金正·海悦天地营销策略分析doc.doc

金正·海悦天地营销策略分析 学 部 理学部 专 业 资源环境与城乡规划管理 班 级 2012级 学 生 XXX 完成日期 2014 年 6 月 20 日  目 录 摘要、关键词························································1 一、石家庄金正房地产开发有限公司简介································2 （一）石家庄金正房地产开发有限公司简介····························2 （二）金正·海悦天地简介··········································2 二、金正·海悦天地营销环境分析······································2 （一）宏观环境分析················································2 1、国家政策·····················································2 2、文化环境·····················································3 （二）微观环境分析················································3 1、楼盘周边环境分析·············································3 2、竞争者分析···················································3 三、金正·海悦天地营销的关键········································3 （一）市场调查 ----巧借东风，第四商圈呼之欲出 （二）全程策划 ----订单式开发，兵马未动，招商先行 （三）营销策划 ----洞悉市场脉搏，以策划带动营销 四、金正·海悦天地营销策略的应用及创新······························4 （一）品牌营销策略················································5 （二）绿色营销策略················································5 五、结语····························································5 参考文献····························································6  金正·海悦天地营销策略分析 摘要：市场竞争日益加剧的今天，怎样使公司的效益最大化，能够卖出更多的楼盘，是房地产商追求的目标，但由于受国家政策、环境、企业自身素质等多方面的影响，房地产商在楼盘的营销过程中会面临各种各样的问题。[1] （二）金正·海悦天地简介 金正·海悦天地位于华北重镇石家庄省政府行政中心区，北靠迎宾大道----裕华路、东临中华大街，石家庄金正房地产开发有限公司斥16亿巨资倾情打造并聘请香港太平洋进行全程包装、策划、营销服务。 　　项目引入国际顶级地产开发模式----HOPSCA（豪布斯卡），由1栋海悦国际俱乐部、2栋EOD花园写字楼、3栋LOFT行政公馆，15万㎡威尼斯购物公园构成。商业四层引入华北首条180米威尼斯风情水街，负一层建造大型室内游乐设施----1000米迪斯尼动力火车线，将游乐功能与休闲购物融为一体，吸纳城市中商业、办公、居住、酒店、展览、会议、文化娱乐等城市生活功能为一体，形成立足华北，辐射全球的中国首席游乐购物综合体！ （一）宏观环境分析 1、国家政策 为了进一步稳定房产市场，控制稳定经济增长，国家对贷款的利率的调控一直处于上升状态。首先，外地户口限制在本地购房；其次，购房想办理银行贷款者，第一套房必须首付30%。第二套首付60%，第三套一次性付清；再次，购房想办理贷款者如在银行的信用额度不够，不允许贷款等等一系列的相关政策来控制房产市场。 2、文化环境 随着经济水平的增长