房地产营销策略选择的关键问题研究  

RESEARCH ON THE KEY PROBLEMS OF CHOOSING THE REAL ESTATE MARKETING STRATEGIES

作　　者：陈桂香[1] 单明[1] 杨建胜[1] 

机构地区：[1]河南工业大学土木建筑学院,河南郑州450052

出　　处：《河南工业大学学报（社会科学版）》2009年第4期47-50,共4页Journal of Henan University of Technology:Social Science Edition

摘　　要：房地产业竞争日益激烈,市场营销直接影响项目的成败。介绍了SWOT和STP两种营销环境分析方法,并以某商务办公楼楼盘为案例对整合产品策略、价格策略和促销等房地产营销策略的关键问题进行了分析。As the competition in real estate industry becomes increasingly intense, real estate marketing affects the success of real estate project directly. In this paper, key problems are discussed as to the choice of the best marketing strategies, such as SWOT and STP in the marketing environments analysis and integrating the products, price and strategy. Finally, the paper analyzes the key points with a business office building as a case in point.

关 键 词：房地产营销 STP分析 SWOT分析 GM(1 1)模型 

分 类 号：F406[经济管理—产业经济]