摘 要
近几年来,中国经济呈现出高速发展的趋势,房地产也得到了快速发展,随着人
民生活水平的提高和经济的发展,大众对房地产提出了更高的要求,以及新楼盘和房
地产管理制度的颁布和实施,也为房地产提供了良好的发展机遇。
房地产作为特殊商品需要通过特定的营销渠道完成销售过程。房地产营销渠道包
括从各级经销商,再通过房地产经营商等终端到达消费者手中的整个管道和环节。营
销渠道是连接房地产企业与消费者之间的重要桥梁,它帮助企业真正实现销售,有效
传递物流(房地产)、资金流(货款)和信息流(销售数据),是企业最为重要的外部资源之
规范的渠道管理和创让梁逍优势能大幅度降低销售成本,更好地拓展市场,同时
能提高渠道商的支持率和满意度,它是房地产企业市场营销的重要组成部分。谁拥有
和举握了完备而高效的营销染迠,淮就有可能在激烈的房地产市场竞争中取得领先优
势。
本文首先阐述了营销渠逍竹现相关理论,回顾分析了￡北县吉样大院楼盘目甜的
市场状况和在营销渠道上存在的问题,结合渠道这几年的演变,结合中国实际的做法,
对吒北县吉祥大院楼盘末来分销架道的构建和管理进行了研究。在设计渠道架构、确
定染迠层级、评估和选择渠道成切、以及运用科学的方法对渠逍进行管控等方面,提
出了 些思路和切实可行的休方法,对房地产企业来说具有一定重要的借鉴和采纳
总义。
关键词:房地产项目;营销柒迈;营销渠道管理;营销渠道整合与管理
Abstract
In recent years, China's economy presents the trend of rapid development, real
estate has been rapid development, with the improvement of people's living
standard and the development of economy, puts forward higher requirements on
real estate, as well as the new promulgation and implementation of building and real
estate management system, also to the development of real estate provides a good
opportunity.
Real estate as a special commodity needs to be done through specific marketing
channel sales process. Real estate marketing channel from dealers at all levels, and
then through real estate operator terminal reaches the consumer in the hands of the
whole pipeline and link. Marketing channel is one of the important bridge connection
between real estate enterprises and consumers, it helps companies achieve sales,
effective delivery logistics (real estate), capital (payment) and the information flow
(sales), is one of the most important external resources of enterprises.
Specification of channel management and create a channel advantage can
reduce the cost of sales, to better develop the market, at the same time can improve
the popularity of distributors and satisfaction, it is an important part of the real
estate enterprise marketing. Who owns and mastered the complete and efficient
marketing channel, who is likely to get advantage in the competition in the real
estate market.
This article first expounds the marketing channel management related theory,
reviewed the high north county auspicious courtyard building the current market
conditions and the problems in marketing channels, combined with the evolution of
the channel in recent years, combined with the actual practice of China, to the north
hill county auspicious courtyard building the future construction and management of
distribution channels is studied. In the design of channel structure, determine the
channel level, evaluating and selecting channel members, as well as using the
scientific method of channel control and so on, puts forward some ideas and feasible
concrete method, for real estate enterprises have certain reference and adoption of
great significance.
Key words: real estate projects; Marketing channels; Marketing channel
management; Marketing channel integration and management