房地产企业“全民营销”模式问题及对策

The Problem Of “Whole People Marketing” Mode Of Real Estate Enterprise And Its Countermeasures

"全民营销"模式是否完美无缺?在移动互联背景下,近年来,"全民营销"模式在房地产企业的应用备受业界关注。对这种营销模式存在的问题展开分析,有利于房地产企业做出提升销售业绩的决策。通过对万科等国内多家代表性房地产企业"全民营销"模式在近三年的应用情况进行分析,发现"全民营销"模式在带来较好销售业绩的同时也伴生着营销成本提高、员工飞单、串单等诸多问题。解决问题的对策是加强营销成本预算及调整、加强行业规范及销售管理等。

Is the ＂Whole people marketing＂ model perfect？ In the context of mobile Internet, the application of ＂Whole people marketing＂ in real estate enterprises is of concern to the industry in recent years. The analysis of the problem of the marketing mode is conducive to real estate companies to improve sales performance of the decision. Through the domestic representative of Vanke and other representative of the real estate enterprise ＂Whole people marketing＂ mode of application in the last three years, the author found that the ＂Whole people marketing＂ mode is accompanied by the marketing costs, employee flying single and many other issues while bringing good sales performance; The solution to the problem is to strengthen the marketing cost budget and ad- just, strengthen the industry standard and sales management, etc..