工商管理专业毕业论高起本.doc

北京林业大学 毕业论文（设计）任务书 学 院 继续教育学院 所属教学站点 内蒙古函授站 专 业 名 称 工商管理（高起本） 毕业论文（设计）题目 房地产营销战略研究  摘 要 中国房地产业的发展不断走向理性和规范，然而房地产营销策划仍处于初级阶段，一方面，开发商不重视营销策划，或虽重视但缺乏系统的理论方法来指导工作实践；另一方面，一些策划人不懂得什么是真正的策划，策划行为随意性强而科学性弱，一些所谓的营销专家正将营销策划导入歧途。这在一定程度上加剧了大量商品房窄置，造成社会资源的极大浪费。为此，作者立足于当前中国房地产发展的大环境，针对房地产营销策划的现状，结合所在公司项目营销策划课题，对房地产营销策划中的全程策划内容进行了阐述。期望对房地产营销策划实践起到一定的指导。 关键词：房地产，营销策划，全程策划  Abstract Development of Chinas real estate industry continue to be rational, but the real estate marketing planning is still in primary stage, on one hand, developers do not attach importance to marketing planning, or even seriously but lack of systematic theory to guide practice; on the other hand, some planners do not know what is the real planning, planning activities arbitrariness strong and weak of science, some of the so-called marketing experts are now marketing planning led astray. This to some extent exacerbated by the large number of commercial housing narrow place, causing great waste of social resources. Therefore, the author bases on the current Chinese real estate development environment, aims at the real estate marketing planning situation, combined with the company marketing the project planning project, the real estate marketing planning of the whole planning content undertook elaborating. Expectations of the real estate marketing planning practice certain instruction. key words: real estate, marketing planning, the planning process  目 录 摘要………………………………………………………………………………………………1 Abstract……………………………………………………………………………………………2 1前言……………………………………………………………………………………………6 1.1 研究的意义………………………………………………………………………………6 1.2 研究的必要性…………………………………………………………………………6 2.1 房地产营销战略的定义……………………………………………………………7 2.1.1 房地产营销概述………………………………………………………………7 2.1.2 房地产营销战略的定义……………………………………………………8 2.2 房地产营销策划在项目运作中的地位和必要性…………………………8 3.1 研究房地产的营销战略……………………………………………………………9 3.1.1 房地产有特殊的行业特征……………………………………………10 3.1.2 营销战略是房地产营销