毕业论文 房地产整体营销策划

洛阳理工学院毕业设计（论文）I洛阳永嘉房地产开发有限公司京熙帝景项目整体营销策划方案摘要作为一个国家国民经济的重要行业，房地产业现在已经步入高度的市场竞争期，行业竞争十分激烈。怎样在激烈的竞争中生存，已经是房地产开发商面对的最紧迫的问题。为了给房地产开发商的实际销售提供有益的参考，本文基于房地产营销相关理论，力求给出实际操作性强的房地产营销策划。本文根据“京熙帝景”项目的具体情况和自己实习的切身体会写的。首先，介绍了自己写这篇房地产策划的原因，并对房地产国内外理论做简要的阐述，总结出房地产整体营销策划的特征与作用。简要地介绍了洛阳永嘉房地产公司和其开发的“京熙帝景”项目。对“京熙帝景”项目的宏观环境及微观环境进行了分析。运用SWOT模型分析出项目的竞争优势、劣势、机会和威胁。在对营销环境和项目分析的基础上，将项目目标市场进行细分和选择，定位项目的功能、建筑风格、格局配比和核心价值。然后根据内部和外部的因素，制定定价基本策略和调整策略及价格调整策略。最后，根据房地产项目的环境和项目本身的分析，制定出合理的销售策略。本文的特色在于，项目采取差异化的策略，运用全员营销、全员服务的方式，挖掘市场中对本项目住房有意向的客户，针对有意向的客户和潜在客户较多的地方实施游击营销的策略，以铺天盖地的广告为辅，采取更有针对性的优惠措施，使潜在的客户变为真正的客户。力求运用最小的成本创造最大的效益。关键词：房地产公司营销环境营销策略洛阳理工学院毕业设计（论文）IITheRealEstateOverallMarketingPlanOn“ThePlaceOfKing”projectABSTRACTAsoneimportantindustryofnationaleconomy，themarketcompetitionofrealestateindustryisnowveryfierce.Howtosurviveinthefiercecompetitionisthemostpressingproblemforrealestatedevelopers.Inordertoprovideabeneficialreferencetoactualsalesofrealestatedevelopers，basedontherealestatemarketingrelatedtheory，Imakeeveryefforttogivetherealestatemarketingplanthatcanbeusedtoconducttheactualsalesactivities.Thisrealestatemarketingplanisbasedonthisproject’srealconditionsandmyinternshipexperience.Firstofall，IgivethereasonwhyIneedtowritethismarketingplananddescribethebriefintroductionoftherealestatetheoryathomeandabroad.Isummarizethecharacteristicsoftheoverallmarketingplan.ThenIbrieflyintroducetheLuoyangYongJiarealestatecompanyandits“ThePlaceOfKing”project.Themacroenvironmentandmicrocosmicenvironmentontheprojectareanalyzed.Theproject’scompetitiveadvantages,weaknesses,opportunitiesandthreatsareanalyzedbySWOTmodel.Onthebasisoftheanalysisofmarketingenvironmentandtheproject，Isubdividetargetmarketandchoosethemainpartofthetargetmarketandfixtheproject’sfunction，architecturalstyle，patternmatchingandcorevalues.Thenaccordingtotheinternalandexternalfactors，formulatepricestrategiesandbasicadjustmentpricestrategy.Finally，accordingtotheenvironmentofrealestateprojectandtheanalysisoftheprojectitself，reasonablemarketingstrategiesaremade.Theleadingcharacteristicsofthisarticleisthattheprojecttakedifferentsalesstrategy，usethe“fullstaffmarketing，fullstaffservice”concept，andcarryoutthe“guerrillamarketing”strategytoattractthepotentialcustomersandmakethepotentialcustomersintorealcustomers.Strivetouseminimumcosttocreatethebiggestbenefit.KEYWORDS:RealEstateCompany,marketingenvironment,marketingstrategy洛阳理工学院毕业设计（论文）III目录前言................................................................................................1第1章策划的背景与意义...............................................................21.1策划的课题来源...................................................................21.2策划的背景...........................................................................21.3策划的重要性与必要性.......................................................31.4策划的概要提示...................................................................3第2章公司概况与项目简介...........................................................62.1洛阳永嘉房地产公司概况...................................................62.2洛阳京熙帝景项目基本情况................................................6第3章房地产市场营销环境分析...................................................83.1宏观环境分析.......................................................................83.1.1房地产政策分析.........................................................83.1.2洛阳经济环境分析.....................................................93.1.3洛阳文化环境分析...................................................103.2微观环境分析.....................................................................103.2.1主要竞争对手...........................................................103.2.2消费者需求调查与分析............................................113.3SWOT分析.........................................................................133.3.1项目的优势...............................................................133.3.2项目的劣势...............................................................133.3.3项目的机会...............................................................143.3.4项目的威胁...............................................................14第4章目标市场的选择与定位.....................................................154.1目标市场的细分.................................................................154.2目标市场的选择.................................................................164.3京熙帝景项目定位.............................................................174.3.1项目功能定位...........................................................174.3.2项目建筑风格定位...................................................17洛阳理工学院毕业设计（论文）IV4.3.3格局配比和面积配比定位........................................184.3.4项目核心价值定位...................................................19第5章定价策略.............................................................................215.1影响定价的因素.................................................................215.1.1内部因素...................................................................215.1.2外部因素...................................................................225.2定价的基本策略.................................................................225.3