房地產(chǎn)經(jīng)營(yíng)與估價(jià)營(yíng)銷(xiāo)策劃分析畢業(yè)設(shè)計(jì)論文(已修改)
2025-07-28 08:13 本頁(yè)面
【正文】 0 畢業(yè)設(shè)計(jì) 題目 營(yíng)銷(xiāo)策劃分析 系 （部） ： 建筑工程學(xué)院 專(zhuān) 業(yè) ： 房地產(chǎn)經(jīng)營(yíng)與估價(jià) 1 中鐵 逸都國(guó)際營(yíng)銷(xiāo)策劃分析 【內(nèi)容摘要】：房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)是關(guān)系房地產(chǎn)開(kāi)發(fā)經(jīng)營(yíng)成敗的關(guān)鍵，在目前競(jìng)爭(zhēng)激烈的情況下，房地產(chǎn)如何營(yíng)銷(xiāo)越來(lái)越成為房地產(chǎn)發(fā)展商十分看重的問(wèn)題。中國(guó)房地產(chǎn)營(yíng)銷(xiāo)業(yè)的興起和發(fā)展，為加速房地產(chǎn)的循環(huán)創(chuàng)造了條件。從當(dāng)初的 “ 一無(wú)所有 ” 到現(xiàn)在的 “ 無(wú) 處不在 ” ，可以說(shuō)，營(yíng)銷(xiāo)觀念的樹(shù)立以及各種營(yíng)銷(xiāo)方式的使用，是房地產(chǎn)業(yè)蓬勃發(fā)展的一個(gè)見(jiàn)證。 房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)是市場(chǎng)營(yíng)銷(xiāo)的一個(gè)重要分支。房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)與其他市場(chǎng)營(yíng)銷(xiāo)一樣，也是個(gè)人和集體通過(guò)一系列的活動(dòng)，特別是某些創(chuàng)造性的活動(dòng)，同別的個(gè)人和集體交換產(chǎn)品和價(jià)值，以實(shí)現(xiàn)其經(jīng)營(yíng)目的的一種社會(huì)過(guò)程?？梢?jiàn)，房地產(chǎn)營(yíng)銷(xiāo)的實(shí)質(zhì)是以消費(fèi)者對(duì)各類(lèi)房地產(chǎn)商品的需求為出發(fā)點(diǎn)，企業(yè)通過(guò)有效地提供住宅，辦公樓，商業(yè)樓宇，廠房等建筑物及相關(guān)服務(wù)來(lái)滿足消費(fèi)者生產(chǎn)或生活，物質(zhì)和精神等的需求，以獲取一定利潤(rùn)的一種商務(wù)活動(dòng)。與一般商品市場(chǎng)營(yíng)銷(xiāo)相比，房地 產(chǎn)市場(chǎng)營(yíng)銷(xiāo)的主要特點(diǎn)是其交換對(duì)象的特殊性，房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)的客體是房地產(chǎn)物質(zhì)實(shí)體和依托 物質(zhì)實(shí)體上的權(quán)益等，因此，房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)既有其特點(diǎn)，同時(shí)市場(chǎng)營(yíng)銷(xiāo)的一般原理也能在房地產(chǎn)領(lǐng)域得到很好的運(yùn)用。 現(xiàn)代房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)已不再是單純的推銷(xiāo)工作，而是企業(yè)以滿足市場(chǎng)需求為中心的整體經(jīng)營(yíng)活動(dòng)，要從研究市場(chǎng)人手組織房地產(chǎn)投資開(kāi)發(fā)經(jīng)營(yíng)活動(dòng)，因此創(chuàng)新的營(yíng)銷(xiāo)模式應(yīng)勢(shì)而出，房地產(chǎn)營(yíng)銷(xiāo)進(jìn)入整合營(yíng)銷(xiāo)時(shí)代。所以房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)涵蓋面廣，包含豐富的內(nèi)容。房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)是使房地產(chǎn)品進(jìn)入市場(chǎng)、轉(zhuǎn)換為現(xiàn)金的經(jīng)營(yíng)活動(dòng)，是連接土地和房屋產(chǎn)品生產(chǎn)者和消 費(fèi)者的紐帶。 市場(chǎng)競(jìng)爭(zhēng)日益加劇的今天，怎樣使公司的效益最大化，能夠賣(mài)出更多的樓盤(pán)，是房地產(chǎn)發(fā)展商追求的目標(biāo)，但由于受?chē)?guó)家政策、營(yíng)銷(xiāo)環(huán)境、企業(yè)自身素質(zhì)等多方面的影響，房地產(chǎn)商在樓盤(pán)的營(yíng)銷(xiāo)過(guò)程中會(huì)面臨各種各樣的問(wèn)題。本文主要分析了海外中央花園小區(qū)在整個(gè)的營(yíng)銷(xiāo)過(guò)程中出現(xiàn)的問(wèn)題來(lái)分析房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)策略的應(yīng)用。 【關(guān)鍵詞】 房地產(chǎn)市場(chǎng) 營(yíng)銷(xiāo)策劃 環(huán)境 【 Content abstract】 : Real estate marketing is the key to the success or failure of the relationship between the real estate development business, in the current petitive situation, the real estate marketing has bee 2 more and more real estate developers is very important rise and development of China39。s real estate marketing industry, to create the conditions to accelerate the real estate the original nothing to the present everywhere, can be said that, the concept of establishing and marketing a variety of marketing methods used, is a booming real estate industry witnessed. Real estate marketing is an important branch of marketing. Real estate marketing and other marketing, is personal and collective through a series of activities, especially some creative activities, with the other individual and collective exchanging products and value, in order to achieve a social process of its business purpose. Visible, real estate marketing is based on consumer demand for all kinds of real estate as a starting point, the enterprise to provide housing, through effective office buildings, mercial buildings, factories and other buildings and related services to meet the needs of consumers of production or life, material and spiritual needs of the business activities, to obtain a certain profit. Compared with the general modity market, the main characteristics of the real estate market is its special exchange objects, the object of real estate market is the real estate material entities and relying on the substance of rights and interests, therefore, the real estate marketing has its characteristics, and general principles of marketing can be used very good in the field of real estate. Modern real estate marketing is no longer a simple marketing work, but the enterprises to meet market demand as the center of the overall business activities, from market research staffing anization development and management of real estate investment activities, innovative marketing model should be out of the situation, the real estate marketing into the integrated marketing era. So the real estate marketing and broad, contains a wealth of content. The real estate market is the real estate products entering the market, converted to cash management activities, is the link between land and housing producers and consumers. The market petition is being increasingly fierce, how to maximize the benefit of the pany, to sell more buildings, is the real estate developers in pursuit of the goal, but because of the influence of national policy, the marketing environment, the quality of the enterprise itself and other aspects, the real estate business will face a variety of problems in the marketing process property of. This paper mainly analyzes the overseas Central Garden District in the whole process of marketing problems in the applicat ion of the marketing strategy of the real estate market. 【 Key words】 The real estate market Marketing planning Environmental Science 3 目 錄 項(xiàng)目環(huán)境分析與市場(chǎng)研究 4 、 區(qū)域環(huán)境分析 4 、 項(xiàng)目開(kāi)發(fā)條件分析 5 、 市場(chǎng)研究 5 5 8 項(xiàng)目市場(chǎng)定位與營(yíng)銷(xiāo)策劃 9 9 、宏觀環(huán)境分析 9 、消費(fèi)者分析 10 、項(xiàng)目的 SWOT 分析 10 、賣(mài)點(diǎn)分析 11 、項(xiàng)目定位 11 、項(xiàng)目?jī)r(jià)格定位
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