房地產(chǎn)營(yíng)銷模式分析

摘要
    房地產(chǎn)作為一國(guó)的龍頭支柱產(chǎn)業(yè)，其地位的重要性不言而喻。如今中國(guó)正式成為世貿(mào)組織中的一員，市場(chǎng)經(jīng)濟(jì)機(jī)制將會(huì)更趨完善，競(jìng)爭(zhēng)局面也將愈演愈烈，
同行企業(yè)之間的優(yōu)勝劣汰，適者生存同樣再所難免。面對(duì)競(jìng)爭(zhēng)，營(yíng)銷已擺脫了曾經(jīng)可有可無的點(diǎn)綴身份，無疑在房地產(chǎn)業(yè)中扮演著舉足輕重的角色。
    首先，本文就房地產(chǎn)營(yíng)銷基礎(chǔ)知識(shí)進(jìn)行了闡述，按照提出問題、分析問題、解決問題的邏輯順序?qū)I(yíng)銷概念、營(yíng)銷本質(zhì)以及營(yíng)銷中關(guān)鍵的定位理論一一介紹，另外列舉了房地產(chǎn)營(yíng)銷的發(fā)展階段以回顧過去，聯(lián)系現(xiàn)今，其目的主要是為后面的模式分析打下基礎(chǔ)；其次，選取了極具代表性的三種營(yíng)銷模式，即“R+A”模式、4C整合模式和電子商務(wù)模式，分別代表了從推廣、設(shè)計(jì)以及戰(zhàn)術(shù)的角度來詮釋房地產(chǎn)營(yíng)銷的現(xiàn)狀，并將他們與傳統(tǒng)模式進(jìn)行了一系列的對(duì)比；最后，總結(jié)全文，并對(duì)未來做了美好展望。
    

關(guān)鍵字：房地產(chǎn)    營(yíng)銷     4C理論(客戶需求、成本、方便、溝通)

傳統(tǒng)模式   廣告     電子商務(wù)      網(wǎng)絡(luò)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

目錄
1. 前言...............................................................................................................................................1

2．房地產(chǎn)營(yíng)銷模式基礎(chǔ).............................................................................................................2
 2.1  營(yíng)銷概述............................................................................................................................2
   2.1.1  營(yíng)銷定義.....................................................................................................................2
   2.1.2  營(yíng)銷的市場(chǎng)意識(shí).........................................................................................................2
 2.2  營(yíng)銷本質(zhì)............................................................................................................................3
  2.2.1 市場(chǎng)•競(jìng)爭(zhēng)•客戶.............................................................................................................3
  2.2.2 營(yíng)銷是市場(chǎng)經(jīng)濟(jì)的衍生物.............................................................................................4
  2.2.3 營(yíng)銷發(fā)展階段.................................................................................................................4
 2.3  定位理論..........................................................................................................................5
  2.3.1 定位概念.........................................................................................................................5
  2.3.2  定位分類.......................................................................................................................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”模式的媒體牌.......................................................................................................11
    3.4  廣告媒體的比較............................................................................................................12

4.  4C整合營(yíng)銷模式...............................................................................................................15
    4.1  整合營(yíng)銷概念.................................................................................................................15
    4.2  4C整合營(yíng)銷理論的創(chuàng)新................................................................................................15
    4.3  4C整合營(yíng)銷理論與消費(fèi)者滿意戰(zhàn)略的互動(dòng)................................................................17

   5. 電子商務(wù)營(yíng)銷模式...............................................................................................................19
    5.1 電子商務(wù)營(yíng)銷模式的由來及特點(diǎn)..................................................................................19
    5.2  電子商務(wù)營(yíng)銷模式原理概念.........................................................................................20
      5.2.1 CBBC模式圖解..........................................................................................................20
      5.2.2 CBBC模式的收益原理..............................................................................................20
    5.3 電子商務(wù)模式的促銷策略...............................................................................................21
      5.3.1 促銷形式....................................................................................................................21
      5.3.2 網(wǎng)絡(luò)促銷&傳統(tǒng)促銷.................................................................................................22

   6. 三種模式的評(píng)價(jià)...................................................................................................................24
    6.1 “R+A”模式與傳統(tǒng)廣告模式的比較...........................................................................24
    6.2 4C模式與傳統(tǒng)4P模式的比較......................................................................................24
    6.3 電子商務(wù)模式與傳統(tǒng)人員銷售模式的比較..................................................................26

   7. 結(jié)語.......................................................................................................................................27