第一部分：绪论.......................................................................................................1 1.1研究背景和意义.........................................................................................1 1.2国内外研究综述........................................................................................2 1.2.1国外研究现状..................................................................................2 1.2.2国内研究现状..................................................................................3 1.3研究方法....................................................................................................4 1.4论文基本结构............................................................................................5 第二部分：研究理论基础.......................................................................................6 2.1市场营销4P理论.......................................................................................6 2.2客户关系理论.............................................................................................6 2.2.1客户关系理论内涵..........................................................................6 2.2.2关系营销..........................................................................................7 2.2.3一对一营销......................................................................................8 2.2.4数据库营销......................................................................................8 2.3服务营销理论.............................................................................................9 2.3.1服务营销的内涵.............................................................................9 2.3.2房地产服务营销要素......................................................................9 第三部分：M房地产公司市场环境分析.............................................................12 3.1宏观环境分析..........................................................................................12 3.1.1人口................................................................................................12 3.1.2经济................................................................................................15 3.1.3政治法律........................................................................................18 3.1.4科学技术.......................................................................................19 3.1.5社会文化........................................................................................19 3.1.6自然生态........................................................................................20 3.2微观环境分析..........................................................................................22 3.2.1企业本身........................................................................................22 3.2.2供应商............................................................................................22 3.2.3营销中介........................................................................................25 3.2.4顾客................................................................................................26 3.2.5竞争对手........................................................................................27 3.3M房地产公司住房消费者购买行为分析...............................................29 II 3.3.1影响购买者的内在因素...............................................................29 3.3.2影响购买者的外在因素................................................................30 3.3.3M房地产公司购买者决策分析....................................................31 3.3.4M房地产公司消费者需求调查....................................................32 第四部分M房地产公司营销现状分析...............................................................34 4.1M房地产公司基本情况介绍...................................................................34 4.2M房地产公司主要营销策略及问题分析...............................................34 4.2.1产品策略.......................................................................................35 4.2.2定价策略.......................................................................................37 4.2.3分销渠道.......................................................................................41 4.2.4促销策略.......................................................................................43 第五部分：M房地产公司营销策略优化.............................................................45 5.1优化产品结构..........................................................................................45 5.2调整价格策略..........................................................................................47 5.3增加销售渠道..........................................................................................50 5.4改进促销策略..........................................................................................52 第六部分：M房地产公司营销策略优化保障措施.............................................56 6.1加强公司文化建设..................................................................................56 6.2树立以客户为中心的理念......................................................................57 6.3改善硬件设施，优化营销环境..............................................................59 附录.....................................................................................................................61