Study On Marketing Channel Model Of Henan Zheng-Shang House Purchasing

The real estate industry of our country is very important in the development of national economy.In the development of national economy,the supply and demand situation of most of the real estate enterprises has gradually shifted from the seller's market to the buyer's market.The relevant policies in recent years the real estate industry as the guide and the state regulation of the industry,on the one hand is beneficial to the people's livelihood relates to economic development on the one hand,and there are more and more uncertainty,lead to the development of the real estate industry macroeconomic prospects more and more complex.However,changes in the development of the real estate industry,the real estate market in the process of China's real estate enterprises scientific and efficient marketing channel mode has not been set up,which not only affects the development of the real estate market,but also for the development of real estate enterprises with strong obstacle.Today,the real estate industry market in China and the whole pile up in excess of requirement because of the real estate enterprises,to make market segmentation and product positioning,depth research in the project marketing mode is also not detailed enough,making the real estate market structure imbalance situation.In today's real estate market,the real estate enterprises to enhance competitive advantage,gain more market share,by setting up the enterprise brand to achieve sustainable and healthy development,we should construct and optimize the marketing channel mode of real estate enterprises.This paper mainly studies Henan Zhengshang home marketing channel mode.From the real estate marketing and channel management theory,Henan is home to limited company as an example,through six chapters,to study the marketing channel model and its realization path: the first chapter is the introduction.This paper mainly introduced the research background and significance,and the main content of the research purpose,research methods and research ideas and Research on the whole were discussed,put forward the innovation and deficiency of the study;the second chapter is the relatedtheoretical basis.The marketing channel of real estate marketing channels,types,characteristics and processes are discussed,and then discusses the research directly related to the relationship of contract theory,channel theory and incentive theory and the channel conflict,and compared the research status and abroad,the purpose is for the choice of marketing channels and achieve a good theory the third chapter mainly bedding;limited company marketing channel model of Henan is home to analyze,expounds the present situation and development process of Henan is home to the company,its marketing model and the causes of problems were analyzed and discussed;the fourth chapter is the Henan Zhengshang home company marketing channel mode selection.Mainly through the three kinds of marketing channel mode analysis,choose a different marketing model of influencing factors,selection principle analysis,combined with the need is real estate development,determine the choice of agent marketing channel mode and the Internet marketing channel mode,and the two channel mode of progress analysis;the fifth chapter is put forward with the path to realize the system of Henan is home of the company marketing channel mode.Specifically for the agent marketing and network marketing channel system construction and implementation of the path proposed comments and ideas.The sixth chapter is the conclusion and Prospect of the research.Clear the path of Henan is home marketing channel mode selection and implementation,discussed in the reconstruction of marketing mode,further in-depth study of the direction of the integration of marketing mode.