吉大置地丘北楼盘营销渠道管理研究

发布时间：2018-04-15 04:34

本文选题：房地产项目 + 营销渠道　；参考：《昆明理工大学》2013年硕士论文

【摘要】：近几年来,中国经济呈现出高速发展的趋势,房地产也得到了快速发展,随着人民生活水平的提高和经济的发展,大众对房地产提出了更高的要求,以及新楼盘和房地产管理制度的颁布和实施,也为房地产提供了良好的发展机遇。房地产作为特殊商品需要通过特定的营销渠道完成销售过程。房地产营销渠道包括从各级经销商,再通过房地产经营商等终端到达消费者手中的整个管道和环节。营销渠道是连接房地产企业与消费者之间的重要桥梁,它帮助企业真正实现销售,有效传递物流(房地产)、资金流(货款)和信息流(销售数据),是企业最为重要的外部资源之一。规范的渠道管理和创建渠道优势能大幅度降低销售成本,更好地拓展市场,同时能提高渠道商的支持率和满意度,它是房地产企业市场营销的重要组成部分。谁拥有和掌握了完备而高效的营销渠道,谁就有可能在激烈的房地产市场竞争中取得领先优势。本文首先阐述了营销渠道管理相关理论,回顾分析了丘比县吉祥大院楼盘目前的市场状况和在营销渠道上存在的问题,结合渠道这几年的演变,结合中国实际的做法,对丘北县吉祥大院楼盘未来分销渠道的构建和管理进行了研究。在设计渠道架构、确定渠道层级、评估和选择渠道成员、以及运用科学的方法对渠道进行管控等方面,提出了一些思路和切实可行的具体方法,对房地产企业来说具有一定重要的借鉴和采纳意义。
[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.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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