【正文】 特朗著，[M].北京:華夏出版社，2000.[8]:中國(guó)城市出版社，2007.[9]:復(fù)旦大學(xué)出版社，2006.[10][美]David . Brand Leadership[M].Simon and Schuster，2002. 致 謝本文是在導(dǎo)師薛蓮的悉心指導(dǎo)和嚴(yán)格要求下完成的，從選題、收集資料、加工整理、撰寫指導(dǎo)后做的定稿，薛老師付出了大量的心血，給了我很大的幫助。薛老師嚴(yán)謹(jǐn)?shù)闹螌W(xué)態(tài)度，使我受益良多，她給予我的教誨令我永生難忘，在此論文完成之際，對(duì)她表示最誠(chéng)摯的敬意和最衷心的感謝。另外，我還要感謝太原科技大學(xué)化學(xué)與生物工程學(xué)院的各位領(lǐng)導(dǎo)和老師，是你們孜孜不倦的教誨使我順利而充實(shí)地完成了大學(xué)的學(xué)習(xí)生活，同時(shí)，也要感謝和我共同學(xué)習(xí)生活的同學(xué)們，是你們的關(guān)心、幫助和支持，讓我用于克服各種困難，順利完成了學(xué)年論文和畢業(yè)論文。最后衷心地感謝百忙之中抽出時(shí)間為我們?cè)u(píng)閱論文和答辯的老師們。附 錄房地產(chǎn)營(yíng)銷理論的發(fā)展我國(guó)在二十世紀(jì)70年代末開(kāi)始引進(jìn)市場(chǎng)營(yíng)銷學(xué)的理論體系與營(yíng)銷理念，并迅速應(yīng)用到家用電器、日用百貨、酒店服務(wù)業(yè)等各個(gè)領(lǐng)域，而應(yīng)用到房地產(chǎn)領(lǐng)域則是在1995年以后。主要原因在于市場(chǎng)營(yíng)銷的理念是市場(chǎng)的產(chǎn)物，是激烈的市場(chǎng)競(jìng)爭(zhēng)的結(jié)果。1994年以前，我國(guó)的房地產(chǎn)市場(chǎng)是典型的賣方市場(chǎng)，以企業(yè)、單位團(tuán)體購(gòu)買為主，市場(chǎng)風(fēng)險(xiǎn)較小。但在1994年以后，房地產(chǎn)市場(chǎng)的競(jìng)爭(zhēng)加劇房地產(chǎn)投資的高風(fēng)險(xiǎn)開(kāi)始凸顯，廣大的房地產(chǎn)開(kāi)發(fā)商開(kāi)始用理性的眼光看待市場(chǎng)營(yíng)銷的價(jià)值。經(jīng)過(guò)幾年的摸索，雖然房地產(chǎn)營(yíng)銷方式趨向多元化，營(yíng)銷服務(wù)已從注重表面趨向追求內(nèi)涵，營(yíng)銷推廣已從雜亂無(wú)章趨向規(guī)范有序，但許多房地產(chǎn)開(kāi)發(fā)商對(duì)營(yíng)銷的認(rèn)識(shí)仍留于膚淺，甚至由于對(duì)營(yíng)銷內(nèi)涵的理解偏頗導(dǎo)致?tīng)I(yíng)銷中的失誤。隨著管理理論的不斷創(chuàng)新，如何深刻認(rèn)識(shí)營(yíng)銷的理念與策略，以對(duì)房地產(chǎn)營(yíng)銷組合進(jìn)行深層次調(diào)整和整合，便是開(kāi)發(fā)商決勝來(lái)來(lái)市場(chǎng)的關(guān)鍵因素之一。美國(guó)營(yíng)銷學(xué)學(xué)者麥卡錫教授提出了著名的“4P”營(yíng)銷組合策略?！?P”是市場(chǎng)營(yíng)銷組合中的四大基本要素，即產(chǎn)品(Product)、價(jià)格(Price)、管道(Place)和促銷(Promotion)。他認(rèn)為一次成功和完整的市場(chǎng)營(yíng)銷活動(dòng)，意味著以適當(dāng)?shù)漠a(chǎn)品、適當(dāng)?shù)膬r(jià)格、適當(dāng)?shù)墓艿篮瓦m當(dāng)?shù)拇黉N手段，將企業(yè)的產(chǎn)品和服務(wù)投放到特定市場(chǎng)的行為。現(xiàn)在不少開(kāi)發(fā)商都在使用市場(chǎng)營(yíng)銷學(xué)的“4P”理論進(jìn)行房地產(chǎn)市場(chǎng)營(yíng)銷組合安排。然而，市場(chǎng)營(yíng)銷組合概念的思想基本上是沿著“企業(yè)如何生產(chǎn)和傳遞市場(chǎng)需要的產(chǎn)品”脈絡(luò)展開(kāi)的。面對(duì)當(dāng)今市場(chǎng)中消費(fèi)者購(gòu)買動(dòng)機(jī)的復(fù)雜性、購(gòu)買選擇的多變性和市場(chǎng)競(jìng)爭(zhēng)程度的日益激化，以“市場(chǎng)需求”作為出發(fā)點(diǎn)和歸宿點(diǎn)的“4P”理論正在受到來(lái)自追求“顧客滿意”和建立“顧客忠誠(chéng)”的“4C”和“4R”營(yíng)銷理論的沖擊和挑戰(zhàn)。企業(yè)追求“顧客滿意”過(guò)程中，美國(guó)營(yíng)銷專家勞特朋教授提出了以“顧客”為中心的“4C”營(yíng)銷理論。“4C”理論重新設(shè)定了市場(chǎng)營(yíng)銷組合的四個(gè)基本要素：即消費(fèi)者(Consumer)、成本(Cost)、便利(Convenience)和溝通(Communication)。它強(qiáng)調(diào)當(dāng)今的企業(yè)首先應(yīng)該把滿足顧客需求、不斷追求高度的顧客滿意放在第一位；其次是努力降低顧客的購(gòu)買成本，包括顧客購(gòu)買活動(dòng)中的貨幣成本和其他成本；然后要充分注意到顧客購(gòu)買過(guò)程中的便利性，而不是從企業(yè)的角度來(lái)決定銷售管道策略；最后還應(yīng)以消費(fèi)者為中心實(shí)施有效的營(yíng)銷溝通。今天，大多數(shù)房地產(chǎn)開(kāi)發(fā)商都在努力追求全面的顧客滿意。近年來(lái)，保持顧客、建立顧客忠誠(chéng)逐漸演化為企業(yè)市場(chǎng)營(yíng)銷的新理念。留住顧客的關(guān)鍵是建立關(guān)系營(yíng)銷。企業(yè)對(duì)顧客進(jìn)行關(guān)系營(yíng)銷，就是將一個(gè)潛在顧客最后演變?yōu)橐粋€(gè)主動(dòng)性顧客和合伙人的過(guò)程。它可以通過(guò)為老主顧提供更大的讓渡價(jià)值(如折扣、獎(jiǎng)勵(lì)、免費(fèi)贈(zèng)送等策略)來(lái)建立顧客關(guān)系，也可以在了解顧客需求和愿望的基礎(chǔ)上通過(guò)對(duì)顧客實(shí)行個(gè)性化服務(wù)來(lái)建立關(guān)系；還可以通過(guò)向老顧客提供各種附加利益和潛在附加利益建立關(guān)系。當(dāng)然，不是所有的顧客最終都能變成合伙人，企業(yè)可以根據(jù)其經(jīng)營(yíng)產(chǎn)品特點(diǎn)和顧客特點(diǎn)來(lái)決定顧客關(guān)系營(yíng)銷建設(shè)的水平。綜合上述分析，我們不難得出這樣的結(jié)論：“4P”理論、“4C”理論和“4R”理論三者不是取代關(guān)系而是完善、發(fā)展的關(guān)系。雖然“4P”理論在國(guó)外已經(jīng)實(shí)施了幾十年，但對(duì)我國(guó)的房地產(chǎn)企業(yè)而言，仍然是新問(wèn)題。并且由于它簡(jiǎn)單、易于操作，因此還是企業(yè)營(yíng)銷活動(dòng)的基本框架根據(jù)“4P”理論，房地產(chǎn)企業(yè)應(yīng)把產(chǎn)品和顧客的需求對(duì)應(yīng)起來(lái)，提供符合顧客特點(diǎn)和個(gè)性的具有特色或獨(dú)特性的優(yōu)質(zhì)樓盤，并重視品牌策略的應(yīng)用，注重企業(yè)品牌的塑造和提升。而“4C”理論強(qiáng)調(diào)企業(yè)與消費(fèi)者要開(kāi)展互動(dòng)、有效的溝通，才能滿足消費(fèi)者需要的價(jià)值取向。在激烈的市場(chǎng)競(jìng)爭(zhēng)中，要把它貫徹到定價(jià)策略、營(yíng)銷管道選擇等各個(gè)環(huán)節(jié)。因此“4C”理論也是很有價(jià)值的?！?R”理論第一次把開(kāi)發(fā)商與業(yè)主的雙贏概念引入房地產(chǎn)行業(yè)、通過(guò)關(guān)系營(yíng)銷提高客戶的忠誠(chéng)度，贏得長(zhǎng)期而穩(wěn)定的市場(chǎng)。因而“4R”理論不是取代“4P”理論和“4C”理論，而是在“4P”理論和“4C”理論基礎(chǔ)上的創(chuàng)新與發(fā)展。作為一個(gè)開(kāi)發(fā)商，要想在市場(chǎng)上獲勝，必須以“4R”理論為主導(dǎo)，以“4P”－“4C”－“4R”為操作主線，開(kāi)展有效的市場(chǎng)營(yíng)銷。The development of the real estate marketing theoryThe theoretical system and the marketing concept in China began in twentieth Century 70 at the end of the introduction of marketing, and is rapidly applied to all kinds of household electrical appliances, daily necessities, hotel service industry and other fields, and applied to the field of real estate is after 1995. The main reason is that the concept of marketing is the product of the market, is the result of fierce market petition. Before 1994, China39。s real estate market is a typical seller39。s market, enterprise, unit group purchase, less market risk. But after 1994, the high risk of the real estate market petition of real estate investment began to highlight, the majority of real estate developers began to look at the marketing with a rational perspective of value. After several years of exploration, although the trend of diversified real estate marketing, marketing services have been chasing connotation from the surface tends, marketing promotion from be towards orderly, but many real estate developers to understand marketing remain superficial, even as to understand marketing connotation bias lead to marketing mistakes. With the continuous innovation of management theory, how to understand the idea and strategy of marketing in deep, deep adjustment and integration of the real estate marketing bination, it is one of the key factors for developers to market petition.The United States of America marketing scholar Professor Mccarthy put forward the famous 4P marketing bination strategy. 4P is the city A marketing mix of four basic elements, namely the product (Product), price (Price), pipe (Place) and promotion (Promotion). He believes that a successful and plete marketing activities, means to appropriate Products, right price, right channels and appropriate means of promotion, enterprise product and service delivery to specific market behavior.Now many developers are using the 4P marketing theory of real estate marketing arrangements. However, the market marketing concept thinking is basically along the how the enterprise production and transmission of the needs of the market products context expansion. Facing the plexity in today39。s market, consumers purchase motivation option variability and the degree of market petition is being more and more acute, with market demand as the starting point and the home of the 4P theory is received from the pursuit of customer satisfaction and customer loyalty 4C and 4R marketing theory impact and challenge.Enterprises in the pursuit of customer satisfaction in the process, the United States of America marketing expert Professor Lauter put forward the customer as the center of the 4C marketing theory. 4C theory to set up four basic elements of marketing mix: consumers (Consumer), cost (Cost), convenience (Convenience) and munication (Communication). It emphasizes that the enterprise should be the first to meet customer demand, the constant pursuit of the highest customer satisfaction in the first place。 second is to reduce the customer39。s purchase cost, including customer purchasing activities in the monetary costs and other costs。 and then to give full attention to customer purchase of convenience in the process, rather than from the perspective of enterprise to determine the sales channel strategy。 finally we should to consumers as the center and the implementation of effective marketing munication. Today, most real estate developers in the pursuit of a prehensive customer satisfaction.In recent years, retain customers, build customer loyalty has new ideas for the evolution of enterprise marketing. The key is to establish and maintain customer relationship marketing. Relationship marketing on customer of enterprise, is the pro