摘 要

中国房地产市场自1978年以来,起起伏伏三十余年,自2011年起,国家针对房地

产过热的现象出台了强制措施以抑制市场恶性发展,使得房地产市场发展明显减速。另

外,房地产企业又同时面临着行业竞争、消费者需求、银行贷款等多种挑战。与此对应,

企业内部所面临的管理问题也突显出来。原本可以避免或解决的问题,由于内、外沟通

不畅而激化,最终导致企业走下坡路。

在这种复杂的社会环境下,有效的管理及管理沟通已成为企业发展中不可或缺的重

要一环,且将发挥越来越强大的作用。而我国的房地产企业对有效沟通的意识还很淡薄,

缺乏有效的管理沟通机制。

本文主要采用案例分析法,针对自己所工作的房地产企业DL^TD的实际案例,从管

理沟通的角度出发,对在DLTD公司中的存在的实际问题进行挖掘、分析,以证明由于

不良沟通对房地产企业所带来的负面影响,并依据分析结果,提出解决DLTD公司存在

问题的对策和建议,制定对应的管理沟通策略,例如:提高对管理沟通的认识、建立良

好的内、外客户沟通渠道、员工培训及开发、完善管理制度、加强企业文化建设等,同

时基于精准营销的客户沟通策略,以客户利益为导向,构建和完善企业发展的IK确的管

理模式,使房地产企业得以持续健康发展。

关键词:管理沟通;房地产;案例分析;策略

Abstract

Since 1978, China's real estate industry has fluctuated over 30 years. On the overheated

real estate market, central government has taken compel measures to restrain vicious

development of the market from 201 L which has effectively slowed down the increase of real

estate market. In addition, real estate companies have to face many challenges, such as

business competition, consumer demand and bank loan, etc. Accordingly,internal

management problems popped out. Some problems cause a company to go downhill due to

poor communication, but which problems should have been avoided or solved at the

beginning.

Under this complicated social condition, effective management and communication has

become an important part of enterprise progress, and will take from strength to strength effect.

However, China's real estate companies lack effective communication consciousness and

management mechanism.

This research is based on case study method, through the cases of DLTD company which

I work for, combined with the theories of management communication, to find deeply and

analyze the problems of DLTD company, in order to prove the side effects of poor

communication in real estate companies. Furthermore, put forward strategies and build a

suitable model of management communication by using case analysis results. For example,

enhance acquisition of management communication, set up ways of customer communication,

improve management mechanism, train and develop human resource, strength external

communication, and so on. At the same time, make up and improve a right model of

management based on precision marketing theory and oriented by customer interest, in order

to make the development of real estate companies sustained and healthy.

Key Words: Management Communication; Real Estate; Cases Analysis; Strategy