本文選題：房地產(chǎn)項(xiàng)目 + 營(yíng)銷(xiāo)渠道　； 參考：《昆明理工大學(xué)》2013年碩士論文

【摘要】：近幾年來(lái),中國(guó)經(jīng)濟(jì)呈現(xiàn)出高速發(fā)展的趨勢(shì),房地產(chǎn)也得到了快速發(fā)展,隨著人民生活水平的提高和經(jīng)濟(jì)的發(fā)展,大眾對(duì)房地產(chǎn)提出了更高的要求,以及新樓盤(pán)和房地產(chǎn)管理制度的頒布和實(shí)施,也為房地產(chǎn)提供了良好的發(fā)展機(jī)遇。 房地產(chǎn)作為特殊商品需要通過(guò)特定的營(yíng)銷(xiāo)渠道完成銷(xiāo)售過(guò)程。房地產(chǎn)營(yíng)銷(xiāo)渠道包括從各級(jí)經(jīng)銷(xiāo)商,再通過(guò)房地產(chǎn)經(jīng)營(yíng)商等終端到達(dá)消費(fèi)者手中的整個(gè)管道和環(huán)節(jié)。營(yíng)銷(xiāo)渠道是連接房地產(chǎn)企業(yè)與消費(fèi)者之間的重要橋梁,它幫助企業(yè)真正實(shí)現(xiàn)銷(xiāo)售,有效傳遞物流(房地產(chǎn))、資金流(貨款)和信息流(銷(xiāo)售數(shù)據(jù)),是企業(yè)最為重要的外部資源之一。 規(guī)范的渠道管理和創(chuàng)建渠道優(yōu)勢(shì)能大幅度降低銷(xiāo)售成本,更好地拓展市場(chǎng),同時(shí)能提高渠道商的支持率和滿意度,它是房地產(chǎn)企業(yè)市場(chǎng)營(yíng)銷(xiāo)的重要組成部分。誰(shuí)擁有和掌握了完備而高效的營(yíng)銷(xiāo)渠道,誰(shuí)就有可能在激烈的房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)中取得領(lǐng)先優(yōu)勢(shì)。 本文首先闡述了營(yíng)銷(xiāo)渠道管理相關(guān)理論,回顧分析了丘比縣吉祥大院樓盤(pán)目前的市場(chǎng)狀況和在營(yíng)銷(xiāo)渠道上存在的問(wèn)題,結(jié)合渠道這幾年的演變,結(jié)合中國(guó)實(shí)際的做法,對(duì)丘北縣吉祥大院樓盤(pán)未來(lái)分銷(xiāo)渠道的構(gòu)建和管理進(jìn)行了研究。在設(shè)計(jì)渠道架構(gòu)、確定渠道層級(jí)、評(píng)估和選擇渠道成員、以及運(yùn)用科學(xué)的方法對(duì)渠道進(jìn)行管控等方面,提出了一些思路和切實(shí)可行的具體方法,對(duì)房地產(chǎn)企業(yè)來(lái)說(shuō)具有一定重要的借鑒和采納意義。
[Abstract]:In recent years, the Chinese economy has shown a trend of rapid development, and the real estate industry has also been developing rapidly. With the improvement of the people's living standards and the development of the economy, the public has put forward higher demands on the real estate industry.The promulgation and implementation of new real estate and real estate management system also provide good development opportunities for real estate.As a special commodity, real estate needs to complete the sales process through specific marketing channels.Real estate marketing channels include the whole pipeline and link from dealers at all levels and through terminals such as real estate operators to consumers.The marketing channel is an important bridge between the real estate enterprise and the consumer, it helps the enterprise to realize the sale truly,Effective delivery of logistics (real estate, capital flow (payment) and information flow (sales data) is one of the most important external resources.Standardized channel management and establishment of channel advantages can greatly reduce the sales costs, better expand the market, at the same time, can improve the support and satisfaction of the channel, it is an important part of the real estate enterprise marketing.Who owns and grasps the complete and efficient marketing channel, who is likely to gain the leading advantage in the fierce real estate market competition.This article first elaborated the marketing channel management related theory, reviewed and analyzed the Qiubi County auspicious compound real estate present market condition and the existence question in the marketing channel, unifies the channel the evolution in the past few years, unifies the Chinese actual practice,This paper studies the construction and management of the future distribution channel of Qiubei Jixiang compound.In the aspects of designing channel structure, determining channel level, evaluating and selecting channel members, and using scientific methods to manage and control the channel, some practical and practical methods are put forward.For real estate enterprises have a certain significance of reference and adoption.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F299.233.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 仰炬,張朋柱;我國(guó)醫(yī)藥商業(yè)企業(yè)國(guó)際比較及對(duì)策研究[J];商業(yè)經(jīng)濟(jì)與管理;2004年03期

2 陳濤,趙軍;中國(guó)企業(yè)營(yíng)銷(xiāo)渠道沖突與管理戰(zhàn)略研究[J];商業(yè)經(jīng)濟(jì)與管理;2004年06期

3 劉麗;淺談中國(guó)醫(yī)藥產(chǎn)業(yè)的發(fā)展方向[J];蕪湖職業(yè)技術(shù)學(xué)院學(xué)報(bào);2003年01期

4 張中元,孫偉,陳濤;西方渠道沖突理論及新進(jìn)展[J];現(xiàn)代管理科學(xué);2004年05期

，

本文編號(hào)：1752565