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1、摘 要改革开放以来，房地产业开始复苏和发展，呈现出蓬勃生机与活力。作为支撑房地产业发展的一个重要支柱，房地产中介服务业适应于巨大的市场需求潜力的增长也逐渐发展起来，房地产中介公司如雨后春笋般大量涌现，房地产中介市场也空前活跃。近几年，中央和各省市鼓励住房消费的各项利好政策不断出台，房地产二、三级市场不断膨胀刺激房地产中介业交易规模的扩大，入世后开始面临国际著名房产中介服务公司大举进入的挑战，网络技术的成熟引起房地产中介业技术手段的革新，给房地产中介业带来了前所未有的挑战。在这种情况下，以房地产中介服务为主业的江苏中广置业集团如何抓住机遇，寻求自身规模的有序扩张，谋求效益增长，应对日趋激烈的市场
2、竞争，求得企业更快更好的发展。企业制订一个符合实际、适应国内市场竞争环境的营销策略十分必要。本论文在对中广置业营销环境、行业和竞争对手分析的基础上，结合中广置业的竞争能力情况，确定了企业发展战略，运用市场营销的有关理论对中广置业的营销策略进行研究。本论文分四章对此加以讨论:第一章 房地产中介行业特征及外部环境分析。本章首先介绍了国内房地产中介业产生的历史背景、发展阶段、行业特征及存在问题，并对比国外中介行业现状和发展特点；其次对房地产中介市场需求特征进行了分析；再次介绍了南京房地产中介业所处的政策环境和经济环境。第二章 中广置业集团公司现状及竞争对手分析。本章首先对中广置业的企业概况、主要业绩
3、和市场份额进行了介绍；然后对我爱我家、天津顺弛、21世纪不动产这三个主要的行业竞争对手进行分析比较，最后结合品牌中介公司的成功要求总结了中广置业优劣势。第三章 扩张速度决策和客户细分市场的选择。本章首先在对行业和消费者需求发展趋势进行分析预测的基础上，对企业发展速度进行决策；其次研究了计划进入的区域市场选择策略；第三确定了中广置业的目标客户和细分市场。第四章 集团市场定位和主要营销策略选择。本章在以上对中广集团外部环境机会和威胁、内部能力和资源分析研究的基础上，配合企业发展战略，对企业进行了市场定位，并从产品、价格、分销渠道和促销组合四个方面进行了营销策略设计。关键词房地产中介行业 营销 营销
4、策略ABSTRACTSince the advent of reform & opening, the realty industry has been reviving and developing, presenting a vigorous scene. Simultaneously real estate service, pillaring the realty industry, develops gradually in accordance with the great potential of market needs increase. The market of real
5、 estate service becomes unprecedentedly active, with the real estate companies springing up in large numbers. Recently, as central and local governments continuously bring forth beneficial policies to encourage housing consumption, the second and third hand market of realty keeps inflating, stimulat
6、ing the expansion of the trade scale of the real estate service. Furthermore, networks technology development causing technological means innovation in the real estate service, and international prominent real estate companies flooding in, the real estate company faces great challenges. Under such c
7、ircumstances, how does JiangSu Sino Real Estate (SRE) grip opportunities, seek an orderly expansion of its scale, pursue profit growth and organization positive development , respond to the fierce market competition, and achieve a quicker and better development?It is of necessity for a company to sh
8、ape a practical marketing strategy fitting the domestic market competition environment. Based upon the analysis on SREs marketing environment, realty intermediary service and competitors situations, combined with SREs competitive capacity, this thesis, applying relevant marketing theories, makes an
9、inquiry into its marketing strategy and determines its organizational development strategy.This thesis falls into four chapters as followed. Chapter 1 Real estate service characteristics and external environment analysis. This chapter first introduces the historical backgrounds, development stages,
10、trade characteristics and existing problems of the domestic real estate company, and contrasts between the real estate home and abroad in their status quo and characteristics; then analyses the characteristics of the real estate market needs; after that introduces the local policy and economic envir
11、onment Nanjings real estate company lies in.Chapter 2 SRE and her competitors status quo analysis. This chapter first presents an overview of SREs organization environment, main achievements and market share; then makes a comparison and contrast between her three competitors: Stanford Real Estate, S
12、unco realtors Inc., 21st Real Estate; finally compared with successful requirements of noted real estate companies, generalizes SREs strength and weakness. Chapter 3 Expansion speed decision-making and customer subdivision market choice. This chapter, based upon an analysis-prediction on trade and c
13、onsumption needs developmental trend , decides the organization development speed ; then researches prospective area-market choice strategy; thirdly determines SREs target customers and subdivision market.Chapter 4 SRE Market positioning and leading marketing strategy choice. Based upon an analytic
14、research on SRE. External environmental opportunities and threats, internal capacity and resources, combined with organizational development strategy, this chapter determines enterprise market positioning, and forms a marketing strategy design through an analysis on products, price, distribution cha
15、nnel and marketing promotion.Key wordsReal estate Market Marketing strategy目录引 言1第一章 房地产中介行业特征及外部环境分析3第一节 房地产中介业的行业特征3第二节 房地产中介市场需求特征分析8第三节 外部环境分析12第二章 中广置业集团概况及竞争对手分析18第一节 中广置业集团概况18第二节 竞争对手分析20第三节 品牌中介公司的成功要求与中广置业优劣势分析23第三章 发展速度决策和细分市场的选择27第一节中广置业业务发展速度决策27第二节 区域市场的选择策略29第三节 客户细分市场选择34第四章 集团市场定位和主要营销策略选择38第一节 集团市场定位及外延品牌视觉设计38第二节 分销渠道策略39第三节 产品与价格策略45第四节 促销策
