畢業(yè)論文——房地產(chǎn)開(kāi)發(fā)公司項(xiàng)目整體營(yíng)銷策劃方案

1、洛陽(yáng)理工學(xué)院畢業(yè)設(shè)計(jì)（論文）I洛陽(yáng)永嘉房地產(chǎn)開(kāi)發(fā)有限公司京熙帝景項(xiàng)目整體營(yíng)銷策劃方案摘要作為一個(gè)國(guó)家國(guó)民經(jīng)濟(jì)的重要行業(yè)，房地產(chǎn)業(yè)現(xiàn)在已經(jīng)步入高度的市場(chǎng)競(jìng)爭(zhēng)期，行業(yè)競(jìng)爭(zhēng)十分激烈。怎樣在激烈的競(jìng)爭(zhēng)中生存，已經(jīng)是房地產(chǎn)開(kāi)發(fā)商面對(duì)的最緊迫的問(wèn)題。為了給房地產(chǎn)開(kāi)發(fā)商的實(shí)際銷售提供有益的參考，本文基于房地產(chǎn)營(yíng)銷相關(guān)理論，力求給出實(shí)際操作性強(qiáng)的房地產(chǎn)營(yíng)銷策劃。本文根據(jù)“京熙帝景”項(xiàng)目的具體情況和自己實(shí)習(xí)的切身體會(huì)寫的。首先，介紹了自己寫這篇房地產(chǎn)策劃

2、的原因，并對(duì)房地產(chǎn)國(guó)內(nèi)外理論做簡(jiǎn)要的闡述，總結(jié)出房地產(chǎn)整體營(yíng)銷策劃的特征與作用。簡(jiǎn)要地介紹了洛陽(yáng)永嘉房地產(chǎn)公司和其開(kāi)發(fā)的“京熙帝景”項(xiàng)目。對(duì)“京熙帝景”項(xiàng)目的宏觀環(huán)境及微觀環(huán)境進(jìn)行了分析。運(yùn)用SWOT模型分析出項(xiàng)目的競(jìng)爭(zhēng)優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。在對(duì)營(yíng)銷環(huán)境和項(xiàng)目分析的基礎(chǔ)上，將項(xiàng)目目標(biāo)市場(chǎng)進(jìn)行細(xì)分和選擇，定位項(xiàng)目的功能、建筑風(fēng)格、格局配比和核心價(jià)值。然后根據(jù)內(nèi)部和外部的因素，制定定價(jià)基本策略和調(diào)整策略及價(jià)格調(diào)整策略。最后，根據(jù)房地產(chǎn)項(xiàng)目

3、的環(huán)境和項(xiàng)目本身的分析，制定出合理的銷售策略。本文的特色在于，項(xiàng)目采取差異化的策略，運(yùn)用全員營(yíng)銷、全員服務(wù)的方式，挖掘市場(chǎng)中對(duì)本項(xiàng)目住房有意向的客戶，針對(duì)有意向的客戶和潛在客戶較多的地方實(shí)施游擊營(yíng)銷的策略，以鋪天蓋地的廣告為輔，采取更有針對(duì)性的優(yōu)惠措施，使?jié)撛诘目蛻糇優(yōu)檎嬲目蛻?。力求運(yùn)用最小的成本創(chuàng)造最大的效益。關(guān)鍵詞：房地產(chǎn)公司營(yíng)銷環(huán)境營(yíng)銷策略洛陽(yáng)理工學(xué)院畢業(yè)設(shè)計(jì)（論文）III目錄前言........................

4、...................................................................................1第1章策劃的背景與意義.........................................................................21.1策劃的課題來(lái)源.........................................

5、....................................21.2策劃的背景.....................................................................................21.3策劃的重要性與必要性.................................................................31.4策劃的概要提示

6、.............................................................................3第2章公司概況與項(xiàng)目簡(jiǎn)介.....................................................................62.1洛陽(yáng)永嘉房地產(chǎn)公司概況..............................................

7、...............62.2洛陽(yáng)京熙帝景項(xiàng)目基本情況.........................................................6第3章房地產(chǎn)市場(chǎng)營(yíng)銷環(huán)境分析.............................................................83.1宏觀環(huán)境分析..............................................

8、...................................83.1.1房地產(chǎn)政策分析...................................................................83.1.2洛陽(yáng)經(jīng)濟(jì)環(huán)境分析...............................................................93.1.3洛陽(yáng)文化環(huán)境分析..............

9、...............................................103.2微觀環(huán)境分析...............................................................................103.2.1主要競(jìng)爭(zhēng)對(duì)手.....................................................................1

10、03.2.2消費(fèi)者需求調(diào)查與分析.....................................................113.3SWOT分析...................................................................................133.3.1項(xiàng)目的優(yōu)勢(shì).............................................

11、............................133.3.2項(xiàng)目的劣勢(shì).........................................................................133.3.3項(xiàng)目的機(jī)會(huì).........................................................................143.3.4項(xiàng)目的威脅..........

12、...............................................................14第4章目標(biāo)市場(chǎng)的選擇與定位...............................................................154.1目標(biāo)市場(chǎng)的細(xì)分...................................................................

13、........154.2目標(biāo)市場(chǎng)的選擇...........................................................................164.3京熙帝景項(xiàng)目定位.......................................................................174.3.1項(xiàng)目功能定位............................