房地产项目广告费用支出决策分析  

Analysis of Marketing Expenditure Decision for Real Estate Projects

作　　者：管百海 

机构地区：[1]中铁八局投资管理部,四川成都610031

出　　处：《工程管理学报》2013年第3期97-101,共5页Journal of Engineering Management

基　　金：中国博士后科学基金特别资助(201003691)

摘　　要：为提高广告费用的使用效率,避免资源浪费,房地产开发商需确定项目广告费用的合理规模。通过构建开发商的销售数量模型和利润模型,研究完全垄断情况下和竞争情况下开发商最优广告费用投入决策问题。在完全垄断情况下,开发商的最优广告费用投入与产品的定价正相关,与产品的开发成本负相关,与开发商的可售产品数量正相关。而在竞争情况下,开发商的最优广告费用投入除了与上述3个因素相关外,还与竞争对手的营销效果负相关;得出在竞争情况下,开发商的最优广告费用、实现的销售数量以及利润均低于完全垄断情况的结论。并提出了房地产广告费用支出的4点建议。In order to improve the efficiency of advertising costs and avoid waste of resources,it is necessary for real estate developers to define the reasonable scale of advertising costs for each project and try to make an optimized advertising costs decision under the circumstance of full monopoly and competition by building their own sales quantity models and profit models.Under the circumstance of full monopoly,the optimal advertising costs are positively correlated with the pricing of products,negatively correlated with the development cost of products,and positively correlated with the quantity of merchantable products of a developer.Under the circumstance of competition,apart from the above mentioned three factors,the optimal advertising costs of a developer are also negatively correlated with the sales performance of its competitors,the optimized marketing expenditure of a developer and the sales volume and profits achieved under the circumstance of competition are all lower than those under the circumstance of full monopoly.Then,four suggestions are brought out to increase the efficiency of marketing expenditure.

关 键 词：房地产项目营销 广告费用 销售数量 利润 

分 类 号：F293.3[经济管理—国民经济]