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摘要：今天人们越来越重视销售，房地产作为行业里面的一种高价值商品，在市场竞争日益激励的今天，企业开发产品的过程中会有许多影响因素，市场营销就是以商品现有的基础进行更好的销售，其中房产营销就是企业开发的重要环节之一，开发商们越来越重视房产营销中存在的一些隐患。针对目前我国所面临的一些问题，本文进行简单的汇总分析，以万科为研究对象，阐述了万科从开始成立到现在经历的各个阶段，主要分析了万科企业的一些优劣势，从他们企业的文化氛围到硬件设施的完善做了一些简单的分析，对万科该从哪些方面进行创新给出了一些建议，指出了万科发展中晕倒的方法策略对其他企业的启示，结合未来我国房地产的发展前景，对房地产营销策略进行研究。48876
毕业论文关键词：营销策略；万科房地产；发展前景
Research On Vanke Real Estate Company's Marketing Strategy
Abstract:Today people pay more and more attention to sales, real estate, as a kind of high value goods, the inside of the industry in today's market competition is becoming more and more incentive, the enterprise during the process of product development will have a lot of influence factors of marketing is to the goods on the basis of existing better sales, one of the real estate marketing is an important link in enterprise development, developers are paying more and more attention to some hidden troubles that exist in the real estate marketing, according to the present our country some problems faced by the simple summary analysis, vanke as the research object, this paper expounds the vanke was established from the beginning to now at various stages of experience, mainly analyzes some disadvantages of China vanke, from their enterprise culture to the improvement of the hardware facilities to do some simple analysis, to innovate vanke should from which aspects of the some Suggestions are given, points out the development of vanke fainted way strategy enlightenment to other enterprises, combined with the future prospects of the development of real estate in our country, the study of real estate marketing strategy.
Key words:Marketing strategy; Real estate; Prospects for development
目 录
摘 要 1
Abstract 1
一、万科地产的发展现状 2
（一）万科地产的简介 2
（二）万科地产的营销策略 3
二、万科房地产营销策略的SWOT分析 6
（一）优势 6
（二）劣势 9
（三）机遇 10
（四）威胁 10
三、 万科地产营销策略创新 11
（一）理念创新 11
（二）意识创新 11
（三）手段创新 11
（四）产品创新 12
（五）服务创新 12
四、对我国当前房地产其他企业的启示 12
（一）加强市场调研，洞察市场需求 12
（二）实施全程营销，形成顾客忠诚 13
（三）避免简单炒作，重视顾客需求 13
（四）加强专业培训，不断吸纳人才