“滨海-清谷”项目营销策划研究.pdfVIP

中英文摘要 “滨海·清谷”项目营销策划研究 摘要 目前，我国房地产业正步入一个崭新的发展阶段。房地产项目策 划已成为房地产开发中的重要环节，越来越受到开发商的重视。本文 从房地产项目策划的理论知识入手，通过对当前房地产市场的宏观环 境、天津市房地产的区域市场以及对滨海·清谷核心竞争力的分析， 结合市场定位分析理论，运用市场调查、理论及数据分析、研究等手 段为滨海·清谷项目制定了前期策划方案，最终确定了其市场定位与 营销策略。 关键词：房地产；市场定位；营销策略 1 The Marketing Planning for Binhai Fragrance Vale Abstract At present, the real estate of my country is getting into a brand-new development. The real estate projects planned have become one of the most important links in the development of real estate and have been attached more and more importance by the traders. This paper is on the base of research the real estate projects planned theory, by macro environment analyzed to the market of present real estate in Tianjin, and by territorial marketing analyzed to the market of present real estate, and by the kernel competitive ability of Binhai Fragrance Vale. It combines market positioning theory, applying means such as the market research, theory and data analysis, etc, makes and orientates the research which plans the scheme in event for Binhai Fragrance Vale. The market positioning and marketing strategy of Binhai Fragrance Vale has been decided yet. Key Words ：real estate; market positioning; marketing strategy 2 引言 现阶段，我国房地产市场已经进入了一个相对成熟的时期。市场 越来越规范，消费者越来越理性，市场竞争也越来越白热化。从消费 需求来看，日益呈现出多元趋势——除了要求高品质的房屋，满足更 高的物质需求外，还要有更高层次的文化、精神等方面的需求。因此， 面对越来越激烈的市场竞争，怎样才能建设一个精品楼盘把它成功地 销售出去，日益成为开发企业研究的一个新的营销课题。房地产开发 与经营越来越离不开正确的市场营销策划，营销的成败事关项目的成 败乃至