房地产市场细分与产品策略选择的实践性探讨.pdfVIP

3 1 ( ) Vol. 3 No1 2004 3 Journal of Beijing Jiaotong University( Social Sciences Edition) Mar. 2004 李鹿嘉, 李清立 ( 北京交通大学 经济管理学院, 北京 100044) : 市场细分与产品策略选择作为市场营销 前期工作对整 个营销活动 成败起着至关重要 作用对 于房地产领域 市场细分和产品策略选择 实践性探讨在我国才刚刚起步在未来 5~ 10 年, 房地产业将 面对更加激烈 市场竞争, 为此, 房地产商应从地理变数人口变数等角度进 一步深化房地产市场细分, 从而 有效地避免正面 竞争冲突同时, 房地产商要审慎选择和实施房地产产品组合策略和品牌策略, 由此确立 出适合企业自身状况 产品策略, 达到有效提高企业竞争力 目 : 房地产; 市场细分; 产品策略 : F2933 :A : 1672-8106(2004) 01-0050-04 Practical Approach on Market Segments and Product Strategy for Real Estate LI Lu-jia, LI Qing-li ( Sc ool of Economics and Management, Beijing Jiaotong University, Beijing 100044, C ina) Abstract : As t e former w ork of marketing, market segments and product strategy w ill play a key role in t e w ole marketing. T e discussion of market segments and product strategy in real es- tate is still absent in C ina. In t e next five or ten years, more drastic competition w ill appear in t e real estate. So t e businessmen in t e real estate s ould make t e market segments in detail by t e difference of geograp y and population, in order to overcome t e directly competitive con- flict. At t e same time, t e businessmen s ould c oose t e product compounding strategy and brand strategy cautiously. T ereby t ey can establis t e proper product strategy and elevate t e competitive power of t e enterprises. Key words: real estate; market segments; product strategy , 29. 8% , 一引 言 397175 , 32. 5%