里自沽生态项目营销战略研究-工商管理专业论文.docxVIP

中文摘要该项目位于宝坻里自沽农场，津蓟高速西侧。项目占地面积1100亩。周围 中文摘要 该项目位于宝坻里自沽农场，津蓟高速西侧。项目占地面积1100亩。周围 相邻项目有：京津新城，锦绣香江，泰富橄榄树等。在当前房地产市场不景气的 情况下，如何吸取周围项目的经验教训，结合目前市场及项目特点，使该项目开 发取得成功，是本论文研究的重点。 房地产策划营销研究，其目的是为了帮助开发商在市场风险最小的条件下实 现项目开发的成功。落到实处就是要有缜密的市场研究，精确的市场定位，产品 及销售等方面的策划。只有将各部分工作进行有效的整合，才能够实现上述的终 极目标。 本文将对国家宏观经济和房地产需求特征以及地区经济和房地产需求特征 进行认真分析，运用房地产市场策划营销理论归纳目前房地产市场的机遇和挑 战。而后对企业的内部资源和能力进行分析，总结企业内部的优势和劣势，在此 基础上对企业进行swot分析。针对市场需求的不同特征和不同数量，对宝坻里 白沽生态开发项目策划营销进行构建。并将市场细分策略，目标市场策略，产品 价格策略以及绿色生态建筑的理念引入到该项目。使本文能对目前情况下房地产 项目市场策划营销有一定的实际意义和参考价值。 关键词：房地产；策划；市场营销；生态建筑； Ab Ab stract The project is located in Lizigu farm Baodi，Jinji high—speed on the west side． Project covers all area of 1 100 ms．Around the adjacent projects are：Jingjin New city, Jinxiu Sweet river,Taifu Olive trees．In the current downturn in the real estate market， how to draw lessons learned around the project，combined with the characteristics of the market and projects，SO that the Success of the project development is the focus of this thesis research． Real estate marketing planning research，the aim is to help developers in the market under conditions of risk minimization to achieve the Success of the project development．Implementation is the need for careful market research,precise market positioning，product and distribution planning．Only the part of the work will be effectively integrated in order tO achieve the ultimate goal． In this paper,and real estate needs of the national macro-economic characteristics and regional characteristics of the economy and real estate needs careful analysis，planning the use of the real estate market marketing theory into the current real estate market opporttmities and challenges．Then the enterprise’S intemal reSOurces and capabilities to analyze and s哪 up the internal strengths and weaknesses，on the basis of SWOT analysis of enterprises．Practical significance and reference value．market demand for different characteristics and different number of years since Baodi selling ecO-development projects to