当前形势下我国房地产营销分析.doc

中文摘要 本文在浅析了我国房地产的营销理论发展历程, 针对目前中国房地产的现状, 对当前形势下房地产的营销进行了探讨。既充实和完善了我国房地产营销理论,又清晰地点出了目前我国房地产企业的营销方向，为我国房地产销售提供了新的思路。 近年来我国房地产市场逐步规范与完善,消费者日趋理性和成熟，开发企业之间的竞争也日益加剧,越来越多的企业开始重视市场营销的作用。营销创新可以使企业在现有基础上重新认识房地产营销的本质内容,更好地满足广大消费者的不同需求；同时, 科学合理的房地产营销策略可以提升房地产企业的市场竞争力, 提高企业的营销能力, 有利于企业的长远发展和房地产业整体的发展,使企业在日趋激烈的市场竞争中立于不败之地。 关键词：房地产营销，营销策略 Abstract In this paper, the national real estate marketing theory development course is exhaustively elaborated. The present real estate marketing theory which is base on the current national market is discussed. It is not only consummating the national real estate marketing theory, but also pointing out the direction of the real estate marketing syllabify, in the will of providing a new way for national real estate marketing. In recent year, with the national real estate market standardizing and improving gradually, the consumers rational and mature increasingly, the intense competition among the developers is also growing. More and more enterprises emphasize the marketing. Marketing innovation can enable enterprises to understand the essence of the real estate marketing on the existing basis in order to better meet the different needs of the vast number of consumers. On the other hand, reasonable real estate marketing strategies can not only enhance the enterprises’ competitiveness, but also make good for the long-term development of the enterprises and unitary development. It keeps the enterprises in the preceding position. Keywords: Real estate marketing，Marketing strategy 目录 前言 1 1.我国房地产营销的发展史 1 2．我国房地产的营销现状及其原因 2 2.1我国房地产的营销现状 2 2.2 导致房地产营销现状的原因 3 3 当前形势下我国房地产营销的探讨 4 3.1 紧跟国家政策，调整企业战略方向 5 3.2 结合国情，综合运用各种营销理论 5 3. 3 努力实现企业发展模式的改变 7 3. 4 看准市场，理性扩张 7 3. 5 针对市场，创新营销策略 8 3.5.1 定制营销 8 3.5.2 网络营销 8 3.5.3 客户营销 9 3.5.4 体验营销 9 3.5.5 速度营销 10 3.5.6 事件营销 10 4.我国房地产营销策略的发展趋势 10 4.1品牌制胜 10 4.2定位制胜 10 4.3速度制胜 11 5 结束语 11 参考文献 12 前言 目前，由于我国的房地产业起步较晚，自20世纪80年代后期才发展起来，至今不到20年的历程。1986年我国房地产业才逐步发展起来，仍以生产、推销观念为主，直到1992产地产的告诉发展才促进了差异化营销观念的推进，1994年全程营销观念才被开发商重