论文总字数：25377字

摘 要

随着我国的经济迅速发展和人口的不断增长，人们对住房的需求日益增加。随着90年代后我国住房政策制度的改变，人们从“住房分配制”转向“商品房购买形式”，商品房需求增加，房地产行业竞争越来越激烈，带动了其他相关行业的发展，而房地产中介服务行业就像一座桥梁，贯穿在房地产行业经济运行的全过程中，链家是房地产经纪行业的重要一员，目前在房地产经纪行业发展迅速。本文在相关资料收集、整理、加工的基础上，针对链家营销策略的现状，利用市场营销学的相关理论知识，运用归纳分析法、文献研究法、问卷调查法和对比分析法，总结了链家在营销策略上存在产品监管不到位、渠道狭窄，覆盖面不够、促销方式单一、服务从业人员素质低，客户投诉频繁等问题。并针对产品、渠道、促销、服务等方面提出了相应的改进建议，进一步提升链家的核心竞争力，使链家在激烈的市场竞争中稳步前进，对整个房地产中介服务行业可持续发展，也具有重要的意义。

关键词：房地产；房地产中介服务行业；链家；营销策略

ABSTRACT：With the rapid development of economy and the continuous growth of population in our country, the demand for housing is increasing day by day. With the change of housing policy system in our country after 1990s, people have changed from "housing allocation" to "commercial housing purchase form". The demand for commercial housing has increased, and the competition in real estate industry has become more and more fierce, which has led to the development of other related industries. The real estate intermediary service industry is like a bridge, which runs through the whole process of the economic operation of the real estate industry. Lianjia is an important member of the real estate brokerage industry and is developing rapidly in the real estate brokerage industry at present. On the basis of collecting, sorting and processing the relevant data, this paper aims at the chain family camp. The present situation of the pin strategy, using the relevant theoretical knowledge of the marketing theory, using the inductive analysis method, the literature research method, the questionnaire method and the comparative analysis method, summarizes the existence of the chain house in the marketing strategy, the product supervision is not in place, the channel is narrow, the coverage is not enough, the promotion mode is single, The quality of service staff is low, customer complaints are frequent and so on. The corresponding improvement suggestions are put forward in the aspects of product, channel, promotion, service and so on, and the core competitiveness of the chain family is further promoted, so that the chain house can move forward in the fierce market competition, and the sustainable development of the whole real estate intermediary service industry is also of great significance.

Keywords:Real estate；Real estate intermediary service industry； Lianjia；marketing strategy

目录

摘 要 I

ABSTRACT II

第一章绪论 1

一、 研究背景及意义 1

二、研究内容 1

三、研究思路 2

四、研究方法 2

第二章相关文献综述 3

一、对房地产中介服务行业发展的现状及趋势的研究 3

二、对房地产中介服务行业营销策略的研究 3

三、对链家房地产发展现状的研究 3

第三章房地产中介服务行业分析 5

一、行业发展现状 5

1.房地产行业市场规模大 5

2.我国房地产中介服务行业市场规模呈上升 5

3.商品房销售面积逐年增长 6

4.缺乏专业人才、从业门槛低 7

二、行业发展趋势 7

1.提供全面服务，网络化消费行为成为主流 7

2.实现门店连锁经营，增强企业竞争力 7

3.“换房改善”成主流，品质居住引领趋势 8

第四章链家地产概况及SWOT分析 9

一、链家地产概况 9

1.区域分布 9

2.链家地产营业收入情况 9

3.链家门店及经纪人数量 10

4.链家市场份额 10

5.链家网房源数据 11

二、链家地产SWOT分析 11

1.优势（strength） 11

2.劣势（weakness） 12

3.机会（opportunity） 14

4.威胁（threats） 15

第五章链家地产营销策略分析 17

一、产品策略分析 17

1.新房 17

2.二手房买卖 17

3.租赁 18

二、价格策略分析 18

1.房源价格 18

2.佣金价格 18

三、渠道策略分析 18

1.线上渠道 18

2.线下渠道 19

四、促销策略分析 19

1.广告 19

2.冠名 19

3.公共关系 20

五、服务策略分析 20

1.售前服务 20

2.售中服务 20

3.售后服务 20

4.销售人员 21

第六章链家地产营销策略存在的问题及建议 22

一、链家地产营销策略存在的问题 22

1.产品监管不到位 22

2.渠道狭窄，覆盖面不够 22

3.促销方式单一 23

4.服务从业人员素质低，客户投诉频繁 24

二、链家地产的营销策略的建议.......................................................................................... 25

1.加强产品监管，确保房源质量 25

2.拓宽渠道，增加广度 25

3.增加宣传费用，扩大宣传力度 26

4.提高服务质量，加强从业人员选拔及培训工作 27

结论 28

参考文献 29

致 谢 31

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