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1、我国房地产企业营销策略研究摘要房地产产业在国民经济屮的地位日趋重要，对改善居民居住条件、拉动经济增长、扩大就业以及加快城市建设都发挥了重耍作用。本文首先介绍我国房地产金业营销现存的问题，比如：房地产企业营销实践缺乏系统性、科学性；对销售人员的培训存在误区；营销成本虽高，但得不到消费者的认可；营销行为存在不合理和违法现彖。针对目前所存在的问题，本文对上述的问题进行一系列的分析。通过大量的事实性的论述，金业必须改变当前的状况，实丿施新策略改变自身的缺陷，以此形成竞争优势，谋求长远发展。最后，本文针对房地产企业现存状况，系统地捉出了适合我国房地产企业发展的营销策略，包括品牌发展战略
2、，捉升企业的竞争能力；房地产企业集屮一点营销策略，促进金业的创新；加强营销队伍管理，捉高队伍素质；运用口碑营销，捉高品牌形彖；注重“绿色”营销，实现企业经营目标；房地产网络营销，促进企业全方位的服务；捉高服务意识，增强金业信誉。以至于能够右助于提高房地产金业的竞争力，有利于消费者需求的满足，冇利于房地产产业和国民经济的发展。为我国房地产企业在营销方而捉出一定的帮助性的建议。关键词：房地产营销，口碑营销，品牌形象，服务意识，网络营销China'sRealEstateEnterprisesofMarketingandStrategyAnalysisABSTRACTThereale
3、stateindustrywillbecomemoreandmoreimportantinthenationaleconomy.Ithasplayedanimportantroleinimprovinglivingconditions,spurringeconomicgrowth,expandingemploymentandurbandevelopment.Thisarticleintroducesproblems,whichexistintherealestatemarketing,suchaslackingofsystemic,scienceinrealestatemar
4、ketingtheoryandpractice,somemistakesonthetrainingsales,thecostsofmarketingaretoohighbutcannotgetconsumers'recognition,andsomemarketingbehaviorisillegal.Thisarticlehasconductedaseriesofanalysisonthecurrentproblems.Throughlotsoffactualexposition,enterprisesmustchangethepresentsituation,tomake
5、newstrategytocorrecttheirflaws,toformcompetitiveadvantage,andlookingforlong-termdevelopment.Finally,thisessayputsforwardsomemarketingstrategysystembasedonthepresentconditionsuittoChineserealestateenterprises,whichinvolvestheimplementationofbranddevelopmentstrategy,enhancethecompetitivenesso
6、ftheenterprisesandrealestateenterprisesintheapplicationofvirtualoperationandthepromotionofbusinessinnovation,andmarketingmanagementteam,improvethequalityofmarketingteam.Usingbrandmarketing,andenhancetheimageofbrand,putemphasisonngreennmarketing,achievingbusinessgoals.Withtheinternetmarketin
7、gforrealestate,topromotethefullspectrumofservices,improvingtheconsciousofservice,enhancecredibilityofcompanies.Soastohelptoimproverealestatecompanies'competitiveness,meettheneedsofconsumers,developtherealestateindustryandthenationaleconomy.Itwillbehelpfu
