【正文】 地理位置優(yōu)越，交通網(wǎng)絡(luò)便捷 周邊生活配套齊全具有規(guī)模優(yōu)勢區(qū)域立面時尚新穎 ——劣勢： 車流量大，受噪音影響 缺乏外部景觀資源 ——機會： 高新區(qū)的改造，將可能帶動周邊物業(yè) 國內(nèi)其他城市房地產(chǎn)回暖，亦是項目的銷售機遇 ——威脅： 來自其他區(qū)域的片區(qū)競爭威脅，如熱點片區(qū)歷下區(qū)、市中區(qū)、槐蔭區(qū)等 來自周邊其他項目的威脅 來自國內(nèi)經(jīng)濟的不確定性威脅 4）賣點設(shè)計 通過對項目的區(qū)位、配套、自身優(yōu)勢、特點等充分挖掘，進行優(yōu)勢分析整合，制定相應(yīng)的營銷推廣策略。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)。建設(shè)了現(xiàn)代化的實驗學(xué)校、國際學(xué)校、幼兒園、居住小區(qū)，成立了行政審批服務(wù)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(wù)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。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(shè)施，三處居住區(qū)級體育設(shè)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。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 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)境分析中鐵逸都國際營銷策劃分