于安水-沈阳巧克力城项目营销策略研究--东北大学

沈阳理工大学学士学位论文I摘要随着沈阳经济的发展和城区改造进程的加快，各房地产开发商看好沈阳地产前景，新建楼盘层出不穷，房地产投资年度增长连年增加，市场竟争日益激烈。沈城百姓对改善居住条件的要求日显突出，住房需求量越来越大，沈城房地产市场呈现供需两旺的局面。巧克力城就是在这种机遇与挑战并存的环境下推向市场的，如何在竞争中脱颖而出，在沈城中高档次楼盘供过于求的情况下，充分发挥自身优势，准确定位营销策略，使项目销售取得好的成绩，同时也为推动企业今后发展奠定基础，是项目开发企业及营销部门所面临的重要课题。本文通过分析沈阳市房地产市场现状，比较项目与竞争楼盘间的优劣势，合理定位项目目标市场，并运用房地产营销理论，确定项目应采用产品策略、定价策略、销售渠道策略、促销策略等营销策略的组合，以推进巧克力城项目的销售，同时为开发商今后的项目开发与营销提供借鉴。关键词：房地产；营销策略；品牌沈阳理工大学学士学位论文IIAbstractAstheeconmicdecelopmentofshenyangandtheaccelerationofcity'srefomation,manyrealtorsbelievesthattheywillbenefitalotfromtheestateinshenyang.Sotherearemoreandmorebuildingsbecauseofthegrowinginvestmentyearbyyear.Inconsequenceofthegrowinginvestmentyearbyyear.Inconsequence,thecompetitionissevere.increasingly.SincesomepeopleinShenyangarekeentodemandimprovingtheirdwelling,moreandmorehousesareneeded.Consequencely,theestatemarketisprosperous.Vnderthestatementofcoexistencebetweenopportunityandchallenge,ChocolateCityhasappearedontheestatemarket.Itisveryimportantforitem-developmententerpriseandbusinessofficetolearnhowtooutshineothersincomperirionwiththeirself--superiorities.andhowtomakethebusinesstacticsexactlyforitemmarkettogetabetterresult,rhenmakeupabaseforputtingforwardthecomingdevlopmentofenterprise.ByanalyzingtheestatesituationofShenyang,thispaperconcparesthedifferencesbetweenitemandestatetomakearationaldecisiononitemmarket,thenusesthetheoryofrealestatestomakeanadoptedbusinesstacticsontheconbinationofproduct,price,selling,salespromotionandsoon,thatcanputforwardthesellingofChocolateCityitemandprovideareferenceforrealtorstodevelopandsellitsmarketitemwell.Keywords:Realestate;Marketingstrategy;Brand沈阳理工大学学士学位论文III目录引言............................................................................................................................................11房地产营销理论概述..........................................................................................................21.1房地产的介定...........................................................................................................21.2房地产营销的特点...................................................................................................21.3营销策划的意义.......................................................................................................31.4营销策划的原则.......................................................................................................32项目介绍..............................................................................................................................52.1开发商简介...............................................................................................................52.2巧克力城项目简介...................................................................................................52.2.1项目自然状况................................................................................................52.2.2项目周边配套状况........................................................................................52.2.3项目文化建设................................................................................................63巧克力城项目分析..............................................................................................................73.1项目营销策略分析...................................................................................................73.1.1产品策略分析................................................................................................73.1.2价格策略分析................................................................................................93.1.3渠道策略分析..............................................................................................103.1.4促销策略分析..............................................................................................113.2项目竞争能力分析.................................................................................................123.2.1影响房地产市场的因素..............................................................................123.2.2巧克力城项目的优势和劣势......................................................................163.3主要竞品分析.........................................................................................................164项目营销策略存在的问题及解决对策............................................................................204.1项目营销策略存在的主要问题.............................................................................204.1.1一线营销团队问题......................................................................................204.1.2营销策略中的主要问题..............................................................................204.2巧克力城营销策略.................................................................................................214.2.1塑造企业精品品牌......................................................................................21沈阳理工大学学士学位论文IV4.2.2巧克力城项目各个周期的营销策略..........................................................224.2.3价格的合理制定和调整..............................................................................234.2.4巧克力城营销渠道的选择..........................................................................254.2.5强势的广告促销.....