摘要
房地产营销策划由早期的概念策划模式、卖点群策划模式,发展到现在以STP 模式为理论核心的全程营销策划,其营销效果和质量都得到了飞跃性提升。“湘艺苑”住宅项目的成功策划,印证了STP 模式在房地产营销策划中的重要作用。
The real estate marketing planning had a great development from concept planning and selling points planning to the full-phase planning pattern based on the STP, which brought about a leap in marketing effect and quality. The success of “Xiang Yi Yuan” project proved the important role STP pattern plays in real estate marketing planning.
出处
《番禺职业技术学院学报》
2005年第1期27-30,共4页
Journal of Panyu Polytechnic
关键词
房地产
营销策划
STP模式
real estate
marketing planning
the STP pattern
