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随着国家去楼市库存政策的出台,一线城市的房价依旧居高不下,二三线城市的房产需求量依然很小。因此,房地产企业越来越重视市场营销策划。然而,我国房地产企业在市场营销策划过程中缺乏市场调研、目标市场定位不准确、过度依赖媒体宣传等问题,需要不断加强房地产企业在营销策划过程中对市场的把控,准确定位目标市场,注重提升房屋质量和服务,积极有效地进行市场营销策划,以此达到去楼市库存的目的。本文有利于更好地提高房地产企业市场营销策划能力和丰富这一领域的相关文献。
With the introduction of the state inventory policy to the property market, housing prices in first-tier cities remain high, real estate demand in second and third tier cities is still small. Therefore, real estate companies pay more and more attention to marketing planning. However, the lack of market research in the process of marketing planning, the inaccurate targeting of the target market, over-reliance on media and other issues, the real estate enterprises in China need to constantly strengthen the control of the market in the marketing planning process of real estate enterprises, and accurately locate the target market, pay attention to Enhance housing quality and service, actively and effectively carry out marketing planning, in order to achieve the purpose of inventory to the property market. This article is conducive to improving the real estate business marketing planning capabilities and enrich the relevant literature in this field.