中国文化下的家庭购买决策方式与房地产营销决策与研究报告.docVIP

- PAGE -页脚-- - -页脚-- 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 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········································· 1.2.2 中国传统文化与经济··································· 1.2.3 中国文化下的房地产经济与企业文化····················· 1.2.4 中国房地产企业文化对房地产营销的影响················· 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···································· 2.1.2 家庭房地产消费的动机································ 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