营销管理中心要取消了，地产营销人怎么办？ 原创 已修改 第1次修改 2026年09月16日 08时18分 富富得郑

<section style=" height:380px;background:linear-gradient(150deg,#1c1a17 0%, #2c2822 55%, #4a3f2e 100%);display:flex;flex-direction:column;justify-content:flex-end;padding:32px 30px;box-sizing:border-box;overflow:hidden; "><section style=" top:-20px;right:-10px;font-family:Georgia, &#39;Times New Roman&#39;, serif;font-size:150px;line-height:1;color:rgba(190,160,110,0.10);letter-spacing:-6px;user-select:none; "><span leaf="">REAL ESTATE</span></section><section style="display:flex;align-items:center;gap:12px;margin-bottom:auto;"><span style="display:inline-block;background:#b08d57;color:#fff;font-size:12px;letter-spacing:3px;padding:4px 14px;border-radius:2px;"><span leaf="">行业观察</span></span><span style="color:rgba(255,255,255,0.5);font-size:12px;letter-spacing:2px;font-family:Georgia, serif;"><span leaf="">MARKETING · TURNING POINT</span></span></section><section style="border-left:3px solid #b08d57;padding-left:18px;"><section style="color:rgba(255,255,255,0.55);font-size:13px;letter-spacing:4px;margin-bottom:14px;"><span leaf="">地产营销 · 变革时代</span></section><h1 style="margin:0;font-size:34px;line-height:1.4;color:#f5f0e6;font-weight:700;letter-spacing:1px;"><span leaf="">营销管理中心要取消了，</span><span leaf=""><br /></span><span leaf="">地产营销人怎么办？</span></h1></section></section><section style="padding:44px 30px 8px 30px;"><section style="text-align:center;margin-bottom:20px;"><span style="display:inline-block;width:36px;height:1px;background:#b08d57;vertical-align:middle;"></span><span style="display:inline-block;vertical-align:middle;color:#b08d57;font-size:12px;letter-spacing:6px;margin:0 10px;"><span leaf="">EDITOR'S NOTE</span></span><span style="display:inline-block;width:36px;height:1px;background:#b08d57;vertical-align:middle;"></span></section><p style="margin:0 0 16px 0;font-size:18px;color:#4a443a;font-family:&#39;Songti SC&#39;,&#39;SimSun&#39;,serif;letter-spacing:1px;"><span style="color:#b08d57;font-family:Georgia,serif;font-size:34px;line-height:1;vertical-align:-8px;margin-right:6px;"><span leaf="">“</span></span><span leaf="">&nbsp; &nbsp; &nbsp; &nbsp;最近地产圈有句话炸了锅：蓝绿双城曹舟南建议，取消"营销管理中心"。不是段子，是他认真提的。 &nbsp; &nbsp; &nbsp;&nbsp;</span><span style="color:#b08d57;font-family:Georgia,serif;font-size:34px;line-height:1;vertical-align:-8px;margin-left:6px;"><span leaf="">”</span></span></p><p style="margin:0 0 14px 0;"><span leaf="">理由是，现房时代来了，客户不再是最后买单的末端，而是从项目起点就要参与的共建者；靠讲品牌故事、样板间美化的营销话术，价值正在大幅衰减；预售高周转那套"开盘造势、渠道分销、集中回款"的打法，账算不过来了。</span></p><p style="margin:0 0 14px 0;"><span leaf="">更要命的是，这并不是一个人的观点。828 新政之后，深圳有楼盘就地解散销售团队，有房企拿了现房地块直接砍掉整个项目营销部门。理由是直白的：</span></p><section style="background:#f5f0e4;border-left:3px solid #b08d57;padding:18px 20px;margin:22px 0;"><p style="margin:0;font-size:15px;color:#5a5142;"><span leaf="">一个项目营销团队 20 到 30 人，一个月成本 20 万，白养两年以上，谁都不想当冤大头。</span></p></section><section style="padding:10px 0 0 0;text-align:center;"><p style="margin:0;font-size:21px;color:#26221c;font-family:&#39;Songti SC&#39;,&#39;SimSun&#39;,serif;letter-spacing:2px;line-height:1.7;"><span leaf="">消息一出，很多营销人慌了：</span><span leaf=""><br /></span><span style="color:#b08d57;font-weight:700;"><span leaf="">干了十几年的饭碗，说没就没？</span></span></p></section></section><section style="padding:40px 30px 0 30px;"><section style="display:flex;align-items:center;margin-bottom:18px;"><span style="font-family:Georgia,serif;font-size:15px;color:#b08d57;letter-spacing:2px;font-weight:700;"><span leaf="">01</span></span><span style="display:inline-block;width:24px;height:1px;background:#b08d57;margin:0 12px;"></span><span style="font-size:20px;font-weight:700;letter-spacing:2px;color:#26221c;"><span leaf="">先别慌：不是唱衰，是换活法</span></span></section><p style="margin:0 0 14px 0;"><span leaf="">先别慌，这篇文章其实不是唱衰营销。认真读曹舟南的原话，他反对的不是销售，是</span><strong><span leaf="">"后置爆破式营销组织"</span></strong><span leaf="">——那种把全部精力押在开盘那一刻、成交即割裂、对交付口碑不负责的传统打法。</span></p><p style="margin:0 0 20px 0;"><span leaf="">他主张的替代品叫</span><strong style="color:#b08d57;"><span leaf="">"客户运维中心"</span></strong><span leaf="">。名字是外壳，内核是三个转变：</span></p><section style="margin:0 0 8px 0;"><section style="display:flex;align-items:flex-start;background:#fbf9f4;border:1px solid #eae3d3;padding:16px 18px;margin-bottom:10px;"><span style="display:inline-block;min-width:26px;height:26px;line-height:26px;text-align:center;background:#26221c;color:#f5f0e6;font-family:Georgia,serif;font-size:13px;border-radius:50%;margin-right:14px;margin-top:4px;"><span leaf="">1</span></span><section><section style="font-weight:700;color:#26221c;"><span leaf="">客户研究前置</span></section><section style="font-size:14px;color:#6b6355;"><span leaf="">不是房子盖好了才研究客户，而是从拿地、产品定位就开始。</span></section></section></section><section style="display:flex;align-items:flex-start;background:#fbf9f4;border:1px solid #eae3d3;padding:16px 18px;margin-bottom:10px;"><span style="display:inline-block;min-width:26px;height:26px;line-height:26px;text-align:center;background:#26221c;color:#f5f0e6;font-family:Georgia,serif;font-size:13px;border-radius:50%;margin-right:14px;margin-top:4px;"><span leaf="">2</span></span><section><section style="font-weight:700;color:#26221c;"><span leaf="">营销对结果负责</span></section><section style="font-size:14px;color:#6b6355;"><span leaf="">不只对开盘回款负责，更要对交付口碑、业主满意度负责。</span></section></section></section><section style="display:flex;align-items:flex-start;background:#fbf9f4;border:1px solid #eae3d3;padding:16px 18px;"><span style="display:inline-block;min-width:26px;height:26px;line-height:26px;text-align:center;background:#26221c;color:#f5f0e6;font-family:Georgia,serif;font-size:13px;border-radius:50%;margin-right:14px;margin-top:4px;"><span leaf="">3</span></span><section><section style="font-weight:700;color:#26221c;"><span leaf="">职能大融合</span></section><section style="font-size:14px;color:#6b6355;"><span leaf="">投拓、产品、工程、客服、物业打通，不再各干各的。</span></section></section></section></section><p style="margin:22px 0 0 0;font-size:17px;color:#26221c;"><span leaf="">说白了，营销人要从</span><strong><span leaf="">"卖房子的"</span></strong><span leaf="">，变成</span><strong style="color:#b08d57;"><span leaf="">"经营客户的"</span></strong><span leaf="">。</span></p></section><section style="padding:40px 30px 0 30px;"><section style="display:flex;align-items:center;margin-bottom:18px;"><span style="font-family:Georgia,serif;font-size:15px;color:#b08d57;letter-spacing:2px;font-weight:700;"><span leaf="">02</span></span><span style="display:inline-block;width:24px;height:1px;background:#b08d57;margin:0 12px;"></span><span style="font-size:20px;font-weight:700;letter-spacing:2px;color:#26221c;"><span leaf="">现房时代的赢家，是复合型团队</span></span></section><p style="margin:0 0 14px 0;"><span leaf="">文章里有个判断很扎心：现房时代的输家有两类——</span></p><section style="display:flex;gap:12px;margin:18px 0;"><section style="flex:1;background:#f6f1e9;border-top:2px solid #a89a83;padding:16px 14px;"><section style="font-size:12px;letter-spacing:2px;color:#8a7f68;margin-bottom:8px;"><span leaf="">输家 · 第一类</span></section><section style="font-size:14px;color:#5a5142;line-height:1.7;"><span leaf="">只会沙盘讲故事、逼单冲量的营销老兵</span></section></section><section style="flex:1;background:#f6f1e9;border-top:2px solid #a89a83;padding:16px 14px;"><section style="font-size:12px;letter-spacing:2px;color:#8a7f68;margin-bottom:8px;"><span leaf="">输家 · 第二类</span></section><section style="font-size:14px;color:#5a5142;line-height:1.7;"><span leaf="">幻想砍掉营销职能、产品做好客户自然上门的乐观主义者</span></section></section></section><p style="margin:0 0 20px 0;"><span leaf="">赢家只有一种：</span><strong style="color:#26221c;"><span leaf="">打通营销、产品、工程、服务、客户经营的复合型团队</span></strong><span leaf="">。而在这个团队里，谁离客户最近、谁最了解客户、谁最懂产品，谁就有可能成为龙头。</span></p></section><section style="padding:10px 30px 0 30px;"><section style=" background:#26221c;padding:34px 28px;text-align:center; "><section style="font-family:Georgia,serif;color:rgba(176,141,87,0.5);font-size:40px;line-height:0.8;text-align:left;"><span leaf="">“</span></section><p style="margin:10px 0;color:#f5f0e6;font-size:20px;line-height:1.8;font-family:&#39;Songti SC&#39;,&#39;SimSun&#39;,serif;letter-spacing:1px;"><span leaf="">营销不是不重要了，</span><span leaf=""><br /></span><span leaf="">而是</span><strong style="color:#d4b87a;"><span leaf="">换了个活法</span></strong><span leaf="">。</span></p><section style="font-family:Georgia,serif;color:rgba(176,141,87,0.5);font-size:40px;line-height:0.8;text-align:right;"><span leaf="">”</span></section></section><p style="margin:16px 0 0 0;text-align:center;font-size:15px;color:#6b6355;"><span leaf="">懂客户的人，反而比任何时候都值钱。</span></p></section><section style="padding:40px 30px 0 30px;"><section style="display:flex;align-items:center;margin-bottom:18px;"><span style="font-family:Georgia,serif;font-size:15px;color:#b08d57;letter-spacing:2px;font-weight:700;"><span leaf="">03</span></span><span style="display:inline-block;width:24px;height:1px;background:#b08d57;margin:0 12px;"></span><span style="font-size:20px;font-weight:700;letter-spacing:2px;color:#26221c;"><span leaf="">问题来了：转型的路，怎么走？</span></span></section><p style="margin:0 0 14px 0;"><span leaf="">道理都懂，但现实很骨感。</span></p><p style="margin:0 0 14px 0;"><span leaf="">让一个干了十年逼单的置业顾问，一夜之间变成懂客研、懂数据、懂客户经营的复合型人才，靠什么？靠老板画饼？靠公司培训？都不现实。</span></p><p style="margin:0 0 20px 0;"><span leaf="">这就是我们想做这件事的初衷：给转型中的地产营销人，配一个</span><strong style="color:#b08d57;"><span leaf="">"AI 军师"</span></strong><span leaf="">，再带一支</span><strong style="color:#b08d57;"><span leaf="">"学习队伍"</span></strong><span leaf="">。</span></p><section style="border:1px solid #eae3d3;border-left:3px solid #b08d57;padding:20px 22px;margin-bottom:14px;background:#fff;"><section style="font-size:17px;font-weight:700;margin-bottom:10px;letter-spacing:1px;"><span leaf="">AI 军师</span></section><p style="margin:0 0 8px 0;font-size:14px;color:#6b6355;"><span leaf="">把客研专家几十年的方法论，做进一个智能工具里。</span></p><ul style="margin:0;padding-left:18px;font-size:14px;color:#5a5142;" class="list-paddingleft-1"><li style="margin-bottom:4px;"><section><span leaf="">输入项目信息，帮你出客户画像、需求优先级、价值主张；</span></section></li><li style="margin-bottom:4px;"><section><span leaf="">录入客户，帮你分群、打标签、给运营建议；</span></section></li><li><section><span leaf="">手里有老业主名单，帮你分层、生成触达话术、追踪效果。</span></section></li></ul><section style="margin-top:12px;padding-top:12px;border-top:1px dashed #e3dccb;font-size:14px;color:#26221c;"><strong><span leaf="">不会客研？工具替你干。你只需要懂客户、会经营。</span></strong></section></section><section style="border:1px solid #eae3d3;border-left:3px solid #26221c;padding:20px 22px;margin-bottom:14px;background:#fff;"><section style="font-size:17px;font-weight:700;margin-bottom:10px;letter-spacing:1px;"><span leaf="">学习队伍</span></section><p style="margin:0 0 8px 0;font-size:14px;color:#6b6355;"><span leaf="">一个人转型是焦虑，一群人转型是机会。我们发起一个每晚 8 点的线上学习会，用腾讯会议，每天一个主题，一起啃透"客户运维"这件事。</span></p><p style="margin:0;font-size:14px;color:#5a5142;"><span leaf="">今天聊客户画像怎么做，明天聊老带新怎么玩，后天聊交付期口碑怎么管。</span></p></section><section style="padding:8px 0 0 0;text-align:center;"><p style="margin:0;font-size:16px;letter-spacing:1px;color:#26221c;line-height:1.9;"><span leaf="">不贩卖焦虑，不收学费（至少现阶段不收），</span><span leaf=""><br /></span><span leaf="">就是带着大家一起，把</span><strong style="color:#b08d57;"><span leaf="">"客户运维"</span></strong><span leaf="">这四个字，</span><span leaf=""><br /></span><span leaf="">一个一个拆开，学会，用起来。</span></p></section></section><section style="padding:40px 30px 0 30px;"><section style="display:flex;align-items:center;margin-bottom:18px;"><span style="font-family:Georgia,serif;font-size:15px;color:#b08d57;letter-spacing:2px;font-weight:700;"><span leaf="">04</span></span><span style="display:inline-block;width:24px;height:1px;background:#b08d57;margin:0 12px;"></span><span style="font-size:20px;font-weight:700;letter-spacing:2px;color:#26221c;"><span leaf="">今晚 8 点 30 分，第一课</span></span></section><section style=" background:#26221c;padding:30px 26px; margin-bottom:20px; "><section style=" top:12px;right:16px;font-family:Georgia,serif;font-size:64px;color:rgba(176,141,87,0.12);line-height:1; "><span leaf="">20:00</span></section><section style="font-size:21px;color:#f5f0e6;font-weight:700;line-height:1.6;margin-bottom:16px;"><span leaf="">曹舟南为什么要取消营销中心？</span><span leaf=""><br /></span><span leaf="">我们怎么应对？</span></section><section style="background:rgba(255,255,255,0.06);border:1px solid rgba(212,184,122,0.4);padding:16px 18px;margin-bottom:16px;"><p style="margin:0 0 8px 0;color:#d4b87a;font-size:14px;letter-spacing:1px;"><span leaf="">我们把这篇文章拆开揉碎，结合真实项目案例，聊清楚三件事：</span></p><p style="margin:0 0 4px 0;color:#e8e2d4;font-size:14px;"><span leaf="">1. 营销中心取消之后，我们手里的活儿还剩哪些？</span></p><p style="margin:0 0 4px 0;color:#e8e2d4;font-size:14px;"><span leaf="">2. 客户运维到底是个什么活？和卖房有什么本质区别？</span></p><p style="margin:0;color:#e8e2d4;font-size:14px;"><span leaf="">3. 从明天开始，我们能做的第一件小事是什么？</span></p></section><table style="width:100%;border-collapse:collapse;font-size:14px;color:#c8c0af;"><tbody><tr><td style="padding: 4px 0px;color: rgb(176, 141, 87);"><section><span leaf="">时间</span></section></td><td style="padding:4px 0;"><section><span leaf="">每周二晚上 8:30</span></section></td></tr><tr><td style="padding:4px 0;color:#b08d57;"><section><span leaf="">形式</span></section></td><td style="padding:4px 0;"><section><span leaf="">腾讯会议，免费参与</span></section></td></tr><tr><td style="padding:4px 0;color:#b08d57;"><section><span leaf="">适合谁</span></section></td><td style="padding:4px 0;"><section><span leaf="">正在转型或准备转型的地产营销人、案场团队、项目总、营销总</span></section></td></tr></tbody></table></section></section><section style="padding:0 30px 0 30px;text-align:center;"><p style="margin:0 0 22px 0;font-size:17px;color:#26221c;letter-spacing:1px;"><strong><span leaf="">有兴趣的，扫码进群，会议链接每天在群里发。</span></strong></p><section style="background:#fbf9f4;border:1px solid #eae3d3;padding:26px 20px;"><span leaf=""><img alt="进群二维码" class="rich_pages wxw-img" data-aistatus="1" data-imgfileid="502360234" data-ratio="1.4" data-src="https://mmecoa.qpic.cn/mmecoa_png/mNkpYvnxIA2OtFk3rVGpDyUfav0oNxuRFHdPF3goDmQI5cHiaA6Ejmm0vd7rMARoibs6ES3e0QJGcwY28ZhxBTuLFzcNWWy2jia0ocI9Ceibkbc/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="400" style="width:220px;max-width:100%;height:auto;display:block;margin:0 auto;" />&nbsp; &nbsp; &nbsp; &nbsp;</span><section style="margin-top:14px;font-size:12px;letter-spacing:3px;color:#a3967d;"><span leaf="">扫码进群 · 每晚 8:00 见</span></section></section></section><section style="padding:44px 30px 0 30px;text-align:center;"><section style="width:44px;height:1px;background:#b08d57;margin:0 auto 22px auto;"><span leaf=""><br /></span></section><section style="font-size:13px;letter-spacing:6px;color:#b08d57;margin-bottom:14px;"><span leaf="">ABOUT US</span></section><p style="margin:0 auto 8px auto;font-size:15px;color:#4a443a;max-width:480px;line-height:1.9;font-family:&#39;Songti SC&#39;,&#39;SimSun&#39;,serif;"><span leaf="">关于我们：一群在地产客研和数字化领域干了多年的人。我们相信，行业的冬天里，真正懂客户的人不会失业。与其焦虑，不如一起把新本事练起来。</span></p></section><section style="padding:36px 30px 0 30px;"><section style="border-top:1px solid #e3dccb;padding-top:20px;text-align:center;color:#b5ab96;font-size:11px;letter-spacing:2px;"><span leaf="">— 禾略 · 地产营销变革观察 —</span></section></section><section><span leaf=""><br /></span></section><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p>