搜索
I分类号编号华北水利水电学院NorthChinaInstituteofWaterConservancyandHydroelectricPower毕业设计题目“清景花园”销售方案策划学院管理与经济学院专业市场营销X姓名XXXXXX学号2007XXXXX指导教师XXXXXX年月日II摘要：房地产业是我国国民经济的支柱产业之一，随着房地产市场日渐走向规范，房地产企业之间的竞争也更加激烈。房地产市场营销策略的可行性与科学性，将直接影响企业成败。房地产项目的成功必须依托公司和产品的优势，制定和实施正确的营销策略，而科学地制定营销策略不仅有助于促进项目销售，更能增强企业的市场竞争能力。“清景花园”是由许昌市良友地产开发有限公司开发的一个花园式小区，也是许昌新区最早开发的房地产项目之一。本文首先对许昌市房地产的市场环境进行分析，以大量翔实的资料分析了许昌房地产业的状况，接着对清景花园项目的竞争结构以及项目自身状况进行系统分析，找出其优劣势所在以及项目所面临的机会和威胁。从而制定出了一系列针对本项目的销售推广方案最后根据了解的信息对本项目制定出合理的预算以及执行过程中可能面临的问题和合理控制策略。本文希望通过对许昌市良友地产开发有限公司清景花园项目进行系统的营销策划，使本项目在竞争激烈的房地产市场中脱颖而出，同时又能达到提升二线城市房地产开发商素质和项目运营水平，期望本文的研究成果能对许昌市良友地产开发有限公司及同类企业有一定参考意义。关键词：房地产房地产营销策划方案III“QingjingGarden”MarketingPlanningSchemeAbstract:Therealestateindustryisourcountryoneofpillarindustriesofnationaleconomy,asrealestatemarketscontinuetoregulate,realestatecompetitionbetweenenterprisesismoreintense.Realestatemarketingstrategythefeasibilityandthescientific,willdirectlyinfluenceenterprisesuccessorfailure.Thesuccessofamouthofrealestatecompanyandproductsmustrelyontheadvantage,formulateandimplementtherightmarketingstrategy,andsciencedevelopingmarketingstrategynotonlypromotesprojectsales,morecanenhancetheenterprisemarketcompetitionability.QingjinggardeniscomposedofxuchangliangyourealestatedevelopmentCo.,LTD,thedevelopmentofanewgardendistrictistheearliestdevelopmentofxuchangoneofrealestateprojects.Thispaperfirstlyxuchangrealestatemarketenvironmentanalysisandinformativematerialanalysisoftherealestateindustrystatus,xuchangclearviewgardenprojectthenthecompetitionstructureandsystematicprojectitsownconditionanalysis,foundtheclearviewgardenprojectandprojectweaknessesfacingopportunitiesandthreats.Settingupaseriesofsalespromotionschemeforthisproject,accordingtotheinformationaboutourfinalprojecttomakethereasonablebudgetandexecutionmayfaceproblemsandreasonablecontrolstrategy.ThisarticlehopebasedonrealestatedevelopmentCo.,LTDpictorialxuchangclearviewgardenprojectsystemmakesthismarketingplanning,projectinthefiercecompetitionintherealestatemarketcometothefore,atthesametime,canimprovethesecondcityrealestatedevelopersqualityandprojectoperationlevel,expectthisresearchachievementsofxuchangfriendcanpropertydevelopmentCo.,LTDandsimilarenterprisehavecertainreferencesignificance.`Keywords:realestate，realestatemarketing，planningIV目录摘要：.............................................................IAbstract:........................................................III1执行摘要.........................................................11.1公司介绍...................................................11.2项目介绍....................................................11.3策划目的及意义...............................................12市场分析........................................................12.1许昌房地产市场分析..........................................12.2项目分析..................................................22.2.1项目总体分析：........................................22.2.2项目经济技术指标分析（见表2-1）......................22.3市场供给调查分析...........................................22.4目标消费群分析............................................32.4.1消费者购买动机分析.....................................32.4.2目标客户群分析.........................................32.5项目周边配套状况..........................................43“清景花园”项目的SWOT分析.......................................44“清景花园”项目定位............................................54.1项目定位原则................................................64.2项目定位依据................................................64.3项目形象定位................................................64.4目标客户定位................................................75“清景花园”项目推广方案........................................85.1媒体选择....................................................85.1.1媒体比较...............................................85.2广告媒介选择.................................................95.2.1报纸...................................................95.2.2电视...................................................9V5.2.3户外广告..............................................105.2.4DM单页...............................................105.2.5网络广告..............................................105.3活动推广...................................................105.3.1开盘庆典.............................................105.3.2房地产项目展览会.....................................105.4项目样板房展示..............................................115.4.1137m²示范单位.........................................115.4.2165m²示范单位.........................................115.4.3180m²示范单位.........................................115.4价格定位及策略..............................................115.4.1价格定位..............................................115.4.2价格策略..............................................116项目预算.........................................................136.1整体推广费用比例及预算.....................................136.1.1整体费用分配比例......................................136.2推广费用具体分配...........................................147项目执行与控制...................................................157.1项目执行...................................................157.1.1建立项目销售组织.......