摘 要
改革开放以来，人们对生活的追求开始不限制于温饱，而是开始追求生活艺术化。因此，各种行业开始追求更高质量的商品发展。而作为人们生活必需品的房子，也开始了革命性的征程。房地产行业发展至今，已经经历过多个时代的洗礼，同时加上平稳的发展，让房地产行业如今成为了国民经济中不可缺少的一项。本世纪初的一场“房产热”更是让房地产行业到达前所未有的高度。
也从平时的稳步发展一下子变成了老百姓争相购买的“香饽饽”.房价是一涨再涨。但是狂热过后，以及因为前几年的炒作和一些专业人士发表的言论，同时还有房价的高额状态，让广大群众不再轻易迈出买房的那一步。因此，房地产行业在短短几年时间经历了：卖家市场--买家市场--卖家市场的转换。加上政府最近出台的相关政策，让不少房地产行业心灰意冷。但是“绝境之下必有勇夫”有些房地产商意识到自己的商品已经不是被抢购的产品，于是便把目光重新放到了营销方面上。但是由于遗留问题，房产商们已经不知该如何下手营销，本文根据此论点，以分析房地产销售现状为切入点，从而分析当下房地产行业的营销策略以及更好的营销方案。再通过金融市场进行整体的进一步分析。在我国的经济产业中可以明显的看到，房地产行业利润空间巨大，这种行业俨然成为了在经济发展当中不可或缺的一种形式。因此，加快房地产营销的速度，可以对我国的经济进行上升提高起到推波助澜的作用。通过对比国内外的经济发展需求以及各种数据的显示我们就可以直观的观察出，我国对比国外的各种经济企业的发展已经远远落后于国外。而在我国。基本的国情中，以及未来的发展路线所要遵循的一个中心两个基本点中经济发展也是包含在内。足以显现出经济发展的需求的巨大程度。邓小平总理提出的改革制度首当其冲，就是希望中国可以过上小康社会的生活，包括人们的夙愿同样也是希望生活的越来越好，而这些的基础都是在经济的良好发展下完成的。因此，面对如此萧条的我国的经济市场中的重要支柱：房地产行业，其惨淡的经营已经引起了各行各业的注意。我们不仅要对其进行剖析改良，还需要从结果中进行更深一步的分析，有条件的话通过对数据的整理预测未来的发展形势。如果能通过这种改变从而影响或者带动整个经济市场的一次变革就会更加完美。
而造成我国房地产营销发展惨淡的原因有多种情况，其中最重要的就是前段时间的炒房热，然后就是在房地产经营中的潜在的巨大风险。人人只看到了其巨大的利润，但是隐藏在利润之下的，犹如冰山般存在的潜在风险是最让人害怕的，并且一旦发生就会造成不可挽回的局面。但是这些情况都是可以改变的。因此如何改变以及改变的详细方式将会是本篇论文的重点内容。不仅如此，还将通过对 XX 公司的事例的描述进行实际分析，让理论变得更加完善并且变得切实可行。在整个经营模式中，评论成败的重要标准就是房地产营销模式的好坏和其销售的质量。在现在这种销售情况每日愈下的环境，如何改善房地产营销让盈利恢复如初已经是每个房地产开发商考虑的重要的问题。好的方面来讲，我国正是因为如此萧条形势的出现，才会有了相关房地产营销中介的崛起。同时我们可以从这些专业的营销人员身上发现其可以借鉴的许多地方。这使得以前房地产作为畅销品牌的销售网点的一点难求到如今的遍地都是，人们这期间想了很多方法来改变这一现状。有关人员指出，要想改善营销方法，首要的就是从顾客身上入手，只有顾客满意之后才能推动整个行业的促销模式的前进发展。因此，现在的房地产销售不仅仅是销售出房子那么简单，同时还要满足顾客对于各种后续服务性要求的需求。而这一观点的提出让很多人茅塞顿开，这一观点仿佛一个指明灯一般，让想要改变房地产营销现状的生产商以及相关人员们纷纷朝着这个目标进行努力，因此，房地产的营销模式开始慢慢的变化，潜移默化当中，房地产营销的功能也随之发生了变化。这种变化带动了房地产营销的发展，同时也让营销行业变得更加完善。房地产营销模式的变化让房地产的销售的项目开始丰富起来，这在一定程度上也扩大了房地产的利润空间。
但是尽管做了如此多的改变，我国房地产营销的现状还是不尽人意，仍然有大量的商品闲置没有销路，并且房地产虽然在投资方面有着巨大资金，但是这其中多为个人投资。房地产行业之所以有着不同于其他行业的营销模式也是这种因素决定的。其他商品基本都是由多个企业进行合作，所但风险的平均分配决定了商品的营销策略。因此，在房地产行业中，几乎所有的风险都是一方面或者两方面承担，这种风险系数的过于扩大化让房地产的成本直线升高。而高成本导致的往往都是高价格，所以，房地产商品滞销的另一个重要的原因也是价格太高，民众承受不起消费。所以，加强房地产企业中各项目的管理也是间接改变营销模式的一种好方法。如今的房地产企业，面对着实力不强的同行不断倒下的局面，让营销改变变得越来越重要，需要抓住机会，利用有利条件，快速的改变房地产的营销模式。
关键词：
房地产；市场营销；管理；成本管理；营销管理；管理方案
Abstract
Since the reform and opening, people began to the pursuit of life is not confinedto food and clothing, but began to the pursuit of artistic life. Therefore, variousindustries began to pursue the development of higher quality merchandise. As peopleliving necessities of house, also started the revolutionary road. The real estateindustry development up to now, has experienced the baptism of several times, andsteady development at the same time, let the real estate industry has become theindispensable one in the national economy. A “real estate hot” at the beginning of thecentury is to let the real estate industry reached an unprecedented height. Also fromthe steady development of the usual suddenly turned into a “beacon” people rushed tobuy. House prices is a go up and up. But after the fever, and as a few years ago thehype and some professional comments, as well as high prices, let the people no longereasily taken to buy a house there. Therefore, the real estate industry has experienced:
in just a few short years time the seller market, buyers' market, sellers markettransformation. And the government recently introduced relevant policies, make a lotof real estate industry. But “wall under YongFu will” some real estate developersaware of their goods are not be snapping up the products, so we focus on themarketing side again. But because of the legacy, do not know how to do a boss havemarketing, according to this argument, to analyze real estate sales status as thebreakthrough point, to analyze the marketing strategy of real estate industry andbetter marketing plan. Through further analysis of the whole financial market.
Industry in our country's economy can see obviously that origin production industrythe most profit space slightly huge an industry has become the indispensable one kindof form in the middle of the economic development. A “real estate hot” at thebeginning of the century is to let the real estate industry reached an unprecedentedheight. Also from the steady development of the usual suddenly turned into a“beacon” people rushed to buy. House prices is a go up and up. How to let the realestate marketing fast, therefore, is how to improve our country's economy to rise. Bycomparing the domestic and foreign economic development needs, and a variety ofdata show that we can intuitive observation, compared to foreign enterprises ofvarious economic development in China is far behind the foreign countries. But inour country. The basic national conditions, and the future development of route tofollow the one center, two basic points of economic development is also included.
Enough to show the huge demand for economic development. Plus in the face of thefirst premier deng xiaoping put forward the reform of the system is hope can live awell-off society in China, A “real estate hot” at the beginning of the century is to letthe real estate industry reached an unprecedented height. Also from the steadydevelopment of the usual suddenly turned into a “beacon” people rushed to buy.
House prices is a go up and up. including people's wish is also hope that life is gettingbetter and better, and these are the basis of the good development of economy.
Therefore, in the face of such a depression important pillar in the economic market ofour country: the real estate industry, its poor management has attracted the attentionof all walks of life. We don't want to analyze the improvement, also need furtheranalysis from the result, conditional word through the data to predict the future of thedevelopment of the situation. If we can through the change which affects a change ordrive the whole economic market will be more perfect.
A “real estate hot” at the beginning of the century is to let the real estate industryreached an unprecedented height. Also from the steady development of the usualsuddenly turned into a “beacon” people rushed to buy. House prices is a go up and up.
And there are many causes of the development of China's real estate marketing is pale,is just one of the most important sell hot, and then there is the potential risks in realestate business. People only see the huge profits, but hidden under the profits, like aniceberg there the location of the risk is the most scary and event will cause the risk ofirreparable situation. But these things can be changed. So how to change, and changethe way will be the main content of this paper in detail. Not only that, but alsodescribed through the example of XX company's actual analysis, make theorybecome more perfect and feasible. In the whole business model, comment on thesuccess or failure of important standard is the stand or fall of real estate marketingmodel and the quality of its sales. In the current sales situation daily to theenvironment, how to improve the real estate marketing make profit to bounce back iseach real estate developers consider important question. A “real estate hot” at thebeginning of the century is to let the real estate industry reached an unprecedentedheight. Also from the steady development of the usual suddenly turned into a“beacon” people rushed to buy. House prices is a go up and up. Good ways, it is sucha form of depression in our country will have the relevant the rise of real estatemarketing intermediary. At the same time, we can be found from these professionalmarketers can draw lessons from many places. Before making the real estate as thebest-selling brand sales outlets everywhere is a little hard to get to now, people withthis build during want to a lot of ways to change the status quo. Officials pointed outthat to improve the marketing method, the first is from the customer, only after thecustomer satisfaction can promote the industry as a whole the promotion ofprogressive development pattern. Now, therefore, real estate sales is not only a salesoffice house so simple, at the same time also to meet customer demand for all kindsof follow-up service requirements. And this view is put forward to let many peopleimmediately bliss, the idea just like a guiding light, want to change the presentsituation of real estate marketing manufacturers and related researchers have effortstowards that goal, therefore, the change of the real estate marketing model began toslowly, gradually, the function of the real estate marketing has been changed. Thischange led to the development of the real estate marketing, at the same time also letmarketing industry is becoming more perfect. The change of the real estate marketingmodel for real estate sales program began to rich, this also expanded to some extentreal estate profits space. But despite made so many changes, the status quo of China'sreal estate marketing or unsatisfactory, there are still a large number of idle there is nomarket for goods, and real estate, though has huge capital in investment, but it mostlyindividuals. The real estate industry is different from that of other industriesmarketing model is the decision. Other basic goods are to be carried out by multipleenterprise cooperation, but the risk by the average allocation determines themarketing strategies of the commodity. In the real estate industry, therefore, almost allof the risk is on the one hand, or both, the risk coefficient is too bigger for the cost ofreal estate straight up. And high costs tend to be caused by the high price, so the realestate commodity direct selling another important reason is the price is too high,people can't afford to consumption. So, strengthen the management of real estateenterprises in a project is also a good way to indirectly change the marketing model.
Today's real estate enterprises, facing the strength is not strong peer constantly fallsituation, change the marketing becomes more and more important, need to seize theopportunity, use of favorable conditions, the rapid development of real estatemarketing environment.
Key words:
real estate, marketing, management,Cost management, marketing management,management solution
目 录
第 1 章 绪论
1.1 选题的背景以及意义
1.2 国内综述
1.3 方案方法
第 2 章 房地产市场营销管理的理论阐述及重要意义
2.1 房地产及房地产市场
2.2 房地产市场营销管理
2.3 房地产营销管理的理论及意义
第 3 章 房地产市场营销管理存在的问题
3.1 房地产营销的环境分析
3.2 房地产企业交易的法律、法规不完善，市场纠纷多
3.3 房地产企业产品积压，大量商品房空置
3.4 房地产企业提供的产品无法满足消费者的全面需求
3.5 片面夸大宣传策划的作用
3.6 房价虚高，超出消费者的承受能力
3.7 物业管理滞后，营销管理虎头蛇尾
3.8 实例分析-----XX 公司中存在的问题
第 4 章 房地产市场营销管理
4.1 房地产营销综合因素解读
4.2 房地产市场可行性研究
4.3 顾客分析
4.4 房地产市场细分化和目标市场选择
4.5 房地产项目经营策略
4.6 培养一支高素质的房地产营销管理队伍
4.7 优化房地产企业的组织机构，加强市场营销管理控制
4.8 实例分析----XX 公司的营销管理的对策思考
结论
参考文献
致 谢
