月亮湾房地产营销问题及对策研究.docxVIP

月亮湾房地产营销问题及对策研究摘要：当前我国的房产市场已经经过一段时间的发展，前期的拓展阶段基本完成，房产市场开始进行洗牌和竞争阶段。在这一过程中，房产企业的营销策略直接关系到企业的运营情况和竞争力。随着广告，电子商务等新兴领域的发展，房产企业的营销手段更加多样，但是从整体情况来看，房产企业的营销模式仍然不够完善，前期的策略制定不够合理，没有充分结合自身的工程特点，中期实施阶段缺少企业文化作为支撑，同时在房价制定上缺乏有效的调整。月亮湾房产作为具有强大实力的房产公司，在楼盘开发，营销手段上都投入了大量资金和精力，但是仍然存在诸多不足之处。如其想要突破自己的营销困境，建立更加完整的营销体系，以便在激烈的房地产市场中立足，必须要从人才设置，市场调研，价格机制上进行改革，从而规范营销管理行为，提高企业的营销管理水平。英文摘要：At present, Chinas real estate market has been through a period of development, the basic completion of the initial stage of development, the real estate market began to shuffle and competition stage. In this process, the marketing strategy of real estate enterprises is directly related to the operation and competitiveness of enterprises. With advertising, e-commerce and other emerging areas of development, real estate companies marketing tools more diverse, but from the overall situation, the real estate business marketing model is still not perfect, the strategy is not reasonable enough, not fully integrated with its own characteristics, the implementation phase of the lack of corporate culture as a support, while the lack of effective adjustment in the price setting. Moon Bay real estate as a strong strength of the real estate company, in real estate development, marketing means have invested a lot of money and energy, but there are still many deficiencies. If you want to break your own marketing dilemma, the establishment of a more complete marketing system, in order to gain a foothold in the competitive real estate market, must from the talent set, market research, price mechanism reform, so as to standardize the marketing management behavior, improve enterprise marketing management level.关键词：月亮湾房产 营销手段 主要问题 对策研究前言：月亮湾房产是一个实力雄厚，规模较大的房产公司，其主要以开发中高档楼盘作为主要业务。从总体情况来看，其开发的房产项目多为住宅项目，小区环境优越，植被覆盖率高，同时配备有完善的小区配套设备如游泳池，景观区，运动场等，主要针对是中高等收入的年轻用户，以为其提供贴心舒适的住宅体验为主要宗旨。月亮湾房产作为一个面向社会中高等收入人群的房产公司，其在品牌营销上制定了以“高端，私人”为主要特色的营销模式，主要从项目的地理位置，周边配套设施，交通便捷情况和小区服务作为营销切入点，但是就目前情况来看，月亮湾房产在实施具体营销前对于市场的调研度仍然不足，一些营销手段针对性不明确，没有取得预期的