基于客户导向的房地产营销设计

发布时间：2018-07-05 07:18

本文选题：房地产营销 + 客户导向　；参考：《北京交通大学》2013年硕士论文

【摘要】：摘要：房地产行业是关系着国计民生的重要行业,房地产价格不仅关乎着国民经济的整体发展,更牵动和影响着人民的生活水平。因此,房地产成为社会关注的热点。在受到社会关注的情形下,政府会根据实际情况,对房地产行业进行政策调控,房地产政策经历了一个从鼓励到调控的转变过程。受政策影响,房地产市场的投资需求被严重抑制,市场需求量减少,而商品房市场供应量充足,市场竞争激烈。而房地产自身的特点,又决定了房地产开发企业生产的产品受到用地性质、总建筑面积、建筑控高等因素的限制。因此,“产品与客户的关系是什么?是先研究产品去对应客户,还是先研究客户再设计产品?”,上述两个问题,成为房地产开发企业急需解决的问题。基于此,本文运用文献研究法、个案研究法等方法,在借鉴前人研究成果的基础上,运用4Ps理论、4Cs理论观察和分析房地产开发企业,以4Ps理论为基本的营销框架,并把4Cs理论作为有效的参考,重视客户导向,以此进行房地产营销设计。本文旨在为我国房地产营销提供借鉴,为房地产开发企业的实际营销提供依据,实现房地产开发企业与客户的双赢。
[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.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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