摘要
随着各地房地产市场的日渐成熟及国家对房地产业调控力度的加大,房地产市场竞争激烈,多地房地产开发企业为扩大市场份额实施精准营销策略。在对精准营销策略理论及其特征分析的基础上,研究发现房地产企业实施精准营销策略存在目标市场不明确、品牌形象定位不清晰、配套战略实施不到位等问题,为此以佰亿、恒大等公司为例提出提高市场细分及定位的针对性、加强品牌形象塑造、优化精准营销策略方案的建议。
With the gradual maturity of the real estate market around the country and the country＇s increased regulation and control over the real estate industry,the real estate market is fiercely competitive.Real estate development companies in many places have implemented precise marketing strategies to expand market share.Based on the analysis of the theory and characteristics of precision marketing strategy,the study finds that there are problems such as the unclear target market,unclear brand image positioning,and inadequate implementation of supporting strategies in the implementation of precision marketing strategies for real estate companies.For this purpose,taking Baiyi and Evergrande as the example,the paper proposes suggestions to improve the relevance of market segmentation and positioning,strengthen brand image building,and optimize the precise marketing strategy.
作者
职亮
李文瑛
ZHI Liang;LI Wenying(College of Economics and Management, Bengbu University, Bengbu Anhui 233030, Chin)
出处
《安徽广播电视大学学报》
2018年第2期37-41,共5页
Journal of Anhui Radio & TV University
基金
安徽省教育厅市场营销特色专业质量工程项目(项目编号:2015TSZY032)
关键词
房地产企业
精准营销
营销策略
目标市场
市场细分
real estate enterprises
precision marketing
marketing strategy
target market
marketsegmentation
