青岛开发区凤凰国际项目营销策划分析-公共事业管理专业论文.pdf.docxVIP

PAGE PAGE VI Marketing Planning Research of Phoenix International Project in Qingdao Development Zone Abstract This article takes the marketing planning of Konde Phoenix International project as a concrete research object. It comprehensively and systematically analyzes the all-process marketing planning of Konde Phoenix International project. This article starts with the real estate market of Qingdao Development Zone, and analyzes for-sale projects and competitive projects of each district in detail. On the basis of taking market research as a forerunner, combining the land condition and surrounding environment, this article fixes the positioning and products planning of Konde Phoenix International project. On this basis, it puts forward the development strategy and marketing promotion tactics of Phoenix International project, expounds the overall marketing arrangement and promotion plan, and detailedly explains the combination of marketing tactics in each phase. Meanwhile, it puts forward some advanced management modes and methods in respect of the implementation of the project’s marketing. Through the whole argumentation, this article sums up the following theses in the case of “marketing planning of Konde Phoenix International project in Qingdao Development Zone” and demonstrates these theses through cases. Firstly, it is the active adjustment in planning and design phase. On the condition that the land is influenced by the regulatory planning and could not make a breakthrough in the product structure, turning to increase investment in additional value can create an important fundamental condition for the raise of image positioning in the future market. Secondly, concentrate on hitting the crucial point in the marketing promotion. The marketing promotion in each phase should always focus on the core value to develop, that is, to develop around the additional value. Thirdly, the leading status of marketing management in the whole real estate development process