1、 作 者: 专 业: 房地产经营与管理 班 级:房管1101 成 绩: 校内指导教师:2014年4月2日摘 要房地产市场营销是房地产开发企业以企业经营方针目标为指导,通过对企业内外部经营环境资源的分析,找出机会点,选择营销渠道和促销手段,经过创意将物业与服务推向目标市场,以达到占有市场促进和引导房地产开发企业不断发展目的的经济行为。从某种意义上讲,房地产营销是在对市场的深刻理解的基础上的高智能的策划。它蕴含在企业生产开发经营的全过程,由市场调查、方案制定和建筑总体设计、价格定位、广告中介服务、售后服务以及信息反馈等组成。从中国的经济体制看,市场经济体制尚不完善,企业的经营管理水平相对低下,市场
2、对社会资源的配置作用还不够大,在优化产业结构合理组织社会生产等方面,政府仍然起着较大的作用。政府对经济干预的目的,是为了提高投资效益,降低投资风险,减少资源浪费,从而实现经济和社会发展的目标,这个目标的实现就需借助市场营销的功能作用。同时,虽然房地产行业发展势头迅猛,但其中许多经营理念却跟不上行业发展的速度,显得相对滞后。在房地产营销方面,这个问题同样存在。在现代市场经济条件下,房地产企业之所以能够在竞争中取胜,就是因为其为市场提供顾客所需要的产品,也就是说,开发商必须了解市场,按照市场需求开发建设住宅产品,通过交换实现产品的价值,最终获取利润或占领市场,促进企业的不断发展,但许多开发商都还缺
3、乏以顾客为导向以交换为中心的理念,推向市场的住宅产品都没有到达消费者手中,或者说没有转化为真正意义上的产品或商品。市场营销就是连接市场需要和住宅产品开发建设的中间环节,是开发商将潜在市场机会转化为现实市场机会,从而实现企业自发展的有效手段,从某种意义上说,房地产营销是关系房地产开发经营成败的关键。关键词:房地产开发,经济体制,房地产营销,顾客ABSTRACT The real estate market is a real estate development enterprise to enterprise management policy, goal oriented, through
4、the analysis of enterprise internal,external business environment, resources, identify opportunities, choice of marketing channel and promotion, through creative property and service to the target market, the economic behavior to occupy the market, promote and guide the real estate the development o
5、f enterprise development objective. In a sense, the real estate marketing is based on a deep understanding of the market on the intelligent planning. It contains the whole process management in enterprise production and development, from market research, planning and building design,price positionin
6、g, advertising intermediary service, after sale service and information feedback. From the Chinese economic system, market economic system is not perfect, the enterprise management level is relatively low, the market in the allocation of social resources is not big enough, in the optimization of ind
7、ustrial structure, the reasonable organization of social production, the government still plays a bigger role. Government intervention in the economy, in order to improve the benefit of investment, reduce investment risk, reduce the waste of resources, in order to achieve the goals of economic and s
8、ocial development, to achieve this goal is needed for the function of marketing. At the same time, although the real estate industry rapid development momentum, but many of the business philosophy has not kept pace with the speed of development of the industry, appears the relative lag. In the real
9、estate marketing, the problem also exists. Under the condition of modern market economy, the real estate enterprises can win in the competition,because of its products needed by customers for the market, that is to say, the developer must understand the market, according to market demand and the dev
10、elopment and construction of residential products, through the exchange of the product value, profit or occupation of the market, promote enterprise development,but many developers are also lack of customer orientation, in exchange for the center of the concept, the market for residential products h
11、as not reached the hands of consumers, or do not translate into real products or commodities.Marketing is connected with the needs of the market and the residential product development and construction of the intermediate links, developers will be the potential market opportunities into real market
12、opportunities, so as to realize the enterprise since the development of effective means, in a sense, the real estate marketing is the key to the success or failure of the real estate development business.Key word:Real estate development, economic system, real estate marketing,customer.1 绪 论 11.1 研究背
13、景与意义 1参考文献 16 致 谢 171 绪 论1.1 研究背景与意义1.1.1 研究背景面对各地持续上升的房价和舆论的压力,中央近期连打房地产市场调控“组合拳”开始了新一轮楼市调控。对于房地产开发企业来讲,目前的宏观调控形势和市场竞争环境已经相当严峻,房地产企业要想抓住机遇,迎接挑战,必须树立现代的营销观念,创新房地产营销策略,使企业在激烈的市场竞争中立足。随着我国新一轮宏观调控政策的实施,北京等地的楼市价格持续回落,市场观望气氛浓厚,对房地产业的影响日益明显,房地产市场将逐步转向理性消费。新的形势对房地产企业提出了新的营销挑战,房地产企业要想抓住机遇,迎接挑战,必须树立现代的营销观念,创
14、新房地产营销策略,用新的营销手段来打动更多的消费者,从而在激烈的市场竞争中立足。新政导致销售压力增大,2008年底,在一系列经济刺激政策等多种因素的影响下,我国房地产市场提前结束调整而迅速升温,但2009年楼市的高房价超出了大部分社会成员的购买能力,引发了诸多影响深远的经济和社会问题,也引起了决策层的警惕。出于保障我国经济稳定健康发展的需要以及回应社会各方的呼吁,自2009年底新一轮宏观调控开始了,调控房地产业下一步的趋势是土地使用趋于透明、银行信贷大幅收紧、利润空间在很大程度上压缩。进入2010年后面对个别城市火箭般上升的的房价和舆论的压力,从中央到地方各级政府连打房地产市场调控“组合拳”,
15、开始了新一轮楼市调控。这新一轮的房地产调控新政涉及面广泛、操作性更强、政策组合程度更高。此轮调控政策力度之强让不少专家称之为“近年罕见”。这一系列持续宏观调控政策已经一定程度上改变了房地产的生存环境。国家宏观调控措施已初显成效,具体表现在:投资增速过猛的势头得到初步遏制;贷款规模得到有效控制,资金来源结构进一步调整;不合理需求被削减,市场观望气氛浓厚。对房地产企业而言,房价过高和新政导致的需求锐减,销售压力空前加大。资本运作空间急剧缩小,融资难度倍增,绝大部分的房地产公司都将面临巨大的资金压力,此前捂盘惜售的开发商将为此付出巨大代价,未来数月内,房地产企业资金链断裂的风险将全面蔓延。迫于资金压
16、力,部分开发商将不得不采用降低房价、加大促销力度等手段实现快速回款,进而带动整个市场的房价回调。理性消费回归,随着我国房地产市场的发展和逐步规范,消费者的消费心理日趋成熟,消费行为日趋理性。人们消费理念的变化使得房地产行业正逐步迈进服务竞争时代和服务营销时代。随着房地产市场的日渐成熟,购房消费者也逐步成长起来,在买房时也日趋理性。国家统计局经济景气监测中心的一项专项调查显示,16的人首先考虑价格因素,15.1的人首先考虑环境因素,14.2的人首先考虑交通因素,12.1的人首先考虑位置因素,11.2的人首先考虑绿化因素。另外,朝向、物管、辅助设施、户型、增值、学校也是一部分居民购房时首先考虑的因素。新一代的房产消费者已越来越理性化,所考虑的因素也越来越全面,既关注
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