关于房地产营销策略差异化分析-毕业论文.docVIP

摘要 武汉市东湖高新区位于武汉市东边,别称中国光谷,成立于1988年,是第一批国家级高新区,并在2016年获批中国(湖北)自由贸易试验区武汉片区。是武汉市的经济支柱地区。 本文主要是针对房地产营销的差异化分析,包括房地产营销手法以及产品。经过16和17年的暴涨和国家的宏观调控后,房价逐步稳固，卖方市场也转变成了买方市场。迅速的转变态度和调整营销策略是房地产企业需要做的,必须重视消费者。在此之前,房地产产品同质化严重,甚至可以称为千篇一律,有特色的产品少之又少。随着现在市场转变,房地产公司需要花心思推出有新意、精致、特点突出的产品,对不同的客群推出不同产品,从而真正意义上提高人们的居住环境,实现安居乐业的美好憧憬。同时,后期服务也要提高水准,打造出一个良好的市场口碑,才有机会在新市场环境下独树一帜。同时列举出了武汉市东湖高新区两个案例进行SWOT分析并比较其市场定位。 关键词:营销策略; 差异化营销; 案例; 市场定位 Abstract Wuhan Donghu High-tech Zone is located in the east of Wuhan City. It is also known as China Guanggu. It was established in 1988 and was the first batch of national high-tech zones. In 2016, it was approved as the Wuhan Zone of China (Hubei) Free Trade Zone. It is the economic pillar of Wuhan. This article focuses on the analysis of differences in real estate marketing, including real estate marketing techniques and products. After 16 and 17 years of skyrocketing and national macro-control, house prices have gradually stabilized and the sellers market has also turned into a buyers market. Real estate companies need to change their attitudes in a timely and rapid manner, adjust marketing strategies in a timely manner, and pay attention to consumers. Prior to this, the homogenization of real estate products was serious, and it could even be called a one-size-fits-all, with few products with special features. With the current market transformation, real estate companies need to spend their time to introduce new, refined and differentiated products, targeted design for different customer groups, so as to truly improve peoples living environment and achieve the beauty of everyones living and living Vision. At the same time, the post-service should also be improved to create a good market reputation, and then have the opportunity to stand out in the new market environment. At the same time, two cases of Wuhan Donghu High-tech Zone were listed for SWOT analysis and their market positioning was compared. Key words:Marketing strategy; Differentiated marketin;