摘要 中国的经济能有今天的发展和成果,这期间与房地产行业的发展是密不可 分的,房地产行业在拉动经济的过程中功不可没,房地产行业涉及的面比较广, 建材!水泥!钢材!装饰等等,房地产行业的发展可以拉动这些行业的发展, 并且还可以解决相当多的劳动力,可以帮助国家缓解就业压力,然而就是这么 重要的一个行业却在中国的起步很晚,从80年代初才开始,从无到有,从小到 大,从幼稚逐渐走向成熟郑州房地产行业是在沿海城市和一些一线城市的影 响下起步的,是一个发展较晚的地区,但是经过十多年的发展,现在已经成为 了地方上的经济支柱,已经基本趋于成熟 营销是房地产行业中的重要组成部分,营销的好坏直接关系着房地产开发 项目的发展,也关系着房地产行业的发展,本文着重从/阳光名仕广场0项目 营销策划方面进行研究,主要分以下重点: 首先讲述的是房地产行业的发展环境和所引用的文献情况,以及国内外房 地产项目营销策划现状与发展趋势分析和国内外房地产项目营销策划理论研究 与实践的现状分析,讲述了房地产项目营销策划未来发展趋势,以及房地产营 销策划的基本概念,操作规范和营销策划的误区 其次通过对/阳光名仕广场0项目营销策划环境分析,针对项目对/阳光 名仕广场0自然条件进行介绍,对项目营销策划介入时期进行详细说明,从营 销策划角度的对项目的地域!竞争对手!项目优劣势进行分析同时,从项目 策划思路!形象定位!营销策划的具体操作方案等几个方面对/阳光名仕广场0 项目的营销策划方案进行周密的设计 关键词:市场营销房地产业房地产营销策划Abstraet Abstract China,5eeonomyeanhavetodaythedeveloPmentandaehievements,thisPeriod andtherealestateindustrydeveloPment15inseParable,therealestateindustryinthe ProcessofPromotingtheeeonomiesPun一he,realestateindustriesinvolvedfaee15 wider,buildingmaterials,eement,steel,deeoration,andthedeveloPmentofreal estateindustryeanPulltheseindustrydeveloPment,andalsoeanbesolvedquitealot oflabor,eanhelPrelieveemPlo卿entPressure,howeverstate15suehanimPortant industryinChinahasstartedlate,fromtheearly19805began,inereasing,butfrom ehildishinereasingmaturity.ZhengZhourealestateindustryisintheeoastalcitiesand somefirst一tiercitiesundertheinflueneeofthestart,15adeveloPmentlaterarea,but, after10yearsofdeveloPment,nowhasbeeomealocaleeonomiePillar,basicalready ripe. 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Keyword:MarketingandSales,RealEstate,Searletlightrealestatemarketing PlanLimitedeomPany !11目录 目录 绪论............................................................................................1 1.1论文的研究背景......................................................................................1 1.2文献综述..................................................................................................2 1.3国内外房地产项目营销策划现状与发展趋势分析..............................3 1.3.1国内外房地产项日营销策划理论研究与实践的现状分析....,.............4 1.3.2房地产项日营销策划未来发展趋势分析...................,..........................6 1.4房地产策划的目的和意义......................................................................8 1.4.1可以防!卜投资的盲目,提高投资的准确率................................................8 1.4.2充分利用资源,降低投资成本.........,....................................................8 1.4.3提高投资决策依据的全面性............................................................,.....9 1.4.4塑造产品差异,提高盈利..........................................................,...........9 1.4.5引入先进方法,拓宽房地产项日投资思路................................................9 房地产营销策划的基本理论......................................................10 2.1房地产营销策划的基本概念................................................................10 2.1.1营销策划的有关概念..................................................................................10 2.1.2房地产营销策划.......................,............................................................H 2.2房地产营销策划的操作基本规范........................................................H 2.2.1房地产营销策划的操作原则......................................................................11 2,2.2房地产营销策划的营销策略......................................................................13 2.2.3房地产营销策划的操作流程......................................................................17 2.2.4各J.-告推).-阶段的销售对策.................................................,..........18 2.3房地产营销策划的误区........................................................................20 2.3.1房地产营销策划中的误区类别......................,......................,.......20 2.3.2策划方案执行时可采取的规避误区的办法...................,....................22 阳光名仕广场0住宅项目基本情况分析...................................24 3.1项目背景介绍........................................................................................24日录 3.1.1项目自然条{,l价绍(见图3一1)................................................................24 3.1.2项目特征介绍.............................二..........................................................25 3.1.3项日营销策划介入时期的说明...........,...............................................25 3.2营销策划角度的项目分析....................................................................25 3.2.1郑州地产现状!供求情况和项日地域分析............................!...........25 3.2.2竞争对手分析(本区域土要在售楼盘的分析)......,..............................27 3.3项目分析结论总结................................................................................29 4/阳光名仕广场0项目的营销策划方案设计...............................30 4.1项目策划思路.............................................................,.,..................30 4.2形象定位................................................................................................30 4.2.1.#阳光名仕).-场-.市场形象定位...................................,........................30 4.2.2客户定位.............................................,......................................,.....31 4.3营销策划的具体操作方案....................................................................32 4.3.1推).-策略......................................................................................................32 4.3.2价格策略......................................................................................................33 4.3.3按揭策略.....................................................................................................33 4.3.4推)0}生奏控制:(见卜表)...........,......................................................34 4.3.5推).-费用划分估算......................................................................................35 4.3.6销售的成果..................................................................................................36 5结论....................................................,....................................37 5.1论文总结................................................................................................37 5.2本论文的局限性............................................