经济管理毕业设计-攀枝花市房地产市场研究.doc

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。在环境下,房地产在得到充分的发展和释放,成熟,开发商竞争日益加剧，消费者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发展起来,然而在实际运行中,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。论文作者亲自实践的一个房地产项目——为实例, 以点带面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 becomes maturly and prescriptivly, the competition amony real estate developers are becoming more sharply, consumers are becoming 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, analyses competitions 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………………………………………………………………………………………………1 一、攀枝花市房地产市场形势分析……………………………………………………………3 （一）2005年攀枝花市房地产市场回顾……………………………………………………3 （二）攀枝花市房地产市场存在的问题及原因分析…………………………………………3 （三）2006年攀枝花市房地产市场发展趋势预测……………………………………………4 二、项目分析……………………………………………………………………………………5 （一）“SWOT”分析法在房地产中的应