美国营销学家罗瑟.瑞夫斯提出的“独特的销售主张”理论,要求企业在营销活动中,通过突出产品的独特性,向消费者陈述一个其他竞争者不曾提出的独特主张,同时这一主张要强有力地打动消费者。这一理论引入房地产营销策划中是十分必要的。中国房地产经过十几年的发展,特别是在一些发达的一线大城市,购房者在逐步成熟,其消费需 The theory of “unique sales proposition” put forward by American marketing researcher Roth Reeves requires enterprises to present to consumers a unique proposition that the other competitors have never raised in marketing activities by highlighting the uniqueness of the products and at the same time This proposition should strongly impress consumers. This theory is introduced into real estate marketing planning is very necessary. After more than ten years of real estate development in China, especially in some developed first-tier cities, homebuyers are gradually maturing, and their consumer needs