房地产市场营销策略分析.docxVIP

中国地质大学（武汉）远程与继续教育学院 本科毕业论文（设计） 题目： 房地产市场营销策略分析 市场营销院（系）远程与继教学院专 业: 指导老师： 职 称： 市场营销 评阅人： 职 称： 2012 年 11 月 摘要 随着我国房地产行业进入突飞猛进和高速发展的阶段，房地产行业也早己经成为了 中国经济的重要支柱产业。同时房地产行业变得越来越规范成熟起来，随之而来的就是 各地房地产行业的激烈竞争，将会迫使房地产行业把房地产的营销策略研究上升到企业 发展的战略高度，这就要求房地产企业所开发的项目有过硬的市场竞争力，不仅能够保 证其产品木身的质量，营销手段更是尤为重要，优秀的市场营销策略是房地产企业在竞 争激烈市场竞争中利于不败之地的重要保证。 在目前房地产行业竞争激烈的市场环境下，要求房地产营销要有新思路。房地产市 场逐渐由卖方市场过渡到买方市场，企业取得一块地就能制胜的神话已经远去，激烈的 竞争需要企业对房地产营销策划越来越重视，房地产营销策划对促进房地产业的健康发 展以及增强房地产企业的竞争能力具有重要的意义，房地产营销策划己成为关系到房地 产项目开发成功与否的首要环节。当下房地产市场己经开始逐步研究并实施强化晶牌战 略、适应消费者个性化要求、调整营销模式等各种营销策略，为赢得企业更加强大的竞 争力而进行调整。 关键字：房地产，市场营销，房地产营销 Abstract With Chinas real estate industry has entered a stage of rapid and high-speed development, the real estate industry has already become an important pillar industry of Chinas economy. Real estate industry has become more and more standardized and mature, is followed around the fierce competition of the real estate industry, real estate industry will force the real estate marketing strategy research rises to the height of the enterprise development strategy, which requires a real estate enterprises development projects with strong market competitiveness, not only to ensure the quality of its products, marketing tools is particularly important, the marketing strategy is an important guarantee for real estate enteiprises invincible position in the fierce competition in the market competition. Requirements of real estate marketing in the real estate industry competitive market environment, new ideas. The real estate market, the gradual transition from a sellers to a buyers market, winning the myth has gone enterprises to obtain a piece of land will be able to fierce competition enterprise needs more and more attention to the real estate marketing planning, real estate marketing plan to promote the healthy development of the real estate industry as well as enhanced the competitiveness of the real estate enterprises has important significance, real estate marketing plan has become the most im