万科房地产公司市场营销渠道策略分析

西南科技大学城市学院本科生毕业论文 I

I

万科房地产公司市场营销渠道策略分析

摘要：房地产是一个高收益的产业，但是因为它的投资价值大，周期长，实物形态是不动产，市场竞争不充分，滚动开发等特点，所以它也是一个高风险的行业。在现代市场经济条件下，房地产企业之所以在竞争中取胜就是其市场提供顾客所需要的产品，也就是说开发商必须以竞争为导向，以顾客为中心，按照市场需求开发建设房地产产品，通过交换实现产品的价值，从而促进企业的不断发展。从某种意义上说，房地产营销战略是房地产企业经营成败的关键，为了保证房地产业健康快速的发展，对房地产营销战略进行研究显得尤为重要。市场营销就是连接市场需要和房地产产品开发建设的中间环节，从而实现企业自我发展的有效手段，市场竞争日益加剧的今天，怎样使公司的效益最大化，能够卖出更多的楼盘，是房地产发展商追求的目标，但由于受国家政策、营销环境、企业自身素质等多方面的影响，房地产商在楼盘的营销过程中会面临各种各样的问题。本文主要分析了万科地产在整个的营销过程中，营销渠道策略的作用、营销渠道策略的应用以及在营销过程中出现的问题来分析房地产市场营销渠道策略的应用。

关键词：万科地产； 营销渠道策略； 渠道策略创新； 网络营销

西南科技大学城市学院本科生毕业论文 II

Vanke Real Estate Company Marketing Channel Strategy Analysis

Abstract: Real estate is a highly profitable industry, but because of its investment value, long period, the physical form of the real estate, the market competition is not sufficient, rolling development characteristics, so it is also a high-risk industry. In the modern market economy, the real estate company was to win in the competition is its market to provide customers the necessary products, which means that developers have to compete oriented, customer-centric, real estate development and construction in accordance with market demand products through exchange-value products, thus contributing to the development of enterprises. In a sense, the real estate marketing strategy is the key to the success of the real estate business, in order to ensure the healthy and rapid development of real estate, real estate marketing strategy is particularly important to study. Marketing is to connect the middle part of the real estate market needs and product development and construction in order to achieve effective means of self-development, today's increasingly competitive market, how to maximize the effectiveness of the company can sell more real estate, real estate development Suppliers goal, but due to the impact of various aspects of national policy, marketing environment, the quality of their own and other real estate in the real estate marketing process will face a variety of problems. This paper analyzes the entire marketing process, the role of marketing channel strategy, applications, and emerging issues in the marketing process Vanke marketing channel strategy to analyze the application of the real estate marketing channel strategy.

Keywords: Vanke；Marketing Channel Strategy；Channel strategy innovation；Network Marketing