房地产论文：南京“佑铂庭”项目营销策划研究.doc

房地产论文：南京“江佑铂庭”项目营销策划研究 【中文摘要】新中国的房地产业正式启动自1980年国家推行住房商品化改革开始,经过了近30年的发展,房地产业已逐渐成长为国内经济主要的支柱产业之一。但在我国房地产业的发展过程中,由于起步较晚,市场成熟度差,消费者的住房观念落后且成长较慢,房地产市场曾一度呈现出供不应求的局面,如此使得开发商对于房地产营销策划的理念接受度较低。随着国家宏观调控政策的加强,国内的房地产行业渐渐规范起来,消费者的住房需求也在慢慢提高,同时行业竞争的不断加剧,开发商也开始重视起营销策划来,但整体水平仍处于起步阶段,导致许多开发产品无法满足市场需求,形成了空置或烂尾。在目前的市场环境下,开发商对于项营销策划能力已上升为企业的核心竞争力,直接影响企业的盈利水平高低甚或生存能力。本文主要是结合南京“江佑铂庭”项营销策划课题,对房地产营销策划过程的基本内容和具体操作进行阐述,通过对项市场调研、营销环境分析、项目SWOT分析、市场定位、营销策略的研究构建出房地产项营销策划操作流程和整体框架。针对南京“江佑铂庭”项目实例,本文首先介绍了项具体情况,然后通过对项市场调研、综合分析,最终确定项市场定位,并制定出相应的营销策略。与目前实际操作中开发商只注重销售阶段的市场推广不同,本文强调了项目全程营销的理念,即从项目获取土地开始就引入营销策划,在项需求调查、市场定位、规划设计、物业管理、市场推广等各个开发阶段全面进行营销策划管理,以使得营销策划在房地产项目开发过程中发挥其最大作用,为开发商和消费者带来“双赢”结果。 【英文摘要】The real estate industry of new China formally initiated since 1980 the state promotes housing commercialization reform began, after nearly 30 years development, real estate has gradually grow into domestic economy mainly one of the pillar industries. But in the real estate industry of our country抯 development process, because startting evening, market maturity is poor, consumers?housing concepts backward and grow slower, the real estate market was once showing demand situation, thus makes the developers for real estate marketing planning concept acceptance is relatively low. With the macro-control policies strengthened, and the domestic real estate industry gradually standard rise, the housing needs of consumers in slowly increase, and industry competition unceasingly intensifies, developers are increasingly up marketing planning, but overall level is still in the initial stage, causing many products developed to meet the market demand, formed the vacancy or rotten tail. In the current market environment, developers to project marketing plan ability has risen for enterprise抯 core competitiveness, which directly influences the enterprise抯 profit horizontal discretion or survival ability.This paper is mainly in nanjing “JiangYou platinum court” project marketing planning issues, for real estate mark