我国房地产营销存在的主要问题及解决对策.doc

我国房地产营销存在的主要问题及对策 综上所述，本文在此背景下，通过回顾房地产营销理论，剖析了当前我国房地产业营销存在的问题并分析了出现问题的原因，从理论上和实践上对我国房地产营销现状，存在的问题及发展趋势进行了探讨。最后，展望了我国房地产营销发展趋势。 关键词：房地产 房地产营销 营销问题 完善营销对策 Chinas real estate marketing problems and countermeasures Abstract: As the state of the real estate market continues to strengthen macro-control, and implementation of Chinas real estate market will further more reasonable. However, Chinas real estate market is still problematic. On one hand has large vacancy, On the other hand, many of the real estate enterprises and small scale, dont pay attention to quality and brand, market research, product development and market continued. Real estate developers of market environment, market forces on marketing research, the marketing management to enterprise development strategy and the demand of consumers from the research process of implement marketing. Some mistakes of real estate developers, marketing concepts, make appear in real estate development misguided. To sum up, this paper reviews the real estate marketing planning theory, analyzes the current real estate marketing problems and analyzes the reasons of problems, from theory and practice of Chinas real estate marketing planning situation, problems and development trend are discussed. Finally, the development trend of Chinas real estate marketing planning. Keywords: Real estate Real estate marketing Marketing question Perfect marketing countermeasures。 目 录 1 绪论 1.1 营销的基本概念 6 1.1.1 营销的概念 6 1.1.2 房地产的概念 6 1.1.3 房地产营销的概念 6 1.2 房地产营销的基本理论 7 1.2.1 以满足市场需求为目标的4P理论 7 1.2.2 以追求消费者满意为目标的4C理论 7 1.2.3 以建立消费者忠诚为目标的4R理论 7 1.3 房地产营销的必要性 8 1.3.1 有助于提高房地产企业的营销素质 8 1.3.2 有利于房地产市场的发育和完善 8 1.3.3 有利于消费者需求的满足 9 1.3.4 有利于房地产业作为新经济增长点的培育 9 2 我国房地产营销存在的问题及原因分析 9 2.1 营销功利味太重 9 2.1.1 轻前期规划设计，重后期营销推广 9 2.1.2 在销售模式中以自我为中心 9 2.1.3 重前期物管承诺轻许诺兑现 10 2.2 市场调研性缺乏认识、分析不足 10 2.3 营销理论与房地产营销实践缺乏结合 10 2.4 把市场定位混同于目标市场 10 2.5 目标顾客群定位模糊 11 2.6 缺乏独特卖点和创意 11 2.7 痴迷于“概念炒作” 12 2.8 过分依赖密集广告攻势 12 2.9 脱离市场需求的创新 12 2.10 认为“低开高走”无往不胜 13 3 完善房地产营销