浅谈房地产营销策略以碧桂园为例.doc

东北财经大学本科毕业论文 浅谈房地产营销策略 — 以“碧桂园”为例 作 者： 王胜锦 专 业： 工商管理 入学时间： 2006年秋 学 号： 061174084 指导老师： 陈丽君 答辩日期： 2008年12月19日 成 绩： 内容摘要 从1978年改革开放以来，我国的住房改革一直在不断深入，房地产市场逐步发展壮大，房地产行业的竞争也日趋激烈。虽然只有短短一、二十年的时间，但其势头却十分迅猛，逐渐发展成为国民经济的支柱产业和先导产业。目前，随着我国住房改革的深入，商品住宅开发投资迅速增加，个人购房在房地产交易中已占有相当大的比例。房地产营销作为房地产开发中的一个重要环节和手段，也越来越受到开发商们的重视。从目前我国的经济体制看，市场经济体制尚不完善，企业的经营管理水平相对低下，市场对社会资源的配置作用还不够大，在优化产业结构﹑合理组织社会生产等方面，政府仍然起着较大的作用。政府对经济干预的目的，是为了提高投资效益，降低投资风险，减少资源浪费，从而实现经济和社会发展的目标，这个目标的实现就需借助市场营销的功能作用。本文结合实际举例说明房地产营销策略功能作用。 【关键词】：房地产营销;营销策略;4P Abstract From the 1978 reform and opening up, Chinas housing reform has been ongoing in-depth, and gradually expand the real estate market, real estate industry, competition is intensifying. Although only one or two decades, but the momentum is very rapidly become a pillar industry of the national economy and leading industry. At present, along with the deepening of Chinas housing reform, investment in commercial residential development of the rapid increase in individual buyers in real estate transactions have a large proportion. Real estate marketing, real estate development as an important part of the means and, more and more developers are of great importance. Chinas current economic system, market economy system is still not perfect, the enterprise management level is relatively low, the market for the allocation of social resources are not enough big role in optimizing the industrial structure﹑reasonable society organizations in such areas as production, the government still plays To better effect. Government intervention in the economy in order to improve investment returns and reduce investment risk and reduce the waste of resources to achieve economic and social development goals, to achieve this goal rely on the marketing function. In this paper, combined with actual examples of real estate marketing function. 【Key words】: Real estate marketing，marketin