文档介绍：我国房地产营销存在的主要问题及解决对策
摘要:随着国家对房地产市场的调控政策继续加强和贯彻落实,我国房地产市场将会进一步趋于合理。但是,我国房地产市场仍然问题重重。一方面有大面积的商品房空置;另一方面,许多房地产企业,规模偏小,不注重质量与品牌,忽视市场调研,致使开发的产品继续与市场脱节。现实的市场环境迫使房地产开发商研究市场、重视营销问题,把营销管理上升到企业发展的战略高度,从研究消费者的需求出发实行全过程的营销。房地产开发商的一些错误观念,致使营销出现误区,使房地产开发步入歧途。
综上所述,本文在此背景下,通过回顾房地产营销理论,剖析了当前我国房地产业营销存在的问题并分析了出现问题的原因,从理论上和实践上对我国房地产营销现状,存在的问题及发展趋势进行了探讨。最后,展望了我国房地产营销发展趋势。
关键词:房地产房地产营销营销问题完善营销对策
China's real estate marketing problems and countermeasures
Abstract: As the state of the real estate market continues to strengthen macro-control, and implementation of China's real estate market will further more reasonable. However, China's real estate market is still problematic. On one hand has large vacancy, On the other hand, many of the real estate enterprises and small scale, don't pay attention to quality and brand, market research, product development and market continued. Real estate developers of market environment, market forces on marketing research, the marketing management to enterprise development strategy and the demand of consumers from the research process of implement marketing. Some mistakes of real estate developers, marketing concepts, make appear in real estate development misguided.
To sum up, this paper reviews the real estate marketing planning theory, analyzes the current real estate marketing problems and analyzes the reasons of problems, from theory and practice of China's real estate marketing planning situation, problems and development trend are discussed. Finally, the development trend of China's real estate marketing planning.
Keywords: Real estate Real estate marketing Marketing question Perfect marketing countermeasures。
目录
1 绪论
营销的基本概念 6
营销的概念 6
房地产的概念 6
房地产营销的概念 6
房地产营销的基本理论 7
以满足市场需求为目标的4P理论 7
以追求消费者满意为目标的4C理论 7
以建立消费者忠诚为目标的4R理论 7
房地产营销的必要性 8
有助于提高房地产企业的营销素质 8
有利于房地产市场的发育和完善 8
有利于消费者需求的满足 9
有利于房地产业作为新经济增长点的培育 9
2 我国房地产营销存在的问题及原因分析 9
营销功利味太重 9
轻前期规