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太原科技大学

毕 业 论 文

论文题目：房地产市场营销策略研究

学 生 姓 名： 刘飞 指 导 老 师： 薛莲 所属院 (系)： 化学与生物工程学院化学工程系 专 业 班 级： 市场营销1121班 学 号： 201121230252

二零一三年六月

太原科技大学毕业设计（论文）任务书

学院（直属系）：化学与生物工程学院 时间：2013年 4 月7 日 学 生 姓 名 设计（论文）题目 XXX 指 导 教 师 房地产市场营销策略研究 XX 1. 房地产市场营销策略研究 主要研究内容 2. 我国房地产企业营销的发展趋势 3. CS策略 4. STP策略 5. 品牌策略 主要研究方法 文献研究法：大量查阅有关营销策略方面的书籍和资料 主要技术指标（或研究目标） 1. 房地产有特殊的行业特征 2. 营销策略是房地产营销成功的关键 3. 房地产行业存在大量的营销策略问题 1. 吴伟良 房地产企业策略管理基础．上海：上海人民出版社 主要参考文献 2. 中国地产商 CS策略与房地产营销 3. 谭继存 房地产营销策划．北京：中国城市出版社 4. 王爱民 房地产市场营销．上海：复旦大学出版社

太原科技大学毕业设计（论文）

目 录

摘 要 ··························································································································· III ABSTRACT ················································································································ IV 引 言 ····························································································································· 1 第1章 房地产营销策略研究 ····················································································· 2

1.1房地产营销策略概述 ··················································································· 2 1.1.1 市场营销概述 ····················································································· 2 1.1.2 房地产营销概述 ················································································· 2 1.1.3房地产营销策略概述 ·········································································· 2 1.2 房地产营销策略研究的必要性 ································································ 3 第2章 我国房地产企业营销的发展趋势 ······························································· 4

2.1我国房地产市场营销发展的四阶段 ··························································· 4 2.1.1起步阶段：1980——1990 ·································································· 4 2.1.2腾飞阶段：1991－1993.6 ··································································· 5 2.1.3调整阶段：1993.7—1999 ··································································· 6 2.1.4繁荣阶段：2000－至今 ······································································ 7 2.2 我国房地产市场营销发展趋势 ·································································· 7 第3章 CS策略 ······································································································· 10

3.1 CS策略概述 ···························································································· 10 3.2 房地产营销CS策略的优缺点 ······························································· 10 3.2.1 CS策略在房地产营销中的引入 ······················································ 10 3.2.2 房地产营销CS策略的优点 ···························································· 11 3.2.3 房地产营销CS策略的缺点 ···························································· 11 3.2.4 对房地产营销CS策略的认识 ························································ 12

第4章 STP策略 ····································································································· 13

4.1 STP策略概述及其发展过程 ·································································· 13 4.2 STP策略优缺点 ······················································································ 13 4.2.1 STP策略优点 ···················································································· 13 4.2.2 STP策略缺点 ···················································································· 14 4.3 STP策略适用对象以及对该策略的认识 ·············································· 14

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