新通商房产营销策略研究论文.doc

新通商房产营销策略研究ABSTRACT With?the?rapid?development?of?the?real?estate,?the?secondary?housing?market?is?also?developing??gradually.?In?recent?years,?considering?the?present?of?the?housing?stock?market?and?the?government’s?constant?regulation?and?control?of?it,?the?supply?of?the?secondary?houses?is?increasing?as?well.?Thus,?the?secondary?housing?market?becomes?a?powerful?competitor?coexisting?with?the?market?contributes?a?lot?to?the?development?of?the?real?estate?intermediary?agents.?During?this?special?period,?the?agents?play?a?very?important?rote?in?the?housing?market.?Zhengzhou?Xin?Tongshang?real?estate?agent,?as?a?new?company,?which?is?newly?set?up,?inevitably?exists?a?lot?of?problems,?when?I?was?studying?in?this?company.?Therefore?,?this?thesis?puts?forward?some?constructive?suggestions?and?schemes?which?are?supported?to?be?conducive?to?the?future?prospects?of?this?company.?This?thesis?is?divided?into?three?parts.?The?first?part?is?the?brief?introduction?of?the?research?backgrounds,?great?significance?and?relevant?studying?methods.?The?second?part?respectively?introduces?the?strategic?analysis?of?this?company?seeing?fro?four?aspects?that?include?the?macro?environment,?the?company?itself,?the?customers?and?the?competitors.?The?last?part?is?the?main?part?of?this?thesis,?it?studys?the?production?strategies?of?the?company,?including?production,?price,?promotion,?personnel?and?public?relations?market?strategies.???? Key words: The real estate Secondhand the room The new treaty The marketing mix 目 录 1 研究背景和研究意义 1 1.1 研究背景 1 1.2 研究意义 2 2 理论综述 3 2.1战略营销的3C模型 3 2.2 服务营销的营销组合策略 3 2.3 论文的研究方法和结构 4 2.3.1 论文的研究方法 4 2.3.2 论文的研究结构 4 3 新通商的战略环境分析 6 3.1宏观环境分析 6 3.2新通商自身分析 7 3.2.1新通商简介既市场定位 7 3.2.2新通商的优势分析 8 3.2.3新通商的劣势 8 3.3 消费者市场分析 9 3.3.1 个人信息调查 10 3.3.2 消费者对中介的认可度调查 11 3.4 新通商的竞争者分析 12 3.4.1 竞争者的确定 12 3.4.2竞争战略 12 4 新通商的营销组合策略 13 4.1 产品策略 13 4.1.1 业务种类细分 13 4.1.2 服务带来附加价值 13 4.2 价格策略 14 4.2.1 关于房价 14 4.2.2过户费用 14 4.2.3 中介费 15 4.3 促销策略 16 4.3.1 报纸广告 17 4.3.2 网络营销 17 4.