房地产营销模式分析.doc

房地产营销模式分析

摘要
    房地产作为一国的龙头支柱产业，其地位的重要性不言而喻。如今中国正式成为世贸组织中的一员，市场经济机制将会更趋完善，竞争局面也将愈演愈烈，
同行企业之间的优胜劣汰，适者生存同样再所难免。面对竞争，营销已摆脱了曾经可有可无的点缀身份，无疑在房地产业中扮演着举足轻重的角色。
    首先，本文就房地产营销基础知识进行了阐述，按照提出问题、分析问题、解决问题的逻辑顺序对营销概念、营销本质以及营销中关键的定位理论一一介绍，另外列举了房地产营销的发展阶段以回顾过去，联系现今，其目的主要是为后面的模式分析打下基础；其次，选取了极具代表性的三种营销模式，即“R+A”模式、4C整合模式和电子商务模式，分别代表了从推广、设计以及战术的角度来诠释房地产营销的现状，并将他们与传统模式进行了一系列的对比；最后，总结全文，并对未来做了美好展望。
    

关键字：房地产    营销     4C理论(客户需求、成本、方便、沟通)

传统模式   广告     电子商务      网络工具

ABSTRACT
      The real estate is one of the most important industries in China, therefore there is no the defying fact that it has played an important role in economy field. At present, China has already become a member of WTO and the institution of marketing economy will be perfect. With the intense of competition, plan&Sale isn’t a kind of accessory any more, but a key to success.
    Firstly, I introduced the basic knowledge of plan &sale in logic order, that’s from proposing question to analyzing question, then from analyzing question to solving question, in order to prepare for the followings. Secondly, I chose three kinds of representative models to describe the present condition of plan&Sale in real estate. “R+A” model, “Four-C” model and “Electronic Business” model explained at angle of advocation, plan and tactics respectively. What’s more, I compared them with the traditional models. Finally, I summarized the whole article and kept an optimistic opinion to the future.

Key words:  Real estate   Plan&Sale      4c theory (Customer wants and needs    Cost  Convenience   Communication )   traditional models  Advertisement       Electronic Business            Internet tool

目录
1. 前言...............................................................................................................................................1

2．房地产营销模式基础.............................................................................................................2
 2.1  营销概述............................................................................................................................2
   2.1.1  营销定义.....................................................................................................................2
   2.1.2  营销的市场意识.........................................................................................................2
 2.2  营销本质............................................................................................................................3
  2.2.1 市场•竞争•客户.............................................................................................................3
  2.2.2 营销是市场经济的衍生物.............................................................................................4
  2.2.3 营销发展阶段.................................................................................................................4
 2.3  定位理论..........................................................................................................................5
  2.3.1 定位概念.........................................................................................................................5
  2.3.2  定位分类.......................................................................................................................6
  2.3.3  定位出牌策略...............................................................................................................6

   3. “R+A”模式.........................................................................................................................9
    3.1 “R+A”模式概念.............................................................................................................9
    3.2 “R+A”模式的特性.........................................................................................................10
    3.3 “R+A”模式的媒体牌.......................................................................................................11
    3.4  广告媒体的比较............................................................................................................12

4.  4C整合营销模式...............................................................................................................15
    4.1  整合营销概念.................................................................................................................15
    4.2  4C整合营销理论的创新................................................................................................15
    4.3  4C整合营销理论与消费者满意战略的互动................................................................17

   5. 电子商务营销模式...............................................................................................................19
    5.1 电子商务营销模式的由来及特点..................................................................................19
    5.2  电子商务营销模式原理概念.........................................................................................20
      5.2.1 CBBC模式图解..........................................................................................................20
      5.2.2 CBBC模式的收益原理..............................................................................................20
    5.3 电子商务模式的促销策略...............................................................................................21
      5.3.1 促销形式....................................................................................................................21
      5.3.2 网络促销&传统促销.................................................................................................22

   6. 三种模式的评价...................................................................................................................24
    6.1 “R+A”模式与传统广告模式的比较...........................................................................24
    6.2 4C模式与传统4P模式的比较......................................................................................24
    6.3 电子商务模式与传统人员销售模式的比较..................................................................26

   7. 结语.......................................................................................................................................27