中国房地产发展现状及地产商营销策略浅析.doc

中国房地产发展现状及地产商营销策略浅析 摘要：房地产营销策划是一门针对房地产市场的激烈竞争而形成的，关于房 地产营销应该如何进行的新兴学科。在竞争日益激烈的房地产市场中，迫切需要 进行有效的、切实可行的营销策划来实现房地产营销。 本文在理论研究的基础上，首先对营销策划在房地产领域的发展与现状进行了分 析。其次，采用理论分析和实践调查相结合的研究方法，以房地产开发企业作为研究 对象，探讨适应房地产开发企业的营销模式。在理论上拟采用现代经济学中规范研究 中的比较分析方法，而实践调查结合实际工作来分析房地产开发项目是如何来进行营 销策划的。 关键词：房地产营销 Abstact： Real estate marketing Plan is one of the real estate market formed by intense competition, real estate marketing should be on how the emerging disciplines. In an increasingly competitive real estate market, the urgent need for effective, practical marketing plan to achieve real estate marketing. In this paper, on the basis of theoretical study, first of all, the marketing plan in the field of real estate development and status of the analysis. Secondly, the use of theoretical analysis and investigations practice of combining research methods to real estate development business as a research object, real estate development enterprises to explore the marketing mode. In theory to be adopted norms of modern economics in the study of comparative analysis methods, first of all is for Practice from the reality in question :how should the real estate marketing and secondly on the assumption that the conditions defined by the real estate marketing study the scope of the third is to establish the theory that real estate marketing model; fourth is derived from the model theory hypothesis; fifth is the fact that statistical tests: Sixth is that clear conclusion and finally put forward policy proposals, complete transformation of the mode of real estate marketing tasks. The Practice of combining Practical work to investigations of real estate development projects is how to carry out the marketing plan.. Key Words: Real Estate； Marketing 伴随着我国房地产市场的发展壮大，房地产行业的竞争日趋激烈。房地产营销作 为房地产开发的一个重要环节，是商品房的“惊险一跳”，越来越受到开发商的重视。 由于产品的同质化比较严重，传统的营销手段已经难以适应消费者的需求和激烈的竞 争环境，消费者已经不满足于枯燥的数据描述，而是更加重视自身对购房的体验与感 受。能否引起消费者在情感上的共鸣，成为房地产商在产品设计和市场营销时思考的 问题。 10月17日，国务院常务工作会议提出的稳定和刺激经济发展的十条措滋中指出, 要“加大保障性住房建设规模，降低住房交易税费，支持居民购房”