房地产企业战略营销基本问题探讨

Research on basic problems in real estate's strategic marketing management

战略性营销管理意味着对房地产营销理念的一个全新视野的阐释,对房地产营销赋予了新的思考模式,提供了更广泛的实施空间,成为房地产企业在市场中获得持续竞争优势的有效途径。针对房地产行业竞争的特殊性,对其企业实施战略营销的原则与步骤进行了探讨。

Strategic marketing management means a new view about the marketing philosophy. It offers effective approach to wining the sustainable competitive advantage in real estate marketing. This paper introduces the theory of SMM and discusses the principle and steps of SMM＇ s implementing in real estate.