链家的市场定位与营销策略分析.docxVIP

链家的市场定位与营销策略分析 摘 要 房地产，是一种稀缺的资源、重要的生产要素和基本的生活资料，是人们十分重视、珍惜的财产。在市场经济中，房地产还是一种商品，成为良好的投资对象。经济的日益发展、社会的进步和人口的增长，人们对房地产的需求会日益增加。房地产业，是国民经济的一个重要产业，并已经成为国民经济的支柱产业。我国目前房地产市场竞争越来越激烈，市场营销已被视为房地产企业经营和运作的生命线。本文首先介绍链家地产公司概况和市场定位相关理论研究，然后对链家地产的市场定位与营销工作分析，提出链家地产的市场定位与营销工作存在问题及原因分析，最后总结链家地产的市场定位与营销策略创新。 关键词：链家；市场定位；营销策略 Abstract Real estate, is a scarce resources, important factors of production and basic living materials, is people attach great importance to, cherish the property. In the market economy, real estate is still a commodity, become a good investment object. With the development of economy, the progress of society and the growth of population, peoples demand for real estate will be increasing day by day. Real estate industry, is an important industry of the national economy, and has become a pillar industry of the national economy. At present, the real estate market competition in China is becoming more and more fierce, marketing has been regarded as the lifeline of the operation and operation of real estate enterprises. This paper first introduces the general situation of chain home real estate Company and the theoretical research of market positioning, then analyzes the market orientation and marketing work of chain Home real estate, puts forward the analysis of the problems and causes of the market orientation and marketing work of chain Home real estate, and finally summarizes the market orientation and marketing strategy innovation of Chain Home real estate. Key words: Chain home; market positioning; marketing strategy 目 录 TOC \o 1-3 \h \z \u 引言 1 1.链家地产公司概况 1 2.市场定位相关理论研究 3 3.链家地产的市场定位与营销工作分析 4 4.链家地产的市场定位与营销工作存在问题及原因分析 6 5.链家地产的市场定位与营销策略创新 9 结束语 10 参考文献 12 致 谢 13 PAGE 9 引言 传统的房地产中介经营模式已无法引领新兴人类的需求，急需重新审视再规划，并推行到房地产中介行业内每一个企业当中去，有利于协调统一房地产中介行业，有利于完善房地产中介行业的法律规范，有利于提升人民群众的生活质量，最终方能实现国民经济的健康发展，以及对房地产行业产生非常积极深远的影响。 胡长深（2015）网络营销对于房地产中介公司来说越来越重要，已经成为影响房地产中介公司未来发展的重要因素。本文在对房地产中介网络营销现状分析的基础上，阐述存在的诸多问题及产生原因，并站在房地产中介公司的角度提出了解决对策。张炳信（2