抚顺馨月家园房地产项目营销策划

发布时间：2018-05-23 17:43

本文选题：营销策划 + 保障措施　；参考：《东北大学》2014年硕士论文

【摘要】：目前,随着国际经济一体化的迅速发展以及国内经济水平的不断提高,人口老龄化问题十分突出。抚顺作为我国北方重要的工业基地,地处于沈阳经济区副中心城市,近些年的房地产发展势头更是突飞猛进。房地产公司应该审时度势,抓住机会勇于创新来开发大众需求的楼盘项目。在发现新的市场需求之后,本文通过对市场营销理论的研究,重点强调营销策划和营销实施在整个馨月家园项目中的重要性。系统分析周边竞争楼盘的销售情况与营销策划方案。同时,对抚顺目前的房地产市场进行了市场问卷调查,确定了目标客户群。本次项目旨在建立适合都市繁忙工作的家庭,他们无暇细心照顾老人,他们想要一个生态宜居的家园,馨月家园房地产项目可以帮助他们完成这个心愿。本文通过市场问卷调查和行业内部信息调查的方式收集了馨月家园房地产项目有关营销策划方面的信息,依据市场营销策划等相关理论和研究方法进行了宏观环境分析、行业环境分析、内部环境分析和SWOT分析模型等分析。依据分析结果,对项目营销工作进行了产品策划、价格策划、渠道策划和促销策划等一系列的策划。针对策划方案,在调整营销组织、加强营销管理、树立营销观念、构建高效营销团队和组织营销绩效考核体系等方面提出了措施保障。为中高端收入客户建设一个生态宜居和居家养老为融合体的温馨家园提供全面系统的市场营销策划。
[Abstract]:At present, with the rapid development of international economic integration and the continuous improvement of domestic economic level, the problem of population aging is very prominent. Fushun, as an important industrial base in north China, is located in the sub-central city of Shenyang Economic Zone, and the development of real estate is advancing by leaps and bounds in recent years. Real estate companies should review the situation and seize the opportunity to innovate to develop mass demand projects. After discovering the new market demand, this paper emphasizes the importance of marketing planning and marketing implementation in the whole Xinyue Home Project through the research of marketing theory. System analysis of the surrounding competitive real estate sales and marketing planning. At the same time, Fushun's current real estate market questionnaire survey to determine the target customer base. The aim of this project is to set up families suitable for busy urban work. They have no time to take good care of the elderly. They want an ecologically livable home. The Xinyue Home Real Estate Project can help them accomplish this wish. This paper collects the information about marketing planning of Xinyue real estate project by means of market questionnaire survey and industry internal information investigation, and carries on macroscopic environment analysis according to the relevant theories and research methods such as marketing planning, etc. Industry environment analysis, internal environment analysis and SWOT analysis model, etc. According to the analysis results, the project marketing work for a series of product planning, price planning, channel planning and marketing planning. In view of the planning scheme, the measures are put forward in adjusting the marketing organization, strengthening the marketing management, setting up the marketing concept, constructing the efficient marketing team and organizing the marketing performance appraisal system, etc. It provides a comprehensive and systematic marketing plan for middle-high income customers to build an eco-livable and home-based old-age care system for the harmonious home.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F274

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