房地产项目营销策略研究

房地产项目营销策略研究(16600字)
---以彩云之翼为例
摘 要：为了引导房地产业更好地发展，从去年开始，政府先后出台了一系列政策，以加强对房地产业的宏观调控。随着房地产业日趋理性和规范的发展，房地产营销的重要性日益凸显。本文结合我国房地产市场及长沙房地产市场发展的现状，重点分析了长沙彩云之翼项目的内外部环境和所面临的市场态势，采用SWOT分析方法深入分析了本项目的竞争态势。利用营销组合等理论,对彩云之翼项目的产品策略、价格策略、销售渠道策略和促销策略的选择和实施进行分析和总结。通过对彩云之翼项目的分析，在为本项目提供可行性建议的同时，也能给其他房地产项目以参考。
关键词：房地产;房地产营销;营销策略

Marketing Strategy of Real Estate Project
――a case of CaiYunzhiyi project
Abstract: In order to guide the development of real estate industry better, begin from last year , the government has issued a series of policies to strengthen the macro-control of real estate industry. As the important link of the real estate industry, the gradually rational and normative development of the real estate industry, the real estate marketing management is becoming important .Based on the real estate market in China and the present situation of the development of real estate market in Changsha, this paper put an emphasis on analyzing the internal and external environment and the market trend of the Cai Yun Zhi Yi project project in Changsha. By using the SWOT analysis method, this paper states a profound understanding of the competitive situation of the Cai Yun Zhi Yi project, analyzed and summarized the selection and implementation of the product strategy ;price strategy; ales strategy and promotion strategy of it to utilizing marketing mix theory etc. Based on the analysis of Cai Yun Zhi Yi project, the feasibility of the proposed project based, but also give other real estate projects to reference value.
Key words：Real Estate ; Real Estate Marketing ; Marketing Strategy

目  录


摘要…………………………………………………………………………………………1
关键词………………………………………………………………………………………1
Abstract………………………………………………………………………………………1
Key words……………………………………………………………………………………1
一、    绪论……………………………………………………………………………………2
（一）    选题背景及意义…………………………………………………………………2
（二）    国内外研究现状…………………………………………………………………2
    1、国外研究现状………………………………………………………………………2
2、国内研究现状………………………………………………………………………3
二、    彩云之翼项目市场营销环境分析……………………………………………………6
  （一）外部环境分析……………………………………………………………………6
  （二）内部环境分析……………………………………………………………………10
三、    彩云之翼项目SWOT分析………………………………………………………………11
（一）    彩云之翼项目优劣势分析………………………………………………………11
（二）    彩云之翼项目机会与威胁分析…………………………………………………12
四、    彩云之翼项目营销策略的选择与实施措施…………………………………………13
（一）    产品策略选择与实施措施………………………………………………………13
（二）    价格策略选择与实施措施………………………………………………………14
（三）    渠道策略选择与实施措施………………………………………………………14
（四）    促销策略选择与实施措施………………………………………………………15
五、    总结……………………………………………………………………………………17
六、    参考文献………………………………………………………………………………18
七、    致谢……………………………………………………………………………………19