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关系营销是对传统营销理念的创新。随着市场经济的进一步发展,越来越突显房地产企业实施关系营销的必要性。然而,国内房地产企业的营销其实践与发展的时间较短,并没有形成一套完整、全面、行之有效的理论系统。在房地产营销策划的理论探讨及实践中,还存在着诸多问题。通过引入关系营销理念,针对目前房地产企业营销中存在的问题,提出了解决问题的对策,以提高房地产企业的竞争实力。
Relationship marketing is the innovation of the traditional marketing concept. With the further development of market economy, it is more and more necessary to highlight the relationship marketing of real estate enterprises. However, the marketing of domestic real estate enterprises has a short period of practice and development and has not formed a complete, comprehensive and effective theoretical system. In the real estate marketing planning theory and practice, there are still many problems. By introducing the concept of relationship marketing, aiming at the problems existing in the marketing of real estate enterprises, some countermeasures are put forward to improve the competitiveness of real estate enterprises.