xx房地產(chǎn)項(xiàng)目銷售渠道策略的研究

14000字

摘要 房地產(chǎn)行業(yè)是中國國民經(jīng)濟(jì)的主導(dǎo)產(chǎn)業(yè)，在現(xiàn)代社會(huì)經(jīng)濟(jì)生活中有著舉足輕重的地位，經(jīng)過十幾年的發(fā)展，中國房地產(chǎn)業(yè)正處于向規(guī)?；?、品牌化、規(guī)范運(yùn)作的轉(zhuǎn)型時(shí)期，隨著房地產(chǎn)企業(yè)從以產(chǎn)品為中心向以消費(fèi)者為中心的轉(zhuǎn)變，銷售渠道作為企業(yè)了解消費(fèi)者、溝通消費(fèi)者和掌握消費(fèi)者的核心手段，己成為企業(yè)的重要資源。構(gòu)建高效、穩(wěn)定的銷售網(wǎng)絡(luò)，對增強(qiáng)企業(yè)競爭能力也愈發(fā)重要。怎樣使得銷售渠道配置得當(dāng)，用最高的效率把產(chǎn)品適時(shí)、適當(dāng)?shù)厮偷筋櫩偷氖种?這是銷售渠道策略所要探討研究的基本內(nèi)容。
本文在收集研讀大量文獻(xiàn)資料的基礎(chǔ)上，著重對恒基—譽(yù)瓏湖濱項(xiàng)目的銷售渠道進(jìn)行了分析，同時(shí)對主要的競爭對手—融創(chuàng)氿園做了簡單的分析。兩者進(jìn)行對比，再結(jié)合恒基—譽(yù)瓏湖濱自身的情況，總結(jié)出恒基—譽(yù)瓏湖濱現(xiàn)存的銷售渠道問題，并對此一一提出改進(jìn)的方法。希望能緩解、改善企業(yè)現(xiàn)狀，促使企業(yè)在銷售業(yè)績有好的發(fā)展。

關(guān)鍵字：房地產(chǎn) 營銷渠道 渠道沖突


Research on Strategy for Marketing Channel of Henderson - YuLong Beach Real Estate Project
Abstract Real estate, which is a leading character in Chinese national economy, plays an extremely significant role in current economic activities. The whole real estate industry is standing on a turning point directing to scale, brand, regulation after developing for more than 10 years. With real estate enterprises’ focus transforming from products to customers, marketing channel serving as the main tool for enterprises to investigate, communicate with and know customers well has been an important resource for ventures. Constructing an efficient and stable marketing network make a great sense for enhancing competitive abilities. How to arrange marketing channels appropriately, deliver the products to customers timely and properly under the highest efficiency, which is the fundamental content we have to explore in the strategy of marketing channel.
Based on great amount of literature resources on this subject, we put our main effort into the analysis for marketing channel of Henderson-YuLong Beach. Meanwhile, some brief analysis are made on LongChuangJiu Garden, which is the main competitor. According to the situation of Henderson-YuLong Beach itself and comparison of these two, we eventually find some problems on Henderson-YuLong Beach ‘s marketing channel. Though we propose some doable method for improving the situation. Hopefully we can remit and improve the current situation, and make it a more promising future in marketing output.

Key Words Real Estate Marketing Channel Channel Conflict


目錄

第一章 緒論 1
1.1研究背景 1
1.1.1房地產(chǎn)背景 1
1.1.2房地產(chǎn)銷售渠道面臨背景 2
1.2研究意義 2
1.2.1理論意義 2
1.2.2現(xiàn)實(shí)意義 2
1.3研究方法 3
第二章 房地產(chǎn)銷售渠道基本理論概述 4
2.1房地產(chǎn)市場的概念和特征 4
2.1.1房地產(chǎn)市場的概念 4
2.1.2房地產(chǎn)市場的特點(diǎn) 4
2.2銷售渠道的理論概述 4
2.3房地產(chǎn)銷售渠道模式及其優(yōu)劣勢 5
2.4房地產(chǎn)銷售渠道沖突的類型 6
2.5房地產(chǎn)銷售渠道的管理 6
第三章 恒基—譽(yù)瓏湖濱項(xiàng)目現(xiàn)狀分析 8
3.1恒基—譽(yù)瓏湖濱項(xiàng)目情況介紹 8
3.1.1譽(yù)瓏湖濱基本情況介紹 8
3.1.2譽(yù)瓏湖濱銷售渠道現(xiàn)狀介紹 8
3.2恒基—譽(yù)瓏湖濱銷售渠道策略分析 9
3.2.1恒基—譽(yù)瓏湖濱銷售渠道問卷調(diào)查研究 9
3.2.2問卷調(diào)查分析 9
第四章 與主要競爭對手—融創(chuàng)氿園項(xiàng)目對比分析 14
4.1融創(chuàng)氿園項(xiàng)目情況介紹 14
4.1.1融創(chuàng)氿園基本情況介紹 14
4.1.2融創(chuàng)氿園銷售渠道現(xiàn)狀介紹 14
4.2譽(yù)瓏湖濱與融創(chuàng)氿園對比分析 15
4.2.1來訪客戶數(shù)量對比分析 15
4.2.2銷售渠道模式對比分析 15
4.2.3銷售推廣對比分析 16
第五章 恒基—譽(yù)瓏湖濱銷售渠道問題分析 17
5.1銷售推廣活動(dòng)影響力不夠 17
5.2銷售渠道人員效率比較低 17
5.3開發(fā)商與代理商協(xié)調(diào)默契不夠 18
5.3.1渠道垂直沖突 18
5.3.2水平?jīng)_突問題 18
第六章 恒基—譽(yù)瓏湖濱銷售渠道策略的改進(jìn) 20
6.1加強(qiáng)銷售渠道的推廣活動(dòng) 20
6.2建設(shè)關(guān)系營銷渠道 20
6.3加強(qiáng)管理與激勵(lì) 20
6.3.1管理 20
6.3.2激勵(lì) 21
6.4建立有效的溝通機(jī)制，加強(qiáng)心理契約關(guān)系 21
6.5進(jìn)一步推廣網(wǎng)絡(luò)等新興渠道的使用 22
結(jié)論 23
致謝 24
參考文獻(xiàn) 25
附錄一 26