我国二手房地产市场营销策略分 析毕业论文.doc

我国二手房地产市场营销策略分_析毕业论文哈尔滨广厦学院
毕业论文(设计)
系别经济管理系
专业市场营销
班级 10 市场营销
学生姓名吴迪

2014 年 6 月 10 日
哈尔滨广厦学院
毕业论文(设计)
题目我国二手房地产市场营销策略分析—以哈尔滨隆信行房地产江北分公司为例
学生吴迪
指导教师裴丽杰杜春玲
专业市场营销
班级 10 市场营销
系别经济管理系
2014 年 6 月 10 日
摘要
随着房地产市场的发展,房产需求越来越多样化,房产二级市场空前活跃,从事房地产中介服务的机构的竞争也趋于激烈。要提高房地产中介机构的经营水平,扩大市场占有率,首先必须在经营模式上创新,尤其是营销模式的创新。而现有中介服务机构的运营模式在成本控制、人员培训、人力资源管理、服务质量上存在一定的问题。本文在服务营销理论的基础上结合现有中介服务公司的特点对组织结构、经营模式及营销模式等方面的相互关系进行了探讨,并对房地产中介公司的营销策略进行分析。本文以市场营销理论为基础,以房地产和房地产中介相关知识为依据,对房地产中介的特性以及我国房地产中介营销的现状进行分析和研究。还结合我国房地产中介企业的发展现状,立足于从实践出发,对隆信行房地产中介公司的营销模式进行了详尽的分析和研究,得到了它的营销组合策略。以期为房地产中介服务的营销策划运营模式提供相关的研究方法和思路。
关键词:房地产中介;房地产营销;服务营销
Abstract
With the real estate market, demand for more diverse housing, real estate secondary market more active than ever, service agencies engaged in real estate tends to petition. To improve the real estate agency business, expand market share, the first operating mode must be innovative, especially the innovative marketing anizations and the existing business model in terms of cost control, personnel training, human resource management, there is a certain quality of service issues. In this paper, based on the theory of service marketing agency panies with the existing characteristics of anizational structure, business model and marketing model and other aspects of their relationship were discussed, and real pany's marketing strategy for analysis. In this paper, based on the theory of marketing to real estate and real estate knowledge, based on the real estate properties and the status of real estate marketing analysis and research. Also with the development of enterprises of real estate situation, based on departure from the practice of real panies Longxinhang a detailed marketing model of analysis and research, has been its marketing mix strategy. In order for the estate agency business model to provide relevant marketing planning research methods and ideas.
Keywords:real estate brokerage agency; real estate marketing; services marketing
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摘要