基于案例分析的房地产项目营销策略分析-analysis of real estate project marketing strategy based on case analysis.docxVIP

I hope the findings of this paper has the certain actual reference significance to Chongqing Shoujin Limited Company and the similar enterprise.Keywords: Shougang·Jinlinghuafu, Real Estate, Market Marketing Strategy目录摘要 ...........................................................................................................................IABSTARCT .................................................................................................................... II1绪论 ........................................................................................................................ 11.1 论文研究背景 ........................................................................................................ 11.2 论文研究的目的和意义 ........................................................................................ 21.3 论文研究的内容和思路 ........................................................................................ 22房地产营销理论 ........................................................................................................ 42.1 房地产概述 ............................................................................................................ 42.1.1 房地产的基本概念 ......................................................................................... 42.1.2 房地产产品特点 ............................................................................................. 52.1.3 房地产市场的特点 ......................................................................................... 52.2 房地产 STP 营销62.2.1 STP 营销的概念 62.2.2 房地产 STP 营销的战略层面 72.2.3 房地产 STP 营销的策略层面 82.3 房地产产品差异化营销 ........................................................................................ 92.3.1 房地产产品差异化的概念及内容 ................................................................. 92.3.2 实施产品差异化策略的途径 ....................................................................... 102.3.3 开发差异性房地产产品的过程和方法 ....................................................... 102.3.4 房地产产品的开发与创新 .........................................