正信地产顾问式销售模式分析

发布时间：2018-04-30 14:51

本文选题：顾问式销售 + 房地产营销　；参考：《西南交通大学》2013年硕士论文

【摘要】：随着房地产宏观调控的不断深入,客户购买意愿下降、商品房空置率较高,开发商资金链危机等导致房地产市场的成交量萎缩,房地产销售遇到了极大的挑战。目前,房地产销售大多以产品为核心,就产品论产品,而不以分析客户需求为核心,再进行产品设计和销售。于是,能够抓住购房者心理、满足购房需求,且能答疑解惑的顾问式销售应运而生。本文以天津正信房地产引入顾问式销售模式为案例分析,从顾问式销售的含义、核心和特点入手,说明房地产必须将传统以产品为核心转变为以客户需求为核心的销售模式,根据细化的客户需求指导产品设计,通过不同城市、不同性别、不同家庭结构客户的关键触点和敏感点分析设计销售流程,将产品的卖点和客户的买点有效契合,激发客户拥有产品梦想的体验,从而为客户提供价值且促进销售成交。本文通过对天津正信房地产有限公司在逆势之下采用顾问式销售模式的具体分析,充分展现了基于客户需求的顾问式销售起到的关键作用和实际意义,同时结合该公司在执行顾问式销售策略过程中存在的问题进行了分析,从顾问式销售的理论含义、正信地产营销环境分析、正信地产顾问式销售模式现状分析、优劣势分析及改进建议几部分进行论述,包括建立实时更新的客户需求数据库、健全销售团队运营机制、强化销售人员的培训制度等,进而推进顾问式营销模式的深入实施和有效进行。本文能够帮助其他房地产公司在制定营销策略、选择营销模式、树立品牌形象等方面,更好地立足与客户需求而销售产品,并对房地产企业如何推行顾问式销售,提高销售业绩具有参考作用。
[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.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274

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