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毕业论文
中国文化下的家庭购买决策方式与房地产营销策略研究
学 生 姓 名： 学号：
学 部 （系）：
专 业 年 级：
指 导 教 师： 职称或学位：
2013 年 05 月 27 日 摘要·····························································1
关键字···························································1
Abstract·························································1
Key words························································1
前言·····························································2
1. 房地产营销与中国文化··········································2
1.1 房地产营销·················································2
2.1.1 市场营销概述·········································2
2.1.2 房地产营销概述·······································3
1.2 中国文化与房地产···········································3
1.2.1 中国传统文化·········································3
1.2.2 中国传统文化与经济···································3
1.2.3 中国文化下的房地产经济与企业文化·····················4
1.2.4 中国房地产企业文化对房地产营销的影响·················4
2. 家庭消费决策方式及其影响因素··································5
2.1 家庭消费决策及其影响·······································5
2.1.1 家庭消费决策方式····································5
2.1.2 家庭房地产消费的动机································5
2.2 家庭消费决策方式的影响因素·································7
3. 房地产营销策略················································8
3.1 中国文化下房地产营销的消费人群设定·························8
3.2 中国文化下房地产营销的关键·································9
4. 案例··························································9
5. 总结·························································10
结束语···························································10
参考文献························································11
致谢····························································11 中国文化下的家庭购买决策方式与房地产营销策略研究
摘 要
自21世纪初中国房地产市场逐渐繁荣，自此引发了国民性房地产狂热浪潮，当今中国人的精神生活与我们的父母辈比起来丰富许多，对于房地产商品的要求也不在只停留在居住层面上，他们更注重房地产所代表的生活品质和精神内质。企业的一切生产经营活动都是围绕消费者的需求进行的，运用传统的营销模式进行营销,已经无法满足新经济文化政治条件下,新型消费者的营销需求。企业需要从更深层次的角度诠释房地产的内涵，用更符合消费者
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