房地产市场营销中客户消费心理与

房地产市场营销中客户消费心理与营销策略研究重庆大学硕士学位论文学生姓名:冯伟指导教师:刘玉峰副教授专业:管理科学与工程学科门类:管理学重庆大学建设管理与房地产学院二O一一年五月StudyonConsumerPsychologyandMarketingStrategyinRealEstateMarketingAThesisSubmittedtoChongqingUniversityinPartialFulfillmentoftheRequirementfortheDegreeofMasterofEngineeringByFengWeiSupervisedbyAss.Prof.LiuYufengMajor:ManagementScienceandEngineeringFacultyofConstructionManagementandRealEstateofChongqingUniversity,Chongqing,ChinaMay,2011+富任石丁I司3z本文研究的问题是基于客户消费心理分析的房地产市场营销策略，以建立科学的、严谨的房地产市场营销方法，制定有效的营销方案，挖掘房地产市场的价值，提高企业的各种效益，希望能够对房地产企业在市场营销的实际操作过程中有一定的借鉴意义。自20世纪五十年代起，人们对于房地产市场营销策略进行了广泛的研究。期间，一些直接的或间接的房地产市场营销策略研究成果不断问世。然而，已有的营销策略研究大多局限于营销策略本身，而非从消费者消费心理的角度来看待营销策略，从而造成一些房地产企业在制定营销策略上的种种意识误区。基于此，本文提出基于客户消费心理制定营销策略的命题，力求为房地产企业成功制定有效的营销策略提供新的视野。基于客户消费心理分析的房地产营销策略研究，主要探讨客户消费心理和制定房地产市场营销策略之间的关系。文章首先分析我国房地产市场营销的现状以及市场营销战略体系，然后对客户消费心理和房地产市场营销相关概念进行梳理和归纳，从消费者与房地产市场营销的互动模式以及房地产市场营销对客户消费心理的影响具体探讨客户消费心理与制定房地产市场营销策略之间的内在关联，提出房地产企业在制定营销策略中的产品策略、销售渠道策略、价格策略和促销策略的过程中容易出现的问题，并在此过程中给出基于客户消费心理的产品策略、销售渠道策略、价格策略和促销策略。文章最后运用全文的设论，对重庆市巫山县项目“江临天下”营销策略的制定进行实证性研究，期望能为我国房地产企业在以后的营销策略的制定过程中提供某些借鉴，从而实现满足客户消费心理与营销策略合理制定的双赢格局。关键词:客户消费心理，房地产市场，营销策略ABSTRACTInthispaper,theproblemispsychologicalanalysisbasedonconsumerspending,therealestatemarketingstrategiestoestablishascientific,rigorousrealestatemarketingmethods,developeffectivemarketingprogramstomaximizethevalueoftherealestatemarkettotap,andimprovingthevariouskindsofbenefits,realestatecompanieswanttobeabletopracticeinthemarketingprocessofacertainreference.Sincefiftyyearsofthe20thcentury,thepeoplemarketingstrategyfortherealestatemarketmoreandmoreextensiveresearch.Period,somedirectorindirect,realestatemarketingstrategyresearchresultscontinuetocomeout.However,moststudieshavebeenlimitedtomarketingstrategymarketingstrategyinitself,ratherthanfromtheconsumerperspectiveonmarketingstrategy,resultinginanumberofrealestatecompaniesinthedevelopmentofmarketingstrategy,alltheawarenesserrors.Basedonthis,thispaperbasedontheclienttodevelopmarketingstrategyconsumerpsychologyproposition,andstriveforasuccessfulrealestatecompaniestodevelopeffectivemarketingstrategiestoprovideanewperspective.Psychologicalanalysisbasedonconsumerspending,realestatemarketingstrategyresearch,whichfocusedonconsumerspending,therealestatemarketpsychologyanddeveloptherelationshipbetweenmarketingstrategy.Thepaperfirstanalyzesthestatusofrealestatemarketingandmarketingstrategysystem,thenthecustomerandrealestatemarketing,consumerpsychologytosortoutandsummarizetherelevantconceptsbasedonconsumerandrealestatemarketingfromtheinteractivemodelandrealestatemarketing,consumerpsychologyofthecustomerofthecustomerspecificconsumerpsychologyandmarketingstrategytodeveloptherealestatemarketinterlinkagesbetween,Putforwardinthedevelopmentofmarketingstrategiesrealestatecompaniesintheproductstrategy,channelstrategy,pricingstrategiesandpromotionalstrategiesintheprocesspronetoproblems,andintheprocessgivestheconsumerpsychologyofproductsbasedoncustomerstrategy,channelstrategy,pricingstrategiesandpromotionalstrategies.Finally,basedontheuseofthefulltextofWushanCounty,ChongqingCity,theprojectJungtemporaryworldmarketingstrategyformulationdoempiricalresearch,hopeforthefutureofrealestateenterprisesintheprocessofformulatingmarketingstrategytoprovidesomereference,inordertoachieveareasonablemarketingstrategytomeettheconsumptionandthedevelopmentofwin-winsituation.Keywords:Customerconsumerpsychology,Therealestatemarket,Marketingstrategy目录中文摘要..........................................................................................................................................I英文摘要..................................................................................................................................……II1绪论.........................................................................................................................................11.1研究背景.............................................................................................................................……11.2研究目的及意义.......................................................................................................................11.3国内外研究现状.......................................................................................................................21.3.1国外研究现状....................................................................................................................21.3.2国内研究现状....................................................................................................................31.4研究思路和方法.................................................................................................................……52我国房地产市场营销现状..............................................................................................72.1我国房地产市场营销的发展及现状.................................................................................……72.1.1我国房地产市场营销的发展............................................................................................72.1.2我国房地产市场营销的现状................................................