扬州百家信房地产中介公司营销策略探讨

图书分类号：密级：毕业论文扬州百家信房地产中介公司营销策略探讨DISSCUSSIONOFMARKETINGSTRATEGYOFYANGZHOUBAIJIAXINREALESTATEBROKERAGECOMPANY班级学号学生姓名学院名称专业名称指导教师年月日III摘要随着房地产市场的发展，房产需求越来越多样化，房产二级市场也变得空前活跃，从事房地产中介服务的机构的竞争也趋于激烈。加上这几年高房价的不断涌现，政府的宏观调控手段不断对房地产的干预。位于扬州市的百家信房产中介公司要想走出一条属于自己的发展道路，就要不断提高机构的经营水平，扩大市场占有率，而这一切都必须在建立在营销策略上不断地改进与拓展。本文在国内外房地产中介理论研究成果的基础上，同时对百加信公司企业营销环境进行SWOT分析的基础上，通过7P服务营销理论对百家信现行的服务产品策略、价格策略、促销策略、渠道策略、人员管理策略、有形展示策略、沟通策略分别进行分析发现公司营销策略存在的不足并提出相应的改进策略,如产品策略里可以拓展的策略：除了可以收取佣金还可以增加附加服务。关键词房地产中介；营销策略；服务营销IIIAbstractWiththedevelopmentoftherealestatemarket,peopledemandformorediversehousing,therealestatesecondarymarkethasbecomemoreactivethanever,serviceagenciesengagedinrealestatebrokeragetendtofiercecompetition.Coupledwiththehighpricesofhousingcontinuetoemergeinrecentyears,theGovernment'smacro-controlcontinuestobetakentotheinterventioninrealestate.IfBaijiaxinrealestatebrokeragecompanywhichislocatedinYangzhouwanttofindouttheirowndevelopmentpath,theymustcontinuouslyimprovetheorganizationoperatinglevel,andexpandmarketshare,andallthismustbebasedonmarketingstrategytocontinuousimprovementandexpansion.ThisarticleiswrittenbasedonthetheoryresearchofdomesticandabroadaboutrealestatebrokeragecompanyandcombinedwiththecompanymarketingenvironmentSWOTanalysis,whichisbasedonthetheoryby7PservicemarketingservicestoBaijiaxin'scurrentproductstrategy,pricingstrategy,promotionstrategy,channelstrategy,personnelmanagementstrategy,thevisibledisplaystrategy,communicationstrategyforanalysiswerefoundshortcomingsinmarketingstrategyandthecorrespondingimprovementstrategies,suchasproductstrategiesthatyoucandevelop:inadditiontoacommissioncanalsoincreasetheadditionalServicesservices.Keywords:realestatebrokerageagencymarketingstrategyservicesmarketingI目录1导论.............................................................................................................................................11.1研究背景和意义...................................................................................................................11.1.1研究背景........................................................................................................................11.1.2研究意义........................................................................................................................11.2研究内容、方法和技术路线...............................................................................................21.2.1研究内容........................................................................................................................21.2.2研究方法........................................................................................................................21.2.3技术路线........................................................................................................................32文献综述......................................................................................................................................42.1房地产中介基本理论...........................................................................................................42.1.1房地产中介的的定义与内容........................................................................................42.1.2房地产中介企业运营模式和机制................................................................................42.2市场营销策略组合...............................................................................................................52.2.1传统的营销策略组合—4P............................................................................................52.2.2传统营销策略的发展—4C、4R....................................................................................62.2.3服务营销学理论—7P....................................................................................................72.3国内外研究现状...................................................................................................................82.3.1国外研究现状................................................................................................................82.3.2国内研究现状................................................................................................................82.3.3文献评述........................................................................................................................93百家信房地产中介营销环境分析...........................................................................................113.1百家信地产中介概况.........................................................................................................113.2百家信房地产中介主要竞争对手分析.............................................................................113.2百家信地产中介营销环境SW0T分析...............................................................................123.3.1优势分析......................................................................................................................123.3.2劣势分析......................................................................................................................123.3.3机会分析......................................................................................................................133.3.4威胁分