房地产楼盘项目营销策划 毕业论文.doc

新星宇之悦房地产项目营销策划 学 生： 指 导 教 师： 专 业： 所 在 单 位： 答 辩 日 期： 摘 要 作为国民经济的支柱产业之一，房地产业发展迅猛并日渐规范，房地产企业之间的竞争越加激烈，房地产营销策划的重要性变得更加明显。为了求得生存和发展，房地产企业必须提高市场竞争能力。长春新星宇房地产开发有限责任公司作为新星宇集团的龙头产业，其前身为1991年成立的长春星宇集团房地产开发有限责任公司。2001年，经国家建设部批准，公司成为国家一级房地产开发资质企业，是吉林省首家通过ISO9000国际质量体系认证，并在全国行业内率先进行住宅商标注册的企业。在资质、技术、资金方面存在较强的行业比较优势。 本文应用市场营销理论与方法，分析新星宇之悦房地产项目的市场环境，在特定的竞争环境和区位环境下，制定出该项目有效地市场定位和营销策略。 本文通过大量的市场调查，借鉴房地产全程营销策划理论，通过房地产宏观韩静和项目区域环境的综合分析，结合企业的现状、特点及发展战略，制定了项目的产品策略、价格策略、推广策略，并取得了较好的阶段性实施效果，对监理科学的营销体系，提高企业的市场竞争优势，具有非常现实的意义。 关键词：新星宇之悦； 房地产； 营销策划 Abstract As one of the pillar industries of the national economy, the real estate industry is developing rapidly and gradually standardized, competition among real estate enterprises becomes more and more fierce, the importance of real estate marketing planning becomes more and more obvious. In order to survive and develop, the real estate enterprises must improve the ability of market competition. Changchun xinxingyu real estate development limited liability company Xingyu group as the new leading industry, its predecessor was established in 1991 in Changchun Xingyu Group real estate development limited liability company. 2001, approved by the State Ministry of construction, the company became a national real estate development enterprises, Jilin province is the first through the ISO9000 international quality system certification, and residential trademark registered enterprises take the lead in the country within the industry. In the quality, technology, funds have strong industry comparative advantage. By applying the theory and method of the market marketing, analysis of new Xingyu Yue real estate market environment, in particular the competitive environment and regional environment, develop the project effective market positioning and marketing strategy. In this paper, through a lot of market research, from the real estate marketing planning theory, based on comprehensive analys