tài)市場(chǎng)和企業(yè)環(huán)境下做出正確的決策，也有助于其提高自身營(yíng)銷管理和客戶服務(wù)的水平，在創(chuàng)造顧客價(jià)值和顧客滿意的同時(shí)，為實(shí)現(xiàn)其生存和發(fā)展的目標(biāo)贏得更為廣闊的空間。
關(guān)鍵詞  房地產(chǎn)，市場(chǎng)營(yíng)銷，價(jià)值溝通，研究 

Abstract
 This paper briefly analyzes the development of China’s real estate market, pointed out the problems in the real estate market and marketing the importance of the real estate business，and marketing of different meal” of a simple set．Only continue to enhance their marketing in order to fully develop in the future market．
 China’S real estate market has already experienced more than 10 years of development, in a process of 3 stages；first sales that Can be seen and touched，second sales that Can be seen but not touched，and third sales that Can’t be seen or touched，but can be felt．The article also gives a brief analysis of the Chinese real estate market，and its new characteristics．The marketing strategy of Chinese real estate enterprises has been changed from the 4P(Product, Price，Place，Promotion) theory, to the 4C theory(Consumer, Cost, Convenience，Communication)．
 Based on the analysis referred to above，the article discusses internal real estate sales relationships，The article includes discussion of successful internal experiences of real estate companies，and advocates an analysis of the strategies used in the real estate business, the strategies of real estate customer-satisfuction，the strategies of value communication，strategies of minimal loss and regret in making transactions from the point of view of the customer, as well as strategies of dealing with customer dissatisfaction．The sales relationships referred to above，Can be used in internal real estate development and reconstruction．This explorative study describes new market trends and the appropriate enterprise environment which is useful for real estate companies to make the right decisions within．The article is also helpful for enterprises to focus on how to improve their sales management and customer services， how to create customer values and satisfaction，and in helping companies to fulfill their development goals and survival in business，and widen their scope．
Keyword：Beal estale；marketing；Communication Values；research