浅析房地产营销策划

安徽建筑工业学院管理学院毕业论文题目浅析房地产营销策划专业市场营销姓名徐云班级08城建营销2班学号08290090253指导教师马新新1浅析房地产营销策划【摘要】随着中国房地产业兴起、发展、逐渐成长的进程中，房地产的营销策划作为一门新兴学科，在经历各种成与败的实践中丰富和多样化。房地产市场竞争的加剧，土地资源变得越来越稀缺，对于房地产市场而言，营销策划研究显得至关重要。随着国家不断出台各种宏观调控政策，我国房地产市场已经由卖方市场过渡到买方市场，行业间的竞争也越发激烈。为了能使自己的企业在市场上占有一席之地，并获取更大的利润，开发商纷纷意识到房地产营销策划的重要性在房地产发展的新形式下，营销策划成为房地产营销的关键环节，成为事关成败的重中之重。本文对房地产营销策划的相关作用进行了简短的论述，分析了在房地产的营销策划中存在的一些误区，在房地产发展的新形式下，怎么样才能避免这些误区和解决这些盲目策划所带来的问题是本文分析的重点。通过对房地产营销策划问题的分析，结合现代房地产营销的形式及策略，叙述了房地产营销策划的发展方向和完善的方法。本文针对营销策划中存在的市场调查，市场定位等模糊不合理现象，提出了构建绿色营销体系，建立以客户为导向的全程营销策划。不仅在网络时代利用好网络，更要开发好产品的增值新模式。【关键词】房地产；营销策划；策略；营销体系；产品AnalysisofrealestatemarketingplanningABSTRACT:AlongwiththeProcessofRealEstate’sgrowingup,thetheoryandcontentforMarketingPlanofRealEstatearevariedandarerichenedintheaccumulatingexperienceasitisarisingsubject.RealEstateindustryisbecomingcompetitive,aslandisbecomingrare,TheresearchofMarketingplanbecomesobviouslyimportant.Inthenewtimes,wholeprocessmarketingplanisthenewmodelofmarketingforrealEstate.Thisarticleexpoundediscloselylinkedtothewholerealestatemarketingplanningatthedifferentstagesofthetheory,analyzedthemarketingtheoryandthefieldofrealestatedevelopment.Underthenewformoftherealestatedevelopment,fullmarketingplanninghasbecomerealestatemarketingnewmode.Throughthewholemarketingplanofrealestateexposition,describedinthefullmarketingplanningcases,butalsodoagoodjobintheCSstrategybasedmarketingplanning,agoodgraspofSTPstrategyimplementationandapplication.Theinnovationofthisarticleputforwardtheconstructionofthegreenmarketingsystemofthisarticle,fromtheplanninggreen,greendevelopment,greenpropertyandcustomerserviceaspectsdescribedthegoodgreenmarketingsystemmethod.Keywords:realestatemarketingwholeplanningmarketingstrategymarketingsystemproduct2目录1概述.............................................................................................................................................41.1房地产市场营销.......................................................................................................................41.1.1房地产市场营销的概念..................................................................................................41.1.2房地产市场营销的特点..................................................................................................41.2房地产营销策划.......................................................................................................................51.2.1房地产营销策划的概念..................................................................................................51.2.2房地产营销策划的特点..................................................................................................51.2.3房地产营销策划的原则..................................................................................................61.3营销策划在房地产营销中的作用...........................................................................................71.3.1更好地满足消费者的需求..............................................................................................71.3.2为开发商带来更大利润空间..........................................................................................71.3.3提升开发商的品牌..........................................................................................................81.3.4提高开发商的竞争力......................................................................................................81.3.5增强居住品质..................................................................................................................82房地产营销策划中的误区.......................................................................................................82.1功利营销...................................................................................................................................82.1.1轻前期规划设计，重后期营销推广..............................................................................82.1.2卖房子变成了卖环境......................................................................................................92.1.3自我本位代替了购房者需求..........................................................................................92.1.4重前期物管承诺轻兑现..................................................................................................92.2忽视市场调研...........................................................................................................................92.2.1缺少调查.........................................................................................................................92.2.2调查不准确.....................................................................................................................92.3市场定位模糊.........................................................................................................................102.4开发与市场需求脱节.............................................................................................................102.5卖点泛滥.................................................................................................................................102.6过度广告策略..................................................................................................................