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大连理工大学城市学院本科毕业设计(论文)学院(系):管理学院专业:工程管理学生姓名:房敬洋学号:200834001指导教师:徐冰冰评阅教师:完成日期:大连理工大学程城市学院DalianUniversityofTechnologyCityInstituteII大连理工大学城市学院本科毕业设计(论文)题目名称东营市水岸名城项目策划报告总计毕业设计(论文)79页表格39表插图3幅东营市水岸名城项目策划报告I摘要近年来我国房地产业的发展势头越来越迅猛,行业间的竞争也越发的激烈。为了能使自己的企业在市场内占有一席之地,并获取利润使企业有进一步的发展,开发商纷纷开始意识到房地产营销策划的重要性。本篇论文以东营市水岸名城为对象。本文首先对该项目进行了概述,然后在市场调查的基础上,对该项目的宏观环境和东营市房地产市场进行了分析,确定了本项目目标市场定位和项目产品定位,并对目标客户群体进行了细分,且结合多种因素对该项目进行定价。在确定了在明确了以上内容后,根据市场定位的基础对东营市水岸名城进行了楼盘包装,其中包括了卖点设计、案名设计、概念设计等等。根据以上分析,针对该项目的实际情况制定了销售策划,主要包括营销方案研究分析、广告媒体选择、广告投放和销售控制和具体营销计划等方面的内容。最终在两套营销方案中择优选择了一套营销方案。关键词:房地产;策划;营销方案;定价东营市水岸名城项目策划报告IIAbstractInrecentyearsourcountryrealestate'sindustrydevelopmentmomentumwasgettingmoreandmoreswiftandviolent,professioncompetitionalsointensityevenmore.Forcanenableownenterprisetoholdthesmallspaceinthemarket,andgainstheprofittoenabletheenterprisetohavethefurtherdevelopment,thedeveloperstartstorealizetherealestatemarketingplaninabundancetheimportance.ThisthesistakesShuiAnMingChenglivingdistrictofDongyingcityasanexample.First,thisthesissummarizestheprogram;thenonthebasisofmarketinvestigation,itanalyzesthisprogram’smacro-environmentandrealestatemarketofDongyingcity;determinestheprogram’sorientationsoftargetmarketandprojectproduction,subdividesthetargetclientgroupandpricesthisprogramconsideringallkindsoffactors.Afterdeterminingallthecontentsabove,ImakeabuildingpackagingforShuiYangNianHualivingdistrictofDongyingcityonthebasisofmarketorientation,includingthedesignsofsellinghot,nameofthecaseandconceptect.Acoordingtotheanalysis;Imakeasellingplanaimingatpracticalconditions,mainlyincludingtheanalysisofmarketschemeresearch,thechoiceofthemedia,theadvertising,thecontrolofsaleandspercificmarketingplanect,andfinallyIchooseabetteronbetweenthetwomarketingschemes.Keywords:realestate;planning;marketingactivity;pricing东营市水岸名城项目策划报告III目录大连理工大学城市学院...................................................................I本科毕业设计(论文)......................................................................I东营市水岸名城.................................................................................II摘要.........................................................................................................IAbstract........................................................................................................II1项目概述....................................................................................................11.1土地位置..........................................................................................................11.2规划要求..........................................................................................................11.3土地用途..........................................................................................................11.4项目概况..........................................................................................................12市场调查....................................................................................................................32.1全国房地产市场分析......................................................................................32.2东营市房地产市场分析..................................................................................32.2.1开发楼盘整体状况................................................................................32.2.2区域分布特点及变动趋势....................................................................42.2.3区域物业整体均价分析........................................................................52.2.4区域产品类型销售比例分析................................................................72.3项目所在区域房地产市场分析......................................................................82.4区域分析..........................................................................................................82.4.1竞争楼盘概况........................................................................................92.4.2竞争楼盘目标市场..............................................................................102.4.3竞争楼盘价格分析..............................................................................102.4.4竞争楼盘销售情况分析......................................................................113项目目标市场定位.....................................................................................123.1市场细分的定义............................................................................................123.2房地产市场细分的原则与标准....................................................................123.2.1房地产市场细分的原则......................................................................12东营市水岸名城项目策划报告IV3.2.2房地产市场细分的标准......................................................................133.3消费者购买行为分析....................................................................................133.4水岸名城项目的市场定位............................................................................163.5水岸名城目标市场的确定............................................................................173.5.1客户分布情况......................................................................................173.5.2目标客户年龄范围............................
本文标题:房地产项目策划报告
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