后疫情时代住宅房地产营销策略优化整合  

Optimization and Integration of Residential Real Estate Marketing Strategy in the Post Epidemic Era

作　　者：董瑞[1] DONG Rui(School of economics and management,Baoji University of Arts and Sciences,Baoji 721013 China)

机构地区：[1]宝鸡文理学院经济与管理学院,陕西宝鸡721013

出　　处：《技术与创新管理》2021年第6期669-673,共5页Technology and Innovation Management

基　　金：陕西省科技厅软科学研究计划项目“环保类PPP项目利益主体行为、社会风险与动态控制研究”(2021KRM149)。

摘　　要：房地产行业是国民生经济的重要产业之一,政策调控使得住宅房地产行业竞争加剧,这就对住宅房地产的营销策划提出更高要求,而疫情期间的线上营销探索为住宅房地产营销打开了新思路。通过对疫情期间住宅房地产行业的营销现状分析,发现住宅房地产行业的营销开始转变思维,利用互联网优势建立线上营销平台,但存在线上线下营销结合不充分、营销平台不完善及营销人才短缺等问题。结合整合营销理论,从消费者、交流和沟通和企业3个角度分别提出整合线上线下营销策略、加强线上营销平台建设和重视营销队伍建设3条整合策略。探究后疫情时代房地产营销策略优化整合思路,可以为住宅房地产行业的健康发展添砖加瓦。The real estate industry is an important pillar industry of the national economy.Policy regulation intensifies the competition in the residential real estate industry.This puts forward higher requirements for the marketing planning of residential real estate.Through the analysis of the current marketing situation of the residential real estate industry during the epidemic,the paper found that the marketing of the residential real estate industry began to change its thinking and use the advantages of the Internet to establish an online marketing platform,but there are some problems,such as insufficient combination of online and offline marketing,imperfect marketing platform and shortage of marketing talents.Combined with the theory of integrated marketing,this paper puts forward three integration strategies from the perspectives of consumers,communication and enterprises:integrating online and offline marketing strategies,strengthening the construction of online marketing platform and paying attention to the construction of marketing team,offering the optimization and integration ideas to real estate marketing strategies in the post-epidemic era,with a view to contributing to the healthy development of the residential real estate industry.

关 键 词：营销策划 住宅房地产 营销策略 整合营销 策略整合 

分 类 号：F293[经济管理—国民经济]