我国房地产营销存在的主要问题及解决对策摘要：随着国家对房地产市场的调控政策继续加强和贯彻落实，我国房地产市场将会进一步趋于合理。但是，我国房地产市场仍然问题重重。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，致使开发的产品继续与市场脱节。现实的市场环境迫使房地产开发商研究市场、重视营销问题，把营销管理上升到企业发展的战略高度，从研究消费者的需求出发实行全过程的营销。房地产开发商的一些错误观念，致使营销出现误区，使房地产开发步入歧途。综上所述，本文在此背景下，通过回顾房地产营销理论，剖析了当前我国房地产业营销存在的问题并分析了出现问题的原因，从理论上和实践上对我国房地产营销现状，存在的问题及发展趋势进行了探讨。最后，展望了我国房地产营销发展趋势。关键词：房地产房地产营销营销问题完善营销对策China'srealestatemarketingproblemsandcountermeasuresAbstract:Asthestateoftherealestatemarketcontinuestostrengthenmacro-control,andimplementationofChina'srealestatemarketwillfurthermorereasonable.However,China'srealestatemarketisstillproblematic.Ononehandhaslargevacancy,Ontheotherhand,manyoftherealestateenterprisesandsmallscale,don'tpayattentiontoqualityandbrand,marketresearch,productdevelopmentandmarketcontinued.Realestatedevelopersofmarketenvironment,marketforcesonmarketingresearch,themarketingmanagementtoenterprisedevelopmentstrategyandthedemandofconsumersfromtheresearchprocessofimplementmarketing.Somemistakesofrealestatedevelopers,marketingconcepts,makeappearinrealestatedevelopmentmisguided.Tosumup,thispaperreviewstherealestatemarketingplanningtheory,analyzesthecurrentrealestatemarketingproblemsandanalyzesthereasonsofproblems,fromtheoryandpracticeofChina'srealestatemarketingplanningsituation,problemsanddevelopmenttrendarediscussed.Finally,thedevelopmenttrendofChina'srealestatemarketingplanning.Keywords:RealestateRealestatemarketingMarketingquestionPerfectmarketing我国房地产营销存在的主要问题及解决对策countermeasures。目录1绪论1.1营销的基本概念....................................................61.1.1营销的概念...................................................61.1.2房地产的概念.................................................61.1.3房地产营销的概念.............................................61.2房地产营销的基本理论...............................................71.2.1以满足市场需求为目标的4P理论...............................71.2.2以追求消费者满意为目标的4C理论.............................71.2.3以建立消费者忠诚为目标的4R理论..............................71.3房地产营销的必要性.................................................81.3.1有助于提高房地产企业的营销素质..............................81.3.2有利于房地产市场的发育和完善................................81.3.3有利于消费者需求的满足......................................91.3.4有利于房地产业作为新经济增长点的培育.......................92我国房地产营销存在的问题及原因分析.....................................92.1营销功利味太重.....................................................92.1.1轻前期规划设计，重后期营销推广..............................92.1.2在销售模式中以自我为中心....................................92.1.3重前期物管承诺轻许诺兑现...................................102.2市场调研性缺乏认识、分析不足.....................................102.3营销理论与房地产营销实践缺乏结合................................102.4把市场定位混同于目标市场.........................................102我国房地产营...
