客户导向的房地产营销模型及其应用研究

发布时间：2018-10-15 10:43

【摘要】：中国快速的城市化催生了房地产市场的高速发展,房地产营销的理论与实践也迅速从零散走向系统,从粗放走向成熟。然而,房地产产品的独特性并未得到理论界足够重视,针对房地产的营销理论体系尚不完整。本文以郑州恒大“金碧天下”项目为案例,结合市场营销学的相关理论及笔者多年的实践经验,提出了一个客户导向的营销逻辑和势能营销的应用模型,用来指导制定该项目的营销方案。客户导向的房地产营销,必须以项目价值为基石,精准客户定位,素描客户地图,短时间内密集营销动作建立影响力,运用各种渠道实现精准客户通知,形成蓄水客户的势能高度、促成大量客户来访,以性价比为推力,并以强有力销售执行实现高效客户转化率,快速成交,完成项目营销目标。本文认为,随着市场的进一步发展和成熟,交易营销向关系营销转变是不可阻挡的趋势,这也是房地产营销理论与实践领域需要关注和探索的方向。
[Abstract]:The rapid urbanization of China has given birth to the rapid development of real estate market, and the theory and practice of real estate marketing have moved rapidly from scattered to systematic, from extensive to mature. However, the uniqueness of real estate products has not been paid enough attention to, and the marketing theory system for real estate is not complete. Taking Zhengzhou Evergrande's "Jinbi World" project as an example, combining the relevant theories of marketing and the author's practical experience for many years, this paper puts forward a customer oriented marketing logic and application model of potential energy marketing. The marketing program used to guide the development of the project. Customer oriented real estate marketing must be based on project value, accurate customer positioning, sketching customer maps, short time intensive marketing actions to establish influence, using various channels to achieve accurate customer notification, Forming the potential energy height of water storage customers, facilitating a large number of customers to visit, with performance-to-price ratio as the thrust, and strong sales implementation to achieve efficient customer conversion, fast deal, and complete the project marketing objectives. With the further development and maturity of the market, the transformation from transaction marketing to relationship marketing is an irresistible trend, which is also the direction to be paid attention to and explored in the field of real estate marketing theory and practice.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.23

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