济宁市凌云金都房地产开发项目市场营销环境研究及营销策略设计-research on marketing environment and marketing strategy design of lingyun jindu real estate development project in jining city.docx

摘要改革开放以来，我国经济的高速增长，带动了我国房地产业的快速发展，成为我国 国民经济新的经济增长点。使得房地产市场营销理论的实际应用价值越来越大。近几年， 随着国家对房地产的宏观调控的加大，对房地产行业的发展产生极大影响。济宁市近年 来不断加大城建投入，完善城市功能，区域发展布局不断优化，但在其发展过程中也存 在一些问题。其房地产市场竞争非常激烈、消费者的需求趋向多元化、市场环境的多变 性导致在发展过程中也出现一些问题。为此，笔者立足于市场营销策略的相关理论和方法，结合济宁市房地产市场的特点 和发展现状，通过对凌云金都房地产项目进行实地调研分析，运用现代市场营销理论以 及定性和定量相结合的分析方法，对凌云金都房地产项目进行营销环境分析和营销策略 设计，构建了该项目房地产营销策略体系，通过对市场环境分析、项目的 SWOT 分析、客 户情况分析、目标市场分析，从产品策略、价格策略、渠道策略和促销策略四个方面对 项目进行策划。以期起到“理论指导实践，在实践中丰富和发展理论”的目的。关键词：房地产项目；市场环境分析；营销策略设计ABSTRACTSince the reform and opening up, Chinas rapid economic growth, driven by the rapid development of Chinas real estate become the new economic growth point in Chinas national economy. Practical value of the real estate marketing theory is growing. In recent years, with the increase of macro-control of the state of real estate, a significant impact on the development of the real estate industry. Jining City in recent years, increased urban construction investment, improve the urban functions constantly optimize the layout of regional development, but there are some problems in its development process. Its real estate market is very competitive, consumer demand for diversification, the variability of the market environment led to some problems in the development process.To this end, the author based on the theories and methods of marketing strategy, combined with the characteristics and development status of Jining City real estate market, analysis of field research on the Lingyun Jindu real estate project, the use of modern marketing theory, and qualitative and quantitative combination of analytical methods, Lingyun Jindu real estate project marketing environment analysis and marketing strategy, design and build the projects real estate marketing strategy, market environment analysis, SWOT analysis of the project, customer analysis, target market analysis, product strategy, pricing strategy, channel strategy and promotional strategy, four aspects of project planning. In order to act as a theory to gu