【完整版毕业论文】房地产营销毕业论文

四川理工学院毕业设计(论文)希望城玫瑰园房地产项目营销策划学生：唐璐学号：10141032683专业：工程管理班级：2010.6指导教师：王寒梅四川理工学院建筑工程学院二〇一四年六月四川理工学院毕业论文（设计）摘要房地产市场营销是关系房地产开发经营成败的关键，在目前竞争激烈的情况下，房地产如何营销越来越成为房地产发展商十分看重的问题。中国房地产营销业的兴起和发展，为加速房地产的循环创造了条件。从当初的“一无所有”到现在的“无处不在”，可以说，营销观念的树立以及各种营销方式的使用，是房地产业蓬勃发展的一个见证。本文运用SWOT分析法，4P理论对德阳市希望城玫瑰园房地产项目进行营销策划。关键词：房地产；市场；营销；策划四川理工学院毕业论文（设计）ABSTRACTRealestatemarketingisthekeytothesuccessorfailureoftherealestatedevelopmentbusiness,inthecurrentcompetitivesituation,therealestatemarketinghasbecomemoreandmorerealestatedevelopersisveryimportantproblem.TheriseanddevelopmentofChinamarketingoftherealestateindustry,tocreatetheconditionstoacceleratetherealestatecycle.Fromtheoriginalnothingtothepresenteverywhere,canbesaidthat,theconceptofestablishingandmarketingavarietyofmarketingmethodsused,isaboomingrealestateindustrywitnessed.Modernrealestatemarketingisnolongerasimplemarketingjob,butbusinesstomeetmarketdemandasthecenterofthewholebusinessactivities,frommarketresearchstaffingorganizationdevelopmentandmanagementofrealestateinvestmentactivities,innovativemarketingmodelshouldbeoutofthesituation,therealestatemarketingintointegratedmarketingera.Sotherealestatemarketingandbroad,containrichcontent.Realestatemarketistherealestateproductstoenterthemarket,convertedtocashmanagementactivities,isthelinkbetweenlandandhousingproducersandconsumers.Keyword：Realestate;market;marketing;planning四川理工学院毕业论文（设计）目录1前言.............................................................11.1选题背景....................................................11.2研究的意义..................................................11.3研究的目的..................................................21.4研究方法....................................................21.4.1市场调查法............................................21.4.2文献收集法............................................21.5研究内容....................................................22营销理论基础......................................................22.1房地产市场营销的概念........................................22.2市场营销环境................................................32.3市场营销策略................................................42.3.1产品策略..............................................42.3.2价格策略..............................................42.3.3销售渠道策略..........................................42.3.4促销策略..............................................53房地产市场环境分析................................................53.1项目基本概况................................................53.2德阳市宏观环境分析..........................................63.2.1德阳市总体社会及经济发展状况..........................63.2.2德阳固定资产投资分析..................................63.2.3德阳居民收入水平......................................63.2.4德阳城市规划..........................................63.3希望城房地产市场分析........................................73.4消费者调查问卷结果分析......................................83.4.1目标消费群体基本特征..................................83.4.2购买力分析............................................83.4.3影响目标客户购买的因素................................83.4.4德阳房地产市场客群....................................83.5项目定位分析................................................83.5.1项目定位依据..........................................83.5.2项目客户定位..........................................93.6项目SWOT分析...............................................93.6.1企业优势（Strengths）................................103.6.2企业劣势（Weaknesses）...............................103.6.3项目机会(Opportunities)..............................113.6.4项目威胁(Threats)....................................113.6.5SWOT分析结论.........................................114希望城市场营销策略...............................................114.1希望城房地产产品策略.......................................11四川理工学院毕业论文（设计）4.1.1项目建筑风格定位.....................................124.1.2项目整体户型定位.....................................124.1.3项目建材品质定位.....................................124.1.4项目配套定位.........................................124.1.5项目星级物业服务定位.................................134.1.6房地产新产品开发策略.................................134.2希望城房地产价格策略.......................................134.2.1价格调价频率.........................................134.2.2价格调价幅度.........................................144.2.3希望城玫瑰园价格分析表...............................144.3希望城房地产促销策略.......................................144.3.1对销售员的奖励政策...................................154.3.2活动促销.............................................154.4希望城房地产销售渠道策略...................................164.4.1自行销售.............................................164.4.2中介代理.............................................165入市推广策略.....................................................175.1入市策略...................................................175.1.1内部认购时机选择.....................................175.1.2正式开盘时机选择.....................................175.2销售推广...................................................176总体推广费用预算.................................................177效果评估.........................................................208结束语...........................................................20参考文献.................................................