A房地产项目营销策划方案.doc

PAGE ４ PAGE １ 目录 A房地产项目营销策划方案 内容摘要：近年来，我国房地产业高速发展，成为了国民经济的支柱产业，推动和支持了国民经济持续、快速的发展。同时房地产业又是一种投资大、风险高、回报显著的行业，房地产营销策划对房地产项目的开发成功与否至关重要，但是，也存在着不少房地产开发商对房地产营销策划的重要性还缺乏认识，结果造成大量房屋闲置和资金积压，使房地产开发项目没有达到所期望的效益。 本文应用市场营销理论与方法，分析“A”房地产项目的市场环境，在特定的竞争环境下和区位环境下，制定出该项目有效的市场定位和营销策略。本文共分五部分：第一部分为项目概况。第二部分为市场分析，包括宏观经济、政策环境、大连房地产市场概况及预测、区域环境介绍、竞争项目分析以及项目SWOT分析。第三部分为定位分析，该部分主要从市场定位、目标客户群体和产品定位等方面阐述。第四部分为营销策略，该部分基于市场定位，制定出项目产品开发策略、生产组织策略、价格策略、渠道策略、推广策略以及销售管理策略。第五部分为项目风险回避与控制。 关键词：房地产市场 A项目 营销策划 The Marketing Planning Of The “A” Real Estate Item Sui Feng Abstract: Real estate has experienced high－speed development and has been the pillar industry of our national economy in the recent year．It has also given impetus to our national economy and resulted in the continuous and high speed development．Real estate is characterized by capital intensity，high risk and high return．Real estate marketing planning have critic impact on the success of real estate project development． Of course，there are some real estate agents who lack the knowledge of marketing planning in housing development．This has led to a large number of idle houses and idle－lying funds and finally, real estate investment can’t bring expected profits． The thesis apply the theory of the marketing, analyzing the marketing circumstances of the real estate, working out the effective marketing orientation and marketing strategy. The thesis is divided into five parts: First, the introduction of “A” item. Second, the analyses of marketing circumstances .In this part, it expounds through the macroeconomics and policy circumstance, the summaries and forecasting of the estate marketing in dalian, the marketing circumstances research of “A”, the representative cases in the district and the analysis of SWOT item. Thirdly, position analysis, it mainly analyzes and expounds through the marketing orientation, target customer’s cluster and product orientation. Fourthly, the strategy of marketing, it works out the development,