弘扬地产营销渠道策略研究目录摘要................................................................................................1ABSTRACT......................................................................................2第1章绪论.......................................................................................31.1研究背景................................................................................31.2研究意义................................................................................31.3研究方法................................................................................31.4研究内容................................................................................4第2章房地产企业营销渠道及其理论概述...................................62.1营销渠道................................................................................62.2营销渠道相关理论................................................................62.3房地产公司营销渠道类型及优缺点分析............................8第3章弘扬地产营销渠道现状分析.............................................103.1弘扬地产概述......................................................................103.2弘扬地产营销现状概述......................................................10第4章弘扬地产营销渠道存在的问题.........................................124.1销售渠道缺乏专业性..........................................................124.2“坐商”营销形式限制了其发展.........................................124.3目标客户定位存在问题......................................................134.4营销队伍需要强化..............................................................13第5章弘扬地产营销渠道提升策略.............................................155.1加强营销渠道的专业性......................................................155.2改变“坐商”模式,加强多渠道的构建..........................155.3提升对目标人群的定位......................................................165.4增强相关的营销人才..........................................................16第6章总结.....................................................................................18参考文献..........................................................................................19致谢..............................................................................................20摘要房地产作为国民经济发展中的重要产业之一,在助推经济发展以及稳定民生方面有着很大的作用,近20年以来,南京房地产市场进入高速发展阶段,从大众最基本的刚需发展成“炒房热”,住房很大程度上成了投资客的投资产品,从而地产市场从萧条转变为供不应求,政府不得不下达一系列“限贷”、“限购”政策来一定程度上抑制房地产泡沫经济,从而使房地产行业由“卖方市场”进入“买方市场”。随着房地产行业的逐渐成熟,产品在细分,客户也在细分,所以营销渠道也必然随之细分。房地产营销渠道的转型是消费者需求变化的产物,在市场逐渐走向理性和成熟的过程中,销售渠道应该是不断创新,根据企业的需求来寻找渠道,不断挖掘销售渠道。本文则以南京弘扬房地产为研究对象,对其营销方式、营销思路和营销战略进行合理的分析,更好的找到其在营销渠道当中的问题,从而为当前企业的营销发展带来更好的策略。关键词::宏洋地产;营销渠道;策略ABSTRACTRealestateasoneoftheimportantindustryinnationaleconomicdevelopment,stableinboostingeconomicdevelopmentandthelivelihoodofthepeoplehasabigrole,nearly20years,nanjingrealestatemarkethasenteredintothephaseofrapiddevelopment,fromthemostbas...