在几年前,广州房地产项目的营销费用主要是指该项目的推广费用,包括广告设计费、广告代理费、促销活动费、广告发布费及现场包装费用等广告、公关科目。但是,随着市场竞争水平的提高和各发展商越来越成熟的经营管理水平,现在房地产营销费用涵盖的范围比以往扩大了许多。随着消费者购房行为的越趋理性,发展商要吸引、打动消费者,其营销推广手段与以往相比更加丰富多样,投入的规模和资源更多。其表现如报纸广告版面在增大;电视广告时段在变长、变密;改被动销售为主动销售;社区活动走向社会;传播渠道在扩展等等。 A few years ago, the marketing cost of real estate projects in Guangzhou mainly refers to the promotion costs of the project, including advertisement design fees, advertising agency fees, promotional activities fees, advertising fees and on-site packaging costs advertising and public relations subjects. However, with the improvement of the market competition level and the more mature management level of various developers, the scope of the real estate marketing expenses now covers a lot more than before. With the more rational consumers purchase behavior, developers to attract and impress consumers, its marketing and promotion tools are more rich and diverse than ever before, the scale and resources invested more. Its performance, such as the newspaper advertising page is increasing; television advertising in the variable length, density; change passive sales as an active sales; community activities to the community; the spread of channels of expansion and so on.