住宅知识型产品特性及其隐性营销策略研究

A Study on the Characteristics of Intellectual Residence Product and Its Implicit Marketing Mode Planning

当前,房地产市场已进入了一个新的发展阶段。现代住宅产品的智能化体系和新型建筑材料融入了许多新的知识,要发挥现代住宅产品知识特性的优势,必须对传统房地产营销进行创新。文章从知识型产品特性分析入手,阐述了如何发挥住宅知识型产品的优势,提出针对现代住宅产品知识特性的营销策略,以期能为从事房地产营销专业人员提供理论依据。

Currently, the real estate market has come into a new developing stage. A lot of new knowledge has fused into the intellectual system of the modern residence product and new building materials. To develop the advantage of the modern intellectual residence product, we have to innovate the traditional real estate marketing. Beginning with the analysis of the characteristics of the intellectual product, the paper expounds how to develop the advantage of the residence intellectual product and puts forward the implicit marketing tactics aiming at the intellectual characteristics of modern residence product in order to provide a theoretical foundation for the professional persons who embark on real estate marketing.