房地产营销策略的分析.doc

? ? ? ? ? ? 学 士 学 位 论 文 房地产营销策略的分析  学 士 学 位 论 文 房地产营销策略的分析 摘要 金融危机爆发后，世界各地一片风声鹤唳，这场危机的导火索是美国次级房贷危机，次贷危机产生的直接诱因就是美国的房地产市场萎缩。在任何国家任何城市里，房地产业都占有极为重要的单位。地产业已经成为一个国家或者地区的经济的重要支柱之一，它在各种经济中具有举足轻重的作用，被誉为很多国家或者地区经济的“寒暑表”。[1]市场营销被誉为房地产企业经营和运作的生命线。[2]从传统经济学的角度上讲，制定合理而具有潜力的营销策略是企业将自己的劳动成果转化为社会劳动的一种努力，对于房地产企业这个微观个体而言，市场营销是其最终获取利润并在激烈的市场竞争中立足的制胜法宝。本文基于当前经济形势下对房地产的营销的较深入研究。首先，明确了房地产营销的定义，并指出商品的特性。然后对国内外的房地产环境分析，跟着进行市场分析，指出当前我国房地产营销策略的现状及存在的问题，最后找出新形势下适合我国情况的营销策略。?【关键词】房地产；营销策略；市场营销；策略分析 After the financial crisis erupts, from all over the world a piece is frightened by the slightest sound, this crisis's blasting fuse is the American secondary room loans the crisis, the loan crisis produces the direct cause is US's real estate market atrophy. In any national any city, the real estate industry holds the great importance the unit. The real estate industry already became one of a national or local economical major pillars, it has the pivotal function in each economy, is honored as many countries or the local economy “the thermometer”. The market marketing is honored as the real estate enterprise management and the operation lifeline. Says from the traditional economic's angle, the formulation reasonable has the potential marketing strategy is the enterprise transforms own work achievement as the social labor one kind diligently, speaking of real estate enterprise this microscopic individual, the market marketing is it gains the profit and bases in the intense market competition finally subdues the magic weapon. This article based on current economic situation under to real estate marketing deep research. First, has been clear about the real estate marketing definition, and points out the commodity the characteristic. Then to the domestic and foreign real estate environment analysis, with is carrying on the market analysis, pointed out that the current our country real estate marketing strategy th