【作者】 王莹；

【导师】 胡长明； 谭敬胜；

【作者基本信息】 西安建筑科技大学 ， 建筑与土木工程， 2005， 硕士

【摘要】 随着房地产市场的急剧发展,人民生活水平的提高,房地产开发投资日益加大,但与此同时,房地产空置数量越来越多,大量资金被积压现象越来越严重。产生这种现状的原因是多方面的,但其中与开发商的运作经验及驾御项目的能力不无一定的关系。 本文通过实际案例——长春净月名都,以点带面,对长春市房地产全程营销策划进行研究。从市场调研、项目的优势和劣势分析、项目的市场定位、设计建议、营销推广策略制定、广告策划制定和成本效益分析几方面深入。以达到层层递进,环环相扣的整体性与严密性,为项目的成功开发提供全面、系统、详尽及准确的指导性建议和操作方案。 本文首先对全程营销策划进行理论上分析研究,提出论文的研究背景。然后对长春市房地产市场和项目的区域房地产市场分析,确定项目的目标市场,进而对项目从目标顾客、形象、景观、品质等方面进行市场定位。对项目案名、景观的设计和施工、物业管理、配套设施、智能系统的设计提出建议。如何将项目成功推向市场,从广告发布、媒体的整合、推广布置进行分析。最后对项目进行经济分析,对项目的可行性进行论证。 本论文的研究成果不仅对该项目的决策起到决策性的作用,也对长春市城市建设的发展和今后一段时期内房地产开发商的投资决策具有一定的参考价值,同时也对房地产开发企业的经营与管理等方面起到促进作用。更多还原

【Abstract】 With the drastic progress of the real estate market and the improvement of the people’s life level, the investment sum on the estate development is bigger and bigger. But, in the same time, amount of the empty houses increases all the time, a lot of money overstocked is more serious. There are many reasons the important reasons are the developer’s operating experience and ability to operate item.This paper used a practical case—the famous Jing-Yue, made a systematic study about the whole distance plans study on Changchun real estate. It deeply studied many aspects, such as market research, analyzing advantage and disadvantage of the item, market position of the item, design suggestion, marketing extension strategic making , advertisements plan making, and cost efficiency analysis. To gain tight entirety of layer upon nearer layer and provide a systemic, overall, detailed and accurate guiding suggestion and operating project for the successful development of the item.This paper first analyzed the whole distance marketing plans, expounded background of the study, then, analyzed the Changchun real estate market and regional real estate market of the item, established the goal market, furthermore made a market location from the some aspects, such as goal customers, appearance, landscape, quality etc, and proposed many suggestions including the item name, design and construction of the landscapes, life administration, kit facilities and intelligence system etc .It analyzed how to ensure the success of the item in the market, including the advertisement opening, medium integration, and expansion arrangement etc . At last, made an economic analysis of the item, proved the feasibility of the item.The study result of the paper not only plays the decisive role, but also possessed much reference value to the progress and construction of ChangChun city, as well as developers’ investment decision making in the future days. In the meantime, it also plays the promoting roles in many aspects on the operation and administration of real estate development enterprises .更多还原