恒大的市场营销.docVIP

恒大的市场营销 内容摘要 随着房地产市场竞争日趋激烈,购房者置业行为和心理的不断成熟，房地产营销已不仅仅是停留于表面，而是注重挖掘内涵方面，倡导一种更深层次、更有力量的营销模式。恒大集团作为中国的十强房地产商之一，其发展速度和模式受到业界的重视，公司发展九年来，已经形成了自己的一套特有的营销模式。本文旨在对其进行研究总结，系统化、理论化地整理出恒大的营销模式，这不仅是对恒大营销模式的肯定和总结，而且也可为恒大在全国范围的工作开展提供有利的指导，具有很强的现实意义。 本文以恒大近几年的发展历程、营销案件为背景，并在此基础上结合市场营销学、管理学的一些基本理论，对恒大的营销模式进行了详细的介绍和剖析，系统地总结出了恒大的营销模式，具体包括人文营销模式、过程营销模式和发展营销模式。最后针对恒大营销的一些不足提出了一些建议，包括完善恒大的管理制度、加强信息化建设、强化经营中的风险意识等，希望对恒大营销模式的完善有所帮助。 关键词：恒大 房地产 市场营销 Summary：With increasingly fierce competition in the real estate market , home buyers and psychological behavior continues to mature, real estate marketing is not just stay on the surface, but rather focus on the connotation , the advocate a deeper , more powerful marketing model. Hengda Real Estate Group as one of the top ten suppliers in China , its growth rate and pattern of industry attention , the company developed nine years, has formed its own set of unique marketing model. This article aims to summarize their research , systematic and theoretical organize the Hengda marketing model , which is not only a marketing model Hengda affirmation and summary , but also for work carried out nationwide Hengda provide favorable guidance , has a strong practical significance. In this paper, Hengda recent years of development, marketing case as background , combined with the marketing on this basis , some of the basic theories of management, marketing model for Hengda a detailed description and analysis, systematic summary Hengda out marketing model , specifically including the humanities marketing model, marketing model and process development marketing. Finally, some shortcomings Hengda marketing made ??some suggestions , including improving Hengda management system, strengthen the information technology operations, and strengthen the sense of risk , in the hope of improving marketing model Hengda helpful . Keywords : Hengda Real Estate Marketing 目录 一．引言 1 二．市场营销的研究现状与文献综述 1 （一） 国外市场营销的研究综述 1 （二）国内市场营销的研究综述 1 三． 恒大的市场营销战略 2 （一） 恒大房地产集团简介 2