我国房地产企业营销策略研究

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我国房地产企业营销策略研究

摘 要

房地产产业在国民经济中的地位日趋重要，对改善居民居住条件、拉动经济增长、扩大就业以及加快城市建设都发挥了重要作用。本文首先介绍我国房地产企业营销现存的问题,比如：房地产企业营销实践缺乏系统性、科学性；对销售人员的培训存在误区；营销成本虽高，但得不到消费者的认可；营销行为存在不合理和违法现象。针对目前所存在的问题，本文对上述的问题进行一系列的分析。通过大量的事实性的论述，企业必须改变当前的状况，实施新策略改变自身的缺陷，以此形成竞争优势，谋求长远发展。最后，本文针对房地产企业现存状况，系统地提出了适合我国房地产企业发展的营销策略，包括品牌发展战略，提升企业的竞争能力；房地产企业集中一点营销策略，促进企业的创新；加强营销队伍管理，提高队伍素质；运用口碑营销，提高品牌形象；注重“绿色”营销，实现企业经营目标；房地产网络营销，促进企业全方位的服务；提高服务意识，增强企业信誉。以至于能够有助于提高房地产企业的竞争力，有利于消费者需求的满足，有利于房地产产业和国民经济的发展。为我国房地产企业在营销方面提出一定的帮助性的建议。

关 键 词：房地产营销，口碑营销，品牌形象，服务意识，网络营销

本文是介绍房地产企业营销策略的相关内容,共考试、科研和毕业论文参考,版权所有,仅供参考,勿随意转载。浏览的朋友勿忘评价,给他人一个参考。谢谢

China's Real Estate Enterprises of Marketing

and Strategy Analysis

ABSTRACT

The real estate industry will become more and more important in the national economy. It has played an important role in improving living conditions, spurring economic growth, expanding employment and urban development. This article introduces problems, which exist in the real estate marketing, such as lacking of systemic, science in real estate marketing theory and practice, some mistakes on the training sales, the costs of marketing are too high but cannot get consumers’ recognition, and some marketing behavior is illegal. This article has conducted a series of analysis on the current problems. Through lots of factual exposition, enterprises must change the present situation, to make new strategy to correct their flaws, to form competitive advantage, and looking for long-term development. Finally, this essay puts forward some marketing strategy system based on the present condition suit to Chinese real estate enterprises, which involves the implementation of brand development strategy, enhance the competitiveness of the enterprises and real estate enterprises in the application of virtual operation and the promotion of business innovation, and marketing management team, improve the quality of marketing team. Using brand marketing, and enhance the image of brand, put emphasis on "green" marketing, achieving business goals. With the internet marketing for real estate, to promote the full spectrum of services, improving the conscious of service, enhance credibility of companies. So as to help to improve real estate companies’ competitiveness, meet the needs of consumers, develop the real estate industry and the national economy. It will be helpful to the marketing of real estate enterprises’ in China.

KEY WORDS：Real estate marketing, Reputation marketing, Brand

image, Consciousness of services, Internet marketing

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目 录

前 言 ................................................... 1

第1章 我国房地产企业发展现状 .............................. 3

1.1金融危机前房地产行业发展状况 ............................................................................ 3

1.2金融危机时期房地产行业发展状况 ........................................................................ 3

第2章 我国房地产企业营销现存的问题 ........................ 4

2.1 房地产企业营销实践缺乏系统性、科学性 ........................................................... 4

2.2 对销售人员的培训存在误区 ................................................................................... 5

2.3 营销宣传成本虽高，但得不到消费者的认可 ....................................................... 5

2.4 营销行为存在不正当竞争现象 ............................................................................... 6

第3章 房地产企业营销问题产生的因素分析 .................... 7

3.1 发展历程短 ................................................................................................................ 7

3.2 营销理论不健全 ........................................................................................................ 7

3.3 房地产企业诚信低 .................................................................................................... 8

3.4 不少企业追求短期行为严重，不重视品牌的创立 ............................................... 9

第4章 房地产企业的营销策略 ............................... 10

4.1 实行品牌发展战略，提升企业的竞争能力 ......................................................... 10

4.2 房地产企业集中一点营销策略，促进企业的创新 ............................................. 11

4.3 加强营销队伍管理，提高队伍素质 ..................................................................... 12

4.3.1 建立健全营销队伍的各种规章制度 .............................................................. 12

4.3.2 加强营销领导班子和销售队伍建设 .............................................................. 12

4.3.3 注重营销人员的素质与营销业务实施的有机结合...................................... 12

4.4 运用口碑营销，提高品牌形象 ............................................................................. 12

4.5 注重“绿色”营销，实现企业经营目标 .................................................................. 13

4.6 房地产网络营销，增强企业全方位的服务 ......................................................... 13

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