房地产企业的市场营销策划分析项目管理专业论文.docxVIP

西南交通大学研究生硕士学位论文 西南交通大学研究生硕士学位论文 第Ⅱ页 Abstract Real estate industry head for reason and conform to the standard without cease，along with the people’S Bank of China issuing No．121 document to tight money and land resource department straitening out the land market order energetically，but the level of marketing planning in real estate industry is stiii in primary stage．Marketing planning in real estate iS paid little attention to or be attached importance to but be directed without a set of systematic method，which directly leads to great resources waste，such as a large amount of vacant merchandi se houses． 0n the basiS of the background of the present situation in the development of real estate industry in China，thiS paper，in view of existing situation of marketing planning and combining with the problem of marketing planning in my job，expounds content and working procedure which should focus on during the process of marketing ’planning，analyzes the present situation of domestic real estate market，and constructs a frame of marketing planning by way of real e．state market survey，products planning，sales planning analysiS， information feedback research．In demonstration research，the paper analyzes supply and demand in real estate market，’consumer behavior and competition product by way of real estate market survey in chongqing，and on the basis of survey，uses mar．ket subdivision method to select target market of project，and design product concept．At the same time it expounds making a product price，adjusting price， 、g芦№4ding advertisement，in the end through information feedback of marketing planning，one hand modifies market strategy，another hand testifies correct marketing planning in real estate development is necessary． This paper tries to carry on useful discussion and research in real 西南交通大学研究生硕士学位论文 西南交通大学研究生硕士学位论文 第ⅡI页 estate marketing planning，and expects to summarize a correct and feasible frame of real estate marketing planning to help real estate