清华城35万方城市综合体商业计划书
发布时间：2018-11-17 07:17
【摘要】：房地产业作为我国国民经济发展的支柱产业,对整个国民经济发展具有举足轻重作用。随着我国经济社会的发展,市民消费水平和购买能力也在稳步增长,但近几年面对各地持续上升的房价和社会舆论的压力,为了遏制房价上涨过快,保证房地产市场的合理发展,政府出台了一系列的宏观调控政策,从抑制需求、增加供给、加强监管等方面进行了全方位的调控。 如今,房地产产品日渐成熟,同质化日益严重以及消费者日益增强的购房理性化等对房地产业的发展带来了巨大压力。房地产市场的转型、销售商品固有特性的合理化、科学化成为了企业健康发展的重要条件,房地产营销理所当然受到房地产开发商的高度重视。但目前许多开发商营销策划的实践历史不长,房地产市场营销策划还存在许多问题,直接影响了企业本身的发展,制订科学完善的营销策划已成为决定企业经营成败的关键。在现代市场经济条件下,房地产企业取胜的关键在于能否为市场提供消费者所需的产品,通过交换实现产品价值,从而促进企业的不断发展。但目前许多开发商营销策划的实践历史不长,现在的房地产市场营销策划还存在许多问题,直接影响了企业本身的发展。因此,营销策略关系到企业经营成败的关键,为了保证企业的快速发展,良好的营销策略显得尤为重要。 论文结合工作实践,运用所学理论知识,就“清华城35万m2城市综合体”制订出一份详细的商业计划书。通过对我国宏观经济环境、行业环境、市场供求等分析,理清我国房地产市场现状、未来发展趋势、清华城的优劣势和机遇挑战,并据此制订清华城的营销方案,包括目标市场选择、市场定位、营销组合,为营销方案的实施做出详细策划,通过对项目风险的分析,提出了相应的风险防控措施。本文深入剖析“清华城·华贸中心”项目市场营销的战略制定,通过公司的内外部分析,进行项目所在区域的市场分析,确定该项目的目标市场及市场定位,并制定出一套营销组合策略,描写营销战略制定的全过程,旨在为公司提供清晰的推广节点和销售周期,让公司对项目经营有明确的认识和判断。
[Abstract]:As the pillar industry of our national economy, real estate industry plays an important role in the development of the whole national economy. With the development of our country's economy and society, the consumption level and purchasing ability of citizens are also increasing steadily. However, in recent years, in the face of rising housing prices and the pressure of public opinion, in order to curb the rapid rise of house prices, To ensure the reasonable development of the real estate market, the government has issued a series of macro-control policies, including restraining demand, increasing supply, strengthening supervision and so on. Nowadays, the development of real estate industry is under great pressure, such as the maturity of real estate products, the increasingly serious homogeneity and the increasing rationalization of the purchase of real estate by consumers. The transformation of the real estate market and the rationalization of the inherent characteristics of the sale of goods have become an important condition for the healthy development of the enterprise. The real estate marketing is naturally attached great importance to by the real estate developers. But at present, many developers have a short history of marketing planning, and there are still many problems in real estate marketing planning, which directly affect the development of enterprises themselves. Making scientific and perfect marketing planning has become the key to the success or failure of enterprise management. Under the condition of modern market economy, the key to the success of real estate enterprises lies in whether the market can provide the products that consumers need, and realize the value of products through exchange, thus promoting the continuous development of enterprises. However, many developers have a short history of marketing planning, and there are still many problems in the marketing planning of real estate, which directly affects the development of the enterprise itself. Therefore, marketing strategy is the key to the success or failure of enterprise management, in order to ensure the rapid development of enterprises, a good marketing strategy is particularly important. Combining with the work practice and using the theoretical knowledge, this paper draws up a detailed business plan for the "350000 m2 urban complex of Qinghua City". Through the analysis of the macroeconomic environment, industry environment, market supply and demand of our country, this paper clarifies the present situation of the real estate market, the future development trend, the advantages and disadvantages of Tsinghua City and the opportunities and challenges, and formulates the marketing plan of Tsinghua City accordingly. Including target market selection, market positioning, marketing combination, detailed planning for the implementation of the marketing program, through the analysis of project risk, the corresponding risk prevention and control measures are put forward. This paper deeply analyzes the marketing strategy of the "Tsinghua City and China Trade Center" project, and through the internal and external analysis of the company, carries on the market analysis of the area where the project is located, and determines the target market and market positioning of the project. A set of marketing combination strategies is developed to describe the whole process of marketing strategy formulation. The purpose is to provide the company with a clear promotion node and sales cycle, so that the company has a clear understanding and judgment of project management.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F727
本文编号：2336937
[Abstract]:As the pillar industry of our national economy, real estate industry plays an important role in the development of the whole national economy. With the development of our country's economy and society, the consumption level and purchasing ability of citizens are also increasing steadily. However, in recent years, in the face of rising housing prices and the pressure of public opinion, in order to curb the rapid rise of house prices, To ensure the reasonable development of the real estate market, the government has issued a series of macro-control policies, including restraining demand, increasing supply, strengthening supervision and so on. Nowadays, the development of real estate industry is under great pressure, such as the maturity of real estate products, the increasingly serious homogeneity and the increasing rationalization of the purchase of real estate by consumers. The transformation of the real estate market and the rationalization of the inherent characteristics of the sale of goods have become an important condition for the healthy development of the enterprise. The real estate marketing is naturally attached great importance to by the real estate developers. But at present, many developers have a short history of marketing planning, and there are still many problems in real estate marketing planning, which directly affect the development of enterprises themselves. Making scientific and perfect marketing planning has become the key to the success or failure of enterprise management. Under the condition of modern market economy, the key to the success of real estate enterprises lies in whether the market can provide the products that consumers need, and realize the value of products through exchange, thus promoting the continuous development of enterprises. However, many developers have a short history of marketing planning, and there are still many problems in the marketing planning of real estate, which directly affects the development of the enterprise itself. Therefore, marketing strategy is the key to the success or failure of enterprise management, in order to ensure the rapid development of enterprises, a good marketing strategy is particularly important. Combining with the work practice and using the theoretical knowledge, this paper draws up a detailed business plan for the "350000 m2 urban complex of Qinghua City". Through the analysis of the macroeconomic environment, industry environment, market supply and demand of our country, this paper clarifies the present situation of the real estate market, the future development trend, the advantages and disadvantages of Tsinghua City and the opportunities and challenges, and formulates the marketing plan of Tsinghua City accordingly. Including target market selection, market positioning, marketing combination, detailed planning for the implementation of the marketing program, through the analysis of project risk, the corresponding risk prevention and control measures are put forward. This paper deeply analyzes the marketing strategy of the "Tsinghua City and China Trade Center" project, and through the internal and external analysis of the company, carries on the market analysis of the area where the project is located, and determines the target market and market positioning of the project. A set of marketing combination strategies is developed to describe the whole process of marketing strategy formulation. The purpose is to provide the company with a clear promotion node and sales cycle, so that the company has a clear understanding and judgment of project management.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F727
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