保利国际广场项目全程营销策划设计论述.doc

保利国际广场二期房地产项目营销策划 学 生： 指导老师： (湖南农业大学工学院，长沙 410128) 摘 要：目前我国房地产业的竞争已经日益激烈，想要在激烈的竞争中降低风险、取得先机就必须在房地产项目开发之前就进行项目的全程营销策划。本文运用投资项目技术经济评价基本理论和方法，借鉴国内外相关领域的最新理论成果，采取实证的方法，对保利国际广场项目进行了全程营销策划研究。通过对该项目全程策划的市场调查、产品定位、价格价格、营销策划等阶段进行了具体阐述，运用市场分析、SWOT等手段，并结合投资策划的基本理论和方法进行分析和评价。作者认为，房地产项目全程策划模式适合我国现阶段的房地产业发展的需要，它在房地产项目的成功运用不仅可以使开发商节约成本，提高利润，更可以提高企业的市场综合竞争能力。 关键词：房地产；全程营销策划；保利国际广场 Whole Market Planning on the Second Phase of Poly Real Estate Project Student: Tutor: (College of Engineering, Hunan Agricultural University, Changsha 410128, China) Abstract：Chinas real estate industry competition has become increasingly fierce, If want to reduce risk and achieved a head start，it has to do whole market planning before the development of real estate project. This paper mainly studies the real estate whole market planning of Poly real estate project on the base of the fundamental theory and method of the investment-project technical-economic estimate and Learn from related fields at home and abroad the latest theoretical achievements. The paper take whole market planning of Poly real estate project as research object, and by market analysis, SWOT and fundamental theory and method of the investment-project, elaborately analyze the market research, product planning, price planning and spread planning of this project. The author thinks that the real estate whole market planning model is the necessary to our country’s development, and not only decrease the cost and increase profit, but also improve the comprehensive market-ability of enterprises. Key words: Real estate; Whole market planning; Poly international plaza 1 前言 随着我国社会主义市场经济的逐步发展，房地产业的竞争日趋加剧。在国家调控政策下，中国房地产业已经由卖方市场转变成买方市场，尤其是2010年限购政策出台后，房地产市场遭遇前所未有的挑战，一方面资金紧缺，另一方面建好的楼盘却卖不出去。而许多房地产开发商面对瞬息多变的房地产市场无所适从，他们经常错误地估计了消费者的购买能力和盲目乐观地估计了市场容量，因此就注定了其房地产项目的开发盲目性。不准确的市场调查，盲目的市场定位，销售控制和管理水平极差，盲目地抄袭或跟风，使一些房地产开发企业处于濒临破产的边缘。当然，也有很多开发企业却能绝处逢生，新开楼盘在楼市的寒冬依然卖的风生水起，成为