房地产全程营销的初步研究与实践-工商管理专业论文.docxVIP

ABSTRACT Real estate industry grows rapidly in the recent 20 years in China.As it developes, real estate developers pay more attention on many aspects, such as Project Investment Analysis,Plan,Design,Marketing,Sales,Service,Brand Shaping and Sustainable Development, but the operation skill need improving. Traditional real estate marketing begins as the building has finished. As the competition becomes more and more intensive, the traditional way of marketing cannot adapt to the situation. Real estate developers must reform the traditional way of marketing to survive and develop.Whole-process- marketing emerges under the background. This article elaborates systematically the theory base, management system, work process of whole-process-marketing, combinating the marketing of Dohe Spring, collecting a lot of data,positiong Dohe Spring as middle grade property,and making success in the selling.Through the practice of Dohe Spring, indicates the whole-process-marketing is practicable. It is trained by modern marketing theory, guided by customer’s wants and needs, and combinates the special character of real estate, so it is available marketing management system, and can adapt to the market situation. After the rapid growth from 2002 to 2003 of real estate industry, the government established a series of economy policies and strengthened the macro control to slow the growth rate of real estate. So the argument of “Foam ” becomes more and more intensive. A part of real estate developers were bankrupted in the macro control. As the environment of survive is so crucial, I hope this article can do some help for real estate developers. Key words: Real estate, Whole-process-marketing, Dohe Spring 目 录 中文摘要.................................................................................................................................... I 英文摘要...................................................................................................................................II