本文選題：房地產營銷 + 客戶導向�。� 參考：《北京交通大學》2013年碩士論文

【摘要】：摘要：房地產行業(yè)是關系著國計民生的重要行業(yè),房地產價格不僅關乎著國民經濟的整體發(fā)展,更牽動和影響著人民的生活水平。因此,房地產成為社會關注的熱點。在受到社會關注的情形下,政府會根據(jù)實際情況,對房地產行業(yè)進行政策調控,房地產政策經歷了一個從鼓勵到調控的轉變過程。受政策影響,房地產市場的投資需求被嚴重抑制,市場需求量減少,而商品房市場供應量充足,市場競爭激烈。而房地產自身的特點,又決定了房地產開發(fā)企業(yè)生產的產品受到用地性質、總建筑面積、建筑控高等因素的限制。因此,“產品與客戶的關系是什么?是先研究產品去對應客戶,還是先研究客戶再設計產品?”,上述兩個問題,成為房地產開發(fā)企業(yè)急需解決的問題�；诖�,本文運用文獻研究法、個案研究法等方法,在借鑒前人研究成果的基礎上,運用4Ps理論、4Cs理論觀察和分析房地產開發(fā)企業(yè),以4Ps理論為基本的營銷框架,并把4Cs理論作為有效的參考,重視客戶導向,以此進行房地產營銷設計。本文旨在為我國房地產營銷提供借鑒,為房地產開發(fā)企業(yè)的實際營銷提供依據(jù),實現(xiàn)房地產開發(fā)企業(yè)與客戶的雙贏。
[Abstract]:Abstract: the real estate industry is an important industry related to the national economy and the people's livelihood. The real estate price is not only related to the overall development of the national economy, but also affects and affects the living standards of the people. Therefore, the real estate has become a hot spot of social concern. Under the situation of social concern, the government will adjust and control the real estate industry according to the actual situation, and the real estate policy has experienced a process from encouragement to regulation. Under the influence of the policy, the investment demand of the real estate market is seriously suppressed, the market demand is reduced, and the commercial housing market supply is sufficient, and the market competition is fierce. The characteristics of real estate itself determine that the products produced by real estate development enterprises are restricted by such factors as the nature of land, total building area and building control. So, "what is the relationship between the product and the customer? Should we first study the product to correspond to the customer, or study the customer before designing the product? "the above two problems have become the urgent problem for the real estate development enterprise to solve. Based on this, this paper uses literature research method, case study method and other methods, based on the previous research results, using 4Ps theory 4Cs theory to observe and analyze real estate development enterprises, taking 4Ps theory as the basic marketing framework. And take 4 Cs theory as an effective reference, attach importance to customer orientation, and carry on real estate marketing design. The purpose of this paper is to provide reference for the real estate marketing of our country, to provide the basis for the actual marketing of the real estate development enterprises, and to realize the win-win situation between the real estate development enterprises and the customers.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.233.4

【參考文獻】

相關期刊論文 前10條

1 魏光興;;營銷組合的一個理論綜述[J];商業(yè)研究;2006年01期

2 劉璞;王云峰;于樹江;;市場營銷演進及營銷管理變革綜述[J];商業(yè)研究;2008年02期

3 祝雷;黃文娟;付愉;;傳統(tǒng)與當代市場營銷理論綜述[J];大眾科技;2009年02期

4 馬松波;;論營銷策略在房地產中的應用[J];法制與社會;2009年33期

5 黃劍;;淺析房地產營銷管理的作用[J];中國房地產;2010年12期

6 羅立剛;;對當前房地產全程的營銷及策略探討[J];經營管理者;2010年01期

7 朱岱云;;淺析我國目前房地產營銷策略[J];經營管理者;2010年15期

8 崔銀香;;關于我國當前房地產企業(yè)市場營銷策略的討論[J];經營管理者;2010年23期

9 李洪江,吳秀娥;21世紀市場營銷新觀念綜述[J];黑龍江財專學報;1999年04期

10 梁爽;;對房地產營銷組合模式問題的分析[J];黑龍江科技信息;2009年36期

相關博士學位論文 前1條

1 黃慧;我國房地產業(yè)SCP范式及市場風險的研究[D];天津大學;2007年

，

本文編號：2099441