本文選題：顧問式銷售 + 房地產(chǎn)營(yíng)銷　； 參考：《西南交通大學(xué)》2013年碩士論文

【摘要】：隨著房地產(chǎn)宏觀調(diào)控的不斷深入,客戶購(gòu)買意愿下降、商品房空置率較高,開發(fā)商資金鏈危機(jī)等導(dǎo)致房地產(chǎn)市場(chǎng)的成交量萎縮,房地產(chǎn)銷售遇到了極大的挑戰(zhàn)。目前,房地產(chǎn)銷售大多以產(chǎn)品為核心,就產(chǎn)品論產(chǎn)品,而不以分析客戶需求為核心,再進(jìn)行產(chǎn)品設(shè)計(jì)和銷售。于是,能夠抓住購(gòu)房者心理、滿足購(gòu)房需求,且能答疑解惑的顧問式銷售應(yīng)運(yùn)而生。本文以天津正信房地產(chǎn)引入顧問式銷售模式為案例分析,從顧問式銷售的含義、核心和特點(diǎn)入手,說明房地產(chǎn)必須將傳統(tǒng)以產(chǎn)品為核心轉(zhuǎn)變?yōu)橐钥蛻粜枨鬄楹诵牡匿N售模式,根據(jù)細(xì)化的客戶需求指導(dǎo)產(chǎn)品設(shè)計(jì),通過不同城市、不同性別、不同家庭結(jié)構(gòu)客戶的關(guān)鍵觸點(diǎn)和敏感點(diǎn)分析設(shè)計(jì)銷售流程,將產(chǎn)品的賣點(diǎn)和客戶的買點(diǎn)有效契合,激發(fā)客戶擁有產(chǎn)品夢(mèng)想的體驗(yàn),從而為客戶提供價(jià)值且促進(jìn)銷售成交。 本文通過對(duì)天津正信房地產(chǎn)有限公司在逆勢(shì)之下采用顧問式銷售模式的具體分析,充分展現(xiàn)了基于客戶需求的顧問式銷售起到的關(guān)鍵作用和實(shí)際意義,同時(shí)結(jié)合該公司在執(zhí)行顧問式銷售策略過程中存在的問題進(jìn)行了分析,從顧問式銷售的理論含義、正信地產(chǎn)營(yíng)銷環(huán)境分析、正信地產(chǎn)顧問式銷售模式現(xiàn)狀分析、優(yōu)劣勢(shì)分析及改進(jìn)建議幾部分進(jìn)行論述,包括建立實(shí)時(shí)更新的客戶需求數(shù)據(jù)庫(kù)、健全銷售團(tuán)隊(duì)運(yùn)營(yíng)機(jī)制、強(qiáng)化銷售人員的培訓(xùn)制度等,進(jìn)而推進(jìn)顧問式營(yíng)銷模式的深入實(shí)施和有效進(jìn)行。本文能夠幫助其他房地產(chǎn)公司在制定營(yíng)銷策略、選擇營(yíng)銷模式、樹立品牌形象等方面,更好地立足與客戶需求而銷售產(chǎn)品,并對(duì)房地產(chǎn)企業(yè)如何推行顧問式銷售,提高銷售業(yè)績(jī)具有參考作用。
[Abstract]:With the deepening of macro-control of real estate, the willingness of customers to buy is declining, the vacancy rate of commercial housing is high, and the crisis of developer's capital chain has led to the decline of real estate market turnover, and the real estate sales have encountered great challenges. At present, the real estate sales mostly take the product as the core, on the product theory product, but not the analysis customer demand as the core, then carries on the product design and the sale. As a result, can seize the psychology of buyers, to meet the demand for housing, and can answer the question-solving advisory sales came into being. This paper takes Tianjin Zhengxin Real Estate as a case study, starting with the meaning, core and characteristics of consultancy sales, explains that real estate must change the traditional product-centered sales model into a sales model with customer demand as the core. Guiding the product design according to the detailed customer demand, analyzing and designing the sales flow through the key contacts and sensitive points of customers in different cities, different gender and different family structure, so as to fit the selling points of the products with the customers' purchase points effectively. Inspire customers to experience product dreams to provide value and facilitate sales. Through the concrete analysis of Tianjin Zhengxin Real Estate Co., Ltd adopting the consultant sales model under the adverse situation, the paper fully demonstrates the key role and practical significance of the consultancy sales based on the customer's demand. At the same time, the paper analyzes the problems existing in the process of carrying out the consultant sales strategy, analyzes the theoretical meaning of the consultancy sales, analyzes the marketing environment of Zhengxin real estate, and analyzes the present situation of the real estate consultant sales model. The advantages and disadvantages of the analysis and improvement suggestions are discussed, including the establishment of real-time updated customer demand database, the improvement of sales team operation mechanism, the strengthening of sales personnel training system, etc. And then to promote the in-depth implementation of the consultancy marketing model and effective implementation. This paper can help other real estate companies to develop marketing strategies, select marketing models, establish brand image, and so on, better base on customer demand and sell products, and how the real estate enterprises to carry out consultancy sales, Improving sales performance has a reference role.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.4;F274

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本文編號(hào)：1824991