BY房地产公司营的销策略研究.docVIP

摘 要 在激烈的市场竞争中，房地产企业为站稳脚跟，更加注重市场营销的重要作用。做好房地产市场营销的关键在于对房地产市场营销的成功策划。成功的房地产营销策略有利于房地产商更好的了解市场动态，根据消费者需求及时调整企业经营决策，从而增强市场竞争能力。一个好的营销策略，是房地产企业营销活动顺利进行的重要保证。 本文以完善BY房地产公司营销策略为中心进行研究。遵循发现问题、分析问题、解决问题的原则，首先对房地产、营销策略等相关理论进行阐述，为后续研究奠定了坚实的理论基础；然后介绍BY房地产公司营销策略并找出目前公司存在的问题；其次运用PEST分析法对企业的政治环境、经济环境、社会环境和技术环境进行了分析；再次，运用SWOT分析法对企业具有的优势与劣势、存在的机会与威胁进行深入的分析；最终从产品、价格、渠道、促销四个方面改进了公司的营销策略，并结合4C策略从满足消费者的需求、降低消费者的总成本、提高消费者的便利性、加强与消费者的沟通，这四个方面完善了公司营销组合策略。 关键词：房地产，营销策略，SWOT分析 Abstract In the fierce market competition, real estate enterprises to gain a foothold, pay more attention to the important role of marketing. Do a good job in real estate marketing is the key to the success of the real estate marketing planning. Successful real estate marketing strategy is helpful for better understanding of the real estate market dynamics, adjust enterprise management decision according to consumer demand, to enhance the market competition ability. A good marketing strategy is the important guarantee of the real estate enterprise marketing activities smoothly. Based on the perfect by real estate company marketing strategy for the center of this research. Follow the principles of found the problem, analyze and solve problems, first of all, the marketing strategy of real estate related theory and laid a solid theoretical foundation for the future study; Then introduced BY the real estate company marketing strategy and find out the problems existing in the company; Secondly using PEST analysis to enterprises political environment, economic environment, social environment and technical environment are analyzed; Again, using the SWOT analysis method to the enterprise has advantages and disadvantages, opportunities and threats of in-depth analysis; Finally from product, price, channel, promotion four aspects to improve the companys marketing strategy, combined with the 4C strategy from meet the needs of consumers, reduce the total cost of the consumers, improve the convenience of customers, strengthen th