丰业.半山一品的营销策略分析.docVIP

PAGE 1 PAGE 1 摘要 随着我国经济的快速发展，房地产公司纷纷投资楼市，他们争着纷纷买地盖房，导致了房地产供过于求的局面，随着房地市场逐步规范与完善,消费者日趋理性与成熟。房地产开发企业之间的竞争也日益加剧,在此前提下房地产营销成为决定企业存亡、的关键因素。市场竞争日益加剧的今天，怎样使公司的效益最大化，能够卖出更多的楼盘而实现零库存，是房地产发展商追求的最大目标，但由于受国家政策、营销环境、企业自身素质等多方面的影响，房地产商在楼盘的营销过程中会面临各种各样的问题。本文以半山一品为研究对象，分析其营销策略的现状及存在的问题，目前，半山一品地理位置偏离市中心，户型设计不合理、定价缺乏差异化，与竞品楼盘相比缺乏优势、客户渠道单一、促销模式呆板，这影响了其楼盘的销售，针对这些问题，本文提出了其产品策略、价格策略、渠道策略、促销策略完善的建议，希望可以促进半山一品销售，也希望对其他房地产企业的营销有一定的借鉴作用。 关键词：半山一品 库存 营销策略 房地产 PAGE PAGE 3 Banshan Yipin Marketing strategy analysis Abstract With the rapid development of our economy, Real Estate Company have invested in the property market, they have to buy houses, the real estate situation of pile up in excess of requirement with the real estate market, gradually standardize and improve, consumers become more rational and mature. The competition among real estate enterprises is also increasing, the real estate market has become the key factor that determines the survival of enterprises, the. The market competition is becoming increasingly fierce, how to maximize the benefit of the company, to sell more projects and achieve zero inventory, is the largest real estate developers in the pursuit of the goal, but because of the influence of national policy, marketing environment, the quality of the enterprise itself and other aspects of the real estate business will face a variety of problems in marketing in the process of real estate. In this paper, a mid product as the research object, analysis of the status quo of its marketing strategy and existing problems, at present, a mid product location deviate from the city center, apartment layout design is not reasonable pricing, lack of differentiation, compared with competing products, the lack of real estate advantage customer channels, promotion mode is inflexible, which affect the real estate sales to solve these problems, this paper proposes the product strategy, price strategy, channel strategy, promotion strategy suggestions, hope to promote a