丰泽源开发项目营销策划研究-建筑与土木工程专业论文.docx

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 PAGE IV- PAGE IV - - Classified Index: F293.35 U.D.C: 332.7 A Dissertation for the Master Degree in Engineering STUDY ON MARKETING PLAN OF “FENG ZE YUAN” PROJECT Candidate： Liu Sibo Supervisor： Prof. Wu Yongxiang Academic Degree Applied for： Engineering Master Specialty： The Building and Civil Engineering Affiliation： Beijing Zhonghuajian Planing and Design Institute Of Harbin Branch Date of Defense： Oct, 2008 Degree- Offering- Institution： Harbin Institute of Technology 摘 要 房地产营销策划是随着房地产市场的发展和规范而发展起来的，如今房 地产市场竞争日益激烈，加之国家对房地产产业的宏观调控措施不断加强， 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。因此营销策划正受到越来越高的重视，并逐步成为房地产 开发过程中一个不可或缺的重要环节。但我国房地产营销策划的历程很短， 相关的理论还处于探索阶段，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，密切结合丰泽源的项目特点：一期以中 小户型为主，满足区域置业人士居住升级需求；二期以后，随着周边配套成 熟建议开发以中大户型为主，迎合项目形象及品牌发展需要。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，运用定性与定量的方 法对项目进行实证分析和研究，从产品策略、营销推广、项目设计三个方面 进行全面的营销策划、分析研究。内容包括项目区域经济分析、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。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 房地产市场；营销策划；项目设计 Abstract The real estate marketing plan is develops along with the real estate market development and the standard, the real estate market competition day by day is now intense, in addition the country unceasingly strengthens to the real estate industrys macroeconomic regulation and control measure, real estate project plan level height immediate influence its profit level height, then influence enterprise survival and following develop power. Therefore the marketing plan is receiving more and more high value, and becomes in gradually the property development process an indispensable important link. But our country real estate marketing plans course is very short, the correlation theories are also at the exploration stage, but is also very imperfect. Therefore to the real estate marketing plans research, has the important theory and the practical significance. This article plans the elementary theory is