| 房地产营销近视症及其矫治 |
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| 引用本文： | 王虎.房地产营销近视症及其矫治[J].青岛职业技术学院学报,2006,19(Z1):56-57. |
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| 作者姓名： | 王虎 |
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| 作者单位： | 天津财经大学,MBA中心,天津,300222 |
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| 摘 要： | 营销近视症是产品观念所导致的。患有“房地产营销近视症”的企业具有四个明显的特征:重视后期销售,不重视前期的市场定位策略;忽视对目标客户的分析,而热衷于概念炒作;偏信“策划大师”的策划,不重视楼盘差异化营销;房地产营销只凭经验,忽视科学决策。矫治房地产营销近视症的措施主要有:理念上要重视前期的市场定位;决策层要科学地进行房地产营销决策;执行层要制定详细的营销规划;营销人员要密切关注市场。
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| 关 键 词： | 房地产 房地产营销 营销近视症 |
| 文章编号： | 1672-2698(2006)S1-0056-02 |
| 修稿时间： | 2006年1月20日 |
Real Estate Marketing Myopia and Its Rectification |
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| WANG Hu.Real Estate Marketing Myopia and Its Rectification[J].Journal of Qingdao Vocational and Technical College,2006,19(Z1):56-57. |
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| Authors: | WANG Hu |
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| Abstract: | The marketing myopia is caused by product concepts.Enterprises suffering from "real estate marketing myopia" have four evident features,such as attaching importance to the late selling instead of the early tactics of market location,neglecting the analysis of target customers while hankering after concept profiteering,trusting only "the planning masters" and ignoring the differential marketing of building sites,and marketing real estate only by experiences but neglecting scientific decisions.The measures to rectify real estate marketing myopia mainly include stressing the early market location ideally,policy-makers' making decisions scientifically,the executive's drawing up a detailed marketing plan,and marketing personnel's paying close attention to markets. |
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| Keywords: | real estate the marketing of real estate marketing myopia |
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