房地产促销策略分析 doc.doc

河南科技学院 2012届本科毕业论文（设计） 论文题目：房地产促销策略分析 学生姓名：楚延涛 所在院系：经济与管理学院 所学专业：市场营销 导师姓名：李 玲(讲 师) 完成时间：2012年5月10日 摘要 随着我国房地产行业外部环境的变化，客观上要求房地产企业及时转变观念根据市场状况及其发展变化确立营销策略。当前我国房地产市场已全面进入了买方市场。现代市场营销理论已逐步与房地产行业相结合。这就客观上要求房地产企业及时转变观念，深入研究分析市场，把握市场特性，根据市场状况及其发展变化确立营销策略。房地产业一直以来发展较快，竞争激烈程度日益增加。受较高利润的诱惑，越来越多的投资者投入到房地产行业中来，激烈的市场竞争使得房地产营销成为关系房地产开发商获利高低甚至得失成败的关键之一。做好房地产营销已成为共识，在房地产促销方面，各个房产企业和公司极尽所能来吸引客户，促销方式和手段层出不穷，大肆宣扬期其公司和产品。 关键词：房地产；促销策略；营销 Abstract Along with our country real estate industry changes in the external environment and change our ideas is necessary for real estate enterprises in a timely manner according to the market situation and development to establish marketing strategy. The current our country real estate market has entered into a buyers market in an all-round way. The modern market marketing theory has gradually combined with the real estate industry. Timely changing ideas, it is necessary for real estate enterprises in-depth market research analysis, grasps the market characteristics, according to the market situation and development to establish marketing strategy. Real estate industry has been developing rapidly, fierce competition degree is increasing. The lure of high profits, the more investors come into the real estate industry, the intense market competition makes real estate marketing relationship between real estate developers profit level or even one of the key to the success or failure of the gain and loss. Completes the real estate marketing has become a consensus, in terms of real estate sales, each real estate enterprise and the company all can to attract customers, sales promotion means and methods emerge in endlessly, trumpeting his company and products. Key words：The real estate；Promotion strategy；marketing 目录 摘要 Abstract 引言 一、促销的概念和方式 （一）促销的概念 （二）促销的方式 二、促销的作用和意义 （一）促销的主要 （二）促销的意义 三、房地产促销的要点 （一）让利性 （二）补偿性 （三）多元性 四、房地产促销策略 （一）价格促销 （二）赠品促销 （三）抽奖促销 五、建议 引言 我国的房地产业起步较晚，房地产营销理论体系相对不够完善。目前的房地产营销实践主要是借鉴一般的市场营销理论和国外相对成熟的房地产营销理论作指导，缺乏适合国内房地产市场发