毕业论文---房地产营销模式分析

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1、房地产营销模式分析摘要房地产作为一国的龙头支柱产业，其地位的重要性不言而喻。如今中国正式成为世贸组织中的一员，市场经济机制将会更趋完善，竞争局面也将愈演愈烈，同行企业之间的优胜劣汰，适者生存同样再所难免。面对竞争，营销已摆脱了曾经可有可无的点缀身份，无疑在房地产业中扮演着举足轻重的角色。首先，本文就房地产营销基础知识进行了阐述，按照提出问题、分析问题、解决问题的逻辑顺序对营销概念、营销本质以及营销中关键的定位理论一一介绍，另外列举了房地产营销的发展阶段以回顾过去，联系现今，其目的主要是为后面的模式分析打下基础；其次，选取了极具代表性的

2、三种营销模式，即“R+A”模式、4C整合模式和电子商务模式，分别代表了从推广、设计以及战术的角度来诠释房地产营销的现状，并将他们与传统模式进行了一系列的对比；最后，总结全文，并对未来做了美好展望。关键字：房地产营销4C理论(客户需求、成本、方便、沟通)传统模式广告电子商务网络工具45ABSTRACTTherealestateisoneofthemostimportantindustriesinChina,thereforethereisnothedefyingfactthatithasplayedanimportantroleinec

3、onomyfield.Atpresent,ChinahasalreadybecomeamemberofWTOandtheinstitutionofmarketingeconomywillbeperfect.Withtheintenseofcompetition,plan&Saleisn’takindofaccessoryanymore,butakeytosuccess.Firstly,Iintroducedthebasicknowledgeofplan&saleinlogicorder,that’sfromproposingquest

4、iontoanalyzingquestion,thenfromanalyzingquestiontosolvingquestion,inordertoprepareforthefollowings.Secondly,Ichosethreekindsofrepresentativemodelstodescribethepresentconditionofplan&Saleinrealestate.“R+A”model,“Four-C”modeland“ElectronicBusiness”modelexplainedatangleofa

5、dvocation,planandtacticsrespectively.What’smore,Icomparedthemwiththetraditionalmodels.Finally,Isummarizedthewholearticleandkeptanoptimisticopiniontothefuture.Keywords:RealestatePlan&Sale4ctheory(CustomerwantsandneedsCostConvenienceCommunication)traditionalmodelsAdvertis

6、ementElectronicBusinessInternettool45目录1.前言...............................................................................................................................................12．房地产营销模式基础........................................................................

7、.....................................22.1营销概述............................................................................................................................22.1.1营销定义...........................................................................................

8、..........................22.1.2营销的市场意识.......................................................................