工程管理毕业设计（论文）-紫薇永和坊项目策划报告.doc

大 连 理 工 大 学 城 市 学 院 本 科 毕 业 设 计（论 文） ? 学 院（系）： 大连理工大学城市学院 专 业： 工程管理 学 生 姓 名： 学 号： 指 导 教 师： 完 成 日 期： 2012年5月5日 大连理工大学城市学院 Dalian University of Technology City Institute  大连理工大学城市学院本科毕业设计（论文）题目名称 紫薇·永和坊项目策划报告 总计 毕业设计（论文） 93 页 表格 40 表 插图 9 幅 摘 要 改革开放以来，我国的房地产业出现了前所未有的变化，房地产业的发展势头越来越迅猛，行业间的竞争也越发的激烈，开发商纷纷意识到了房地产营销的重要性。 随着人们的生活水平的进步，我国人均居住条件将不断得到改善。在今后相当长一段时间里，我国的房地产业的潜力相当巨大，发展空间十分广阔，必将是一个持续而稳定的经济增长点，在我国经济建设中起着不可忽视的功能。然而随着房地产市场的迅猛发展，房地产行业的竞争也日趋激烈。房地产营销作为房地产开发中的一个重要环节和手段，也越来越受到开发商们的重视。 Abstract Since reform and opening, Chinas real estate industry in an unprecedented change,increasing the momentum of rapid development of real estate, trade between the increasingly fierce competition, real estate developers have realized the importance of marketing. With the progress of peoples living standard, Chinas per capita will continue to improve living conditions. For a long period of time, Chinas real estate potential is huge, very broad space for development, will be a sustained and stable economic growth in Chinas economic construction, played a significant function. However, with the rapid development of the real estate market, the real estate industry, competition is increasingly fierce. Real estate marketing, real estate development as an important part in and means more and more attention by the developers. From the project location and the two main aspects of culture overview of the project, through market research, and Xian, the real estate market research and comparable project analysis, a clear product positioning of the project, and to develop the average price of the item, the vertical price and level of prices. And then selling the design, Logo design,conceptual design of the real estate community a full range of packaging to the market, has played to attract customers from the visual effect. Finally, based on the actual situation o