房地产开发公司营销策略分析-房地产大学本科论文.doc

毕业论文 遵义誉龙房地产公司营销策略分析 院 别 经贸学院 专业名称 市场营销 班级学号 学生姓名 指导教师 2014年6 月9 日遵义誉龙房地产公司营销策略分析 摘 要 本文研究遵义誉龙房地产公司世纪铭都项目营销策略，对遵义誉龙房地产开发有限公司今后在房地产行业中的生存和发展具有重要的意义。本文运用、法，针对遵义誉龙房地产开发有限公司目前经营的世纪铭都项目，通过对营销环境、消费者市场特点、项目自身条件等诸多因素的分析，找出项目营销过程中，合理的价格策略、推广策略，根据对遵义房地产市场的调查，以及世纪铭都项目主要竞争对手竞争优劣势的分析，建议世纪铭都项目采用。针对市场上刚需的购买目标，在产品上主推120 平方米以下的户型。有计划、有目的地分阶段加大广告的投入，借助报纸、电视、户外广告等媒体向市场极力宣传世纪铭都项目。在世纪铭都项目的销售持销期、尾盘以不同的策略、不同的广告策略不同的销售目的，从而完成整个世纪铭都项目的销售工作。 本文的研究结果，将有助于遵义誉龙房地产开发有限公司有效扭转世纪铭都项目现在销售无力的状况，使前期投资尽快回流，利润尽早实现，从而保证资金链的良好。企业能够顺利渡过，进而取得未来发展，有着重要的意义。 关键词：房地产营销策略SWOT分析Marketing Strategy Analysis of Century Mingdu Project in Zunyi Yu Long Real Esate Company Author：xxxxx Tutor: xxxxxxx Abstract In this paper, Century Ming Du project marketing strategy formulation, Zunyi Long Yu Real Estate Development Company in the future in the real estate industry in the survival and development of practical and important significance. In this paper, marketing theory, market segmentation theory, SWOT analysis, Zunyi Long reputation for real estate development company currently operates Century Ming Du project, through the marketing environment, consumer market characteristics, project their own conditions and many other factors analysis to identify the deficiencies in project marketing process, establish a reasonable pricing strategy, marketing strategy and sales strategy, based on a survey of Zunyi real estate market, as well as the Century Ming Du project mainly competitive strengths and weaknesses of competitors, the proposed Century Ming are project uses the 4000-6000 yuan / m2 price range. Rigid demand on the market for the purchase of the target, the main push in the product following units 120 square meters. A planned phased increase advertising investment destination, with newspapers, television, outdoor advertising and other media to the market touted Century Ming Du project. In th