【作者】 曾祥明；

【导师】 左仁淑；

【作者基本信息】 四川大学 ， 企业管理， 2004， 硕士

【摘要】 中国的房地产业至上个世纪90年代以来,发展速度迅猛,其国民经济支柱产业的地位日益凸显。随着房地产业的逐步成熟和市场竞争的剧烈,房地产开发商迫切需要新的竞争手段来增强自己的核心竞争力,而房地产营销,正是开发商所急需的手段之一。 房地产营销观念的树立以及各种营销方式的使用,是房地产业蓬勃发展的见证。进入新世纪后,中国消费者的购买能力加强,市场需求日趋高层次化,服务因素在房地产市场的竞争中,已取代房地产产品的质量和价格而成为新的竞争焦点。市场环境的变化,使得房地产业必须从新的角度来思考房地产的营销。 本文在回顾了中国房地产营销的研究成果之后,认为目前中国房地产的营销是建立在有形产品营销理论的基础上。基于有形产品营销理论建立起来的房地产营销组合模式,由于没有考虑到房地产产品所具有的“服务”特征,不能有效地解决房地产产品无形性给购房者所带来的特殊影响,不能有效地解决顾客在房地产购买及消费过程中的质量管理问题。因此,为了使房地产业的营销适应市场环境的变化,有必要引入服务营销的相关理论来指导中国房地产营销的理论研究和实践应用。 论文从服务营销的理论出发,认为房地产营销的组合策略应该包括产品策略、价格策略、渠道策略、沟通策略、有形展示策略、人员策略和过程策略,即6P1C模式。在建立6P1C模式以后,论文还对该模式的部分子模式进行了研究,提出了这些子模式的具体构建策略。在成都市好莱坞广场项目的营销实践中,6PIC模式有效地解决了房地产产品无形性给房地产营销所带来的难题,有效地解决了顾客在购买过程中的质量管理问题,从而使好莱坞广场取得了优异的市场成绩,并树立了良好的项目品牌。6PIC模式应用的初步成功,表明了该模式能够适应中国房地产市场环境的变化,从而为中国房地产营销的理论研究做出了新的探索。关键词: 服务营销房地产房地产营销营销组合房地产营销组合模式更多还原

【Abstract】 From 1990s, real estate industry made a great progress, and it became a pole industry of China national economy. With real estate industry maturing and market corcpete becoming drastic, developers need new means to increase its core competence that include real estate marketing.The establish of real estate marketing concept and the using of kinds of marketing means are the symbol of real estate industry flourish. Entering new century, customers of China have stronger payment ability, and its market demand becomes higher and higher, such as service become new competence focus instead of quality and price of real estate. The change of environment result in that real estate industry must market real estate from new angle.After looking back the research papers on real estate marketing, the paper think that theory foundation of China real estate is tangible product marketing theory. Because not considering the service characters of real estate product, the real estate marketing mix mode basing on tangible product marketing theory can’ t resolve the special effect which real estate intangibility brings to customer, can’ t resolve the quality management problems which customers face along their purchase and consumption process. For adapting the change ofenvironment, we should use the service marketing theory to guide the theory research and application of real estate marketing.Basing the service marketing theory, paper thinks that the real estate marketing mix tactic should include product tactic, price tactic, place tactic, communication tactic, physical evidence tactic, people tactic and process tactic, which is 6P1C mode. Subsequently, paper researches some sub-modes of 6P1C mode. Applied in the marketing of Hollywood Plaza project, 6P1C mode resolved the problems effectively which the intangibility of real estate product brings to real estate marketing, and resolved the quality management problems which customers face along their purchase and consumption process. So, Hollywood Plaza project acquired a good market performance and get a good project brand. The application success of 6P1C mode indicates that the mode can adapt the change of China real estate market environment. So, the paper made a new explore for real estate marketing theory research. ,更多还原