于安水沈阳巧克力城项目营销策略研究东北大学.doc

沈阳理工大学学士学位论文 PAGE PAGE I 摘 要 随着沈阳经济的发展和城区改造进程的加快，各房地产开发商看好沈阳地产前景，新建楼盘层出不穷，房地产投资年度增长连年增加，市场竟争日益激烈。沈城百姓对改善居住条件的要求日显突出，住房需求量越来越大，沈城房地产市场呈现供需两旺的局面。 巧克力城就是在这种机遇与挑战并存的环境下推向市场的，如何在竞争中脱颖而出，在沈城中高档次楼盘供过于求的情况下，充分发挥自身优势，准确定位营销策略，使项目销售取得好的成绩，同时也为推动企业今后发展奠定基础，是项目开发企业及营销部门所面临的重要课题。 本文通过分析沈阳市房地产市场现状，比较项目与竞争楼盘间的优劣势，合理定位项目目标市场，并运用房地产营销理论，确定项目应采用产品策略、定价策略、销售渠道策略、促销策略等营销策略的组合，以推进巧克力城项目的销售，同时为开发商今后的项目开发与营销提供借鉴。 关键词：房地产；营销策略；品牌 Abstract As the econmic decelopment of shenyang and the acceleration of citys refomation,many realtors believes that they will benefit a lot from the estate in shenyang .So there are more and more buildings because of the growing investment year by year .In consequence of the growing investment year by year .In consequence, the competition is severe .increasingly.Since some people in Shenyang are keen to demand improving their dwelling ,more and more houses are needed .Consequencely,the estate market is prosperous. Vnder the statement of coexistence between opportunity and challenge, Chocolate City has appeared on the estate market .It is very important for item-development enterprise and business office to learn how to outshine others in comperirion with their self--superiorities .and how to make the business tactics exactly for item market to get a better result ,rhen make up a base for putting forward the coming devlopment of enterprise. By analyzing the estate situation of Shenyang, this paper concpares the differences between item and estate to make a rational decision on item market,then uses the theory of real estates to make an adopted business tactics on the conbination of product,price,selling ,sales promotion and so on,that can put forward the selling of Chocolate City item and provide a reference for realtors to develop and sell its market item well. Keywords: Real estate; Marketing strategy; Brand 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc201327817 引言 PAGEREF _Toc201327817 \h 1 HYPERLINK \l _Toc201327818 1 房地产营销理论概述 PAGEREF _Toc201327