房地产营销管理研究

摘要

我国房地产营销中存在着市场定位不合理、营销方式过度依赖传统广告、缺少品牌意识和乱打概念牌等问题。并且国家出台了一系列规范房地产市场的宏观调控政策，进一步加剧了我国房地产市场竞争的激烈程度。在此新形势下，必须准确定位市场、实施新型房地产营销策略以推动房地产业健康、稳定发展。 今年来，房地产业已经成为我国经济增张的引擎和支柱产业，房地产及其固定资产投资对国民经济的贡献日益显著。然而，目前我国房地产市场的现状是：一方面有大面积的商品房空置；另一方面，许多房地产企业，规模偏小，不注重质量与品牌，忽视市场调研。由于追求高额利润，致使开发的产品与市场脱节，形成了有价无市场的局面。本文运用现在管理营销理论和管理理论，结合我国房地产市场特点对我国房地产市场营销管理进行粗浅分析。从房地产营销管理理论的基础好现状入手，提出对策，以其为我国房地产开发企业的营销提供指导。  

关键词：房地产营销 宏观调控 营销策略 营销管理。

目录

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引言

一、房地产市场营销管理的理论阐述及重要意义

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（一）房地产及房地产市场

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（二）房地产市场营销管理

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（三）房地产营销管理的意义

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二、我国房地产市场营销管理存在的问题·

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（一）房地产企业交易的法律、法规不完善，市场纠纷多

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（二）房地产企业产品积压，大量商品房空置

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（三）房地产企业提供的产品无法满足消费者的全面需求

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（四）片面夸大宣传策划的作用

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（五）房价虚高，存在暴利，超出消费者的承受能力

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（六）物业管理滞后，营销管理虎头蛇尾

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三、我国房地产市场营销管理的对策思考

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（一）房地产营销环境分析

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（二）房地产市场调查和预测及可行性研究

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（三）购买者行为分析

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（四）房地产市场细分化合目标市场选择

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（五）房地产项目经营策略

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（六）培养一支高素质的房地产营销管理队伍

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（七）优化房地产企业的组织机构，加强市场营销管理控制

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结论

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 参考文献 致谢