市场营销-链家营销策略分析.docxVIP

PAGE PAGE IV 链家营销策略分析 摘 要 随着互联网的发展，房地产中介之间的竞争，已经不再仅仅是资金、资源、价格上的竞争，更表现为营销上的竞争。成功的营销可以帮助房地产中介获得竞争上的优势，提高中介公司在竞争市场上的生存能力。加强房地产中介的综合实力、进一步研究房地产中介的营销策略，是顺应时代发展的必经之路。 基于此，本文从基础概念出发，阐述了房地产中介的概念和特点，以及房地产中介营销策略。然后以链家为例对其已有的营销策略进行分析，主要是四个方面的内容：效能领先策略、价格适应策略、品牌提升策略以及媒体联结策略。针对链家已有的营销策略找出其存在的问题，主要是从三个方面进行了总结：一是分销渠道限制，二是促销宣传匮乏，三是营销环境恶劣。结合相关文献资料针对上述问题，总结了相对的三个方面的解决对策建议：一是优化分销渠道，二是扩加大促销宣传力度，三是改善营销环境。 关键词：房地产中介；链家公司；营销策略  Abstract With the development of the Internet, the competition among real estate intermediaries is no longer only in terms of funds, resources and prices, but also in terms of marketing. Successful marketing can help real estate intermediaries gain competitive advantages and improve the viability of intermediary companies in the competitive market. Strengthening the comprehensive strength of real estate intermediaries and further studying the marketing strategies of real estate intermediaries are the only way to conform to the development of the times. Based on this, starting from the basic concepts, this paper expounds the concept and characteristics of real estate intermediary, as well as the marketing strategy of real estate intermediary. Then take the chains as an example to analyze their existing marketing strategies, mainly in four aspects: efficiency leadership strategy, price adaptation strategy, brand promotion strategy and media linking strategy. In view of the existing marketing strategies of chains, the problems are mainly summarized from three aspects: the first is the restriction of distribution channels, the second is the lack of promotional propaganda, and the third is the harsh marketing environment. Combining with the relevant literature, this paper summarizes the relative countermeasures and suggestions in three aspects: first, to optimize the distribution channels, second, to expand the promotion and publicity efforts, and third, to improve the marketing environment. Keywords: real estate agency; HOME LINK corporation; The marketing stra