北京华腾项目营销策划研究建筑与土木工程专业论文.docxVIP

哈尔滨工业大学工程硕士学位论文 哈尔滨工业大学工程硕士学位论文 - - II - Abstract Real estate industry as among the leading businesses which our domestic economy heavily depends on, has been rapidly developing in recent years. It’s true of marketing schematization of housing. In fiercely competitive market, remarkable project schemes bring about ultimate success to marketing project itself, enormous profit to real estate enterprises as well as rapid return of funds. Although real estate -marketing schematization has been undergoing in China for more than 10 years, its relevant theories have not been fully developed. Namely, its study has just started. Research on real estate -marketing planning, therefore, is of both theoretical and realistic significance . This thesis firstly deals with the basic theories in real estate -marketing schematization, including the present research on the subject both at home and abroad: its definition, characteristics, patterns and content. Then, in combination with Peking HuaTeng Project, the thesis provides its practices, such as a study of the impact of macro economy and macro-policy on real estate -marketing in Peking; a survey of real estate market, office-buildings, specific and regional markets of thing industry; analyses of the target clients, the design and lay-out of the project ; the analysis of the project by means of SWOT. Based on those above, the thesis studies the marketing strategies of Peking HuaTeng Project: transforming the previous commercial liquid design; establishing strategies in developing target clients, designing products; establishing brand strategies; establishing the strategies of medium-price opening quotations; establishing the price strategies of buying low and selling high; establishing sales representatives; establishing project marketing strategies; establishing the way to boost the application of the project. Key words Peking huateng project; marketing research; marketing planning; marketing strategy -