房地产楼盘项目营销策划

新星宇之悦房地产项目营销策划学生：指导教师：专业：所在单位：答辩日期：I摘要作为国民经济的支柱产业之一，房地产业发展迅猛并日渐规范，房地产企业之间的竞争越加激烈，房地产营销策划的重要性变得更加明显。为了求得生存和发展，房地产企业必须提高市场竞争能力。长春新星宇房地产开发有限责任公司作为新星宇集团的龙头产业，其前身为1991年成立的长春星宇集团房地产开发有限责任公司。2001年，经国家建设部批准，公司成为国家一级房地产开发资质企业，是吉林省首家通过ISO9000国际质量体系认证，并在全国行业内率先进行住宅商标注册的企业。在资质、技术、资金方面存在较强的行业比较优势。本文应用市场营销理论与方法，分析新星宇之悦房地产项目的市场环境，在特定的竞争环境和区位环境下，制定出该项目有效地市场定位和营销策略。本文通过大量的市场调查，借鉴房地产全程营销策划理论，通过房地产宏观韩静和项目区域环境的综合分析，结合企业的现状、特点及发展战略，制定了项目的产品策略、价格策略、推广策略，并取得了较好的阶段性实施效果，对监理科学的营销体系，提高企业的市场竞争优势，具有非常现实的意义。关键词：新星宇之悦；房地产；营销策划IIAbstractAsoneofthepillarindustriesofthenationaleconomy,therealestateindustryisdevelopingrapidlyandgraduallystandardized,competitionamongrealestateenterprisesbecomesmoreandmorefierce,theimportanceofrealestatemarketingplanningbecomesmoreandmoreobvious.Inordertosurviveanddevelop,therealestateenterprisesmustimprovetheabilityofmarketcompetition.ChangchunxinxingyurealestatedevelopmentlimitedliabilitycompanyXingyugroupasthenewleadingindustry,itspredecessorwasestablishedin1991inChangchunXingyuGrouprealestatedevelopmentlimitedliabilitycompany.2001,approvedbytheStateMinistryofconstruction,thecompanybecameanationalrealestatedevelopmententerprises,JilinprovinceisthefirstthroughtheISO9000internationalqualitysystemcertification,andresidentialtrademarkregisteredenterprisestaketheleadinthecountrywithintheindustry.Inthequality,technology,fundshavestrongindustrycomparativeadvantage.Byapplyingthetheoryandmethodofthemarketmarketing,analysisofnewXingyuYuerealestatemarketenvironment,inparticularthecompetitiveenvironmentandregionalenvironment,developtheprojecteffectivemarketpositioningandmarketingstrategy.Inthispaper,throughalotofmarketresearch,fromtherealestatemarketingplanningtheory,basedoncomprehensiveanalysisoftherealestatemacroHanJingandtheprojectregionalenvironment,combinedwiththestatusquo,characteristicsandthedevelopmentstrategyoftheenterprise,theproject'sproductstrategy,pricestrategy,promotionstrategy,andachievedgoodeffectstage,totheIIIsupervisionscientificmarketingsystem,enhancetheenterprisemarketcompetitiveadvantage,hasaveryrealisticsignificance.Keywords:Xinxingyuzhiyue;realestate;marketingplanning1目录摘要..................................................................................................................IAbstract..............................................................................................................II第一章绪论................................................................................................11.1研究的目的与意义....................................................................................11.1.1研究的目的....................................................................................11.1.2研究的意义....................................................................................11.2研究的背景..............................................................................................21.3研究方法和主要内容.................................................................................21.3.1研究方法.......................................................................................21.3.2主要内容.......................................................................................3第二章房地产营销策划理论概述...................................................................42.1房地产的基本理论....................................................................................42.1.1房地产的定义.................................................................................42.1.2房地产的特性.................................................................................42.1.3房地产市场的特征..........................................................................52.2营销策划的含义.......................................................................................72.3房地产营销策划的基本理论.......................................................................72.3.1房地产营销策划的定义....................................................................72.3.2房地产营销策划在我国的应用情况...................................................82.3.3房地产营销策划的特征....................................................................82.3.4房地产营销策划的内容....................................................................9第三章新星宇之悦项目分析.......................................................................133.1企业概况................................................................................................133.1.1公司简介......................................................................................133.1.2发展历程......................................................................................133.2项目概况................................................................................................143.2.1项目基本信息................................................................................1423.2.2项目简介......................................................................................153.2.3项目配套......................................................................................15第四章新星宇之悦项目营销策划内容...........................................................174.1项目宏观环境分析.......................................