论文资料：杭州圣宝房产代理营销存在的问题及对策分析.doc

浙江水利水电专科学校毕业论文 杭州圣宝房产代理营销存在的问题及对策分析 杭州圣宝房产代理营销存在的问题及对策分析 摘要 当下房地产营销普遍手法老套、方式老土、创新不强、技术含量低，甚至挑战受众的智商却也是不争的事实；眼下房地产营销人员的素质也是参差不齐，再加之很多企业和营销管理人员目光短浅，也导致营销人员良莠混杂；同时，房地产营销服务意识严重缺失。因此，如何做好营销策略和销售团队，将成为关系房产销售企业经营发展的重要因素。 本文阐述了房地产市场营销中的相关环节，提出营销模式和方式中的关键点，结合杭州圣宝房产代理有限公司实际情况，对公司营销存在的问题和对策提出了几点思考。 关键词：房地产；营销；问题；对策 Abstract Current real estate marketing general gimmick slick, way cliche, innovation is not strong, technical content is low, even the IQ but also challenge the audience undisputable fact; Now real estate marketing personnels quality is uneven, plus a lot of enterprises and marketing management personnel short-sighted, also cause the marketing personnel LiangYou hybrid; Meanwhile, real estate marketing service consciousness serious flaw. Therefore, how to do marketing strategy and sales team, will become relationship property sales business development of important factor. This paper expounds the real-estate marketing, and puts forward relevant link way marketing model and the key point, combined with hangzhou saint treasure house property agency Co., LTD of actual situation, the existing problems and the company marketing countermeasures some thoughts are put forward. Keywords: real estate; Marketing; Question; countermeasures 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc294172326 杭州圣宝房产代理营销存在的问题及对策分析 PAGEREF _Toc294172326 \h 1 HYPERLINK \l _Toc294172327 摘要 PAGEREF _Toc294172327 \h 1 HYPERLINK \l _Toc294172328 引言 PAGEREF _Toc294172328 \h 5 HYPERLINK \l _Toc294172329 一房地产市场营销理论背景分析 PAGEREF _Toc294172329 \h 6 HYPERLINK \l _Toc294172330 （一）房地产营销的定义 PAGEREF _Toc294172330 \h 6 HYPERLINK \l _Toc294172331 （二）房产营销方式 PAGEREF _Toc294172331 \h 6 HYPERLINK \l _Toc294172332 1、企业直接销售策略 PAGEREF _Toc294172332 \h 6 HYPERLINK \l _Toc294172333 2、委托代理销售策略 PAGEREF _Toc294172333 \h 7 HYPERLINK \l _Toc294172334 3、网络销售策略 PAGEREF _Toc294172334 \h 7 HYPERLINK \l _Toc294172335 二 公司及营销策略概况 PAGEREF _Toc294172335 \h 7 HYPERLINK \l _Toc294172336 （一）圣