芜湖地一大道商场项目创业策划书.doc

2014 届学生毕业设计(论文) 学生创业策划书 系 别： 年 级： 学 号： 姓 名： 专 业： 指导教师： 赵微 二〇一四年五月摘 要 房地产业作为我国国民经济的支柱产业,虽然起步晚,但未来几年仍然会保持较好的发展势头。房地产市场最近非常活跃,竞争也很激烈。为了提高项目的成功率,使企业立于不败之地,越来越多的房地产开发企业开始重视房地产市场营销。但是,我国的房地产市场营销基本沿袭了国外发达国家房地产营销的历程和方法,房地产营销理论体系相对不够完善,缺乏适合本国国情的理论体系。在这种情况下,研究房地产的营销策划具有重要的实践价值。 本文主要介绍的是芜湖地一大道商场的项目策划，关于一个商业房产项目的整个过程，值得我们注意的是，虽然同出地产体系，但商业地产的开发操作、经营理念、营销策略、媒介策略等与住宅有着很大的不同。文章主要以市场调研为基础，结合芜湖市区域环境及项目周边环境调查分析，制定概念策划，通过SWOT理论分析，制定营销策划方案。 本文试图在房地产营销策划上进行一些有益的探讨研究，希望总结出一套既科学又切实可行的房地产营销策划框架，并集合房地产营销策划的实际操作来佐证房地产营销策划理论，以期为房地产开发企业进行营销策划提供一定的理论依据，从而增强房地产开发企业在市场中的竞争优势，达到整个房地产市场可持续发展的目的。 关键词：房地产 营销策划 市场调研 芜湖地一大道 ABSTRACT Real estate industry as the pillar industry of national economy in our country, although the late start, but in the next few years will still maintain a good momentum of development. Recently very active real estate market, competition is very fierce. In order to improve the success rate of the project, make the enterprise impregnable, more and more real estate development enterprises begin to pay attention to the real estate marketing. But, our countrys real estate market marketing basic with foreign developed countries development course and the methods of real estate marketing, real estate marketing relative imperfect theoretical system and lack of theoretical system suited to its national conditions. In this case, the research of real estate marketing planning has important practical value. Wuhu is mainly introduced in this paper a avenue mall project planning, on the whole process of a commercial real estate project, is worthy of our attention, although have the same property system, but the development of commercial real estate operation and management idea, marketing strategies, media strategies and housing is a big difference. This paper mainly on the basis of market research, based on investigation and analysis of Wuhu area environment and the project environment, formulate concept planning, through the SWOT theor