房地产市场细分与产品策略选择的实践性探讨

Practical Approach on Market Segments and Product Strategy for Real Estate

市场细分与产品策略选择作为市场营销的前期工作对整个营销活动的成败起着至关重要的作用。对于房地产领域的市场细分和产品策略选择的实践性探讨在我国才刚刚起步。在未来的 5～ 1 0年 ,房地产业将面对更加激烈的市场竞争 ,为此 ,房地产商应从地理变数、人口变数等角度进一步深化房地产市场细分 ,从而有效地避免正面的竞争冲突。同时 ,房地产商要审慎选择和实施房地产产品组合策略和品牌策略 ,由此确立出适合企业自身状况的产品策略 ,达到有效提高企业竞争力的目的。

As the former work of marketing, market segments and product strategy will play a key role in the whole marketing. The discussion of market segments and product strategy in real estate is still absent in China. In the next five or ten years, more drastic competition will appear in the real estate. So the businessmen in the real estate should make the market segments in detail by the difference of geography and population, in order to overcome the directly competitive conflict. At the same time, the businessmen should choose the product compounding strategy and brand strategy cautiously. Thereby they can establish the proper product strategy and elevate the competitive power of the enterprises.