中小房地产企业营销策略研究摘要随着我国经济不断发展，城市化水平的不断提高。房地产行业也发展迅速，并成为我国经济成分中的重要部分，但与此同时竞争也愈加激烈。我国中小房地产企业举步维艰。在这样的情况下，中小房地产企业想要生存并取得发展，就必须将房地产企业的整体营销策略上升到公司发展的整体战略高度上来，房地产行业也需要转换思想。由以往以生产为导向的思想逐步转变为以人群和社会需求为导向，由传统的营销手段模式转变为全面的系统化的营销战略。本文以中小房地产为研究对象，首先对市场营销的概念以及国内外研究现状做了综述研究，分析了目前中小房地产企业存在营销体系不完善、市场定位不准确等问题，并且对产生问题的原因做了分析，最后从建立以消费者关系为主的营销体系、制定可实施性强的策划方案、精准定位市场，进行产品创新、建立高效的成本控制管理体系四个方面提出了提升中小房地产企业营销策略的有效建议。关键词：中小房地产企业；营销策略；营销环境ABSTRACTWiththecontinuousdevelopmentofChina'seconomy,thelevelofurbanizationcontinuestoimprove.Therealestateindustryhasdevelopedrapidly,andbecomeanimportantpartofChina'seconomiccomposition,butatthesametimemoreandmoreintensecompetition.China'ssmallandmedium-sizedrealestateenterprisesdifficult.Insuchcircumstances,smallandmedium-sizedrealestateenterpriseswanttosurviveanddevelop,itmustbetherealestatebusinesstotheoverallmarketingstrategytotheoverallstrategicdevelopmentofthecompanyup,therealestateindustryalsoneedtotransformideas.Fromthepasttotheproduction-orientedthinkinggraduallytransformedintothecrowdandsocialneedsastheguide,fromthetraditionalmarketingtoolmodelintoacomprehensivesystemofmarketingstrategy.Inthispaper,smallandmediumrealestateastheobjectofstudy,firstofall,theconceptofmarketinganddomesticandinternationalresearchstatustodoareviewofthecurrentsmallandmedium-sizedrealestateenterprisesthereareimperfectmarketingsystem,marketpositioningisnotaccurateandsoon,andthecauseoftheproblemFinally,fromtheestablishmentofaconsumerrelationship-basedmarketingsystem,thedevelopmentofenforceabilityoftheplanningprogram,accuratepositioningofthemarket,productinnovation,theestablishmentofefficientcostcontrolmanagementsystemputforwardfouraspectsofthepromotionofsmallandmedium-sizedrealestatebusinessmarketingStrategyforeffectiveadvice.KEYWORDS:Smallandmedium-sizedrealestateenterprises;Marketingstrategy;Markeingenvironment目录摘要....................................................................................................IABSTRACT..............................................................................................II1绪论........................................................................................................11.1市场营销的概念及房地产市场营销的内涵................................11.1.1市场营销的概念..................................................................11.1.2房地产市场营销的内涵......................................................11.2研究背景及意义...........................................................................11.2.1研究背景..............................................................................11.2.2研究意义..............................................................................11.3国内外研究现状..........................................................................21.3.1国外研究现状......................................................................21.3.2国内研究现状..........................................................
