房地产业是国民经济发展中的基础及支柱产业。房地产业在我国的历史不 过二十年,但它的成长速度是惊人的。从20世纪90年代开始,我国房地产业 先后经历了由波峰到波谷的阶段,然后逐步回升,目前正进入了高速发展时期。 房地产企业的管理日趋规范,决策更加科学,市场竞争也日益激烈。因此,各企业 为了在市场上占有一席之地,不惜余力开展各种营销活动,促销手段五花八门, 开销巨大,但其结果仍是几家欢乐几家愁,那些大量空置的住宅、商场、写字楼 的确让其开发商头痛。因此,随着改革开放的不断深入和社会主义市场经济的 不断发展,房地产企业之间的竞争必将日益激烈。那么在这优胜劣汰的市场经 济体制下,谁拥有了完美的策划,谁就占领了先机,赢得了市场。 本文应用现代营销管理理论,结合房地产业的特点,以一个实例来说明房 地产全程策划的必要性及其主要过程。房地产全程营销是市场营销理论在房地 产上的应用,是基于对市场调研的基础上,就是房地产产品在立项前,到产品 的规划、设计、生产、销售和售后服务全过程的策划。这里强调的是生产和销 售以外的前期策划, 文章主要介绍房地产营销的基本概念及研究对象背景少并针对研究对象进一 行市场分析;进行项目分析,包括项目定位、卖点、竞争对策、价格体系、目 标客户群分析等;根据市场分析,确定整合传播(Integrated COInlnunication)的方案;制定销售推广计划。包括销售组织、营销方式、销 售管理、售后服务等;并制定实施计划; 关键词:房地产业、营销、全程策划。西南交通大学硕士研究生学位报告第n页 Ab5tract Realestate15thebasieandthePillarIndustryofthenationaleeonomy,the agesofrealestateinChinaarelessthan20years,butitgrewveryfast.Fromthe 19905,thedeveloPmentoftherealestateinehinawentthroughonestagefrom eresttotrough,thenwentuPProgressively,andnowithassteppedintoa high一sPeeddeveloPingPeriod.Themanagementoftheehinarealestateenterprises beeomesmorenormdaybyday,andthePolieymaking15moreseientifie,butthe marketeomPetition15alsomorefiereethanbefore.50,theseenierprisesabuse surplusenergytomakeallkindsofmarketingaetivitytooecuPyatinysPaeeinthe realestatemarket.Theytookmultifariousmeansandeostalargeamountofmoney, but几wofthemeangetagoodresult.Thoselargeamountofidlehouses,markets, andoffieebuildingsreallymaketheirdeveloPerworried.Henee,withthe PromotionofthereformingandthedeveloPmentofthesoeialistmarketeeonomy, theeomPetitionamongtheehinarealestateenierpriseswillbemorefieree.Inthe marketeconomysystem,themarketwillseleetthesuPeriorandeliminatethe inferior,theonewhoownsthePerfeetProPosalwillgainthefirstehancetowinthe market. 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Keyword“:又ealestate,Marketing,taetios,之act沁。inthew::。IeP,。eeed.西南交通大学硕士研究生学位报告第111页 目录 前言.................................................................................................................1 第l章房地产项目的全程营销.....................................................................3 1 . 1一些基本概念................................,....,...................................3 1.2我国房地产经营导向的演变.,..........................,..........................3 1.3房地产项目的全程营销.......................................................................4 第2章市场分析..................................................,...................................5 2 . 1项目的宏观经济简析............................................................................5 2 . 1 . 1世界经济简析..............................................................................5 2二1.2中国经济简析.............................................................................5 2.1.3我国居民收入简析..........,.....,.........................................6 2 . 1 , 4北京经济简析..............................................................................6 2二1.5北京房地产市场分析.................................................................6 2.1.6北京城市发展新格局的分析......................................................7 2.2区域竞争分析........................................................................................8 2.2.1调查项目的确定..........................................................................8 2 . 2 . 2项目情况具体分析.....,..........................................................8 2 . 2 . 3进入市场的风险..................................,...............................16 2.2.4进入市场机会点...........................................................,.…,.16 第3章项目分析...........................................................................................19 3 . 1项目定位.........................................................................................,.…19 3.1.1定位依据 3.1.2定位设计 3.2本项目的卖点 ................................................................. ,............19 ‘.........................................................................,…20 ... ,...,...................、.‘............,........、一‘.、、.、20西南交通大学硕士研究生学位报告第IV页 3 . 3竞争对策.............................................................................................21 3 . 4增加项目附加值..................................................................................21 3.5价格体系..............................................................................................23 3 . 5 . 1市场行情.................................................................................,二24 3.5.2总平均价....................................................................................24 3 . 5 . 3各期均价....................................................................................24 3 . 5 . 4销控办法....................................................................................25 3 . 5 . 5相关系数....................................................................................26 3 . 5 . 6付款方式....................................................................................27 3.5.7调价原则................................................................,.............28 3.6本案目标客户群分析......,.............................................................28 3 . 6 . 1目标客户的来源及依据............................................................28 3.6.2目标客户群的分类..,............................................、........29 3.6.3目标群体的确定........................................................................29 3.6.4客户购买高档物业的用途:....................................................30 3 . 6.5目标客户群的行为及心理特征................................................30 3.6.6针对不同目标所采取的应对策略.............................,........31 第4章整合传播(hitegratedC。~unication)........................................33 4.1推广总体策略..............,.................................................................34 4.1.1市场依据...........................................................................................34 4.1.2一个主导性原则的提出..................................................................34 4.1.3差异化市场区隔的策略...................................................................34 4 . 2广告推广策略......................................................................................35 4.2 . 1广告的总体原则...............................................................................35 4.2.2广告分步目标...................................................................................35 4.2.3广告表现方式...............................,.............................................36 4.2.4广告诉求点;,、.....,..............,二,.,..,.........................…36西南交通大学硕士研究生学位报告第V页 4 . 2.5广告诉求中应注意的问题,...................................,..............37 4.2,6媒体运用策略......................................................................,......37 4.2.7媒体选择及组合.,.......................................................................37 4 . 2.8关于成立广告审核小组的方案......................,..........................40 4 . 3包装策略..............................................................................................40 4.3.1现场包装工具分类细目...................................................................41 4 . 3 . 2销售工具...........................................................................................42 4.4促销.....................................................,.........................................45 4 . 5公关活动.............................................................................................46 4.6客户服务..............................................................................................46 4.7直效行销..................,.,.......,..........................................,二47 4.8销售现场的宣传方式,...,...............................................................49 4 . 9组织项目研究顾问体..................................‘.................................50 4 . 9.1工作体职能................................................................................51 4 . 9.2工作流程..............................................................................,..…51 4 . 9.3研究体人员构成.....,............................................................51 第5章销售推广...........................................................................................52 5 . 1销售组织..............................................................................................53 5 . 1.1销售组织管理流程图.,............................................,..;.丁...厂53 5.1.2联合销售体岗位职责...........,...................................,....53 5 . 1.3销售组织要求...........................................................,..........56 5 . 1 . 4销售问题解决机制建立..............................,.......................57 5 . 1.5销售执行过程中的统计与分析...............,..…,.,二.…二,..…,.,…58 5 . 2营销方式二,.,.…,..............,.............,..…,.............................58 5.2.1采用营销策划与销售执行统一结合的营销方式....................58 5 . 2 . 2围绕产品面展开的具体营销手段(通过销售体实现)......:.59 5 . 2 . 3分销............,.........................................;忘‘;.…,”.........59西南交通大学硕士研究生学位报告第Vl页 5 . 2 . 4销售阶段划分及各阶段工作内容.............................,........59 5.3销售管理..............................................................................................62 5.3.1开盘前确定各项销售管理制度................................................62 5 . 3 . 2开盘前销售人员培训管理........................................................62 5.3.3销售控制....................................................................................64 5 . 3 . 4销售体业绩考核奖罚制度........................................................64 5 . 3 . 5团奖设立....................................................................................65 5 . 3 . 6竞争奖励原则............................................................................65 5 . 3 . 7竞争淘汰原则................,...........................................,...65 5.4售后服务..................................................................................,.....66 5 . 4.1为客户顺利签约而提供的服务,主要包括............................66 5 . 4.2购房后入住前的服务,主要包括............................................66 5 . 4 . 3入住时的服务,包括................................................................“ 第6章实施计划..,..................................................................................68 6.1开盘活动计划,...............................................................................68 6 . 2展会准备工作安排..............................................................................70 结束语....................................................................,....................................72 致谢.........................,...............................................................................74