东棵·家园开发项目营销策划研究-工程专业论文.docxVIP

Classified Index: F293.35 U.D.C.: 332.7 A Dissertation for the Degree of Master STUDY ON MARKETING PLANNING OF DONGKE·HOMELAND PROJECT Candidate： Duan Whencheng Supervisor： Prof. Wu Yongxiang Academic Degree Applied for： Master of Engineering Affiliation: School of Management Date of Defense： March, 2009 Degree- Offering- Institution： Harbin Institute of Technology 摘 要 自上世纪 90 年代初，房地产业在中国内地复兴以来，呈现出蓬勃发展之 势。特别是在住房分配支付改革之后，随着人们收入的提高以及改善居住条 件的迫切要求，致使房地产市场竞争日趋激烈，也使得越来越多的房地产企 业充分认识到营销策划的重要性，凸现出营销策划的关键地位，已经成为房 地产开发过程中一个不可或缺的重要环节。房地产项目策划水平的高低直接 影响其利润水平的高低，进而影响企业生存和后续发展能力，但由于房地产 营销策划的历程更短些，相关的理论更处于探索阶段，还很不完善。因此对 房地产营销策划的研究，是具有重要理论和现实意义的。 本文以策划的基本理论为基础，密切结合东棵?家园的项目特点，着眼于 房地产营销策划的一般规律，以工程项目建设全过程为主线，逐步推进房地 产项目营销策划的层面，并运用定性与定量的方法对项目进行实证分析和研 究。房地产营销策划的重点在于市场分析、产品策略、营销推广、项目主题 概念设计四个方面。并针对这四个方面对东棵?家园项目进行全面的营销策 划、分析研究，内容包括：项目市场调查、项目区域经济分析、供求分析、 区域环境分析、竞争对手分析、目标客户分析、产品定位、主题概念设计、 建筑规划设计和物业管理、配套及营销推广策略等。这些研究，一方面为东 棵?家园项目的营销活动提供指导，另一方面，具有极强的可操作性，对更大 潜力地发挥房地产策划业的作用，提高房地产企业的营销素质和竞争能力， 都有将起着极为重要的作用。 关键词 东棵?家园；房地产市场；营销策划方案 Abstract Since the early 1990s, the real estate industry in the mainland has got great development and shown a booming trend. Especially after the reform in the payment of the distribution of housing, with the improvement of peoples income and their great need to improve their living conditions, it results in an increasingly competition in the real estate market. More and more real estate enterprises get to pay great attention to marketing planning, which turns to be a highlights and an important link in the development process. The level of the projects planning has a direct impact on the level of profits, which in turn will affect the survival of enterprises and follow-up development capacity. However, research of real estate marketing plan is of a short history, related theory is still at the exploratory stage, far from perfect. Thus, doing such a research is of great theoretical and practical significance. Based on the planning theory, this paper focuses on the gene