XX房地产经纪有限公司市场营销策略研究_房管论文.doc

摘要:随着房地产行业在中国经济发展的地位有所提升,而且其产业链逐步完善专业化清晰。房地产交易在形式和内容上的复杂性,房地产交易的形式和内容的复杂性，使得房地产市场的房屋中介服务公司专业服务的需求不断增加，房地产行业也发生了变化。南京链家是中介服务行业的优势企业之一,公司专业从事高质量的信息和优质的服务，得到了客户的肯定。不过，目前公司的营销过程中还存在一些困难,如竞争压力、销售量差异、业务流程管理系统等。

　　　借助SWOT分析法、细分市场分析、目标市场确定等市场营销学有关理论和现有的研究结果,宏观层面上，详细的分析了该公司所面临的机遇和威胁；微观层面上，客观识别出企业的优势与劣势,从而明确了公司的“高端市场为主打,中低端市场择优扶持”的企业营销发展战略目标。在对现有情况的基础上,对南京链家现有的营销策略进行全面的分析,分别包括：产品、价格、渠道和促销四个方面；最后,针对现有营销策略出现的一些问题，提出一些改进的建议，以确保公司的营销策略可以实现。

关键词 房地产；中介服务；营销策略

Abstract:With the increasing position of housing industry in our economy development, its specialization of labor in the industry chain gradually becomes clear. The complexity of formation and content of housing trade makes it have increasing special service demand in housing intermediary service, so that the housing intermediary gradually develops. Nanjing Homelink is one of superior companies of intermediary industry. It obtains the customers’ affirmation and the faith with its high quality of information and special service.However, during its present marketing,there are several difficulties, such as competitive pressure, differences of sales, impecfect business process management.

　　　   This thesis not only analyzes the opportunities and threats at the macroeconomic levelin detail, but also distinguishes the advantages and disadvantages of the company at the microcosmic level with the aid of marketing theory and present research, such as the SWOT analysis, market segment analysis, target market certainty and so on, so as to explicit the strategy goal of “high end market will be the mainstay, while low level market supports selectively” in the marketing development. Based on the analysis of present sutiation, Nanjing Homelink formulates a comprehensive marketing strategy, which matches with the subject goal in the four aspects of product, price, channel and sales promotion, and highlights its strategy in the whole industry chain. At last,the company puts up with a series of improvement measures,such as culture construction,business process optimization and so on, in order to effectively achieve these goals.

Keywords  real estate  intermediary services  marketing strategy

　　　随着房地产行业在中国的经济发展状况和住房产品不断增加的交易量继续上升，产业链分工也越来越细化明确。由于房地产交易在内容和形式上的复杂性,不仅涉及房地产本身的支付交易环节,还包括了价值评估、信贷融资、产权转让、合同签订、税费征管、公正办理等一系列专业业务,一般情况下购房者很具备相关专业知识是很难的,使得房地产交易市场对房屋中介服务企业的专业服务需求不断增加,房产中介行业也不断发展。然而，目前房地产中介行业竞争和企业在其自身的发展中,呈现逐渐同化的服务内容、市场开发策略不够针对、业务流程不清晰和其他一些问题,这些成为了限制房地产中介公司进一步发展的主要因素,迫切需要进行规范的调整。

　　　本文正是以此作为基点,通过对南京链家目前的营销策略，其具体实施过程中的业务活动存在的主要问题分析讲解。并通过公司现有的资源和环境情况结合相关理论,进行科学的细分市场与定位,确定有效的营销策略,并建立相应的保障措施。通过将本文研究成果应用于公司的管理实践,从而有效地提高公司的市场竞争力,保证在市场上的绝对领先优势。