大学毕业论文房地产营销策划

湖南农业大学东方科技学院全日制普通本科生毕业论文恒大江湾房地产开发项目营销策划JIANGWANHENGDAREALESTATEDEVELOPMENTPROJECTMARKETINGPLANNING学生姓名：学号：201141915323年级专业及班级：2011级工程管理（3）班指导老师及职称：李明孝副教授学部：理工学部湖南·长沙提交日期：2015年5月湖南农业大学东方科技学院全日制普通本科生毕业论文诚信声明本人郑重声明：所呈交的本科毕业论文是本人在指导老师的指导下，进行研究工作所取得的成果，成果不存在知识产权争议。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体在文中均作了明确的说明并表示了谢意。同时，本论文的著作权由本人与湖南农业大学东方科技学院、指导教师共同拥有。本人完全意识到本声明的法律结果由本人承担。作者签名：年月日目录摘要....................................................................1关键词..................................................................11前言...................................................................22项目概况...............................................................32.1项目建设的必要性..................................................32.2项目合理性...........................................................43长沙市房地产市场分析...................................................43.1宏观经济概况.........................................................43.2长沙市房地产运行状况分析.............................................53.2.1长沙2014年房地产开发投资情况......................................53.2.2房地产运行状况.....................................................63.2.3项目周边区域房地产状况.............................................63.3市场供需了解.........................................................74产品开发建议...........................................................94.1项目开发需要考虑的问题点.............................................94.2房型................................................................104.3外立面与装修........................................................104.4小区智能化定位及建议................................................114.4.1社区宽带信息网....................................................114.4.2智能化物业管理....................................................124.5园林规划建议........................................................124.5.1园林设计主题风格..................................................134.5.2车位规划..........................................................134.6会所、物业用房及底商功能设置........................................144.6.1社区会所设置......................................................144.6.2物业服务内容建议..................................................144.6.3物业特色服务......................................................144.6.4产品其它建议......................................................155目标市场与客户群定位与分析............................................155.1关于本项目的目标客户群..............................................155.1.1可能到本项目购房的客户特征总结....................................155.1.2客户年龄、职业与目的分心..........................................165.1.3居住状况调查概述.................................................165.1.4购房需求情况调查..................................................165.2项目SWOT分析.......................................................175.3项目形象定位........................................................185.3.1项目整体形象定位..................................................185.3.2建筑风格定位......................................................185.4项目价格定位........................................................185.4.1定位分析..........................................................185.4.2项目定位符合地理位置特点..........................................195.5市场比较定价法......................................................196营销推广策略..........................................................206.1价格销售策略........................................................206.2开盘推广策略及手段..................................................226.3推广进度............................................................236.4报纸广告............................................................236.5直销与DM邮寄.......................................................237效益分析..............................................................247.1财务分析............................................................247.2环境效益分析........................................................257.3社会效益分析........................................................258结论..................................................................26参考文献...............................................................26致谢...................................................................271恒大江湾房地产开发项目营销策划学生：向晟指导老师：李明孝（湖南农业大学东方科技学院，长沙，420128）摘要：在近几年中我国房地产高速发展，而且房地产项目占国民经济很大一部分。房地产开发行业本身具备高投入、高回报、高风险这三大特点，若要求得长久平稳地发展，须进行科学改进，不要盲目追求暴利收入，因此投资须谨慎。恒大江湾由于地处浏阳河风光带地段，有着很高增值空间，在此背景下，我们对项目前期做了大量的分析，其中包括市场调查、市场研究及分析、项目定位、营销战略、营销推广等。关键词：房地产；市场；定位；营销；推广JiangwanHengdaRealEstateDevelopmentProjectMarketingPlanningStudents:XiangShengTotur:LiMingxiao（HunanAgriculturalUniversity,EasternTechnologySchool，ChangSha，420128）Abstract：InrecentyearsChina'srealestatedevelopment,andrealestateprojectsaccountedforalargepartofthenationaleconomy.Thedevelopmentofrealestateindustryitselfhashighinvestment,highreturn,highriskofthesethreefeatures,ifyouwanttohavelong-termstabledevelopment,mustbescientificimprovement,donotblindlypursueprofitsincome,sotheinvestmentmustbecautious.JiangwanHengdalocatedintheLiuyangRiverScenicZone,hasaveryhighappreciationofspace,inthiscontext,wehavedonealotofanalysisoftheproject,includingmarketresearch,marketresearchandanalysis,projectpositioning,m