二手房中介整合营销对策研究市场营销毕业论文.doc

摘要 随着城市建设和经济的不断发展，人民对住房要求越来越强烈，二手房的供需逐渐增多。二手房由于地理优势和及时能入住的特性在居民住宅选择方面扮演着重要角色。目前二手房中介公司很多，但由于二手房中介在广告宣传、服务能力、企业形象等方面的原因使二手房买方对二手房信任减低，使二手房中介企业与买方矛盾激化。 整合营销传入中国以来，受营销界的欢迎，在经济不断繁荣的今天，整合营销在理论界和实业界得到极大的发展。本文运用整合营销理论，并分析二手房市场的内外部环境，阐述二手房中介的整合营销传播过程。 本文通过科学的分析，总结整合营销传播策略在二手房中介的运用。希望提升二手房中介的营销水平，推动二手房中介的发展。关键词：二手房 整合营销 二手房中介Abstract With the development of urban construction and economy, the peoples increasing demands on housing, second-hand housing supply and demand is gradually increasing. Second - hand house due to the geographical advantage and can check in on time characteristics play an important role in residential choice. The current second-hand Housing Agency a lot, but due to second-hand housing agencies in areas such as advertising, services, corporate image to second-hand buyer of second-hand Housing Trust to reduce the causes of, second-hand medium enterprise and the buyer conflicts. Since the beginning of integrated marketing in China, welcomed by the marketing world, in todays economy continues to boom, development of integrated marketing in the world and the industry has been greatly. Application of Integrated Marketing theory in this article, and the external environment analysis of the secondary housing market, on the second-hand housing process of integrated marketing communication agency. Through scientific analysis of this article, summarizes the use of integrated marketing communications strategy in the second-hand Housing Agency. Want to promote the second-hand housing agency marketing level, promote the development of second-hand Housing Agency. Key words: Second - hand house, Integrated marketing , Second-hand housing agency 目 录 第一章 绪论 1 一、选题背景及研究意义 1 （一）选题背景 1 （二）研究的意义 1 二、国内外研究综述 2 （一）国内研究现状 2 （二）国外研究现状 2 三、论文研究主要内容及方法 3 （一）研究内容 3 （二）研究方法 3 第二章 二手房中介相关理论概述 4 一、二手房中介的相关概念及其经营业务 4 （一）二手房中介的相关概念 4 （二）二手房中介的经营业务 4 二、二手房中介企业经营模式 4 三、整合营销理念及与传统营销的区别 5 （一）整合营销理念 5 （二）整合营销与传统营销区别 6 第三章 二手房中介营销环境分析 7 一、宏观环境：PEST分析 7 （一）政治法律环境分析 7 （二）经济环境分析 7 （三）社会文化环