房地产开发项目全程营销策划规范化操作流程研究-建筑与土木工程专业论文.docxVIP

Classified Index: F293.35 U.D.C: 332.7 Dissertation for the Master Degree in Engineering THE PROGRAM NORMALIZATION OF WHOLE-PROCESSED MARKETING PLANNING IN REAL ESTATE DEVELOPMENT Candidate: Ren Fenghui Supervisor: Associate Prof. Zhang Dequn Academic Degree Applied for: Master of Engineering Specialty: Architecture and Civil Engineering Affiliation: Chang Chun Institute of Technology Date of Defense: May, 2006 Degree- Offering- Institution: Harbin Institute of Technology 摘 要 房地产营销策划从萌芽、起步直至发展到现在，已经走过了十几年的历 程。纵观房地产策划业的历史，从运用各种策划技术手段使房地产开发项目 成功推向市场的角度看，可分为三个阶段:即单项策划阶段、综合策划阶段和 复合策划阶段。房地产营销策划操盘者的组织也从独立操盘人向注册的专职 营销策划操盘机构演变。 但目前我国的房地产营销策划业界存在着“克隆”名盘、思维混乱的现 象，人们对房地产营销策划的价值存在质疑。笔者认为，房地产营销策划从 自由式向规范化发展的过程中，形成统一规范的营销策划流程，可以协调不 同素质的营销策划人员的工作内容和工作步骤，再融和不同项目的特色和营 销策划人员的创意，克隆现象将会大大减少，从而形成我国房地产市场“百 花争艳”的美好前景。 文章从房地产项目全程营销的角度出发，分析、阐述并提炼出房地产营 销策划机构进行房地产项目全程营销策划应该遵循的基本工作流程，指出了 每个工作步骤的具体工作内容和操作方法，并对该流程在实际操作中可能存 在的问题和实际操作效果进行了翔实的剖析。最后通过一个笔者亲身参与的、 经过市场检验的实际操盘案例，对该规范化策划流程的实际运用和操盘效果 做出实证。 关键词 房地产开发项目；全程营销策划；规范化操作流程 Abstract It has been more than ten years development of real estate marketing planning since its beginning. With view of its history, from the perspective of pushing real estate project into market by using various planning techniques, real estate marketing planning can be classified into three stages, that is a single project planning, comprehensive planning, bi-project planning. Organizations of operators involved have developed from sole operator to registered professional agents. However, there are doubts about the values in planning process in this business, since the phenomenon that there exists copying, as well as chaos appears. I think, during the development process from its free-style to the regulated, if the marketing planning processing could be ruled to coordinate working steps with content of marketing planner, with aid of identifying features and planner’s creativity, copying will be less and less. I believe the future will be better, due to its variety. From