市场营销专业毕业论文--房地产开发企业营销渠道建设研究.docVIP

摘 要 营销渠道是一个从产品生产制造到消费终端的流通过程，作为联系生产者与消费者关系的市场营销渠道，它既承载着产品实体的配送与库存功能，也承载着市场信息流动、融资、促销、服务、分散经营风险等多种功能。在当今市场竞争越来越激烈的大环境下，如果企业和市场终端的通路通畅，那么企业就能快速销售产品，了解市场情况，发现市场机遇，缩短企业生产周期，对企业根据市场需求导向指导生产，加强市场契合度具有指导意义 在房地产这个特殊的行业领域，由于房屋作为一种特殊的商品，其通道建设就显得特别和意义深远，在卖方市场向买方市场的过度阶段，开发商与市场的契合度就显示了企业的综合实力。本文首先对营销渠道的基本理论进行了概述，对房地产行业的渠道特点做了简单介绍，并结合具体的企业背景，有针对性的选择样本研究，对样本的渠道设计进行结构研究，以反映出当前住宅项目的销售渠道建设情况，进而更好的认识和促进房地产住宅项目的销售管理，以提高房地产开发企业的核心竞争力，为当下激烈竞争的房地产企业提供一些借鉴意义 关键词：营销渠道 架构设计 房地产渠道创新 Abstract Marketing channel, as a link of producers and consumers like the magpie between the Cowherd and the Girl Weaver, is a process from product manufacturing to consumer channels. The various functions of Marketing channel include not only product entity distribution and inventory, but also the market information flow, financing, promotion, service, run a risk dispersedly functions. Under the background of the increasingly fierce marketing competition, it has guiding significance to guide the production according to the market demand orientation and strengthen the market fit if enterprise and market terminal access is unobstructed, and the enterprise will have a better capacity of saling and following the change of market. Now in enterprise competition, perfect and optimization of marketing channels can generate profits for enterprise directly, and will form the duplicated advantage of enterprise competitive. In the real estate industry field, housing as a special commodity, its channel construction could be particularly and far-reaching significance. The developers and market fit during the excessive stage of the sellers market to buyers market. shows the comprehensive strength of the enterprise In this paper, firstly to summarize the basic theory of marketing channels, review the channel characteristics of real estate industry, targeted select samples to reflect the current research combined with concrete enterprise background to reflect the current residential project, the sales channels construction, t