房地产营销（毕业论文）.docx

四川理工学院毕业论文（设计） 四川理工学院毕业设计(论文) 希望城玫瑰园房地产项目营销策划 学 生：唐 璐 学 号： 专 业：工程管理 班 级：2010.6 指导教师：王寒梅 四川理工学院建筑工程学院 二〇一四年六月 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 2 摘 要 房地产市场营销是关系房地产开发经营成败的关键，在目前竞争激烈的情况下，房地产如何营销越来越成为房地产发展商十分看重的问题。中国房地产营销业的兴起和发展，为加速房地产的循环创造了条件。从当初的“一无所有”到现在的“无处不在”，可以说，营销观念的树立以及各种营销方式的使用，是房地产业蓬勃发展的一个见证。 本文运用SWOT分析法，4P理论对德阳市希望城玫瑰园房地产项目进行营销策划。 关键词：房地产；市场；营销；策划 ABSTRACT Real estate marketing is the key to the success or failure of the real estate development business, in the current competitive situation, the real estate marketing has become more and more real estate developers is very important problem. The rise and development of China marketing of the real estate industry, to create the conditions to accelerate the real estate cycle. From the original nothing to the present everywhere, can be said that, the concept of establishing and marketing a variety of marketing methods used, is a booming real estate industry witnessed. Modern real estate marketing is no longer a simple marketing job, but business to meet market demand as the center of the whole business activities, from market research staffing organization development and management of real estate investment activities, innovative marketing model should be out of the situation, the real estate marketing into integrated marketing era. So the real estate marketing and broad, contain rich content. Real estate market is the real estate products to enter the market, converted to cash management activities, is the link between land and housing producers and consumers. Keyword：Real estate; market; marketing; planning 目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc 1 前 言 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 1.1 选题背景 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 1.2 研究的意义 PAGEREF _Toc \h 1 HYPERLINK \l _Toc 1.3 研究的目的 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 1.4 研究方法 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 1.4.1市场调查法 PAGEREF _Toc \h 2 HYPERLINK \l _Toc 1.4.2文献收集法 PAGEREF _Toc \h 2 HYPERLINK \l _To