本文選題：房地產(chǎn)營銷 + 客戶導(dǎo)向��； 參考：《北京交通大學(xué)》2013年碩士論文

【摘要】：摘要：房地產(chǎn)行業(yè)是關(guān)系著國計(jì)民生的重要行業(yè),房地產(chǎn)價(jià)格不僅關(guān)乎著國民經(jīng)濟(jì)的整體發(fā)展,更牽動(dòng)和影響著人民的生活水平。因此,房地產(chǎn)成為社會(huì)關(guān)注的熱點(diǎn)。在受到社會(huì)關(guān)注的情形下,政府會(huì)根據(jù)實(shí)際情況,對(duì)房地產(chǎn)行業(yè)進(jìn)行政策調(diào)控,房地產(chǎn)政策經(jīng)歷了一個(gè)從鼓勵(lì)到調(diào)控的轉(zhuǎn)變過程。受政策影響,房地產(chǎn)市場的投資需求被嚴(yán)重抑制,市場需求量減少,而商品房市場供應(yīng)量充足,市場競爭激烈。而房地產(chǎn)自身的特點(diǎn),又決定了房地產(chǎn)開發(fā)企業(yè)生產(chǎn)的產(chǎn)品受到用地性質(zhì)、總建筑面積、建筑控高等因素的限制。因此,“產(chǎn)品與客戶的關(guān)系是什么?是先研究產(chǎn)品去對(duì)應(yīng)客戶,還是先研究客戶再設(shè)計(jì)產(chǎn)品?”,上述兩個(gè)問題,成為房地產(chǎn)開發(fā)企業(yè)急需解決的問題�；诖�,本文運(yùn)用文獻(xiàn)研究法、個(gè)案研究法等方法,在借鑒前人研究成果的基礎(chǔ)上,運(yùn)用4Ps理論、4Cs理論觀察和分析房地產(chǎn)開發(fā)企業(yè),以4Ps理論為基本的營銷框架,并把4Cs理論作為有效的參考,重視客戶導(dǎo)向,以此進(jìn)行房地產(chǎn)營銷設(shè)計(jì)。本文旨在為我國房地產(chǎn)營銷提供借鑒,為房地產(chǎn)開發(fā)企業(yè)的實(shí)際營銷提供依據(jù),實(shí)現(xiàn)房地產(chǎn)開發(fā)企業(yè)與客戶的雙贏。
[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.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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