艺水芳苑房地产项目营销策划研究工商管理专业论文.docxVIP

中文摘要摘要：近年来，随着人口数量的增加，北京市四环以内的人口密度相当大， 中文摘要 摘要：近年来，随着人口数量的增加，北京市四环以内的人口密度相当大， 大大超过首尔、东京等城市的人口密度。因此，北京今后的发展要继续向郊区扩 展，至少要扩展到六环甚至七环路那么大的范围，才能和当今的特大城市相比。 在城市扩展过程中，位于城区和郊区交界地带的房地产项目扮演着重要的角色， 如何让大众接受交界地带的楼盘，如何作好营销策划，对城郊交接地带房地产项 目的开发商来说，便显得尤为重要。 本文通过实际案例——“艺水芳苑项目来对城郊交界地带房地产项目的营 销策划进行研究。从市场背景、竞争状况及项目优劣势分析、项目的市场定位、 产品策略及销售策略等几方面深入探讨，使论述具有环环相扣、层层递进的完整 性与严密性，为类似项目的开发提供一套完整、系统的营销方案。 本文从对房地产项目市场营销的理论分析研究入手，首先提出论文的研究背 景，随后对项目周边地区房地产项目进行对比分析，分析项目优势劣势，从而确 定项目多个方面的定位。最后，从价格、促销、推广等几个方面对本项目的销售 策略进行研究和分析。 本论文的研究成果不仅对该项目的成功起到决策性作用，还对城郊交接地带 的房地产项目的营销策划以及城市扩展有一定的参考价值，同时对房地产开发企 业的经营管理等方面起到促进作用。 关键词：市场营销；房地产；营销策划 ABSTRACTABSTRACT：Recently,the ABSTRACT ABSTRACT：Recently,the population density within the 4th IUng Road of Beijing is getting larger,for the population has been keeping increased，which makes it more crowded than in Seoul and Tokyo．Therefore，the population density of Beijing can not reduce to the level of it in super cities until the cantonal Rrea extends to the 6th Ring Road or 7th砌ng Road．During the extending of cities，the real estate projects which are located Oil the boundary of midtown and suburb are playing more and more important role．It appears to be great importance for the developers to make marketing plan reasonable and make people accept the house in outskirts． As a practical case，the real estate project Yishui—Fangyuan is used to make a systematic study about the marketing plan of real estate projects which al e located in outskirts．The thesis makes deeply study on some aspects，such as project background,circumstance, advantages and disadvantages，market orientation，product strategy and merchandise planning,which gain a tight entirety of every steps and provide a full systematic marketing plan for the projects ofthe same kind． The thesis starts winl the theory of real estate marketing．After announcing its background of study,it makes contrasts among the regional real estate projects and analysis of SWOT,and then fixes the market orientation of the project from multiple p