【正文】 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 organization 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 application of the marketing strategy of the real estate market.【Key words】 The real estate market Marketing planning Environmental Science 目 錄 項目環(huán)境分析與市場研究4 、區(qū)域環(huán)境分析4 、項目開發(fā)條件分析 5 、市場研究5 項目市場定位與營銷策劃9 、宏觀環(huán)境分析9 、消費者分析10 、項目的SWOT分析10 、賣點分析11 、項目定位11 、項目價格定位12 、項目營銷策劃13 項目投資分析與技術(shù)經(jīng)濟評價18 、項目綜合經(jīng)濟效益分析22 結(jié)論及建議23 中鐵逸都國際效果圖和戶型圖24 參考文獻27 致謝29一、項目環(huán)境分析與市場研究區(qū)域環(huán)境分析中鐵開發(fā)項目分布在北京、上海、深圳、西安、三亞、青島、杭州、廈門、成都、長沙、貴陽、沈陽、石家莊、蚌埠、秦皇島等地，開發(fā)面積超過2000萬平米。根據(jù)規(guī)劃，未來的漢峪片區(qū)將建成濟南東部新區(qū)的商務科研中樞、生態(tài)宜居綠谷、和諧多元新區(qū)。隨著項目自身與周邊配套的不斷完善，項目具有巨大的升值潛力。項目周邊高端配套環(huán)伺左右，濟南市中醫(yī)院，一處養(yǎng)老院，三所區(qū)級文化設施，三處居住區(qū)級體育設施和一處新文化廣場，讓您的生活關(guān)懷無微不至，項目自身也擁有完善的商業(yè)配套。通過以經(jīng)十路、鳳凰路、旅游路為依托的城市發(fā)展軸，將東部新城的各個片區(qū)緊密聯(lián)系在一起?！爸需F 高新區(qū)積極實施以道路建設為主體、與城市功能相配套、適度超前的基礎設施體系建設。建設了現(xiàn)代化的實驗學校、國際學校、幼兒園、居住小區(qū)，成立了行政審批服務中心，建立了投資、金融、人才交流、會展、保險、法律、公證等支撐服務體系，實行規(guī)范化“一站式”辦公，為入?yún)^(qū)企業(yè)構(gòu)建安全、穩(wěn)定、公正、有序的良好環(huán)境。 3市場研究 今年以來，雖然限購限貸的房產(chǎn)調(diào)控政策仍未放松，但地方政府部分微調(diào)政策得以通過以及國內(nèi)經(jīng)濟經(jīng)濟增速的放緩，使得市場對后續(xù)更嚴政策出臺的預期有所減弱，而發(fā)展商以價換量的策略調(diào)整以及信貸政策微調(diào)帶來的房貸優(yōu)惠利率的下調(diào)，共同促使積壓了一年多的剛需客戶的入市，而之后改善需求及高端買家陸續(xù)進場，促使整個樓市的企穩(wěn)回升。從9月開始，市場恐漲心理開始蔓延，部分需求出現(xiàn)提前釋放，而多個新增功能區(qū)規(guī)劃利好的傳出，包括國際金融城、東部山水城及南沙國家新區(qū)等，也吸引了部分投資客曲線入市，另，第四季度高端豪宅的集中放量，則促使高端改善型客戶購買意愿回升，多重因素疊加，共同為樓市成交帶的動力。2居室94平米 260000平米 多層、小高層35% 彩虹胡濟南華昱置業(yè)有限公司 高新經(jīng)十東路 孫村立交 向北1公里 彩虹湖公園北臨 5000元/平米 2居室99平米。與所分析的樓盤相比，所分析的樓盤價格相對比較穩(wěn)定，能在人們的接受范圍內(nèi)。鳳凰路是市政規(guī)劃的南北向城市主干道，建成之后將成為濟南市最寬的南北向城市主干線。逸都國際總建筑面積百萬平米，依山林地勢錯落矗立小高層、高層及商業(yè)配套，產(chǎn)品涵蓋小高層、高層、公寓、商業(yè)等，一期規(guī)劃為8~32層住宅建筑，精致兩房、舒適三房、闊綽四房及超200平米復式豪宅等多種經(jīng)典戶型，滿足不同階層人居夢想。 2）消費者分析 結(jié)合目前宏觀經(jīng)濟環(huán)境和行業(yè)運行情況，對于影響購房的因素調(diào)查顯示，政策因素是影響