地等产公司营销策略分析以链o家地产为例.docxVIP

市地：山东省济南市 年 月 日专业企业管理姓 名冯海燕联系电考证号030111100355通讯地址山东省淄博市张店区邮 编255000论文题目地产公司营销策略分析-以链家地产为例论文页数17指导教师卞亚斌指导教师评估签 名评 审 意 见签 名答辩评估签 名毕业考核成绩主考院校签章年 月 日摘要房地产,是一种稀缺的资源、重要的生产要素和基本的生活资料,是人们十分重视、珍惜的财产。在市场经济中,房地产还是一种商品,成为良好的投资对象。经济的日益发展、社会的进步和人口的增长,人们对房地产的需求会日益增加。房地产业,是国民经济的一个重要产业,并已经成为国民经济的支柱产业。我国目前房地产市场竞争越来越激烈，市场营销已被视为房地产企业经营和运作的生命线。本文主要分析了链家地产整个营销过程,提出企业要立足、要生存、要发展，营销所必须采取的新对策，促使房地产企业迅速打开新局面，蓬勃向前发展。关键词：房地产，营销状况，营销对策AbstractReal estate is a scarce resource, an important factor of production and basic life material, which is people attach great importance to the property cherished. In a market economy, real estate or a commodity is a good investment. With the development of economy, the progress of the society and the growth of the population, the demand of people for real estate will increase. The real estate industry is the national economys an important industry and has become a pillar industry of the national economy. With Chinas real estate market more and more competition, market marketing are regarded as a real estate enterprise management and operation of the lifeline. This paper mainly analyzes the Homelink the whole real estate marketing process and gives the enterprise some new thoughts, such as to survive, the enterprise should be based on the development, marketing must take the new measures and so an. These will make real estate enterprise quickly open the new situation and make the boom of forward development.Key word: Real estate，Marketing situation，Marketing strategy目录1.房地产的概念、发展史、营销现状及方法11.1房地产的概念11.2房地产营销策略的发展史11.3房地产营销策略的现状及方法22.以链家地产为例浅析营销策略的应用32.1链家地产简介32.2营销环境分析42.2.1宏观环境因素分析42.2.2微观环境因素分析42.3链家地产总的营销策略42.3.1功效优先策略52.3.2价格适应策略52.3.3品牌提升策略52.3.4刺激源头策略52.3.5媒体组合策略52.4链家地产经营理念及远景62.4.1完全透明交易62.4.2直营连锁门店62.4.3业主全线产品支持62.4.4高素质人才服务73.制定链家营销策略的前提73.1深刻洞悉市场73.2专业、系统化的营销策略和推广策划73.3有效的销售执行与控制73.4营销策划的制定83.5制定营销推广活动，为营销策略的应用做准备84.战略改革84.1链家地产的战略改革84.2销售模式的变革94.3重塑客户服务体系94.4培养知识密集型员工105.房地产营销策略的创新115.1品牌营销115.2人文营销125.3知识营销125.4绿色营