海富山水文园项目营销策略研究

（工程硕士）海富山水文园项目营销策略研究STUDYOFMARKETINGSTRATEGYINPROJECTOFHAIFUSHANSHUIWENYUAN高延锋2010年3月国内图书分类号：F293.35学校代码：10213国际图书分类号：332.7密级：公开工程硕士学位论文海富山水文园项目营销策略研究硕士研究生：高延锋导师：武永祥教授申请学位级别：工程硕士学科、专业：项目管理所在单位：黑龙江海富房地产开发公司答辩日期：2010年3月授予学位单位：哈尔滨工业大学ClassifiedIndex:F293.35U.D.C:332.7DissertationfortheMasterDegreeinEngineeringSTUDYOFMARKETINGSTRATEGYINPROJECTOFHAIFUSHANSHUIWENYUANCandidate:GaoYanFengSupervisor:Prof.WuYongxiangAcademicDegreeAppliedfor:MasterofEngineeringSpecialty:ProjectManagementAffiliation:HeilongjiangHaifuRealEstateDateofDefense:Mar,2010Degree-Offering-Institution:HarbinInstituteofTechnology哈尔滨工业大学工程硕士学位论文-I-摘要房地产营销策划是随着房地产市场的发展和规范而逐渐发展起来的，在房地产市场竞争日益激烈的今天，营销策划正受到越来越高的重视，并逐步成为房地产开发过程中一个不可或缺的重要环节。目前，对于房地产开发企业来说，房地产项目策划水平的高低直接影响其利润水平的高低，进而影响企业生存和后续发展能力。我国房地产从1992年到2009年才走过短短的17个春秋，房地产营销策划的历程更短些，相关的理论更处于探索阶段，还很不完善。因此对房地产营销策划的研究，是具有重要理论和现实意义的。本文以策划的基本理论为基础，密切结合海富山水文园的项目特点，着眼于房地产营销策划的一般规律，以工程项目建设全过程为主线，逐步推进房地产项目营销策划的层面，并运用定性与定量的方法对项目进行实证分析和研究。房地产营销策划的重点在于市场调查、产品策略、营销推广、项目主题概念设计四个方面。并针对这四个方面对海富山水文园项目进行全面的营销策划、分析研究，内容包括：项目市场调查、项目区域经济分析、供求分析、区域环境分析、竞争对手分析、目标客户分析、产品定位、定价策略、渠道策略、媒体选择策略及营销推广策略等。对更大潜力地发挥房地产策划业的作用，提高房地产企业的营销素质和竞争能力，都有将起着极为重要的作用。关键词：房地产市场；营销策划；定位哈尔滨工业大学工程硕士学位论文-II-AbstractTherealestatemarketingplandevelopsalongwiththedevelopmentandstandardlizingoftherealestatemarket.Now,competitionsintherealestatemarketareintense,sothemarketingplanisbeingthoughtextremelyhighof,andbecomesanindispensablelinkgraduallyinthedevelopmentoftherealestate.Atpresent,totherealestateenterprises,theleveloftherealestatemarketingplanaffectstheirprofitsdirectly,affectsenterprisesurvivalandfollowingdevelopmentability.Therealestateinourcountryonlypassedthrough17yearsfrom1992to2009,andthecourseoftherealestatemarketingplanisshorter.Thecorrelativetheoriesareattheexplorationstage,alsoveryimperfect.Thereforethestudyontheestatemarketingplanhastheoreticalandpracticalsignificance.Basingonfundamentalplantheories,consideringthecharacteristicof“ShanShuiWenYuan”closely,focusinggeneralrulesoftherealestatemarketingplan,takingtheentireprocessforengineeringconstructionasthemainline,advancingthestratificationoftherealestatemarketingplan,thispaperdoesdemonstrationanalysisandresearchintheproject.Theemphasesoftherealestatemarketingplanliesinthemarketinvestigation,theproductstrategy,themarketingpromotionandtheprojectconceptualdesign.Thispaperhasdonecomprehensivemarketingplanandresearchtothe“ShanShuiWenYuan”itemfromthesefouraspects.Thecontentincludes:marketsurvey,regioneconomicanalysis,supplyanddemandanalysis,regionenvironmentanalysis,competitoranalysis,goalcustomeranalysis,productlocalization,pricing,channelstrategy,mediaselectionpolicy,andmarketingpromotionstrategyandsoon.Ithasthegreatlystrengthenedfeasibility.Itwillplayextremelyvitalroleinshowingtheimportanceofplansandenhancingthecompetitiveabilityoftherealestateenterprises.Keywords:realestatemarket,marketingplan,localization哈尔滨工业大学工程硕士学位论文-III-目录摘要...........................................................................................................................IAbstract...................................................................................................................II第1章绪论...........................................................................................................11.1问题提出.......................................................................................................11.2国内外房地产营销策划现状综述................................................................21.2.1营销理论发展过程................................................................................21.2.2国外房地产营销策划现状....................................................................41.2.3国内房地产营销策划现状....................................................................51.3本文研究的目的与意义、内容与方法........................................................61.3.1本文研究的目的与意义........................................................................61.3.2本文研究的内容和方法........................................................................7第2章海富山水文园营销环境分析....................................................................92.1哈尔滨房地产宏观环境分析........................................................................92.1.1经济环境................................................................................................92.1.2政策环境..............................................................................................102.1.3社会环境..............................................................................................122.1.4技术环境..............................................................................................132.2哈尔滨市房地产市场分析..........................................................................142.2.12009年上半年全市房地产开发运行情况..........................................142.2.2供求分析..............................................................................................182.2.3成交分析..............................................................................................192.2.4价格分析.............................................................