题目宏观调控下房产中介营销策略研究--以我爱我家为例摘要住房问题始终是民生的一大难题,尤其是最近几年,房地产行业的发展令人吃惊。不知不觉中,它不仅关乎人民的生活水平和幸福指数,甚至还与社会的和谐稳定有关,更别提上下游产业的发展,在这些方面,房地产行业的影响令人瞩目。国家对房地产行业的管控也越来越严格,政府力求让房屋重回“居住”本质属性,坚持“房住不炒”的定位。前年也就是公元2019年,“因城施策”这一理念的提出大大影响了房地产市场的调控,甚至成为了主基调,在这一理念下一线城市远比二线城市和其他城市更加具有优势,甚至可能会成为排头兵,房地产行业率先呈现一种复苏的迹象。在这种大环境下,房地产企业要探索的问题也有了新的改变,应该更加注重于调整营销策略和紧紧抓住新的发展机遇这两方面,以图企业的创新求生。因此,本文以我爱我家公司为研究对象,在分析营销策略现状基础上,探索我爱我家公司的营销策略优化建议。我爱我家面临着宏观调控下房地产市场最严苛的限购限售限价政策,我爱我家公司应当根据市场形势,凭借自身品牌优势、设计合理的产品优势以及城市布局的先发优势,确定目标市场,合理调整以产品、价格、渠道、促销为主的营销组合策略,在多种层面进行发展,不仅在人才引进,还有企业文化,当然,客户管理也相当重要,除去这三个方面,还有很多可以改进的地方。因此企业也要能够保证营销策略的实施,从而能够使企业不断地向前发展,拥有长久的生命力。关键词:我爱我家公司;房地产市场;营销问题;营销策略ABSTRACTInrecentyears,therapiddevelopmentoftherealestateindustryhasagrowingimpactonpeople'squalityoflifeandhappinessindex,socialharmonyandstability,andthedevelopmentofupstreamanddownstreamindustries.Thestate'scontroloftherealestateindustryisalsomoreandmorestrict.Thegovernmentstrivestoletthehousingreturntothenatureof"living"andadheretothepositioningof"housingwithoutspeculation".In2019,"implementingpoliciesaccordingtothecity"willbecomethemainkeynoteofrealestatemarketregulation,andthefirsttiercitiesmaytaketheleadinrecovery.Inthiscontext,howtoadjustthemarketingstrategyandseizethenewdevelopmentopportunitiesisaproblemthatrealestateenterprisesshouldactivelyexplore.Therefore,thispapertakesmycompanyastheresearchobject,andexploresthemarketingstrategyoptimizationsuggestionsofmycompanybasedontheanalysisofthecurrentsituationofmarketingstrategy.Ilovemyfamilyisfacingthemoststringentpricerestrictionpolicyofpurchaseandsaleintherealestatemarketundermacro-control.Ilovethatourcompanyshould,basedonthemarketsituation,determinethetargetmarket,reasonablyadjustthemarketingcombinationstrategybasedonproducts,prices,channelsandpromotion,andintroducetalentsAtthelevelofcorporatecultureandcustomermanagement,weshouldimplementthesafeguardmeasuresofmarketingstrategytopromotethedevelopmentofenterprises.Keywords:Ilovemycompany;Realestatemarket;Marketingissues;marketingstrategy目录摘要……………………………………………………………………ⅠABSTRACT............................................................................................................................................1选题背景及意义.............................................................................................................................1.1选题背景.............................................................................................................................1.2选题意义.............................................................................................................................2相关基本理论介绍..................................................................