新形势下山西吕梁房地产鼎盛园营销策略.doc

新形势下山西吕梁房地产鼎盛园的营销策略 摘 要 随着我国经济的发展，房地产市场日渐走向规范。房地产企业之间的竞争也更加激烈。企业为了求得生存与发展必须提高市场竞争能力，此时房地产市场营销的重要性也变得更加明显，特别是房地产营销策略的科学性和可操作性，直接关系房地产公司的开发成败。在日益激烈的市场竞争和日趋理性的市场环境下，开发商愈发感到传统的营销模式对近年涌现的房地产项目不太适应，所以对房地产项目营销策略的研究是十分必然和重要的。本文采用系统的观点，对山西省吕梁市房地产市场的基本状况与特点进行了考察和研究，阐释了房地产企业实施营销策略的必要性。本文针对山西省吕梁市房地产鼎盛园项目的营销策略，运用营销学的STP分析方法，对项目进行市场调查与分析，分析项目的营销战略现状及存在的问题，并制定项目的品牌策略、价格策略、渠道策略和促销策略。 希望本文对中国房地产市场营销策略的发展有一定的理论指导作用。 【关键词】房地产,市场营销,营销策略 Under the new situation of shanxi luliang golden garden real estate marketing strategy ABSTRACT With our economic development, the market of China’s Real estate market will move towards standard. As a result, the competition among the real estate companies has grown fiercer. for a real estate company, to maintain survival and development, it must improve the market competition ability. Thus the marketing plan and strategy becomes important part.Especially,the plan and strategy must be scientific and achievable, which can directly affect the company’s benefit and success. Under the fact that we have a more competitive market and more reasonable customers,devel-opers feel more and more uncomfortable to use the traditional marketing method deali ng with the recent projects and new cases, So the research of real estate project marketing strategy is very necessary and important. This paper uses the system point of view, the basic situation of the real estate market in shanxi luliang city and the characteristic has carried on the investigation and study, illustrates the necessity of real estate enterprise implementation of marketing strategy.Luliang city, Shanxi Province, the author of this paper golden garden real estate marketing strategy of the project, use the STP marketing analysis, market investigation and analysis of the project, analysis of present situation and existing problems of project marketing strategy, and formulate the project brand strategy, price strategy, channel strategy and promotion strategy.The research of this thesis has certa