中国房地产市场营销研究本科毕业论文.docVIP

本科毕业论文（设计） （2012届本科毕业生） 题　　目： 中国房地产市场营销研究 学生姓名： 陆泓桄 学生学号： 学院名称： 管理学院 专业名称： 市场营销 指导教师： 贾峤 二零一二年五月 摘 要 随着社会物质生活的提高，房地产业迅速发展，与之相对的房地产营销也快速的发展起来，房地产业在我国也经历了从标准规划到统一策划的转变，且现在越来越趋向入整合营销。因为传统的营销策略已经无法满足消费者的购房需求，而且整合营销能更加全面的兼顾到居住的品质以及消费者的心理状态，为开发商带来更大的利润并提升其在消费者心理的地位。通过对房地产营销策划流程的分析可以更加准确地指定整个策划的核心内容。虽然近年来房地产营销有很大的发展，但也暴露了一些问题，主要集中在市场调研的盲目与不充分，缺乏对整个区域更深层的把握，没有合理的知识理论为基础以及对顾客群的定位不准确。缺乏整个市场的全局观，片面保守缺乏创新。但是这些问题都是通过合理的方式能够解决的。 关键字:房地产市场营销，品牌策略，价格策略 Chinas real estate market marketing research Abstract: With the improvement of social material life, the real estate industry rapid development, and the relatively rapid development of real estate marketing also up, the real estate industry in China have also experienced from standard planning to unity of planning the transformation, and are now more and more incline to into the integrated marketing. Because the traditional marketing strategy has failed to meet the pent-up demand of consumers, and integrated marketing can be more comprehensive consideration to live quality, and consumer psychology, for developers to bring about greater profits and boost its consumer psychology status. Through to the real estate marketing planning process analysis can more accurately designated the core content of the whole plan. Although in recent years the real estate marketing has very big development, but also exposed the problems, mainly concentrated in the market research of the blind and not fully, the lack of the whole area more deep grasp, no reasonable knowledge theory and based on the orientation of customer group and is not accurate. The lack of a broader view of the whole market, unilateral conservative lack of innovation. But these problems are through the reasonable means to be able to solve. Keyword: ?real estate market marketing, brand strategy, price strategy 目 录 一、引 言……………………………………………………………………1 二、房地产市场营销的观点…………………………………………………1 (一) 生产观点……………………………………………………………