【作者】 李玉辉；

【导师】 沈金生； 苏建；

【作者基本信息】 中国海洋大学 ， 项目管理， 2011， 硕士

【摘要】 新形势下,房地产市场跌宕起伏,国家宏观调控政策频频出台,房地产市场进入了激烈竞争的时代,房地产营销策划手段也是推陈出新,各个开发商为了促进房地产产品的销售,在策划方案上也是费尽心思。总体看来,房地产营销策划中存在一些比较明显的问题,需要房地产企业引起足够重视,从市场实际出发作出策划方案,从各方面提高营销策划能力,这样才能在市场竞争中立于不败之地。作为一门年轻的学科,房地产营销策划,在经历了各种实践后不断地丰富和多样化。房地产市场竞争越来越激烈,因此房地产的营销策划显得特别重要。本文对房地产项目营销策划的相关理论进行了叙述,阐释了营销策划理论与房地产领域的发展是密切相关的,通过对理论的分析,表明了在项目开发的全过程中,营销策划的方法和内容。在对房地产行业及房地产企业全面分析的基础上,以房地产项目开发前期定位策划作为主要研究内容,并分房地产市场研究、房地产开发项目市场定位、房地产项目主题概念设计、“泉城美郡”项目的营销策划四个部分进行了深入细致的研究。本文尝试在已有理论研究成果及实地调查的基础上,进行有效分析,对济南房地产市场环境有了全面深入的调查了解,对于更好地认识济南房地产市场起到一定的借鉴作用;本文从分析“泉城美郡”的市场环境出发,研究房地产项目的市场定位问题,并且本文从“泉城美郡”的市场定位出发,并进行了实证调查,提出“泉城美郡”在开发初期产品的规划建议以及相应的价格策略和促销策略,在实证调查分析的基础上对“泉城美郡”的市场定位提出针对的可行性建议;采取了适合当前环境、适合顾客需求的营销策划,以期对学者的后续研究及其他房地产开发商拓展市场起到借鉴作用。本文的创新点是将理论与实践紧密结合,通过对实际房地产项目的案例进行分析,明确了怎样将营销策划的相关理论与实践结合,并且对房地产营销策划理论的研究起到提升作用,促进房地产的经营管理水平的提高,提高提高房地产企业竞争力,起到积极的作用。更多还原

【Abstract】 The new situation, the real estate market ups and downs, frequent introduction of national macro-control policies, the real estate market has entered a highly competitive era, the real estate marketing plan also means innovation, all developers in order to promote the real estate sales, in planning the program on Is painstaking. Overall, there are some real estate marketing plan obvious problem and needs to pay sufficient attention to the real estate business, the reality from the market to make planning program to improve all aspects of marketing planning capability, in order to remain unbeaten in the competition Land. Real estate marketing plan as a new discipline, has experienced many successes and failures in the practice of rich and diverse. Increased competition in the real estate market, land resources become more scarce, real estate marketing plan for research is crucial.In this paper, the theory of the real estate marketing planning are described, analyzed the theory of marketing planning and real estate developments in the field are closely linked. Through theoretical analysis of the marketing plan, elaborated in the whole process of project development, marketing, planning the content and methods. In the real estate industry and real estate companies on the basis of comprehensive analysis, pre-positioning of real estate project development planning as a major research and divided the real estate market research, market positioning in real estate development projects, real estate projects in the theme concept design, "Springs city mei jun "four-part marketing plan project conducted in-depth and meticulous research.This paper attempts to study the existing theoretical results and field survey, based on effective analysis, the real estate market in Jinan with a comprehensive in-depth investigation, Jinan, for a better understanding of the real estate market play a reference; article From the analysis of the "Springs city mei jun”project of the market environment to study the real estate market positioning issues, and this article from the Springs City mei jun project, "the marke t position of departure, and the empirical investigation, That " Springs city mei jun "in the early development of the product planning proposals and the corresponding pricing strategy and promotional strategy, based on empirical investigation of the "Springs City meijun, the United States, "the market positioning for the feasibility of proposed recommendations; taken for the current environment , customer demand for the marketing plan to follow-up study of scholars and other real estate developers to learn to play the role of market development.Innovation of this paper is the theory and practice, the actual operation of real estate projects through sub-cases Analysis, reveals how the marketing planning theory and practice, and promote the management of real estate marketing plan On research, to enhance the level of real estate management, improve enterprise competitiveness, has a positive impact.更多还原