新形势下北京链家房地产公司市场营销策略研究.docVIP

PAGE 19 目录 TOC \o 1-3 \h \z \u 摘要 I Abstract II 引言 1 第1章营销策略及相关理论 2 1.1营销相关理论概述 2 1.2市场营销环境及SWOT分析 2 1.3新形势的特征 3 1.4房地产的产品分类 3 第2章我国房地产交易市场的营销环境分析 4 2.1新形势下的营销环境分析 4 2.2宏观环境分析 4 2.2.1政治法律环境分析 4 2.2.2经济环境分析 5 2.2.3社会环境分析 8 2.2.4科技环境分析 8 2.3微观环境分析 9 2.3.1现存竞争对手的分析 9 2.3.2新进入者的威胁 10 2.3.3消费者的议价能力 10 2.4北京链家房地产公司SWOT分析 11 2.4.1优势分析 11 2.4.2劣势分析 11 2.4.3机会分析 12 2.4.4威胁分析 13 第3章北京链家房地产公司简介及营销策略现状分析 14 3.1北京链家房地产公司简介 14 3.1.1基础情况 14 3.1.2发展现状 14 3.1.3业务概述 14 3.2北京链家房地产公司营销策略现状分析 14 3.2.1产品分析 14 3.2.2价格分析 15 3.2.3渠道分析 16 3.2.4促销分析 16 第4章新形势下北京链家房地产公司营销策略改进建议 16 4.1产品方面建议 16 4.2价格方面建议 17 4.3渠道方面建议 17 4.4促销方面建议 18 结论 19 参考文献 20 致谢 21 摘要 改革开放以来人们对居住环境的要求随生活水平的提高而增加，房地产行业也因人们的需求应运而生。但随着房地产市场的进入门槛低且发展迅猛，越来越多的企业及个体工商户进入房地产市场，房地产市场的内部竞争越发激烈。自1998年住房改革，我国又多次出台相关的住房政策后，房地产营销成为房地产公司发展的重要手段和环节，在新形势下采取何种营销策略达到房地产产品销量上升已成为房地产企业生存及发展的重要目标。本文首先阐述营销策略的相关理论，接着通过分析我国房地产交易市场的环境，研究北京链家房地产公司现有的营销策略,进而提出对北京链家房地产公司营销策略的建议。 关键词：房地产 北京链家 营销策略 Abstract Since the reform and opening up, peoples requirements for living environment have increased with the improvement of living standards, and the real estate industry has emerged due to peoples needs. However, with the low entry and rapid development of the real estate market, more and more enterprises and individual industrial and commercial households have entered the real estate market, and the internal competition in the real estate market has become increasingly fierce. Since the housing reform in 1998, China has repeatedly introduced relevant housing policies, real estate marketing has become an important means and link for the development of real estate companies. What kind of marketing strategy is adopted in the new situation to achieve the rise in sales of real estate products has become the survival and development of real estate enterprises. The important goal. This paper first expounds the relevant theories of mark