楼盘项目营销划论文.doc

毕业论文原创性声明 本人郑重声明：所呈交毕业论文，是本人在指导教师的指导下，独立进行研 究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他人 或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体， 均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。 论文作者签名： 年 月 日 富贵家园房地产项目营销策划 摘要：经过20多年的发展房地产行业成为国民经济的先导性、基础性、支柱性产业，为国民经济的发展做出了巨大的贡献。而我国现有的大多数房地产企业在房地产项目前期管理的理论、方法方面存在不少问题。 本文通过大量的市场调查，借鉴房地产全程营销策划理论，通过房地产宏观韩静和项目区域环境的综合分析，结合企业的现状、特点及发展战略，制定了项目的产品策略、价格策略、推广策略，并取得了较好的阶段性实施效果，对监理科学的营销体系，提高企业的市场竞争优势，具有非常现实的意义。 本次研究主要针对富贵家园房地产进行营销策划方案，结合市场发展情况为本案寻找出最适合其的发展方向，确定产品及客户定位，为产品从开发前期到销售后期提供参考依据，增强产品的核心竞争力。 关键词：富贵家园房地产；房地产行业发展;项目营销策划  Rich home real estate project marketing planning Abstract: After 20 years of development of the real estate industry has become the leader, basic and pillar industry of the national economy, and has made a great contribution to the development of the national economy.. However, there are many problems in the theory and methods of the real estate project management in China. Through extensive market research and reference throughout the real estate marketing planning theory, through the real estate macro Han static and the project regional environmental comprehensive analysis, according to the enterprise present situation, characteristic and development strategy, formulated the projects product strategy, price strategy, promotion strategy, and achieved good effect, the scientific supervision of the marketing system, improve the market competitiveness of an enterprise, has the very realistic significance. This research mainly for rich home real estate marketing planning scheme, combined with the market development for the case to find out the most suitable for the development direction, determine the product and customer orientation, to provide the reference basis for product sales from the late early development through, enhance the core competitiveness of the products. Keywords: Rich home real estate; real estate industry development; project marketing planning  目 录 一、绪论 1 （一）研究的背景 1 （二）