论文终稿房地产市场营销策略分析

中国地质大学（武汉）远程与继续教育学院本科毕业论文（设计）题目：房地产市场营销策略分析姓名：罗彬宇准考证号：014309210464院（系）远程与继教学院专业：市场营销指导老师：职称：评阅人：职称：2012年11月中国地质大学（武汉）远程与继续教育学院毕业论文（设计）I原创性声明本人郑重声明：所呈交毕业论文，是本人在指导教师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人全意识到本声明的法律结果由本人承担。本人签名：日期：中国地质大学（武汉）远程与继续教育学院毕业论文（设计）II摘要随着我国房地产行业进入突飞猛进和高速发展的阶段，房地产行业也早已经成为了中国经济的重要支柱产业。同时房地产行业变得越来越规范成熟起来，随之而来的就是各地房地产行业的激烈竞争，将会迫使房地产行业把房地产的营销策略研究上升到企业发展的战略高度，这就要求房地产企业所开发的项目有过硬的市场竞争力，不仅能够保证其产品本身的质量，营销手段更是尤为重要，优秀的市场营销策略是房地产企业在竞争激烈市场竞争中利于不败之地的重要保证。在目前房地产行业竞争激烈的市场环境下，要求房地产营销要有新思路。房地产市场逐渐由卖方市场过渡到买方市场，企业取得一块地就能制胜的神话已经远去，激烈的竞争需要企业对房地产营销策划越来越重视，房地产营销策划对促进房地产业的健康发展以及增强房地产企业的竞争能力具有重要的意义，房地产营销策划已成为关系到房地产项目开发成功与否的首要环节。当下房地产市场已经开始逐步研究并实施强化品牌战略、适应消费者个性化要求、调整营销模式等各种营销策略，为赢得企业更加强大的竞争力而进行调整。关键字：房地产，市场营销，房地产营销中国地质大学（武汉）远程与继续教育学院毕业论文（设计）IIIAbstractWithChina'srealestateindustryhasenteredastageofrapidandhigh-speeddevelopment,therealestateindustryhasalreadybecomeanimportantpillarindustryofChina'seconomy.Realestateindustryhasbecomemoreandmorestandardizedandmature,isfollowedaroundthefiercecompetitionoftherealestateindustry,realestateindustrywillforcetherealestatemarketingstrategyresearchrisestotheheightoftheenterprisedevelopmentstrategy,whichrequiresarealestateenterprisesdevelopmentprojectswithstrongmarketcompetitiveness,notonlytoensurethequalityofitsproducts,marketingtoolsisparticularlyimportant,themarketingstrategyisanimportantguaranteeforrealestateenterprisesinvinciblepositioninthefiercecompetitioninthemarketcompetition.Requirementsofrealestatemarketingintherealestateindustrycompetitivemarketenvironment,newideas.Therealestatemarket,thegradualtransitionfromaseller'stoabuyer'smarket,winningthemythhasgoneenterprisestoobtainapieceoflandwillbeabletofiercecompetitionenterpriseneedsmoreandmoreattentiontotherealestatemarketingplanning,realestatemarketingplantopromotethehealthydevelopmentoftherealestateindustryaswellasenhancedthecompetitivenessoftherealestateenterpriseshasimportantsignificance,realestatemarketingplanhasbecomethemostimportantpartoftherelationshiptotherealestateprojectdevelopmentsuccess.Thecurrentrealestatemarkethasbeguntograduallyresearchandimplementationoftheenhancedbrandstrategytoadapttotherequirementsofindividualconsumers,andadjustmarketingmodelavarietyofmarketingstrategiestowinthemorepowerfulthecompetitivenessoftheenterprisesandadjust.Keywords:realestate,marketing,realestatemarketing中国地质大学（武汉）远程与继续教育学院毕业论文（设计）IV目录1绪论...................................................................................................................11.1国内外研究综述..........................................................................................................11.1.1国外研究综述...................................................................................................11.1.2国内研究综述...................................................................................................11.2研究的背景及意义......................................................................................................21.2.1研究的背景.......................................................................................................21.2.2研究的意义.......................................................................................................21.3研究的思路和思路......................................................................................................32房地产营销策划理论与实践的发展..............................................................42.1房地产市场营销策划的概念、特征和作用..............................................................42.1.1房地产市场营销策划的含义...........................................................................42.1.2房地产市场营销策划的模式...........................................................................42.1.3房地产市场营销策划的作用...........................................................................52.2房地产营销策划理论的发展......................................................................................52.2.1顾客需要与“4P”营销理论................................................................................62.2.2顾客满意与“4C”营销策略................................................................................63房地产营销策划面临的新挑战.......................................................................83.1宏观经济情况..............................................................................................................83.2市场需求......................................................................................................................83.3土体市场....................................................................................................................103.4市场紧张日趋激烈....................................................................................................113.5政府宏观调控............................................................................................................114房地产市场营销策划探讨.............................................................................144.1品牌策略....................................................................................................................144.1.1市场细分与产品定位.....