昆明市“魏玛小城”项目住宅营销策略方案研究-工商管理专业论文.docxVIP

摘要 摘要 I I 摘 要 中国房地产已经走过了二十多年的历程，行业 GDP 产值已经超过万亿元， 房地产行业已经成为国民经济的支柱产业，在拉动居民消费、带动关联产业发展 等方面发挥了重要作用。与此同时，中国房地产行业虽然呈现一个快速成长的趋 势，但是基于国家宏观政策和市场供需变化的背景下，不断变化游戏规则的房地 产行业正面临着前所未有的巨大挑战。中国的房地产长期受到传统且脱离市场的 老观念影响，导致了地产开发商并不重视项目营销策划, 缺乏对每一个项目系统 的理论分析，从而在宏观政策和市场需求的影响下使得自己走在钢丝上进退两 难。那么，如何根据自身条件制定相得益彰的项目营销策略，使项目适应市场需 要，从而达到促进产品销售，这是摆在房地产开发商面前迫在眉睫的问题。 为此, 本文基于2013年中国严厉的宏观调控的房地产行情，以云南仁泽房地 产开发有限公司在昆明南市区拟开发的楼盘“魏玛小城”为研究对象，从分析昆明 市房地产一二级市场现状开始，针对云南仁泽房地产开发有限公司的营销策略目 标，对项目进行市场定位、购房者需求分析、竞争对手分析、SWOT 分析以及针 对项目的营销策略等研究，试图为本案项目在营销策划上进行有益的探讨研究, 希望总结出一套切实可行的营销策划方案, 为项目开发和销售提供有益的帮助。 关键词: 房地产营销，目标市场，市场定位，营销策略组合 Abst Abstract II II ABSTRACT China’s real estate has been more than 20 years of history, GDP industry output value has exceeded trillion yuan, the realestate industry has become a pillar industry of the national economy, play an important role in stimulating consumption, promote the development of related industries. While at the same time, Chinas real estate industry to present a rapid growth trend, but based on the national macro policy and under the background of market supply and demand changes, the changing rules of the game of the real estate industry is facing unprecedented challenge. Chinas real estate is affected by the old concept of traditional and out of the market, led to the real estate developers do not attach importance to project marketing planning, lack of theoretical analysis system for each project, so as to make the oneself walk on the wire on the horns of a dilemma. Then, according to their own conditions, formulate the corresponding marketing strategy project, make project to meet the market need topromote the project successful products business is a looming problem in the real estate project products marketing . Therefore, the article based on the macro-control of Chinese estate market in 2013 , take the development projects Weimar city by “Yunnan Renze real estate development co., LTD” ,that in the south of KunMing as the research object ,from the analysis of the si