本文選題：房地產(chǎn)項目 + 營銷渠道��； 參考：《昆明理工大學》2013年碩士論文

【摘要】：近幾年來,中國經(jīng)濟呈現(xiàn)出高速發(fā)展的趨勢,房地產(chǎn)也得到了快速發(fā)展,隨著人民生活水平的提高和經(jīng)濟的發(fā)展,大眾對房地產(chǎn)提出了更高的要求,以及新樓盤和房地產(chǎn)管理制度的頒布和實施,也為房地產(chǎn)提供了良好的發(fā)展機遇。 房地產(chǎn)作為特殊商品需要通過特定的營銷渠道完成銷售過程。房地產(chǎn)營銷渠道包括從各級經(jīng)銷商,再通過房地產(chǎn)經(jīng)營商等終端到達消費者手中的整個管道和環(huán)節(jié)。營銷渠道是連接房地產(chǎn)企業(yè)與消費者之間的重要橋梁,它幫助企業(yè)真正實現(xiàn)銷售,有效傳遞物流(房地產(chǎn))、資金流(貨款)和信息流(銷售數(shù)據(jù)),是企業(yè)最為重要的外部資源之一。 規(guī)范的渠道管理和創(chuàng)建渠道優(yōu)勢能大幅度降低銷售成本,更好地拓展市場,同時能提高渠道商的支持率和滿意度,它是房地產(chǎn)企業(yè)市場營銷的重要組成部分。誰擁有和掌握了完備而高效的營銷渠道,誰就有可能在激烈的房地產(chǎn)市場競爭中取得領(lǐng)先優(yōu)勢。 本文首先闡述了營銷渠道管理相關(guān)理論,回顧分析了丘比縣吉祥大院樓盤目前的市場狀況和在營銷渠道上存在的問題,結(jié)合渠道這幾年的演變,結(jié)合中國實際的做法,對丘北縣吉祥大院樓盤未來分銷渠道的構(gòu)建和管理進行了研究。在設(shè)計渠道架構(gòu)、確定渠道層級、評估和選擇渠道成員、以及運用科學的方法對渠道進行管控等方面,提出了一些思路和切實可行的具體方法,對房地產(chǎn)企業(yè)來說具有一定重要的借鑒和采納意義。
[Abstract]:In recent years, the Chinese economy has shown a trend of rapid development, and the real estate industry has also been developing rapidly. With the improvement of the people's living standards and the development of the economy, the public has put forward higher demands on the real estate industry.The promulgation and implementation of new real estate and real estate management system also provide good development opportunities for real estate.As a special commodity, real estate needs to complete the sales process through specific marketing channels.Real estate marketing channels include the whole pipeline and link from dealers at all levels and through terminals such as real estate operators to consumers.The marketing channel is an important bridge between the real estate enterprise and the consumer, it helps the enterprise to realize the sale truly,Effective delivery of logistics (real estate, capital flow (payment) and information flow (sales data) is one of the most important external resources.Standardized channel management and establishment of channel advantages can greatly reduce the sales costs, better expand the market, at the same time, can improve the support and satisfaction of the channel, it is an important part of the real estate enterprise marketing.Who owns and grasps the complete and efficient marketing channel, who is likely to gain the leading advantage in the fierce real estate market competition.This article first elaborated the marketing channel management related theory, reviewed and analyzed the Qiubi County auspicious compound real estate present market condition and the existence question in the marketing channel, unifies the channel the evolution in the past few years, unifies the Chinese actual practice,This paper studies the construction and management of the future distribution channel of Qiubei Jixiang compound.In the aspects of designing channel structure, determining channel level, evaluating and selecting channel members, and using scientific methods to manage and control the channel, some practical and practical methods are put forward.For real estate enterprises have a certain significance of reference and adoption.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

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本文編號：1752565