浅析现代房地产的前营销策略

Expound of the Premarket Strategy of Modern Real Estate

目前,我国房地产楼盘空置率居高不下,这并非产品绝对过剩,而是由供需矛盾和企业营销策略不当造成的。在房地产企业营销中,开发商往往更注重广告覆盖等促销手段,而忽略了产品营销中起决定作用的一个重要环节———前营销。笔者试图从市场调研、项目定位、产品规划这三个前营销的主要环节入手对其进行研究。

Nowadays, the rate of empty house has been kept highly for a long time in our country, which is not absolute surplus of products, but contradiction between the supply and the demand and incorrect market strategy. Development businessmen often stress importance of advertising and neglect an important link-premarket. The author tries to consult from three fields of marketing inquisition, item orientation and product plan.