复杂环境下房地产项目营销策略研究建筑与土木工程专业论文.docxVIP

AbstraetAbstract Abstraet Abstract In the past few years，great changes have taken place in the real estate market．The rapid growth of house prices and the strong market demand of the past conversed into house prices downtrend，inventory pressure and the market downturn．Under the complicated and severe market environment，the real estate market marketing work encountered great challenge．In order to reverse the unfavorable situation,the real estate enterprise must pay attention to research of marketing strategies and methods of the project． Marketing work need attention on the research of the marketing environment，，this paper based on the analysis of the real estate enterprises macro environment,market environment and competitive environment，real estate project is put forward the marketing must Pay attention to marketing strategy use and resoulees into the complexity of marketing research，and the combination of AHP and fuzzy mathema．tiCS is established to measure complexity．On the marketing method,this paper believes that real estate enterprises should apply new information communication technology to strengthen marketing strategy and means，abandon the．old method of the previous information in the network media，By using new type of network integrated marketing methods，let the combination of network marketing and traditional marketing methods，and through out the whole process of enterprise marketing，SO嬲to expand the depth and breadth ofmarketing communications． From the viewpoint of stakeholder theory and synergetic theory,this paper puts forward the concept of cooperative marketing and argues that the synergy between enterprises，between enterprises and consumels erdaance marketing capabilities and enhance the competitiveness of enterprises．In the end,Based on XXX project of XXX real estate enterprise in real estate marketing has carried on the empirical analysisof the application in this paper,the theory and method of XXX project marketing work has ob妇cd the remarkable