浅析房地产营销策划.doc

安徽建筑工业学院 管理学院毕业论文 题 目 浅析房地产营销策划 专 业 市场营销 姓 名 徐云 班 级 08城建营销2班 学 号 08290090253 指导教师 马新新 浅析房地产营销策划 【摘 要】随着中国房地产业兴起、发展、逐渐成长的进程中，房地产的营销策划作为一门新兴学科，在经历各种成与败的实践中丰富和多样化。房地产市场竞争的加剧，土地资源变得越来越稀缺，对于房地产市场而言，营销策划研究显得至关重要。随着国家不断出台各种宏观调控政策，我国房地产市场已经由卖方市场过渡到买方市场，行业间的竞争也越发激烈。为了能使自己的企业在市场上占有一席之地，并获取更大的利润，开发商纷纷意识到房地产营销策划的重要性在房地产发展的新形式下，营销策划成为房地产营销的关键环节，成为事关成败的重中之重。本文对房地产营销策划的相关作用进行了简短的论述，分析了在房地产的营销策划中存在的一些误区，在房地产发展的新形式下，怎么样才能避免这些误区和解决这些盲目策划所带来的问题是本文分析的重点。通过对房地产营销策划问题的分析，结合现代房地产营销的形式及策略，叙述了房地产营销策划的发展方向和完善的方法。本文针对营销策划中存在的市场调查，市场定位等模糊不合理现象，提出了构建绿色营销体系，建立以客户为导向的全程营销策划。不仅在网络时代利用好网络，更要开发好产品的增值新模式。 【关键词】 房地产； 营销策划； 策略； 营销体系 ； 产品 Analysis of real estate marketing planning ABSTRACT: Along with the Process of Real Estate’ s growing up, the theory and content for Marketing Plan of Real Estate are varied and are richened in the accumulating experience as it is a rising subject. Real Estate industry is becoming competitive, as land is becoming rare, The research of Marketing plan becomes obviously important. In the new times, whole process marketing plan is the new model of marketing for real Estate. This article expounded is closely linked to the whole real estate marketing planning at the different stages of the theory, analyzed the marketing theory and the field of real estate development. Under the new form of the real estate development, full marketing planning has become real estate marketing new mode. Through the whole marketing plan of real estate exposition, described in the full marketing planning cases, but also do a good job in the CS strategy based marketing planning, a good grasp of STP strategy implementation and application. The innovation of this article put forward the construction of the green marketing system of this article, from the planning green, green development, green property and customer service aspects described the good green marketing system method. Key words: real estate marketing whole planning marketing strategy marketing