合肥市房产公司营销现状与营销策略创新研究.doc

合肥市房产公司营销现状与营销策略创新研究 ——以经典华城项目为例 目 录 摘 要 1 Abstract 2 1 引 言 3 1.1 研究背景 3 1.2 研究框架 3 1.3 研究目的 4 2 房地产营销相关理论 5 2.1 市场营销4P组合策略 5 2.2 房地产市场营销 5 2.3 购房者购买行为分析 6 3 经典华城项目概况 7 3.1 项目简介 7 3.2 项目地块价值 7 3.3 项目所在区域环境分析 8 3.4 合肥市房地产市场发展现状 这点应该放在3.1，先描述合肥房产现状，再说项目概况等。 8 3.5 项目SWOT分析 8 4 经典华城房地产项目市场定位 10 4.1 目标消费者分析 10 4.2 经典华城房地产项目的竞争优势 11 5 本项目的营销策略 13 5.1 本项目的产品策略 13 5.2 项目的价格策略 13 5.3 组合促销策略 14 6 本项目的问题营销策略 16 6.1 降低营销成本 16 6.2 大客户开发策略 16 6.3 客户关系营销策略 16 6.4 建立或完善网络销售渠道 17 6.5 微博营销策略 17 6.6 对客户的购后服务进一步加强 18 6.7 提高员工素质，优化激励机制 18 结 论 20 谢 辞 21 参考文献 22 合肥市房产公司营销现状与营销策略创新研究 ——以经典华城为例 摘 要：目前房地产行业正处在向品牌化、规模化转型的时期，开发商也认识到房地产营销策略已成为关系到房地产项目开发成功与否的首要环节。特别是目前国家不断地出台调控政策来抑制房地产市场，商品房的销售受到很大影响，营销的成功与否已成为开发商能否在市场上生存的关键因素。本文以市场营销相关知识为研究的理论基础，结合合肥市的房地产行业发展现状，分析经典华城房地产项目的实际情况，运用SWOT方法，分析经典华城房地产项目的市场定位及其优势。总结经典华城房地产项目的组合促销策略以及服务营销等方面所采取的措施，并给出一些供参考的营销策略，希望能够对公司的发展提供依据，也希望对合肥市的房地产营销提供借鉴。 关键词：房地产 营销策略 营销组合  Abstract：In recently, the real estate industry is in the period of changing to brand and scale. The developers also realized that real estate marketing strategy has become the first link in estate sales. Especially, a series of regulatory policies were come out constantly to restrain the estate market, and the sale of estate has been greatly affected. Therefore, successful or unsuccessful marketing has become a key factor for whether the developer could survive in the market. In this paper, the actual situation of this real estate projects was analyzed based on the theory of marketing knowledge and the current development of the real estate of Hefei. The marketing positioning and benefits of this real estate project was analyzed using SWOT method. The marketing strategy and services marketing of this estate project were summarized, and some of the marketing strategy for reference was given. We hope the marketing strategy could provide a basis for the company’s development, and provide a reference for the real estate marketing of Hefei. Key words：Real estate project Marketi