房建·广厦新城Ⅲ期项目营销策划方案-工商管理专业论文.docxVIP

Classified Index: F293.35 U.D.C.: 332.7 A Dissertation for the Degree of MBA MARKETING PLANNING OF FANGJIAN GUANGSHANG NEW HOMETOWN III Candidate： Wang Biao Supervisor： Prof. Wu Yongxiang Academic Degree Applied for： MBA Affiliation： Daqing Oilfield Construction Group Date of Defense： December, 2006 Degree- Offering- Institution： Harbin Institute of Technology 摘 要 随着我国房地产市场的建立，特别是住房分配货币化进程的全面实施， 住房消费己经纳入居民的日常消费，因而房地产市场日趋活跃，竞争也越来 越激烈。但任何产品的自身价值最终都是要经过营销才能得到社会的承认， 所以营销是企业永恒的主题，是房地产经营的核心。随着经济的发展，大庆 市的房地产业也进入了前所未有的发展时期。恰逢此时，本人于大庆市房屋 建设开发有限公司实习，参与了该公司房建?广厦新城Ⅲ项目的营销策划工 作。本篇论文即是以该项目的营销策略案例为素材加工创作而成。 本文从分析中国房地产业的发展现状入手，对大庆市住宅市场、需求、 消费者、竞争进行了深入的调查研究，确定房建?广厦新城Ⅲ项目的总体设计 思想，制定了适合本项目的具体设计方案，并运用市场营销学、房地产市场 学、广告学等理论制定了适合本项目的产品策略、价格策略、渠道策略和促 销策略。 这些研究，一方面为房建?广厦新城Ⅲ项目项目的营销活动提供指导，另 一方面，也希望能为同行企业的营销管理工作提供一些借鉴或启发。最后在 这些分析和研究的基础，又对房地产市场项目如何营销提出了自己的观念和 建议，为企业以后的工作及其它同行的工作改进提供借鉴。 关键词 房建?广厦新城Ⅲ；房地产；营销策划方案 Abstract With the setting-up of the real estate market of our country, especially the overall implementation of the capitalization process of housing distribution, house consumption has already been included in residents daily consumption, therefore the real estate market is becoming more active of any product all should be through selling the recognition getting the society finally, so marketing is enterprises eternal theme, it is a core of real estate management. Along with the development of the economy, the real estate of Da Qing city has entered unprecedented developing period. At a time when at this moment, I, to enterprises of the real estate developing Daqing Oilfield Housing Construction and Development Co. in the paradise practice, participate in this company it Fangjian ?Guangshang New HometownⅢ marketing, planning working copy page thesis of project regard marketing promotion case of this project as material is it create to process. This article first introduces the present situation of real estate industry in China. Moreover deep research has been given to the Ding Qing housing