房地产企业的发展战略研究──中信汕头公司的发展过程

Analysis of the Developing Strategy of Real Estate Corporation ──The Developing Process of Zhongxin Shantou Corporation

本文以中信汕头公司为案例，对房地产企业的营销发展战略的制定与实施进行了初步研究。首先作者运用ＢＣＧ矩阵分析了企业的市场集中战略，然后根据市场细分、选择目标市场以及市场定位等基本步骤制定出适合的营销发展战略。房地产作为服务性行业，其营销与一般制造性企业有着一定的区别。本文通过对服务产品五个层次的分析，进一步阐明了房地产企业营销战略的特殊性。

With tile case of Zhongxin Shantou Corporation, die article analyzes tile establishment and implement of the marketing developing strategy of real estate corporation. First, with the BCG Growth-Share Business Portfolio Matrix, the authors analyze the market-centralized strategy of the corporation. Second, according to market segment, target market and market positioning, the authors set up the proper marketing developing strategy. As a service industry, the marketing of real estate is different firm that of manufacture corporation' Through the analysis of five levels of service product, the whole discusses the particularity of the marketing strategy of led estate corpora tion.