房地產(chǎn)營(yíng)銷(xiāo)策略研究與分析-展示頁(yè)
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【正文】 活動(dòng)經(jīng)驗(yàn)總結(jié)?？铺乩罩?，(亞洲版)[M].北京:中國(guó)人民大學(xué)出版社，1997.[3][M].北京:中國(guó)言實(shí)出版社，.[4]董潘總主編，于穎、周宇編著. 房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)[M].大連:東北財(cái)經(jīng)大學(xué)出版社，2022.[5]中國(guó)地產(chǎn)商，CS 策略與房地產(chǎn)營(yíng)銷(xiāo)[M]，2022.[6][美]菲利普據(jù)我所知，除了文中特別加以標(biāo)注和致謝的地方外，論文中不包含其他人已經(jīng)發(fā)表或撰寫(xiě)過(guò)的研究成果，且與我一同研究的同學(xué)對(duì)本研究所做的任何貢獻(xiàn)均已在論文中作了明確的說(shuō)明并表示謝意。在現(xiàn)代市場(chǎng)經(jīng)濟(jì)條件下，房地產(chǎn)企業(yè)之所以在競(jìng)爭(zhēng)中取勝就是因?yàn)槠涫袌?chǎng)提供顧客所需要的產(chǎn)品，也就是說(shuō)開(kāi)發(fā)商必須以競(jìng)爭(zhēng)為導(dǎo)向，以顧客為中心，按照市場(chǎng)需求開(kāi)發(fā)建設(shè)房地產(chǎn)產(chǎn)品，通過(guò)交換實(shí)現(xiàn)產(chǎn)品的價(jià)值，從而促進(jìn)企業(yè)的不斷發(fā)展。市場(chǎng)營(yíng)銷(xiāo)就是連接市場(chǎng)需要和房地產(chǎn)產(chǎn)品開(kāi)發(fā)建設(shè)的中間環(huán)節(jié)，從而實(shí)現(xiàn)企業(yè)自我發(fā)展的有效手段。關(guān)鍵詞：房地產(chǎn)、市場(chǎng)營(yíng)銷(xiāo)、策略、研究II / 39AbstractWe know that real estate is a highyield industry, but because the value of its investment in large, long period, in physical form is the property, market petition is not sufficient, characteristics of the rolling development, it is also a highrisk industries, as countries However, The real estate market has bee 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 pany was in petition because of its market products needed by customers, which means developers must be petitionoriented, customercentric, 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 modities. Marketing is connected with market demand and real estate development and construction of the intermediate product chain to achieve an effective means of selfdevelopment 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、study1 / 39目錄摘要 ..........................................................................................................IABSTRACT ...........................................................................................II引言 ..........................................................................................................1第一章 房地產(chǎn)營(yíng)銷(xiāo)策略研究綜述 ......................................................2 房地產(chǎn)營(yíng)銷(xiāo)策略的定義 ................................................................2 房地產(chǎn)營(yíng)銷(xiāo)概述 ......................................................................2 房地產(chǎn)營(yíng)銷(xiāo)策略的定義 ..........................................................3 房地產(chǎn)營(yíng)銷(xiāo)策略研究的必要性 ....................................................4 房地產(chǎn)營(yíng)銷(xiāo)策略的內(nèi)容 ................................................................5第二章 CS 策略 ....................................................................................6 CS 策略的定 義 ...............................................................................6 房地產(chǎn)營(yíng)銷(xiāo) CS 策略的背景、國(guó)內(nèi)外研究現(xiàn)狀 ...........................6 CS 策略在房地產(chǎn)營(yíng)銷(xiāo)中的引入 .............................................6 房地產(chǎn)營(yíng)銷(xiāo) CS 策略的優(yōu)缺點(diǎn) .....................................................7 房地產(chǎn)營(yíng)銷(xiāo) CS 策略的優(yōu)點(diǎn) ...................................................8 房地產(chǎn)營(yíng)銷(xiāo) CS 策略的缺點(diǎn) ...................................................82 / 39 房地產(chǎn)營(yíng)銷(xiāo) CS 策略的感想 .........................................................9第三章 STP 策略 ................................................................................10 STP 策略定 義及發(fā)展過(guò)程 ...........................................................10 STP 策略 優(yōu)缺點(diǎn) ...........................................................................10 STP 策略?xún)?yōu)點(diǎn) .........................................................................10 STP 策略缺點(diǎn) .........................................................................11 STP 策略適用對(duì)象 .................................................................11 STP 策略感想 ...............................................................................12第四章 品牌策略 ................................................................................13 品牌策略定義 ..............................................................................13 品牌的定義 ............................................................................13 房地產(chǎn)品牌定義 ....................................................................13 房地產(chǎn)品牌策略定義 ............................................................13 品牌策略的發(fā)展 ...........................................................................14 品牌策略的優(yōu)缺點(diǎn) .......................................................................15 品牌策略的優(yōu)點(diǎn) ....................................................................15 品牌策略的缺點(diǎn) ....................................................................16 萬(wàn)科的品牌探索 ..........................................................................17第五章
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