房地产营销论文
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第一篇:《房地产营销毕业论文》
四川理工学院毕业设计(论文)
希望城玫瑰园房地产项目营销策划
学 生：唐 璐
学 号：10141032683
专 业：工程管理
班 级：2010.6
指导教师：王寒梅
四川理工学院建筑工程学院
二〇一四年六月
摘 要
房地产市场营销是关系房地产开发经营成败的关键，在目前竞争激烈的情况下，房地产如何营销越来越成为房地产发展商十分看重的问题。中国房地产营销业的兴起和发展，为加速房地产的循环创造了条件。从当初的“一无所有”到现在的“无处不在”，可以说，营销观念的树立以及各种营销方式的使用，是房地产业蓬勃发展的一个见证。
本文运用SW大海的作文OT分析法，4P理论对德阳市希望城玫瑰园房地产项目进行营销策划。
关键词：房地产；市场；营销；策划房地产营销论文
ABSTRACT
Real estate marketing is the key to the success or failure of the real estate development business, in the current competitive situation, the real estate marketing has become more and more real estate developers is very important problem. The rise and development of China marketing of the real estate industry, to create the conditions to accelerate the real estate cycle. From 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.
Modern real estate marketing is no longer a simple marketing job, but business to meet market demand as the center of the whole 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 integrated marketing era. So the real estate marketing and broad, contain rich content. Real estate market is the real estate products to enter the market, converted to cash management activities, is the link between land and housing producers and consumers.
Keyword：Real estate; market; marketing; planning
目 录
1 前 言............................................................. 1
1.1 选题背景.................................................... 1
1.2 研究的意义.................................................. 1
1.3 研究的目的.................................................. 2
1.4 研究方法.................................................... 2
1.4.1市场调查法 ............................................ 2
1.4.2文献收集法 ............................................ 2
1.5 研究内容.................................................... 2房地产营销论文
2营销理论基础 ...................................................... 2
2.1 房地产市场营销的概念........................................ 2
2.2 市场营销环境................................................ 3
2.3 市场营销策略................................................ 4
2.3.1产品策略 .............................................. 4
2.3.2价格策略 .............................................. 4
2.3.3销售渠道策略 .......................................... 4
2.3.4促销策略 .............................................. 5
3房地产市场环境分析 ................................................ 5
3.1 项目基本概况................................................ 5
3.2 德阳市宏观环境分析.......................................... 6
3.2.1德阳市总体社会及经济发展状况 .......................... 6
3.2.2 德阳固定资产投资分析.................................. 6
3.2.3 德阳居民收入水平...................................... 6
3.2.4德阳城市规划 .......................................... 6
3.3 希望城房地产市场分析........................................ 7
3.4 消费者调查问卷结果分析...................................... 8
3.4.1目标消费群体基本特征 .................................. 8
3.4.2购买力分析 ............................................ 8
3.4.3影响目标客户购买的因素 ................................ 8
3.4.4德阳房地产市场客群 .................................... 8
3.5 项目定位分析................................................ 8
3.5.1项目定位依据 .......................................... 8
3.5.2项目客户定位 .......................................... 9
3.6 项目SWOT分析............................................... 9
3.6.1企业优势（Strengths） ................................ 10
3.6.2企业劣势（Weaknesses） ............................... 10房地产营销论文
3.6.3项目机会(Opportunities) .............................. 11
3.6.4项目威胁(Threats) .................................... 11
3.6.5SWOT分析结论 ......................................... 11
4希望城市场营销策略 ............................................... 11
4.1 希望城房地产产品策略....................................... 11
4.1.1 项目建筑风格定位..................................... 12
4.1.2项目整体户型定位 ..................................... 12
4.1.3 项目建材品质定位..................................... 12
4.1.4 项目配套定位......................................... 12
4.1.5 项目星级物业服务定位................................. 13
4.1.6房地产新产品开发策略 ................................. 13
4.2 希望城房地产价格策略....................................... 13
4.2.1价格调价频率 ......................................... 13
4.2.2价格调价幅度 ......................................... 14
4.2.3希望城玫瑰园价格分析表 ............................... 14
4.3 希望城房地产促销策略....................................... 14
4.3.1对销售员的奖励政策 ................................... 15房地产营销论文
4.3.2活动促销 ............................................. 15
4.4 希望城房地产销售渠道策略................................... 16
4.4.1自行销售 ............................................. 16
4.4.2中介代理 ............................................. 16
5入市推广策略 ..................................................... 17
5.1入市策略 ................................................... 17
5.1.1 内部认购时机选择..................................... 17
5.1.2正式开盘时机选择 ..................................... 17
5.2 销售推广................................................... 17
6总体推广费用预算 ................................................. 17
7效果评估 ......................................................... 20
8结束语 ........................................................... 20
参 考 文 献........................................................ 21
致谢词............................................................. 22
第二篇:《房地产营销论文》
毕业设计（论文）
浅析我国房地产营销策略
———以武汉“保利华都”为例
目 录
摘 要 ········································································································· III 关键词 ······································································································· III ABSTRACT ······························································································· IV KEYWORDS ···························································································· IV 前 言 ·········································································································· V
一、房地产及房地产营销的含义 ································································· 1
（一）房地产的概念 ············································································ 1
（二）房地产营销概述 ········································································ 2
二、房地产营销策略的发展史 ····································································· 3
三、房地产营销策略的现状 ········································································· 5
（一）企业直接销售策略 ···································································· 5
（二）委托代理销售策略 ···································································· 5
（三）网络销售策略 ············································································ 5
四、房地产营销策略的创新 ········································································· 6
（一）品牌营销 ···················································································· 6
（二）人文营销 ···················································································· 7
（三）知识营销 ···················································································· 7
（四）绿色营销 ···················································································· 7
（五）服务营销 ···················································································· 7
五、房地产营销的案例分析—武汉“保利华都” 的营销模式分析 ········· 9
（一）新闻回顾 ···················································································· 9
（二）背景介绍 ···················································································· 9
（三）营销成功的原因分析 ································································· 9
（四）小结 ·························································································· 10 结束语 ······································································································· 11 参考文献 ··································································································· 12 致 谢 ·········································································· 错误！未定义书签。
浅析我国房地产营销策略
———以武汉“保利华都”为例
摘 要
房地产市场营销的产生是生产力发展和商品经济发达的必然产物，市场营销是房地产经营过程中不可缺少的组成部分。本文首先阐述了我国房地产营销策略的发展过程经历了六个阶段；其次介绍了我国房地产营销策略的现状；然后说明为了赢得市场竞争，需要进行营销策略的创新；最后结合现实，具体分析了保利华都成功的营销模式。
关键词：房地产；营销；策略
Analysis of the Real Estate Marketing Strategy
Abstract
The emergence of real estate marketing and development of productive forces are developed commodity economy, the inevitable product of marketing real estate business processes are an indispensable component. The paper first expounded China's real estate marketing strategy development process of six stages experienced; followed by the introduction of China's real estate marketing strategy status quo; And that in order to win the competition in the market, the need for innovative marketing strategies; Finally binding reality, a specific analysis of the Bao Li hua du successful marketing model.
Keywords: real estate; marketing; Strateg
前 言
中国改革开放的30年，是经济飞速发展的30年，也是房地产业发展壮大、逐渐成为国民经济支柱的30年。而今，在中国宏观调控政策的持续影响下，在全球经济危机的宏观环境中，中国房地产正处在一个历史的转折点上！
描写雪景的作文20世纪90年代以来，随着房地产行业市场化的进程和竞争的加剧，房地产市场经历了从卖方市场向买方市场的转变，为房地产营销的发展提供了丰厚的实践素材。房地产营销日益成为众多欲争夺更多市场份额的房地产企业的“新宠”。房地产营销虽经过几年的探索，开发商、营销商已开始用理性的眼光看待营销的价值，但许多人还未从根本上认识房地产营销的合理内核，因而在房地产开发实践中未能最大限度地发挥营销策划的作用。
成长中的烦恼600字与我国房地产迅速发展的同时，西方先进的营销理论在房地产业的摸索和运用的扩展，所有这些因素促使宏观调控部门、业内人士和研究人员开始重视对房地产营销
【1】理论、方法、发展趋势等课题的研究。
第三篇:《房地产市场营销论文》
市场营销环境对房地产价格的影响
摘要：企业是在一定的市场营销环境之中运作的，市场营销策略的执行，会受到市场营销环境现状及趋势的影响，即市场营销环境是市场营销计划的重要依据。房地产市场也不例外，因此，有必要对与房地产市场有关的营销环境作进一步的考察和了解，以便更好的实现房地产市场营销计划的目标。本文主要分析市场营销环境中影响我国房地产价格的因素。
关键词：营销环境；房地产价格；影响因素
一、引言
房地产价格受各种因素的影响而发生变动，要掌握房地产价格的运动规律，必须弄清影响房地产价格的因素。房地产价格是由许多因素相互作用的结果，众多影响因素相互交织，共同塑造了当时的房地产价格。影响房地产价格的因素主要有：成本因素、供求状况、行政和政治因素、经济因素、社会因素（人口因素、心理因素）以及其他因素。这其中的因素都包含在市场营销环境中，下面我们从影响市场营销环境因素的角度详细介绍影响我国房地产价格的主要因素。
二、营销环境概述及影响因素
（一）营销环境概述
环境最通俗的概念就是指周围的情况和条件。市场营销环境就是指影响企业与其目标市场进行有效交易能力的所有行为者和力量。是影响房地产企业生存和发展的各种内部条件和外在因素的总和。
房地产营销环境分析是使房地产企业及时抓住市场机会，充分发挥自身优势，使企业在竞争中处于有利地位的先决条件和重要基础。因此，房地产企业在开展市场营销活动中，首先必须高度重视市场营销环境分析。
营销活动要以环境为依据，企业要主动地适应环境，而且要通过营销努力去影响环境，使环境有利于企业的生存和发展，有利于提高企业营销活动的有效性。
（二）影响因素
房地产企业的营销环境由宏观环境和微观环境构成。
宏观营销环境指对企业营销活动造成市场机会和环境威胁的主要社会力量。
1. 人口环境
1) 人口数量及其增长率；
2) 人口结构；
3) 家庭规模及结构。
2. 经济环境
1) 国民经济发展水平；
2) 通货稳定情况；
3) 消费者收入；
4) 消费者支出模式；
5) 消费者储蓄和信贷情况。
安全小报内容3. 自然环境
1）原料缺乏；
2）能源成本不稳定；
3）环境污染严重。
4.技术环境
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