延吉邦盛地产营销战略浅析.docVIP

延边大学 ( 二O —五年五月 摘要 伴随着房地产产业的发展，由卖方市场向买方市场的转变,房地产市场营销越来越得到了房地 产发商的重视，房地产市场营销的理论和实践成为国内有关人士研究的课题之一。而市场营 销是企业的生命线，制定适合本企业发展的、有潜力的市场营销策略，是将企业劳动成果转化 为社会劳动的一种途径。对于特定群体一房地产企业而言，合理有效的市场营销是企业获取 利润和在市场竞争中制胜的法宝，其住投资方向、投资决策、解决开发屮遇到的问题等方面, 被称为房地产开发商解决问题的密胡，并且在销售等有关问题的决策和技巧方面有看不可代 替的作用。因此，本文首先阐述了有关房地产企业市场营销的相关理论问题，如房地产市场 营销的内涵以及房地产企业市场营销的理论基础等问题;进而以延吉邦盛房地产开发公司为 例，深入分析了该房地产企业市场营销的现状及存在的问题；最后，由点带面，提出了提升 我国房地产企业市场营销水平的若干对策建议。 关键词：房地产；市场营销；销售能力；策略 Abstract Along with the development of the real estate industry, by the sellers market to a buyers market, the real estate market marketing is more and more get the real estate business seriously, the real estate market marketing theory and practice to become domestic one of the topics concerned pers on age research ? Marketing is the lifeli ne of en terprise, establish suitable for the developme nt of the enterprise, has the potential to marketing strategy, is the enterprise work into a way of social labor. For specific groups - real estate enterprises, reasonable and effective marketing is the enterprise profit and success in the market competiti on, in the in vestment direction, investment decision, to solve the problems in the development of, etc., known as real estate developers to solve the problem of hu, and sales and related problems of decision making and skills has the effect that cannot replace ? Therefore, this article first expo unds the re leva nt theory about the real estate enterprise marketing problems, such as the connotation of the real estate marketing, and real estate such problems as the theoretical foundation of the enterprise marketi ng; Thus in yenji bond she ng real estate developm ent company, for example, deeply analyzes the real estate enterprise marketing present situation and existing problems; Finally, the belt surface, and puts forward the ascension countermeasures to our country real estate enterprise market!ng level. Keywords： Real estate; Marketing; Sales ability; strategy 目录 引言 1 第一章房地产企业市场营销的相关理论综述 2 1.