新通商房产营销策略研究VIP专享VIP免费

新通商房产营销策略研究摘要随着房地产事业的蓬勃发展，二手房市场逐步发展成熟，又加之最近几年国家对住房市场调控力度的加大和存量住房市场的逐步扩大，二手房的供求量也在日渐增多，成为与一手房市场相匹敌和共存的市场形态。市场的蓬勃更是有力的推动了二手房中介的发展。在这个特殊时期，房地产中介代理商成为房地产市场的一个重要组成部分。郑州新通商房地产中介作为一个刚起步不久的新公司，鉴于自己在实习过程中发现公司还存在不少问题，因此本论文主要是为其提出一些建议和方案，希望能够帮助新通商更好的发展，占据更大的市场份额。本论文共分为三大部分。第一部分为引言，是对本论文的研究背景、研究意义、研究方法作了阐述，并加之理论综述。第二部分介绍了新通商房地产中介公司的战略分析，从宏观环境、自身环境、消费者自身、竞争者四大方面进行分析研究。第三部分是本文的重点所在，研究了新通商房地产中介公司的营销组合策略，从产品策略、价格策略、促销策略、人员策略、公共关系营销策略五大方面进行分析研究。关键词：房地产二手房新通商营销组合ABSTRACTWiththerapiddevelopmentoftherealestate,thesecondaryhousingmarketisalsodevelopinggradually.Inrecentyears,consideringthepresentofthehousingstockmarketandthegovernment’sconstantregulationandcontrolofit,thesupplyofthesecondaryhousesisincreasingaswell.Thus,thesecondaryhousingmarketbecomesapowerfulcompetitorcoexistingwiththemarketcontributesalottothedevelopmentoftherealestateintermediaryagents.Duringthisspecialperiod,theagentsplayaveryimportantroteinthehousingmarket.ZhengzhouXinTongshangrealestateagent,asanewcompany,whichisnewlysetup,inevitablyexistsalotofproblems,whenIwasstudyinginthiscompany.Therefore,thisthesisputsforwardsomeconstructivesuggestionsandschemeswhicharesupportedtobeconducivetothefutureprospectsofthiscompany.Thisthesisisdividedintothreeparts.Thefirstpartisthebriefintroductionoftheresearchbackgrounds,greatsignificanceandrelevantstudyingmethods.Thesecondpartrespectivelyintroducesthestrategicanalysisofthiscompanyseeingfrofouraspectsthatincludethemacroenvironment,thecompanyitself,thecustomersandthecompetitors.Thelastpartisthemainpartofthisthesis,itstudystheproductionstrategiesofthecompany,includingproduction,price,promotion,personnelandpublicrelationsmarketstrategies.Keywords:TherealestateSecondhandtheroomThenewtreatyThemarketingmix目录1研究背景和研究意义........................................11.1研究背景..............................................11.2研究意义..............................................22理论综述..................................................32.1战略营销的3C模型.....................................32.2服务营销的营销组合策略...............................32.3论文的研究方法和结构.................................42.3.1论文的研究方法.................................42.3.2论文的研究结构.................................43新通商的战略环境分析......................................63.1宏观环境分析..........................................63.2新通商自身分析........................................73.2.1新通商简介既市场定位............................73.2.2新通商的优势分析................................83.2.3新通商的劣势....................................83.3消费者市场分析.......................................93.3.1个人信息调查..................................103.3.2消费者对中介的认可度调查......................113.4新通商的竞争者分析..................................123.4.1竞争者的确定..................................123.4.2竞争战略............................