房地产营毕业论文.docx

四川理工学院毕业设计(论文)希望城玫瑰园房地产项目营销策划学生：唐璐学号：10141032683专业：工程管理班级：2010.6 指导教师：王寒梅四川理工学院建筑工程学院二〇一四年六月摘要房地产市场营销是关系房地产开发经营成败的关键，在目前竞争激烈的情况下，房地产如何营销越来越成为房地产发展商十分看重的问题。中国房地产营销业的兴起和发展，为加速房地产的循环创造了条件。从当初的“一无所有”到现在的“无处不在”，可以说，营销观念的树立以及各种营销方式的使用，是房地产业蓬勃发展的一个见证。本文运用SWOT分析法，4P理论对德阳市希望城玫瑰园房地产项目进行营销策划。关键词：房地产；市场；营销；策划ABSTRACTReal estate marketing is the key to the success or failure of the real estate development business, in the current competitive situation, the real estate marketing has become more and more real estate developers is very important problem. The rise and development of China marketing of the real estate industry, to create the conditions to accelerate the real estate cycle. From the original nothing to the present everywhere, can be said that, the concept of establishing and marketing a variety of marketing methods used, is a booming real estate industry witnessed.Modern real estate marketing is no longer a simple marketing job, but business to meet market demand as the center of the whole business activities, from market research staffing organization development and management of real estate investment activities, innovative marketing model should be out of the situation, the real estate marketing into integrated marketing era. So the real estate marketing and broad, contain rich content. Real estate market is the real estate products to enter the market, converted to cash management activities, is the link between land and housing producers and consumers.Keyword：Real estate; market; marketing; planning目 录1 前言11.1 选题背景11.2 研究的意义11.3 研究的目的21.4 研究方法21.4.1市场调查法21.4.2文献收集法21.5 研究内容22营销理论基础22.1 房地产市场营销的概念22.2 市场营销环境32.3 市场营销策略42.3.1产品策略42.3.2价格策略42.3.3销售渠道策略42.3.4促销策略53房地产市场环境分析53.1 项目基本概况53.2 德阳市宏观环境分析63.2.1德阳市总体社会及经济发展状况63.2.2 德阳固定资产投资分析63.2.3 德阳居民收入水平63.2.4德阳城市规划63.3 希望城房地产市场分析73.4 消费者调查问卷结果分析83.4.1目标消费群体基本特征83.4.2购买力分析83.4.3影响目标客户购买的因素83.4.4德阳房地产市场客群83.5 项目定位分析83.5.1项目定位依据83.5.2项目客户定位93.6 项目SWOT分析93.6.1企业优势（Strengths）103.6.2企业劣势（Weaknesses）103.6.3项目机会(Opportunities)