扬州市百家信房地产中介市场营销策略探讨 毕业论文.docVIP

扬州市百家信房地产中介市场营销策略探讨 摘要 随着房地产市场的发展，房产需求越来越多样化，房产二级市场空前活跃，从事房地产中介服务的机构的竞争也趋于激烈。要提高房地产中介机构的经营水平，扩大市场占有率，首先必须在经营模式上创新，尤其是营销模式的创新。而现有中介服务机构的运营模式在成本控制、人员培训、人力资源管理、服务质量上存在一定的问题。本文在服务营销理论的基础上结合现有中介服务公司的特点对组织结构、经营模式及营销模式等方面的相互关系进行了探讨，并对房地产中介公司的营销策略进行分析。论文的主体有四个部分:第一部分主要介绍了房地产中介的相关概念和房地产中介营销的主要的营销策略。第二部分主要对百家信房地产公司的营销环境进行扫描，并对其营销模式进行分析；第三部分以百家信房地产中介公司为案例，分析其营销组合策略；第四部分介绍了百家信房地产中介营销策略的实施。 本文以市场营销理论为基础，以房地产和房地产中介相关知识为依据，对房地产中介的特性以及我国房地产中介营销的现状进行分析和研究。还结合我国房地产中介企业的发展现状，立足于从实践出发，对百家信房地产中介公司的营销模式进行了详尽的分析和研究，得到了它的营销组合策略。以期为房地产中介服务的营销策划运营模式提供相关的研究方法和思路。 关键词 房地产中介；房地产营销；服务营销 Abstract With the real estate market, demand for more diverse housing, real estate secondary market more active than ever, service agencies engaged in real estate tends to fierce competition.?To improve the real estate agency business, expand market share, the first operating mode must be innovative, especially the innovative marketing model.Intermediary service organizations and the existing business model in terms of cost control, personnel training, human resource management, there is a certain quality of service issues.?In this paper, based on the theory of service marketing agency services companies with the existing characteristics of the organizational structure, business model and marketing model and other aspects of their relationship were discussed, and real estate companys marketing strategy for analysis.?Paper has four main parts: The first part introduces the concept of real estate and real estate related marketing major marketing strategy.?The second part of the Baijiaxin of real estate companys marketing environment scan and analyze their marketing model； the third part of the letter to hundreds of real estate company, it analyzes the marketing mix strategy； the fourth section describes?Baijiaxin real estate marketing strategy implementation.? In this paper, based on the theory of marketing to real estate and real estate knowledge, based on the real estate properties and the status of rea