恒茂国际都会_房地产项目营销策略研究.pdfVIP

要 20 世纪90 年代末以来，我国房地产业得到了迅猛发展，随着住房使用制度和 土地使用制度改革的不断推进和深化，房地产市场逐步发育并走向规范、成熟。 在目前日趋激烈的市场竞 环境下，市场营销观念受到了许多房地产开发企业的 高度重视。由于中国房地产市场形成时间短，房地产市场营销理论研究工作还相 对薄弱。因此，本文运用市场营销理论对江西恒茂房地产开发有限公司 恒茂国际 都会”项目市场营销策略进行研究，达到了 理论指导实践，在实践中丰富和发展理 论”的目的。 论文根据江西恒茂房地产开发有限公司开发 恒茂国际都会”项目的需要，以市 场营销理论为基础，对我国和南昌市房地产市场的现状及发展趋势进行了研究， 并运用波特模型分析了江西恒茂房地产开发有限公司面临的机会和威胁，以及 恒 茂国际都会”项目所处的优势与劣势。在此基础上，运用STP 分析工具对当地市场 进行细分，并据此确定了江西恒茂房地产开发有限公司 恒茂国际都会”项目的目标 客户。根据 恒茂国际都会”项目目标客户的特点，提出了完 的市场营销竞 方案。 论文研究结果对江西恒茂房地产开发有限公司及同类企业均有一定的实际参考意 义。 关键词：市场营销，市场营销策略，房地产 1 Abstract Since the end of 1990s, the real estate of our country got swift and violent development, as the housing use system and land utilization system reform unceasing and deepened, the market of real estate develops and moves towards being normal, ripe progressively. Under the environment of fierce market competition day by day at present, the marketing idea is paid close attention to by a lot of real estate investment enterprises. Because the market of Chinese real estate forms time short, the marketing theory of the real estate is still relatively weak in research work. Therefore, this article utilizes the marketing theory Heng Mao international metropolis the project market marketing strategy to conduct the research to the Jiangxi Heng Mao real estate development Co., Ltd, which is to reach the theory guides practice and enriches and develops the theory in practice . According to the need of the project that Heng Mao international metropolis , which belongs to the Jiangxi Heng Mao real estate development Co., Ltd, this article is not only based on the marketing theory to research the current situation and development trend of our country and market of real estate of Nan Chang ,but also used the Potters mo