| The real estate market of our country has changed from original seller's market into buyer's market with more fierce competing. Hence the enterprises lay emphasis on advertisement and promoting sales in competing, outdoor advertisement in big piece, banners, numerous carriages advertising, creating elegant publicity volume, handbill, the propaganda material of DM, amount of money bigness television, news paper, periodical advertising, enchanting Internet advertising, building exhibition, and invites the most popular person to add to the fun. On the other hand, enterprises hold the large literature, tournament personally etc... They spend money like water on it, but enterprises have no selling resemblance are still unmanned to be asked about. The reason through analysis by writer is that enterprises neglected ex-marketing in real estate and there is no proceeding item viability assessment in front of the item, and no scientific. Market investigation .The real estate item that do not guide as market will not be accepted by the market. What is an ex- marketing? What is its function in real estate developing? How many steps does it constitute?……All these problems be expatiated in this thesis.This thesis is divided into six parts.The first part puts forward. Problems. This part briefly introduces the general development situation of the real estate market and problems faced now. It points out the meaning placed that writer choose. In the foreword its treatise mainly emphases problems which lie in the development of the real estate and expatiate the definition and function of the ex-marketing. It also explains the realistic meaning of putting forward the ex-marketing this new concept at the present stage. At the same time it is used as a sub-derivation to lead the second part of the discussion.The second part primarily discusses a few and important steps in analyzing the market opportunity First, it analyzes the real estate marketing environment It primarily includes the population factor, economy technique and policy environment analysis. The four macroscopic aspects above affect the basic development trend of the real estate profession. Chapter two analyzes the real estate purchasing behavior. It mainly analyzes consumers' purchasing behavioral characteristics and consumers' process and its influential factor from the real estate product characteristic.It points out that the marketing personnel only control the consumer respond mode, then can aim at establishing the promotion plans. Chapter three discusses the method and content of market research in real estate. It expatiates the suitable way for use term of every kind of method and its merit and shortcoming. The market research is the most basic point of establishing the marketing strategy. It is a real estate product appearance and program to design.The fifth part of treatises mainly concentrates on how to study and choose subdivisions. Chapter one is a real estate market subdivides. The article points out: Any real estate enterprise is impossible to satisfy the need of all the whole market customers. Chapter two discusses how to evaluate the usefulness of subdivide market after formation subdivides market. To a certain business enterprise, does subdivide market whether has enough earnings space or not? How about its risk and how to choose?The fixed position of a product in chapter three in fore several process conclusion foundations It stresses on market fixed positions with principles, and explain how to analyze and evaluate in fixed position project. Chapter four is an item program principle and management design. It mainly introduces the announcement on the overall design of the product and main principle. Chapter five explains establishing marketing strategy from three aspects: marketing brand strategy, price strategy and promote sales strategy. The brand is the " pass" of the real estate product. Enterprises must set up the brand consciousness, strengthen the competition ability. Enterprise must establish the fit... |
PDF Full Text Request