市场营销课程设计--改.doc

哈尔滨商业大学 课程设计 课 程 名 称: 房地产市场营销课程设计 学 院: 能源与建筑学院 专业/年级/班: 工 程 管 理 2 班 学 生 姓 名: 向 禹 学　　 号: 20142325086 开 始 时 间: 2016 年 12 月 3 日 完 成 时 间: 2016 年 12 月 8 日 目录 市场分析·················································2 宏观经济分析····················································2 市场竞争环境分析················································2 项目分析·················································4 项目概况························································4 项目SWOT分析·················································5 项目卖点························································5 市场定位·················································6 产品定位························································6 目标客户定位····················································6 案名定位························································6 商业定位························································6 项目形象定位····················································7 主题定位························································7 主题广告语······················································7 价格定位······················································· 7 营销推广策略建议····································7 营销目标·························································7 营销策略·························································8 价格策略························································10 广告促销策略····················································10 营销渠道及方式··················································10 PART 1 市场分析 宏观经济环境分析 全国经济环境 为应对百年一遇的国际金融危机，在2008年11月中国提出了实施积极的财政政策和适度宽松的货币政策，助推中国经济在全球范围率先反弹，迅速企稳回升。 统计局数据显示，前三季度中国经济国内生产总值（GDP）同比增长10.6%，增速比上年同期加快2.5个百分点。而最新公布的中国制造业采购经理指数（PMI）显示，11月PMI达55.2%，较上月上升0.5个百分点，已连续第四个月出现上涨。 与此同时，随着美国第二轮量化宽松货币政策的开启，全球流动性泛滥，输入性通胀压力进一步上升。在诸多因素的推动下，国内物价上涨也面临着不小的压力。最新数据显示，10月份中国居民消费价格指数（CPI）达4.4%，创出25个月来新高。12月3日中共中央政治局会议指出，我国将实施积极地财政政策和稳健的货币政策。 自3月“两会”以来，“二次房改”成为各界关注的话题。4月，国务院颁布了“新国十条”拉开房改序幕。此后，频频出台的各项条例紧锣密鼓的对房地产施压。但由于国内刚性需求力度较大