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天津城建大学本科毕业论文/设计雅仕阁项目营销策略研究学生姓名：陈举专业名称：市场营销指导教师：赵燕华讲师经济与管理学院二〇一三年六月学号：09590115独创性声明本人声明所呈交的毕业设计（论文）是本人在指导教师指导下进行的研究工作和取得的研究成果，除了文中特别加以引用标注之处外，论文中不包含其他人已经发表或撰写过的研究成果，没有伪造数据的行为。毕业设计（论文）作者签名：签字日期：年月日毕业设计（论文）版权使用授权书本毕业设计（论文）作者完全了解学校有关保留、使用论文的规定。同意学校保留并向有关管理部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权天津城建大学可以将本论文的全部或部分内容编入有关数据进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本论文。（保密的毕业设计（论文）在解密后适用本授权说明）毕业设计（论文）作者签名：指导教师签名：签字日期：年月日签字日期：年月日摘要随着我国经济快速的发展,房地产产业己发展成为我国经济主要产业之一。自空港经济区被开发以来，经济发展迅速，人口增长速度快，房地产业发展越来越成熟，市场竞争越来越激烈。又因国家对房地产调控力度加大，各种限制政策陆续出台，使房地产企业经营与发展难度加大。为了能够在竞争环境下良好的发展，突显实力，房地产企业应通过制定科学、合理的营销策略手段解决发展难题。本论文以天津万顺房地产开发企业开发的雅仕阁项目为研究对象,在房地产营销理论的指导下，以目前房地产市场发展的环境为前提，对本项目进行环境、竞争、SWOT和营销策略分析，最后提出完善项目营销策略的意见。关键词：房地产开发与经营；营销理论；营销策略StudyinMarketingStrategyof“Yashige”ProjectABSTRACTWiththerapiddevelopmentofChinesenationaleconomy,therealestateindustryhasbeengraduallybecameoneoftheleadingindustryinthenationaleconomy.SincetheTianjinAirportEconomicAreawasdeveloped,thedevelopmentofeconomicisrapid,populationgrowthspeed,thedevelopmentofrealestateindustryismoreandmoremature,andthemarketcompetitionismoreandmorefierce.Becauseofthestateofrealestatecontrolmeanslayersofoverweight,avarietyofrestrictivepolicieshavebeenputforward,whichmakestherealestateenterprisestoincreaseproductionanddevelopmentchallenges.Inordertodevelopwellinacompetitiveenvironmentandhighlightthestrength,therealestatebusinessshouldthroughthedevelopmentofscientificandrationalmarketingstrategymeanstosolvedevelopmentproblems.Inthisthesis,IchoosetheYashigeprojectdevelopedbytheWanShunrealestatedevelopmententerprisesinTianjinforthestudy.Itisbasedontherealestatemarketingtheoryasaguide.Inthecurrentrealestatemarketenvironmentforthedevelopmentofthepremise,basedonanalysisoftheprojectenvironment,competition,SWOTandmarketingstrategy,thethesisputsforwardperfectprojectmarketingstrategyadvice.Keywords:realestatedevelopment;marketingtheory;marketingstrategy目录第1章绪论...................................................................................................................11.1选题背景...............................................................................................................11.2研究意义..............................................................................................................11.3研究内容与技术路线..........................................................................................11.3.1研究内容......................................................................................................11.3.2技术路线......................................................................................................2第2章相关理论研究综述...........................................................................................32.1市场营销研究概述理论.......................................................................................32.2房地产市场营销相关文献概述...........................................................................52.2.1房地产营销概念界定...................................................................................52.2.2房地产营销研究文献...................................................................................5第3章雅仕阁项目概况及其环境分析.......................................................................73.1项目背景...............................................................................................................73.2项目环境分析......................................................................................................93.2.1外部环境分析...............................................................................................93.2.2内部环境分析.............................................................................................163.2.3SWOT分析...................................................................................................18第4章雅仕阁项目营销策略分析.............................................................................204.1产品策略.............................................................................................................204.1.1核心产品.....................................................................................................204.1.2有形产品.....................................................................................................204.1.3延伸产品.....................................................................................................214.2价格策略.............................................................................................................214.2.1雅仕阁项目价格策略.................................................................................214.2.2价格优惠政策及付款方式.........................................................................224.3促销策略.............................................................................................................234.4渠道策略.............................................................................................................24第5章营销策略改进意见.........................................................................................275.1完善适宜营销组织...........................................................................................