论房地产的销售理论与实践意义

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论房地产的销售理论与实践意义

摘要

房地产及住宅产业正逐步成为国家的支柱产业。房地产营销已经进入一个新阶段，房地产

商必须将营销置于经营的核心地位，房地产营销的生命在于不断的创新。所以房地产营销创

新的研究，对满足消费者的需要，促进房地产市场的发展，具有很强的现实意义。

本论文首先阐述了房地产作为一种特殊商品其有别于一般商品的特性及由此形成的房地

产市场的特征，分析了传统 4P 营销理论在房地产营销应用中的缺陷，以产品为中心，以成

本加利润作为定价依据，销售模式单一，忽视与消费者的沟通，这些无不影响着销售的成功

可能性。本论文还探讨了房地产市场细分的条件、依据及目标市场的评价与选择模式，在此

基础上对我国房地产营销的各个发展阶段的营销方法进行了详细的剖析，从以建筑为卖点到

以环境为卖点，从以文化为卖点到以品牌为卖点，着重从各个阶段产生的原因及各阶段的竞

争武器等方面加以分析。最后在 4C 营销组合理论的基础上，阐述了一些营销创新的思路和途

径，包括提升文化品位、细化功能区域、满足精神需求、灵活的组合与分割、发挥特定人群号

召力、为投资提供方便等以消费者为中心的创新思路及从单一到整合的营销手段的革命、体

验式营销、绿色营销、将地产与名校联姻等消费者定位产品的创新途径，以理论结合实际的

论述为房地产营销创新的实践指明方向。

关键词:房地产；营销实践；营销创新

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论房地产的销售理论与实践意义

Abstract

The industry of real estate and housing is becoming the supporting industry of our country.

Real estate marketing has step into a new phase. Real estate developer must place marketing and

sale at most important position. The life of real estate marketing and sale lies in continuously

innovating. As a result, the research on marketing innovation of real estate has great practical

significance on satisfying customers' demand and promoting the development of the market of real

estate.

This paper firstly demonstrates the features of real estate differing from common merchandise

and the character of market of real estate. The faults of application of traditional marketing theory

in the marketing of real estate, which are focus on products, treating cost plus revenue as the basis

of pricing，unitary marketing pattern and ignoring the communication with customer, is analyzed

in this paper. These faults affect the possibility of sale success. The condition and procedure of

segmentation of market, as well as choosing of target market and the pattern of evaluation, is

explored in this paper. And on the base of it, the methods of real estate marketing on all

development phases in our country are investigated. The selling points are transformed from

buildings to environment, from culture to brand. The features are investigated from the emergence

reasons and competing forces of each phase. At last, based on 4C marketing combination theory,

some innovative thought and approach are proposed. The proposed thoughts focusing on customer

include improving culture grade, segmenting function area increasing safe feeling ，satisfying

inspirit demand rebuilding living environments free combination and division, exerting special

crowd force，offering convenience for investment designing converse thinking etc. The proposed

approach include the revolution of marketing means from singleness to integration, experienced

marketing，bide marketing，combination with the famous school etc. The core idea is focusing on

customers, it points out the direction of activities of marketing innovation of real estate.

Key words: Real Estate Industry; Marketing and Sale Practice; Marketing and Sale Innovating

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摘要：

论房地产的销售理论与实践意义论房地产的销售理论与实践意义摘要房地产及住宅产业正逐步成为国家的支柱产业。房地产营销已经进入一个新阶段，房地产商必须将营销置于经营的核心地位，房地产营销的生命在于不断的创新。所以房地产营销创新的研究，对满足消费者的需要，促进房地产市场的发展，具有很强的现实意义。本论文首先阐述了房地产作为一种特殊商品其有别于一般商品的特性及由此形成的房地产市场的特征，分析了传统4P营销理论在房地产营销应用中的缺陷，以产品为中心，以成本加利润作为定价依据，销售模式单一，忽视与消费者的沟通，这些无不影响着销售的成功可能性。本论文还探讨了房地产市场细分的条件、依据及目标市场的评价与选择模式...

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