试论宏观调控背景下中国房地产业的营销趋势  

Tentative Research on the Marketing Tendency of China’s Estate Industry in the Macro-Controlling Setting

作　　者：贺雪飞[1] 

机构地区：[1]宁波大学人文与传媒学院,浙江宁波315211

出　　处：《宁波大学学报（人文科学版）》2012年第6期108-113,共6页Journal of Ningbo University：Liberal Arts Edition

摘　　要：2010年以来,我国房地产市场宏观调控的态势形成,它标志着中国房地产业已经由高速增长期进入稳定、成熟的发展时期;与此同时,在行业洗牌的影响下,中国房地产业面临着一个前所未有、充满巨变的时代,由此,中国房地产的市场营销也已经呈现出种种新的发展趋势。新的营销趋势主要体现在如下四个方面:品牌将成为房地产行业的核心竞争力;体验营销将成为主流营销方式;双向交流的公关传播将成为重要传播模式;房企"标王"现象与战略合作联盟将进一步凸显与强化。China＇s estate market macro-controlling status has been formed since 2010, indicating that China＇s estate industry has shifted from the stable and mature stage to the highly increasing stage. At the same time, China＇s estate industry is in a totally new and heavily changing stage because of the shuffled estate industry. Hence, China＇s estate industry marketing is taking on various new development tendencies, as are reflected in what follows： the brand will be the core competing power of the estate industry; the experience marketing will be the popular marketing method; the mutual interactive public relation communication will be the important communication model; the estate enterprise bid champion phenomena and strategy cooperation union will be further manifested .and strengthened.

关 键 词：房地产业 宏观调控 营销趋势 

分 类 号：F293.352[经济管理—国民经济]