文档介绍：普湾新区枫丹丽舍项目策划报告
摘要
近年来,我国房地产业高速发展,成为了国民经济的支柱产业,推动和支持了国民经济持续、快速的发展。同时房地产业又是一种投资大、风险高、回报显著的行业,房地产营销策划对房地产项目的开发成功与否至关重要,但是,也存在着不少房地产开发商对房地产营销策划的重要性还缺乏认识,结果造成大量房屋闲置和资金积压,使房地产开发项目没有达到所期望的效益。
本文应用市场营销理论与方法,分析枫丹丽舍项目的市场环境,在特定的竞争环境下和区位环境下,制定出该项目有效的市场定位和营销策略。通过细致的市场调查对该项目进行市场定位,并确定目标客户群。运用市场比较法对该项目周边的竞争楼盘进行比较分析,确定该项目的合理价位,根据目标市场定位对楼盘进行包装,进行营销策划,最终从两个方案中选取最佳方案。
关键词:房地产市场;营销策划;定价
Abstract
Real estate has experienced high-speed development and has been the pillar industry of our national economy in the recent year.
It has also given impetus to our national economy and resulted in the continuous and high speed estate is characterized by capital intensity,high risk and high estate marketing planning have critic impact on the ess of real estate project course,there are some real estate agents who lack the knowledge of marketing planning in housing has led to a large number of idle houses and idle-lying funds and finally, real estate investment can’t bring expected profits.
The thesis apply the theory of the marketing, analyzing the marketing circumstances of the real estate,working out the effective marketing orientation and marketing strategy. Through careful market research to the project market positioning, and to identify the target customer group. Application of parison approach to the project around petitive market parative analysis, determination of the project is reasonable price, according to the target market positioning for the sale of packaging, marketing planning, ultimately from the two solution of choosing the optimum scheme.
Key Words: Real estate market; Marketing Planning;pricing
目录
大连理工大学城市学院 I
本科毕业设计(论文) I
普湾新区枫丹丽舍项目策划报告 II
摘要 I
ABSTRACT II
1项目概述 1
1
1
2
2
2市场调查 3
3
: 3
: 3
: 9
10
10
12
13
13
14
2. 14