房地产策划毕业设计论文.doc

山东科技大学学士学位论文 PAGE 135 摘 要 本策划是以青岛经济技术开发区具体地块为依托，在市场调研的基础上，综合运用所学的房地产开发与经营的多门学科并结合2012年青岛市房地产政策变化及市场反应，以项目市场定位及营销推广为重点为本公司具体地块所做的房地产项目全程策划策划。 本策划根据项目地块的实际情况，对房地产市场进行了周密的调研并做出初步的预测，对项目的周边环境和背景进行了深入调查和分析，并据此对项目进行市场细分，进而确定了不同类别的目标客户群，完成了产品户型、面积、价格定位，在此基础上通过对青岛市经济技术开发区房地产存量房研究在对项目进行整体规划和户型设计等方面采用了更为新颖的模式和方法。然后针对项目进行销售预测、投资估算；同时还对项目的营销策划进行了详细的规划和设计。 关键词：房地产策划；产品定位；营销策划 Abstract This planning is based on the specific land of Qingdao Economic and Technological Development Zone，on the basis of market research，the integrated use of multi-discipline including real estate development and management courses and combined with the 2012 Qingdao real estate policy changes and market reaction，throughout the whole real estate project planning, focusing on project market positioning and marketing for real estate projects. This planning is based on the actual situation of the project land，carrying out a well-developed research and making preliminary predictions on the real estate market，conducting market segmentation based on a thorough investigation and analysis of the surrounding environment and background of the project，then determining the target consumers of different categories and product size, area, price positioning. On this basis, through the analysis of the real estate stock of housing in Qingdao Economic and Technological Development Zone, this planning adopts more innovative models and approaches in the overall planning and layout design of the project. Then make investment estimates and sales forecasts for the project, at the same time, carry out a detailed planning and design of marketing planning of the project. Keywords: Real estate planning Product positioning; marketing planning 目录 31682 1 宏观经济背景 5 3863 1.1 研究背景及技术路线 5 3863 1.2 2011-2012国家宏观经济运行情况 7 17128 1.3 2011-2012国家房地产发展状况 11 26420 1.4 2011-2012青岛市宏观经济运行情况 20 1249 1.5 2011-2012青岛市房地产开发基本状况 23 12310 2项目类型及现状分析 24 8675 2.1 普通住宅市场 24 29010 2.2 公寓市场 31 17719 2.3 商业地产市场 37 12510 3项目区域概况 41 28177 3.1 项目区域总