链家房地产经纪公司产品组合策略探析  

The Study on the Product Mix of Homelink Real Estate Brokerage Co.,Ltd.

作　　者：张嗣徽 杨斌鹏[1] 向号[1,2] 王兰 

机构地区：[1]西华大学机械工程与自动化学院,四川成都610039 [2]四川省建信质量检测技术有限公司,四川成都611731

出　　处：《物流工程与管理》2014年第10期134-135,153,共3页Logistics Engineering and Management

摘　　要：自我国取消福利分房制度10多年来,房地产中介市场发展迅速,市场竞争非常激烈。文中研究了链家房地产经纪公司为实现发展战略而实施的产品策略,包括新产品策略、价格策略、渠道策略和促销策略,重点分析了公司的新产品策略和渠道策略。The Real Estate Brokerage of China has been fast increasing, since the government called off the welfare house system for more than ten years, and the marketing competition is fiercely intense. This paper analyzes the Product Mix of a local Real Estate Brokerage- Homelink Real Estate Brokerage Co.,Ltd. by means of Product, Price, Place and Promotion,for the purpose of the developing strategy, and putting emphasis on the New Product Mix and the Place Mix.

关 键 词：房产中介 链家地产 新产品策略 渠道策略 

分 类 号：F293[经济管理—国民经济]