漯河市昌建外滩项目房地产营销策划报告.docVIP

毕业设计（论文） 题目名称：漯河市昌建外滩项目 房地产营销策划报告 院系名称：经济管理学院 班 级：工程管理 学 号： 学生姓名： 指导教师： 2012年05月 漯河市昌建外滩项目房地产 营销策划报告 Real estate marketing plan report of the Luohe Changjian Bund project 院系名称：经济管理学院 班 级：工程管理 学 号： 学生姓名： 指导教师： 2012年05月 摘 要 随着我国国民经济的发展，城市化进程的加快，人民的生活水平逐步提高，对城市住房的需求不断增加。特别是近几年随着国家对房地产市场逐步加强调控，更进一步加剧了我国房地产市场竞争的激烈程度，我国房地产市场已经由卖方市场过渡为买方市场。现实的市场环境迫使房地产开发商研究市场、重视营销问题，把营销策划上升为企业发展的战略高度，从消费者的需求出发实行房地产项目的营销。本文主要分为九部分，首先是对最近几年的政策分析，目标市场调查分析，然后确定目标客户，对目标客户进行细分，然后根据目标客户的需求，确定目标市场，运用营销管理的基本理论和方法，制定出产品策略、价格策略和详细可执行的营销策略。通过策划使产品具有较高的市场认可度，保证产品顺利去化；以成功的项目操作和品牌树立，打造开发商在业界的良好品牌形象，为开发商的后期开发铺平道路。本文旨在通过对漯河市昌建外滩项目的营销策划的研究，总结出一套科学合理可行的房地产营销策划的理论框架。 关键词：房地产项目，政策分析，目标客户，营销策略 Abstract Along with the development of our national economy， peoples living standards improve gradually and the acceleration of the urbanization process are increasing demand for city-housing. Especially as the state of the real estate market gradually strengthen adjusting control， which is further aggravated our countrys real estate market competition intensity， our country real estate market already has changed from buyers market to a buyers market.The reality of the market environment of real estate developers on the market forces，real estate developers has attached importance to marketing， and the marketing planning rises to strategic height of enterprise development， from a study of consumer needs to execute whole process marketing.This article is mainly divided into ten parts， the first is the recent years the policy analysis， target market research analysis， and then determine the target customers， to subdivide target customers， and then depending on the target customer needs， determine the target market， by using marketing management theories and methods， formulate product strategy，price strategy and detailed executable marketing strategy.Through the planning of the product to make a high degree of market acceptance of products and ensure the successful selling;through the pla