吉林省松原市水岸馨城项目营销策划研究建筑与土木工程专业论文.docxVIP

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 - - IV - Abstract In 2004, the writer took part in the marketing planning of the project of “Rosy City over Rive Bank” which was developed by Songyuan City Xinyu Real Estate Corporation of Jilin Province. The project was actually no different from others. After further research of the target market, remarkable sales was achieved on the basis of the following elements: to make full use of the selling points through the combination of the advantages of the project and the market opportunity; to spare no effort to create neighborhood’s surroundings full of humanization; to portray a image of “water-scenic residential quarters” in carrying out the idea of human-orientation. As a result of all these efforts, the project was widely received by consumers. In the process of planning, the project team accumulated a great deal of experiences in market research, project analysis and refinement in SWOT, project orientation, and project program and design. Therefore, this paper chooses the project as the research object. On the basis of practical planning cases, through the research approach of the combination of theoretical research and practical program process, through the operations in the ordinary-like residential project, the project research means to refine the experience and lessons in the practical operations in the process of planning program, to find out the aim of humanization in planning program, to make a summing-up of various kinds of matters of attention in human-orientated design and marketing program for residential project, to investigate the basic methods and threads of thought in the marketing program in real estate projects, and most importantly, to prove the importance and significance of marketing program in real estate projects. The research project takes its foothold in the developing trend and the working process and the definition of main thoughts in the marketing program in middle-sized or small-sized cities. And it pr