房地产营销渠道策略研究

房地产营销渠道策略研究 I 摘要 众所周知，房地产是一个高收益的产业，但是因为它的投资价值大，周期长，实物形态是不动产，市场竞争不充分，滚动开发等特点，所以它也是一个高风险的行业，随着国家加强对房地产业的宏观调控，国土资源部大力整顿全国土地市场，我国房地产业的发展不断走向理性和规范，房地产行业买方市场的形成，客观上使房地产市场营销的地位日益彰显，然而房地产营销仍处于初级阶段，很多经营理念却跟不上行业发展速度，显得相对滞后。在现代市场经济条件下，房地产企业之所以在竞争中取胜就是因为其市场提供顾客所需要的产品，也就是说开发商必须以竞争为导向，以顾客为中心，按照市场需求开发建设房地产产品，通过交换实现产品的价值，从而促进企业的不断发展。但是目前许多开发商在营销中还缺乏这种策略意识，推向市场的房地产产品都没有到达消费者手中或者说没有转化成真正意义上的产品或商品。市场营销就是连接市场需要和房地产产品开发建设的中间环节，从而实现企业自我发展的有效手段。因此，从某种意义上说，房地产营销策略是关系房地产企业经营成败的关键，为了保证房地产业健康快速的发展，对房地产营销策略进行研究显得尤为重要。

关键词：房地产、市场营销、策略、研究 II

Abstract We know that real estate is a high-yield industry, but because the value of its investment in large, long period, in physical form is the property, market competition is not sufficient, characteristics of the rolling development, it is also a high-risk industries, as countries However, The real estate market has become more and more prominent, the real estate market is still in its infancy, many business philosophy has not kept pace the industry growth rate lagging. In the modern market economy, the real estate company was in competition because of its market products needed by customers, which means developers must be competition-oriented, customer-centric, real estate development and construction in accordance with market demand products, the value of their products through the exchange so as to promote the continuous development of enterprises. But now many developers in the marketing sense of a lack of such a strategy, real estate products to market has not reached the hands of consumers or do not translate into real products or commodities. Marketing is connected with market demand and real estate development and construction of the intermediate product chain to achieve an effective means of self-development enterprises. . . Thus, in a sense, is the relationship between real estate marketing strategies real estate business the key to success, in order to ensure healthy and rapid development of real estate, real estate marketing strategies is particularly important to study.

Keywords： real estate、marketing、strategy、study 目录 摘要 ................................................... I ABSTRACT .............................................. II 引言 ................................................... 1 第一章 房地产营销策略研究综述 ......................... 2 1.1 房地产营销策略的定义 .............................. 2 1.1.1 房地产营销概述 ................................. 2 1.1.2 房地产营销策略的定义 ........................... 3 1.2 房地产营销策略研究的必要性 ......................... 4 1.3 房地产营销策略的内容 .............................. 5 第二章 CS策略 ......................................... 6 2.1 CS策略的定义 ...................................... 6 2.2 房地产营销CS策略的背景、国内外研究现状 ............ 6 2.2.1 CS策略在房地产营销中的引入 .................... 6 2.3 房地产营销CS策略的优缺点.......................... 7 2.3.1 房地产营销CS策略的优点 ........................ 7 2.3.2 房地产营销CS策略的缺点 ........................ 8 2.4 房地产营销CS策略的感想 ........................... 8 第三章 STP策略 ....................................... 10 3.1 STP策略定义及发展过程 ............................ 10 3.2 STP策略优缺点 .................................... 10 3.2.1 STP策略优点 .................................. 10 3.2.2 STP策略缺点 .................................. 11 3.2.3 STP策略适用对象 .............................. 11 3.3 STP策略感想 ...................................... 11 第四章 品牌策略 ...................................... 13 4.1 品牌策略定义 ..................................... 13 4.1.1 品牌的定义 .................................... 13 4.1.2 房地产品牌定义 ................................ 13 4.1.3 房地产品牌策略定义 ............................ 13 4.2品牌策略的发展 .................................... 14 4.3品牌策略的优缺点 .................................. 15 4.3.1 品牌策略的优点 ................................ 15 4.3.2 品牌策略的缺点 ................................ 16 4.4 万科的品牌探索 ................................... 16 第五章 策略创新 ....................................... 19 5.1多元化竞争策略的由来 .............................. 19 5.2 多元化竞争策略的实施 ............................. 19 5.3 多元化竞争策略案例 ............................... 20 5.4 多元化竞争策略与一般营销策略的联系 ................ 21 5.4.1 多元化竞争策略与CS 策略 ...................... 21 5.4.2 多元化竞争策略与STP 策略 ..................... 22 5.4.3 多元化竞争与品牌策略的关系 .................... 22 第六章 结论 ...........................错误！未定义书签。 参考文献 .............................................. 24 致 谢 ...............................错误！未定义书签。