毕业论文(设计)-《房地产项目营销策略研究》.docVIP

l 学号学号天津城建大学 本科毕业论文/设计 雅仕阁项目营销策略研究 学生姓名： 专业名称： 市场营销 指导教师： 讲师 经济与管理学院 二〇一三年六月 摘 要 随着我国经济快速的发展,房地产产业己发展成为我国经济主要产业之一。自空港经济区被开发以来，经济发展迅速，人口增长速度快，房地产业发展越来越成熟，市场竞争越来越激烈。又因国家对房地产调控力度加大，各种限制政策陆续出台，使房地产企业经营与发展难度加大。为了能够在竞争环境下良好的发展，突显实力，房地产企业应通过制定科学、合理的营销策略手段解决发展难题。 本论文以天津万顺房地产开发企业开发的雅仕阁项目为研究对象,在房地产营销理论的指导下，以目前房地产市场发展的环境为前提，对本项目进行环境、竞争、SWOT和营销策略分析，最后提出完善项目营销策略的意见。 关键词：房地产开发与经营；营销理论；营销策略 Study in Marketing Strategy of “Yashige” Project ABSTRACT HYPERLINK ../AppData/Local/Temp/HZ$D.186.2530/HZ$D.186.2531/htmls/sentence_detail/34.htm \t rightWith the rapid development of Chinese national economy, the real estate industry has been gradually became one of the leading industry in the national economy.HYPERLINK ../AppData/Local/Temp/HZ$D.186.2530/HZ$D.186.2531/htmls/sentence_detail/35.htm \t right Since the Tianjin Airport Economic Area was developed, the development of economic is rapid, population growth speed, the development of real estate industry is more and more mature, and the market competition is more and more fierce. Because of the state of real estate control means layers of overweight, a variety of restrictive policies have been put forward, which makes the real estate enterprises to increase production and development challenges.HYPERLINK ../AppData/Local/Temp/HZ$D.186.2530/HZ$D.186.2531/htmls/sentence_detail/37.htm \t right In order to develop well in a competitive environment and highlight the strength, the real estate business should through the development of scientific and rational marketing strategy means to solve development problems. In this thesis, I choose the Yashige project developed by the WanShun real estate development enterprises in Tianjin for the study. It is based on the real estate marketing theory as a guide. In the current real estate market environment for the development of the premise, based on analysis of the project environment, competition, SWOT and marketing strategy, the thesis puts forward perfect pro