房地产企业营销和谐四部曲  

The Harmonious Marketing Tetralogy of Real Estate Enterprises

作　　者：谢羽[1] 谢泗薪[1] 

机构地区：[1]中国民航大学经济与管理学院,天津300300

出　　处：《华东经济管理》2007年第2期78-83,共6页East China Economic Management

基　　金：教育部人文社会科学研究规划项目(06JA630004)

摘　　要：随着中国加入WTO,我国房地产市场竞争日趋激烈,国内房地产企业在家门口即已遭遇国际竞争,面临着前所未有的巨大挑战,故而迫切需要制定和实施独特的市场营销战略,以抢占市场“制高点”,培育核心竞争力。文章基于当前房地产市场的战略环境分析,从知识营销、服务营销、关系营销和内部营销四个方向构建全新的营销战略整合,为我国房地产企业培育竞争优势、不断成长壮大并最终冲出国门、走向世界提供了一系列的策略与措施。Along with China joining in WTO, the market competition of domestic real estate is more and more vehement. Our real estate enterprises have already met the huge challenge coming from overseas competitors. Therefore it is important to domestic real estate enterprises to establishing a special marketing strategy and made it into reality. So that, they can take ＂the commanding point＂ and cultivate their core competence, This article based on the current environment of real estate market, constructs the brand - new marketing strategy from knowledge marketing, service marketing, relationship marketing and internal marketing. At the same time, this article offers a series of tactics and measures which will help our domestic real estate enterprises being more powerful.

关 键 词：知识营销 服务营销 关系营销 内部营销 

分 类 号：F407[经济管理—产业经济]