【正文】 4P營(yíng)銷模式4C營(yíng)銷模式創(chuàng)始時(shí)間1960年1990年創(chuàng)始人[美] 杰羅姆?麥卡錫[美] 勞特朋基本要素產(chǎn)品、價(jià)格、銷售渠道、促銷（Product、Price、Place、Promotion）欲望和需求、成本、方便、溝通（Consumer wants and needs、Cost、Convenience、Communication）理論基礎(chǔ)如果企業(yè)按正確的價(jià)格，以適宜的促銷方式在正確的地點(diǎn)銷售正確的產(chǎn)品，那么市場(chǎng)營(yíng)銷計(jì)劃將是有效和成功的真正重視消費(fèi)者的行為反應(yīng)，通過企業(yè)與消費(fèi)者的雙向溝通，建立長(zhǎng)久的穩(wěn)定的對(duì)應(yīng)關(guān)系，在市場(chǎng)上樹立企業(yè)和品牌的競(jìng)爭(zhēng)優(yōu)勢(shì)營(yíng)銷主張產(chǎn)品導(dǎo)向消費(fèi)者導(dǎo)向，其精髓是由消費(fèi)定位產(chǎn)品經(jīng)營(yíng)哲學(xué)由內(nèi)而外由外而內(nèi)理論實(shí)質(zhì)消費(fèi)者請(qǐng)注意請(qǐng)消費(fèi)者注意　　4P理論雖然也要研究消費(fèi)者需求，提倡雙向溝通、消費(fèi)者導(dǎo)向，但其思維基礎(chǔ)是以企業(yè)為中心，適合供不應(yīng)求或競(jìng)爭(zhēng)不激烈的市場(chǎng)環(huán)境。而4C理論則以消費(fèi)者為中心，重視消費(fèi)者導(dǎo)向，這實(shí)際是當(dāng)今消費(fèi)者在營(yíng)銷中越來越居主動(dòng)地位和市場(chǎng)競(jìng)爭(zhēng)空前激烈的營(yíng)銷外在條件下的必然要求。 電子商務(wù)模式與傳統(tǒng)人員銷售模式的比較　 傳統(tǒng)的人員營(yíng)銷模式是客戶要到現(xiàn)場(chǎng)看房，銷售人員進(jìn)行相關(guān)講解，這無疑造成了人為的主觀因素居多。除了銷售人員需要具備專業(yè)知識(shí)之外，對(duì)其銷售技巧也提出了相應(yīng)的要求。面對(duì)面的交流固然直接，但同時(shí)也由于其初次接觸過于“直白”（銷售人員的講解不夠清晰、態(tài)度不夠和藹等等），可能影響消費(fèi)者的滿意程度，最終導(dǎo)致交易的失敗。如此不僅浪費(fèi)了開發(fā)商方面的人力資源，也耽誤了消費(fèi)者寶貴的時(shí)間。相比之下，網(wǎng)絡(luò)使房地產(chǎn)營(yíng)銷獲得較大的自由度，空間和時(shí)間的限制減弱了。與傳統(tǒng)人員營(yíng)銷模式相比，現(xiàn)代的電子商務(wù)模式具備的優(yōu)勢(shì)如下：（1）消費(fèi)者從各種信息的被動(dòng)接受方轉(zhuǎn)變?yōu)橹鲃?dòng)選擇方。通常而言，被動(dòng)的信息接受者是極有可能對(duì)此產(chǎn)生反感的； （2）從消費(fèi)心理學(xué)角度，利用網(wǎng)絡(luò)技術(shù)可以把購(gòu)房者“先期請(qǐng)入”有利于與之形成一定的利益共生關(guān)系，通過參與感獲得認(rèn)同，實(shí)現(xiàn)雙向溝通，進(jìn)而促成后期的購(gòu)買決策； （3）利用網(wǎng)絡(luò)技術(shù)，在虛擬空間還可以有效克服信息展示單一的難題； （4）電子往返使人們足不出戶即可完成及時(shí)交流，節(jié)約時(shí)間成本。尤其對(duì)于郊區(qū)住宅而言，其購(gòu)買費(fèi)用降低的幅度就更為明顯，別墅的吸引力很大程度上可以轉(zhuǎn)化為真正的購(gòu)買力。 7. 結(jié)語　 綜上所述，房地產(chǎn)營(yíng)銷雖經(jīng)過幾年的探索，開發(fā)商、營(yíng)銷商已開始用理性的眼光看待營(yíng)銷的價(jià)值，但許多人還未從根本上認(rèn)識(shí)房地產(chǎn)營(yíng)銷的合理內(nèi)核，因而在房地產(chǎn)開發(fā)實(shí)踐中未能最大限度地發(fā)揮營(yíng)銷策劃的作用。盡管以上三種模式分別從推廣、設(shè)計(jì)以及技術(shù)不同的層面為房地產(chǎn)營(yíng)銷提供了一些思路。但還遠(yuǎn)遠(yuǎn)不足，正如營(yíng)銷市場(chǎng)意識(shí)一節(jié)中所涉及到的一樣，營(yíng)銷的意識(shí)在于兩個(gè)層面，一是結(jié)合市場(chǎng)，二是培育市場(chǎng)。以次類推，營(yíng)銷模式一方面需要借鑒已有的思想，而更重要的另一方面則是需要大膽創(chuàng)新，不斷求變以適應(yīng)瞬息萬變的市場(chǎng)。而且這兩方面是同步的，如果按照先后次序，營(yíng)銷模式勢(shì)必永遠(yuǎn)是昨日之談。不過可喜的是房地產(chǎn)營(yíng)銷模式已從單一化趨向全面化，營(yíng)銷服務(wù)也從注重表面趨向過度到追求內(nèi)涵，先前那些對(duì)營(yíng)銷認(rèn)識(shí)膚淺或根本不屑一顧的房產(chǎn)開發(fā)商、中介商們已開始有所轉(zhuǎn)變，但其中不乏有一些由于理解的偏頗而導(dǎo)致在實(shí)際運(yùn)作中走入誤區(qū)，事實(shí)上，他們應(yīng)該對(duì)比各種模式的差異，并根據(jù)項(xiàng)目本身的特點(diǎn)，選擇最適合的一種模式或模式組合，因?yàn)槟Ｊ接肋h(yuǎn)沒有最好之說，而是以是否適合為評(píng)判標(biāo)準(zhǔn)。無論如何，這些改觀至少說明了一點(diǎn)，營(yíng)銷的重要地位已是不爭(zhēng)的事實(shí)。相信依照如此的發(fā)展態(tài)勢(shì)，營(yíng)銷模式會(huì)更趨成熟，房地產(chǎn)營(yíng)銷界將會(huì)擁有一個(gè)絢爛的明天！　 致 謝在本文完成之際，我要向所有關(guān)心、鼓勵(lì)和幫助我的老師、同學(xué)、家人和朋友表示誠(chéng)摯的謝意。在論文選題和寫作過程中，自始至終得到我的導(dǎo)師孟憲忠教授的悉心指導(dǎo)和熱情幫助。孟老師在學(xué)術(shù)上的嚴(yán)謹(jǐn)態(tài)度、嚴(yán)格的教學(xué)作風(fēng)、誨人不倦的精神使本人在學(xué)業(yè)和學(xué)術(shù)上受益菲淺，我在此謹(jǐn)向孟老師表示由衷的感謝！最后還要感謝朝夕相處的學(xué)友在本人學(xué)習(xí)期間給予的幫助、理解和支持，使本人能順利完成四年的學(xué)習(xí)，并最后完成此論文的寫作。 參考文獻(xiàn)[1] 《中國(guó)房地產(chǎn)市場(chǎng)中介組織研究》 張躍慶 企業(yè)管理出版社[2] 《房地產(chǎn)營(yíng)銷學(xué)》 張永岳 彭加亮 高等教育出版社[3] 《張國(guó)房地產(chǎn)經(jīng)營(yíng)與管理大全》 王占祥 西南財(cái)經(jīng)大學(xué)出版社[4] 《房地產(chǎn)經(jīng)紀(jì)》 李春濤 上海人民出版社[5] 《新編房地產(chǎn)經(jīng)濟(jì)學(xué)》 陳伯庚 張永岳 高等教育出版社[6] 均豪物業(yè)咨詢[7] 經(jīng)濟(jì)問題探索 2001年第9期 鄧曉盈 現(xiàn)代房地產(chǎn)營(yíng)銷理論和戰(zhàn)略[8] 中國(guó)期刊網(wǎng)[9] 《中國(guó)住宅市場(chǎng)》 劉福泉 中國(guó)經(jīng)濟(jì)出版社 [10]　中國(guó)房地產(chǎn)報(bào) 2001年第9期 張依玲 房地產(chǎn)市場(chǎng)動(dòng)向[11] 中國(guó)經(jīng)營(yíng)報(bào) 2001年第10期 陳放 房地產(chǎn)營(yíng)銷應(yīng)該走出誤區(qū)[12] 北京經(jīng)濟(jì)報(bào) 2002年第2期 李春平 中國(guó)房地產(chǎn)的品牌傳播[13] 《奧美的觀點(diǎn)》 宋秩銘等 企業(yè)管理出版社[14] 《市場(chǎng)營(yíng)銷管理》 [美]菲利普科特勒 人民大學(xué)出版社[15] 金融學(xué)刊 2001年第12期 尹強(qiáng) 新地產(chǎn)營(yíng)銷初探[16] Knapp, Unique Challenges: Computing and Telemunication in a knowledge economy[17] Paul A . Samuelson William D. Nordhaus: MicroeconomicsThe Chinese Real Estate Market and the effects of WTO China39。s impending entry in the World Trade Organization (WTO) will be a blessing to the real estate industry in China which has had little to celebrate since the bustling days of the earlymid 199039。s. WTO entry sends a positive message to foreign panies about China39。s mitment to economic and market reforms. Demand from foreign panies the primary occupants of topquality mercial, industrial and residential projects is likely to increase as new panies enter the market and others expand as restrictions are gradually lifted. It is, however, premature to say exactly how much the real estate market will benefit. To predict that WTO entry will mean rising rents and demand for more construction in the short term is, perhaps, misguided. The details of the agreement are not yet known, and it is likely that the impact will be gradual and unevenly spread amongst businesses and in different areas of China. Financial services, telemunications, distribution and logistics, information technology, agriculture, and professional services industries, as well as Chinese consumers, are likely to be significant winners.Metropolitan areas may see benefits due to easing of restrictions on financial services panies. Banks and insurance panies are a major industry sector in these areas, and the lifting of restrictions on their activities could unleash significant latent demand for real estate as the reforms take hold. The lifting of trade restrictions, the lowering of tariffs and the easing of restrictions on distribution over the next five years will be a boon for warehousing, logistics and distribution real estate in China39。s busiest port city, as well as in the rest of China.While WTO entry may encourage a recovery in real estate markets sooner than otherwise expected, almost every major market in the country remains vastly overbuilt. In the office sector, the vacancy rate for Grade A buildings is presently 30% in Beijing and 38% in Shanghai. Based on recent trends in demand, this vacant office space will take two to three years to be absorbed, and there is more construction underway.China will continue to reap economic rewards from the prehensive package of housing reforms that the central government has been continually introducing. The most recent development in the new policy is the replacement of monetary subsidies for welfare housing distribution. This new move builds on the 1998 directive, which ended the provision of subsidized housing to public servants. The reforms, coupled with an increased readiness on the part of banks to grant residential mortgages, are expected to promote the sale of housing and facilitate housing construction. While it is Chinese citizens who will benefit most from the housing reforms, foreigners may also have the opportunity to participate in the real estate boom. Foreign banks are seeking permission to pete in the huge mortgage market and purveyors of building materials, furniture, household appliances and interior design services are now honing in on the Chinese market. Any restrictions or conditions to which foreign panies are presently subject are likely to be relaxed or lifted pletely upon China39。s accession to the World Trade Organization. This strong socialist principle of state ownership of real property has been somewhat circumvent