我国房地产营销策划分析
学 生 姓 名
指 导 教 师
专 业
学 院
年 月 日
摘 要
近年来我国房地产业的发展势头越来越迅猛，行业间的竞争也越发的激烈。为了能使自己的企业在市场内占有一席之地，并获取利润使企业有进一步的发展，开发商纷纷开始意识到房地产营销策划的重要性。本篇文章从房地产营销策划的基本概念和内容入手，阐述了房地产营销策划中存在的误区、对策及发展，并结合具体项目案例的实际运用予以进一步分析。
关键词 房地产 房地产营销 营销策划
I
Abstract
Recent years, the impetus of real estate development in our country has become more and more swift and violent. The competition of real estate also has become much intense. In order to makes the own enterprise has a position in the market, makes profit and the enterprise will go step further development, the proprietors of real estate begin realizing that the tactics of marketing is very important in competition. This paper begins from the idea of real estate marketing, comes up to the tactics of the marketing implementation content, further elaborated marketing of the real estate project implementation which exists question、countermeasure and development ,and make the union concrete project case application
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Key words real estate marketing of real estate tactics of marketing
II
目 录
摘要??????????????????????????????I Abstract ???????????????????????????II
一、 绪论 ???????????????????????????1
（一）研究背景 ???????????????????????1 （二）论文研究的目的和意义????????????????? 2
1.研究的目的 ??????????????????????3 2.研究的意义 ??????????????????????3 （三）房地产营销策划 ????????????????????5
1.房地产营销策划内涵 ??????????????????5 2.房地产营销策划特点?????????????????? 6 （四）房地产营销策划作用?????????????????? 8
1.准确决策 ???????????????????????3 2.增强竞争力 ??????????????????????3 3.增强创新能力 ?????????????????????3 4.有效整合资源 ?????????????????????3
二、房地产营销策划创新研究?????????????????????10
（一）市场调查分析?????????????????????10
1.市场供给调查分析 ???????????????????3 2.市场需求调查分析 ???????????????????3 3.项目自身分析?????????????????????10 4.目标市场的确定????????????????????10 5.项目定位???????????????????????10 6.项目推广???????????????????????10 （二）房地产营销策划存在的误区???????????????10
1.房地产公司在营销策划中的误区 ???????????? 10 2.策划人对自身工作认识的误区 ????????????? 10 3.政府认识中存在的误区?????????????????10 4.房地产策划在促销策略上存在误区????????????10 5.营销诚信度差带有虚假性存在误区????????????10 （三）应对房地产营销策划问题的对策?????????????10
1.认清房地产营销策划的正确概念????????????? 2.政府正确调控及把握正确方向?????????????? 3.房地产商的先进开发理念???????????????? 4.策划人的责任感???????????????????? 5.注重市场调查，实施全过程营销????????????? 6.实行动态价格策略??????????????????? 7.处理好营销各种区域和运作的关系????????????
（四）具体解决房地产营销策划问题的方式???????????
1.产品策略??????????????????????? 2.价格策略??????????????????????? 3.促销策略??????????????????????? 4.渠道策略???????????????????????
三、我国房地产营销策划的发展方向??????????????????10
（一）品牌观念与效益观念的转变???????????????
1.强化品牌战略????????????????????? 2.适应消费者个性化要求????????????????? （二）房地产的策划组织方向转变??????????????? （三）房地产的策划方法转变????????????????? （四）房地产的策划理论转变????????????????? （五）房地产的策划信息转变?????????????????
四、房地产营销策划在“海韵家园”项目中的应用???????????10
（一）海韵家园项目SWOT分析????????????????
1.优势????????????????????????? 2.劣势????????????????????????? 3.机会????????????????????????? 4.威胁????????????????????????? （二）海韵家园项目目标市场分析??????????????? （三）海韵家园项目定位???????????????????
1.定位依据??????????????????????? 2.海韵家园项目定位原则????????????????? 3.定位方向??????????????????????? （四）海韵家园项目推广过程?????????????????
1.老客户转化期????????????????????? 2.客户新增期?????????????????????? 3.开盘强销期?????????????????????? （五）海韵家园项目推广方式?????????????????
1.广告推广??????????????????????? 2.活动推广??????????????????????? 3.品牌推广???????????????????????
结论????????????????????????????????? 52 致谢?????????????????????????????53 参考文献???????????????????????????54 附录1????????????????????????????56 附录2????????????????????????????58