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1、英国威尔士大学工商管理硕士(MBA)论文房地产产品无线营销模式探索以R公司为例作 者：指导教师：提交时间：2010年6月20日声 明本论文从未接受过任何等级的学位评审，目前也未用于申请其它任何学位。本论文谨用于申请工商管理硕士学位。除有特别说明外，本论文系本人独立工作及研究之成果，其它资料的来源亦有明确的说明并附有参考文献目录。本人谨此同意：本论文如蒙通过，该文可供复印和图书馆馆际借阅之用，论文题目与摘要亦可供其它机构使用。特此声明。学生签名： 日期：6月20日导师签名： 日期：6月20日DECLARATIONI hereby declare that this work has not pr
2、eviously been accepted in substance for any degree and is not being concurrently submitted in candidature for any degree. This dissertation is being submitted in partial fulfillment of the requirements for the degree of MBA. It is the result of my own independent work / investigation, except where o
3、therwise stated. Other sources are acknowledged by giving explicit reference and a bibliography is appended. I also give consent for my dissertation, if accepted, to be available for photocopying and for inter-library loan, and for the title and abstract to be made available to outside organizations
4、.Candidate：Bingcai LinDate：December 8thSupervisor：Wei ShenDate：致 谢首先，感谢深圳清华研究院培训中心和英国威尔士大学提供给我学习工商管理硕士学位（MBA）课程的机会。感谢我的导师北京师范大学沈伟教授，在沈伟教授的指导下我完成了硕士论文撰写工作，从选题、构思、撰写、修改直至完成，都凝聚了导师的心血。我的导师用他渊博的知识关注和指导我本次论文的整个研究过程，使我在整个论文写作过程中接触到了之前尚未深入的知识和研究领域，从而扩大了我的视野。沈伟教授对我的论文提出了很多建设性意见，在此再次向他致以诚挚的敬意和衷心的感谢！最后，我要感谢所有
5、关心和帮助我的老师和朋友们！内容摘要近几年来，中国房地产和新媒体可谓是在不同领域的两颗耀眼的明星，在中国经济大局势下创下了惊人的纪录。然而，中国房地产在经历了投资增速过猛、房价持续高涨、炒房势头过热之后，现今正面临着土地资源稀缺、住房需求下降、住宅空置率升高等的新形势。创新房地产产品营销模式，从而提升顾客满意度势在必行。而同时，新媒体特别是手机媒体在广告、促销、公关等领域逐渐走红，成为继网络之后各行业营销、传播的新宠。由此看来，这给房地产营销模式创新提供了一个新的启示。本论文将房地产产品营销与手机媒体相结合，充分分析房地产商品和市场的特殊性、R房地产营销策略的成功和不足、房地产消费者心理和需求
6、、手机媒体所处环境及手机媒体的特点和发展，等等。利用相关理论知识，结合R房地产具体案例，针对房地产消费者，整合营销手段和传播渠道，分别以手机在营销中起到的不同主导方式上的重要作用建立不同类型的模式，如根据产品生命周期、不同区域、不同产品类型建立的无线营销模式和以提升品牌形象，打造知名度、美誉度为目的的无线营销模式。并期望为我国众多房地产公司创建无线营销模式创造具有可供参考的借鉴意义。关键词：营销策略、消费者心理、消费者需求、无线营销模式AbstractIn recent years, Chinese real estate and New Media are the bright stars
7、in different area, both of which have created surprising records in chinas economic situation. However, after experienced investment increasing with a rush, house price upswing continuance and the speculative purchase of house tendency passing, the Chinese real estate is facing a new situation that
8、land resource is scarce, the requirement of housing is decreasing, and house empty rate is raising. Using creative real estate products marketing mode to improve the customers satisfaction is imperative under the situation. Meanwhile the New Medias, especially mobile media has its moment in ad, sale
9、s promotion and public relation areas. Then it became a new favorite of marketing and promulgating in every industry following internet. By this token, it provides real estate sales marketing mode creation with a new inspiration.I combine the real estate product sales marketing with mobile media in
10、this paper, and analyze the particularity of real estate product and its markets, the successes and shortages of R real estate sales marketing strategies, the surrounding of mobile media and its characters and development, and so on. Then base on relative theories and the R real estate cases, orient
11、 customers, I integrate the sales marketing ways and promulgating channels, and set up various modes separately according to the effects of mobile in different dominant ways of sales marketing. Such as different product life circle and areas, the wireless sales marketing modes built for different pr
12、oducts, and for improving brand image, creating famous and fine reputation. I expect that this paper can provide real estate companies building a wireless sales marketing mode with a useful reference.Keywords: sales marketing strategy, customer mind, customer requirement, wireless sales marketing mo
13、de.目 录声明 I致谢 II摘要 III目录 V第一章 绪论 11.1 研究动机 11.2 公司简介 21.3 研究目的 31.4 研究问题及假设 31.5 重要概念解释 4第二章 文献探讨 62.1 国内外房地产营销研究现状 62.1.1 国外基础营销理论 62.1.2 我国房地产营销理论研究 72.1.3 我国房地产营销发展趋势 82.1.4 国内外房地产营销实用观念 82.2 国内外无线营销发展概况 92.2.1 全球无线营销发展概况 92.2.2 手机广告业务分类 102.2.3 中国无线营销发展现状 112.2.4 中国无线营销市场业务产业链 122.2.5 中国的手机广告模式 122.3 本章小结 13第三章 研究方法 143.1 研究思路及需要收集的信息 143.2 研
