文档介绍：攀枝花市房地产市场研究
——以“云锦·金瓯广场”为例解析攀枝花房地产营销
摘要
改革开放以来,长期滞后于国民经济的房地产行业在我国得以渐进复苏和快速发展。在此环境下,攀枝花房地产市场在近几年也得到充分的发展和释放,且日趋成熟和规范化,开发商竞争日益加剧,消费者也更理性化。而随着房地产业的迅速发展,房地产营销也随之快速的发展起来,然而在实际运行过程中,大多数开发商依然是一种简单化的经营模式,根本谈不上真正意义上的营销与策划。鉴于此,论文作者以亲自实践的一个房地产项目——“云锦·金瓯广场”为实例, 试图以点带面来解析攀枝花房地产市场营销。
文中首先对攀枝花市房地产市场形势进行了分析;然后对项目进行了SWOT分析;第三是对竞争对手进行了分析,达到“知己知彼、有备无患”;第四对攀枝花消费者进行了调查研究并对其特有的偏好进行了总结;在上述调查研究的基础之上,对项目作出了行之有效、实现销售目标的市场定位和销售策略。最后得出项目要达到良好的预期营销效果必须在项目推广之前对项目的营销推广做全程策划,尽可能的考虑到项目的可行性及实操性的结论。
关键词:云锦·金瓯广场,商品房市场,目标市场,市场定位
ABSTRACT
Since the opening to the outside world policy was carried out, the real estate industry, which has lagged behind the national economy for a long time, recovered gradually and developed rapidly. Under this situation, the real estate industry of PanZhihua develops snifficientry, and es maturly and prescriptivly, petition amony real estate developers are ing more sharply, consumers are ing more rational, with the development of real estate, the promotion of real estate grows quickly, nerertheless in the real process, the simple management model is taken by most majority developers ,there is no real promotion and scheme .In the view of these facts, this thesis focuses on “YunJin JinOu plaza” a real estate project of PanZhihua and analysis the promotion of PanZhihua is real estate.
The thesis, firstly analyses the situation of PanZhihua’s real estate; secondly, takes the SOWT to real estate; thirdly, petitions to attain “knowing one’s own situation and that of the enemy and preparedness averts peril”; fourthly, takes a surrey of consumers. Based on aforesaid investigation, I make effective market location and saling planning. Finally, I get we must do a better extand and maneuvering. For the item before it saling. And think more result about feasibility and operation in the market.
Keywords YunJin Jinou Plaza, commercial house market, targeting market, marketing positioning
目录
摘要………………………………………………………………………………………………I
ABSTRACT…………………………………………………………………………………II
绪论…