南京二手房销售-论文3.docVIP

PAGE 2 - 题目：南京房产中介服务企业营销模式及运用分析 摘要 目前，我国房地产进入新一轮发展，房改政策的实施，房产需求的多样化以及政策税费的调整使房产二手房交易市场空前活跃，从事二手房市场中介服务机构的竞争日趋激烈。要提高二手房经营水平，扩大市场占有率，首先必须在经营模式上创新，尤其是营销模式的创新，因为现有中介服务机构的直营模式、加盟模式、模仿模式均在成本控制、人员培训、人力资源管理、服务质量上存在一定的问题。因此，本文从服务营销理论的基础上结合现有中介服务公司特点从人力资源的培训，组织结构及经营模式、营销模式等方面的相互关系进行了探讨，并在此基础上建立服务营销系统模式，二手房营销服务、策划运营模式提供相关的研究方法。 本文围绕对二手房营销服务经营模式的比较、分析，结合服务营销理论，立足于从实践出发，总结出了二手房营销企业营销模式，再对南京二手房市场的营模式进行比较分析和研究，得到了它的营销战略及营销组合策略。期望本论文能为众多二手房中介公司的营销决策提供一些新思路。论文分为三个大的部分： 第一本分主要介绍了南京二手房市场房源现状和二手房中介公司营销存在的问题； 第二部分主要分析了较为典型的二手房中介公司经营模式及南京房产市场其它的经营模式，指出了它们的营销模式中普遍存在的问题； 第三部分结合二手房地产公司的现实情况，建立了它的应用———二手房营销模式，并得出了它的营销战略和营销组合策略。 关键词：二手房，中介服务，服务营销，经营模式 ABSTRACT At present, our country real estate enters new one round the development, the reform of the housing system policy implementation, the real estate demand diversification as well as the policy taxes and fees adjustment causes the real estate secondary market unprecedented active, is engaged in the second-hand house market transmission service the organization competition to be day by day intense. Must raise the second-hand house management level, expands the market share, must first innovate in the business model, particularly marketing pattern innovation, because the existing Intermediate services organization's straight camp pattern, the alliance pattern, the imitation pattern in the cost control, the training of manpower, human resources management, the grade of service have certain problem. Therefore, this article unified the existing transmission service company characteristic from the service marketing theory's foundation from human resources training, aspect and so on organizational structure and business model, marketing pattern reciprocities has carried on the discussion, based on this and established the service marketing system model, the second-hand house marketing service, the plan operation pattern provides the related research technique. this article regarding to the second-hand house marketing service business model'