富士康南宁科技园MLW项目营销策略研究-工商管理专业论文.docx

II II 产开发的定位及发展方向，展望沙井片区房地产开发的前景，并以科技园 周边第一个房地产项目——MLW 项目为例，分析包括开盘时机策略、产品策 略、价格策略、广告宣传策略、促销营销策略在内的营销策略，以求实现 项目的快速销售，促进科技园及沙井片区的快速发展，从而为科技园区周 边房地产项目的营销策略提出合理化建议。 关键词：科技园区 房地产项目 市场定位 营销策略 III III Research on the Marketing Strategy of the MLW project in Nanning Foxconn Science and Technology Park ABSTRACT In recent years, with the fast development of industrialization and urbanization, the rapidly rising science and technological parks become a kind of driving force to urban economy and its surrounding areas. This brings a large number of population, meanwhile sets higher requirement for the real estate development and marketing. Scientific and exact real restate promotional plan is very significant for the real estate companies surrounding the science and technological parks. Having a good marketing strategy ,the enterprises can capture the market, sell houses as soon as possible, which means corporate reputation and economic efficiency. Having a good marketing strategy, people working and living nearby can choose their own house, meet their using and spirituous requirements. Having a good marketing strategy, the enterprises in the science and technological parks can decrease the loss of good staff, speed up the development of science and technology park construction, and make humanities combination with technology perfectly. Nevertheless, to plan a science and technological park, then further establish and improve it , will take 5 to 10 years. This leads to its surrounding real estate project facing problems with the timing and marketing strategy in different develop stage, especially for the first group of the real estate companies nearby. What kind of marketing strategies should they take, how do the house items should be priced, and what kind of sales promotion could attract the buyers, those are all worth studying thoroughly. If they are done well, the science and technological parks, the real estate enterprise, and the buyers will be the win-win-win. But if they