毕业论文一：房地产营销模式分析

1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2ABSTRACTTherealestateisoneofthemostimportantindustriesinChina,thereforethereisnothedefyingfactthatithasplayedanimportantroleineconomyfield.Atpresent,ChinahasalreadybecomeamemberofWTOandtheinstitutionofmarketingeconomywillbeperfect.Withtheintenseofcompetition,plan&Saleisn’takindofaccessoryanymore,butakeytosuccess.Firstly,Iintroducedthebasicknowledgeofplan&saleinlogicorder,that’sfromproposingquestiontoanalyzingquestion,thenfromanalyzingquestiontosolvingquestion,inordertoprepareforthefollowings.Secondly,Ichosethreekindsofrepresentativemodelstodescribethepresentconditionofplan&Saleinrealestate.“R+A”model,“Four-C”modeland“ElectronicBusiness”modelexplainedatangleofadvocation,planandtacticsrespectively.What’smore,Icomparedthemwiththetraditionalmodels.Finally,Isummarizedthewholearticleandkeptanoptimisticopiniontothefuture.Keywords:RealestatePlan&Sale4ctheory(CustomerwantsandneedsCostConvenienceCommunication)traditionalmodelsAdvertisementElectronicBusinessInternettool3目录1.前言...............................................................................................................................................12．房地产营销模式基础.............................................................................................................22.1营销概述............................................................................................................................22.1.1营销定义.....................................................................................................................22.1.2营销的市场意识.........................................................................................................22.2营销本质............................................................................................................................32.2.1市场•竞争•客户.............................................................................................................32.2.2营销是市场经济的衍生物.............................................................................................42.2.3营销发展阶段.................................................................................................................42.3定位理论..........................................................................................................................52.3.1定位概念.........................................................................................................................52.3.2定位分类.......................................................................................................................62.3.3定位出牌策略...............................................................................................................63.“R+A”模式.........................................................................................................................93.1“R+A”模式概念.............................................................................................................93.2“R+A”模式的特性.........................................................................................................103.3“R+A”模式的媒体牌.......................................................................................................113.4广告媒体的比较............................................................................................................124.4C整合营销模式...............................................................................................................154.1整合营销概念.................................................................................................................154.24C整合营销理论的创新................................................................................................154.34C整合营销理论与消费者满意战略的互动................................................................175.电子商务营销模式...............................................................................................................195.1电子商务营销模式的由来及特点..................................................................................195.2电子商务营销模式原理概念.........................................................................................205.2.1CBBC模式图解..........................................................................................................205.2.2CBBC模式的收益原理..............................................................................................205.3电子商务模式的促销策略...............................................................................................215.3.1促销形式....................................................................................................................215.3.2网络促销&传统促销.........................................................................................