首页 | 本学科首页   官方微博 | 高级检索  
     

基于差异化管理理论的房地产市场营销策略研究
引用本文:郑晓云,王雪.基于差异化管理理论的房地产市场营销策略研究[J].建筑经济,2009(5).
作者姓名:郑晓云  王雪
作者单位:东北林业大学土木工程学院,黑龙江,哈尔滨,150040
摘    要:针对当前经济形式下房地产市场销售的低迷和房地产市场的同质化现象,分析了当前房地产市场营销中存在的问题。通过剖析差异化理论的内涵,从产品差异化、服务差异化、品牌差异化、促销方式差异化四方面阐述了差异化理论在房地产市场营销中的应用,并对差异化策略的实施提出建议。

关 键 词:房地产  市场营销  差异化策略  

Research on Real Estate Marketing Strategy Based on Differentiation Management Theory
ZHENG Xiaoyun,WANG Xue.Research on Real Estate Marketing Strategy Based on Differentiation Management Theory[J].Construction Economy,2009(5).
Authors:ZHENG Xiaoyun  WANG Xue
Abstract:Aimed to the depressed state of real estate selling and growing trend toward homogenization in current economic condition, analyzes the current issue of real estate marketing. By analyzing the content of differentiation strategies, explains the specific application of the diversified theory in the competition of real estate marketing from the four differentiation strategies such as production differentiation, service differentiation, brand differentiation and sales promotions differentiation, and makes reco...
Keywords:real estate  marketing  differentiation strategy  
本文献已被 CNKI 万方数据 等数据库收录!
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号