北京“嘉和人家”营销策略分析.pdfVIP

北京“嘉和人家”营销策略分析 摘 要 随着中国的不断发展，中国经济在世界经济中扮演着越来越重要的角色。其中， 房地产业对国民经济的拉动作用不可低估，成为中国经济新的增长点。中国真正意 义的房地产业从 80 年代初开始起步，在我国的经济发展进程中，从无到有，从小 到大，从幼稚逐渐走向成熟。北京房地产业经过多年的发展，已经基本趋于成熟， 成为北京经济的重要支柱产业。 本文以北京的一个房地产项目“嘉和人家”作为案例，着重分析了房地产项目 的市场营销策略。 面对激烈的市场竞争，“嘉和人家”在分析市场环境的基础上， 进行了正确的市场定位，并针对目标市场，将4P和4C理论相结合运用于整个楼盘 的开发与销售，使“嘉和人家”取得了良好的销售业绩。 “嘉和人家”为广大的房地产开发企业提供了一种可借鉴的营销模式，同时也 证明：在当前激烈竞争的房地产市场环境下，只有让策略服从市场，建立以顾客为 中心的市场营销观念，才能促使房地产项目获得成功，使房地产业更健康、稳定地 发展。 关键词：房地产，嘉和人家，市场定位，营销策略 I 北京“嘉和人家”营销策略分析 Abstract With the development of China, the Chinese economy will play a more important role in the international economy arena. And the real estate’s efforts of promoting country’ economy can’t be underestimated, it becomes its up-to-date growing point. Actually, real estate of China started in early 80s.It has developed into its present condition system, mature and large scale. After the development of years, the real estate market of Beijing tends to mature basically, it is now becoming a local pillar industry of Beijing’s economy. Based on the case study of the “Jiahe Renjia ”, one of the real estate projects in Beijing, the thesis study the marketing strategy of the real estate projects. Faced the fierce competition of the market, “Jiahe Renjia” make the right Marketing- positioning, based on the studying of the marketing environment. And focused on the aim market, it connected the 4P with 4C theories in the whole process of exploit and market. At last, “Jiahe Renjia” got the well selling perfo