“玩概念”到“做概念”,邢台地产的进化之路  

From Playing Concept to Doing Concept, the Real Estate Industrial Evolution of Xingtai

作　　者：王少勇[1] 谭斌斌[1] 

机构地区：[1]邢台职业技术学院,河北邢台054035

出　　处：《邢台职业技术学院学报》2013年第6期72-74,共3页Journal of Xingtai Polytechnic College

摘　　要：近年来,随着房地产行业的快速发展,行业内的竞争、资源的整合、国家各种政策法规的相继出台特别是"京七条"的推出,使房地产行业逐渐趋于成熟。在国家新政限购令出台的市场环境中,房地产开发商必须审时度势、力求以差异化的产品占领先机,以求在激烈的竞争中站稳脚跟。当前新环境下以邢台市房地产市场为例说明三四线城市房地产企业有哪些基本的营销策略,不足的地方及改进措施。In recent years, with the rapid development of the real estate industry, the intense competition, the integration of resources and the introduction of national policies and regulations especially the Beijing seven items promoted the real estate industry gradually matured. The housing restriction policy made the real estate developer have to assess the situation, to offer differentiated products in order to gain a foothold in the competition. This paper mainly considers the real estate market of Xingtai as an example, to illustrate the basic marketing strategy of the real estate enterprises on the new market in small cities and to find out the shortage and improvement measures.

关 键 词：营销策略 差异化产品构建 房地产营销创新 

分 类 号：F293.3[经济管理—国民经济]