现行房地产行业市场营销策略分析及营销方式创新.doc

现行房地产行业市场营销策略分析及营销方式创新 ［ ］屮国房地产市场历经三十六年稳健发展至今，已逐步成为了支柱型产业，同吋也 奠定Y房地产营销学在市场营销学屮的坚实地位。随着社会的进步、科技的创新，老旧的营 销方式己经跟不上房地产业迅猛的发展速度，急待改革。本文旨在针对当前环境下巾国房地 产市场营销策略的一些应用手法进行思考，结合实际工作经验对现行房地产市场营销策略作 出深入分析、总结，并探讨创新合理宥效的营销方式。 ［关键字］营销策略 分析 营销方式 创新 The current real estate industry marketing strategy analysis and marketinginnovation [Abstract] Chinese real estate market has experienced more than thirty-six years of steady development, has gradually become a pillar industry, but also laid a solid position in the real estate marketing in marketing. With the progress of the society, the innovation of the science and technology, the old way of marketing has failed to keep pace with the rapid development of the real estate industry. It needs urgently reform. This paper aimed at thinking some application methods of the current environment in China’s real estate market marketing strategy，combined with practical work experience for the current real estate market marketing strategy to make in-depth analysis, summary and explore innovation reasonable and effective way of marketing. [Key word] Marketing strategy Analysis Marketing mode Innovation 弓I w TOC \o 1-5 \h \z HYPERLINK \l bookmark2 \o Current Document \h 一、 现行房地产行业营销方式概述 1 HYPERLINK \l bookmark3 \o Current Document \h （一） 线上营销及线下营销定义 1 HYPERLINK \l bookmark4 \o Current Document \h （二） 线上营销及线下营销优劣势对比 1 HYPERLINK \l bookmark5 \o Current Document \h 二、 现行房地产行业营销策略分析及总结 2 （-）项口定位策略 2 HYPERLINK \l bookmark7 \o Current Document \h （二） 价格制定策略 3 HYPERLINK \l bookmark8 \o Current Document \h （三） 宣传推广策略 4 HYPERLINK \l bookmark9 \o Current Document \h （四） 谈判成交策略 5 HYPERLINK \l bookmark10 \o Current Document \h 三、 现行房地产行业营销策略存在的问题及营销方式创新 6 HYPERLINK \l bookmark11 \o Current Document \h （-）现行房地产行业营销策略存在的问题 7 HYPERLINK \l bookmark12 \o Current Document \h （二） 整合营销、联合营销的必要性及可行性 7 HYPERLINK \l bookmark13 \o Current Document \h （三） 传统渠道与新兴媒介的组合运用 9 论 12 醐语 13 HYPERLINK \l bookmark16 \o Current Document \h ［ ］ H 中网房地产相较美网等发达国家起步较晚，似由于受国人的传