诚瀚公司瑞士小镇项目营销策划方案
发布时间：2018-11-06 07:16
【摘要】：从全国宏观经济来看，随着国家“振兴东北”战略的实施，东北地区特别是辽宁省经济发展呈现出良好局面，，铁岭清河区作为东北地区一个重要的发电厂所在地，清河区的经济、文化、娱乐等各个方面更是获得了长足发展，重点体现在经济上连续多年的增长。近几年清河区也加大了产业结构调整的步伐，从经济发展情况来看，清河区已逐步走上实力强劲的县级市行列当中来。 从清河区的地产行业发展角度看，虽然过去两三年，中国房地产业经历了新一轮的宏观调控，行业发展受到一定程度的影响，但是，对于地处三线城市的清河片区房地产业在近两年当中发展速度相当快，预计至少在近五年的时间为黄金期。而本案所在地区将逐渐成为这一区域的重点开发地段，其主要标志就是在2012年市政府工作报告中的“西联北扩”政策将带动这一区域经济发展。 有了好的外部经济环境，只是地产项目成功的一半，怎样将手中的产品以最短的周期销售出去才是考量一个开发公司的能力。因此，一个专业高素质的销售团队是必不可少的，置业顾问公司成了许多开发商的首选。 置业顾问公司是专门为房地产公司代理销售商品房的公司，置业代理公司的业绩与地产公司的业绩息息相关，很多规模小的开发公司，开发周期是与代理公司的销售业绩相挂钩的，所以销售量能否符合预期，对开发商而言至关重要。 再看看置业顾问公司，公司代理项目的代理费是销售额的8‰~3.5％之间。但是，能否盈利并不是看签署的代理费的高低，关键还要看“去化量”。对于房地产公司来说“去化量”是滚动开发的根本。“去化量”小房地产有可能面临着死盘、烂尾的危险。而对于置业顾问公司来说能否盈利也都是看对“去化量”的预期。 本文主要研究的着眼点是成立六年的诚瀚置业顾问公司为瑞士小镇项目编写营销策划方案，方案中通过项目管理的方法研究项目的市场定位、区划分析、营销策略等。以及“瑞士小镇”项目在销售时的营销的进程控制、团队管理等。
[Abstract]:From the national macroeconomic point of view, with the implementation of the national strategy of "revitalizing the Northeast", the economic development in the Northeast region, especially in Liaoning Province, presents a good situation. Tieling Qinghe District, as an important power plant location in the Northeast region, The economic, cultural, entertainment and other aspects of Qinghe District have made great progress, especially in the years of economic growth. In recent years, Qinghe District has also stepped up the pace of industrial structure adjustment. In terms of economic development, Qinghe District has gradually stepped into the ranks of strong county-level cities. From the point of view of the development of the real estate industry in Qinghe District, although in the past two or three years, the real estate industry in China has experienced a new round of macro-control, the development of the industry has been affected to a certain extent, however, The real estate industry in Qinghe District, which is located in the third tier city, has developed very fast in the past two years, and is expected to be a golden period in at least the past five years. The area in which the case is located will gradually become a key development area in this region, and its main symbol is that the policy of "expanding the western alliance to the north" in the work report of the municipal government in 2012 will promote the economic development of the region. With a good external economic environment, only half the success of a real estate project, how to sell the products in the shortest cycle is to consider the ability of a development company. Therefore, a professional high-quality sales team is essential, home-purchase consultants have become the first choice for many developers. Home ownership Consultants are companies specialized in selling commercial housing for real estate companies. The performance of home purchase agents is closely related to the performance of real estate companies. Many small development companies, The development cycle is linked to the agency's sales, so whether sales meet expectations is crucial to developers. The agency fee of the agency is between 8 鈥
本文编号：2313528
[Abstract]:From the national macroeconomic point of view, with the implementation of the national strategy of "revitalizing the Northeast", the economic development in the Northeast region, especially in Liaoning Province, presents a good situation. Tieling Qinghe District, as an important power plant location in the Northeast region, The economic, cultural, entertainment and other aspects of Qinghe District have made great progress, especially in the years of economic growth. In recent years, Qinghe District has also stepped up the pace of industrial structure adjustment. In terms of economic development, Qinghe District has gradually stepped into the ranks of strong county-level cities. From the point of view of the development of the real estate industry in Qinghe District, although in the past two or three years, the real estate industry in China has experienced a new round of macro-control, the development of the industry has been affected to a certain extent, however, The real estate industry in Qinghe District, which is located in the third tier city, has developed very fast in the past two years, and is expected to be a golden period in at least the past five years. The area in which the case is located will gradually become a key development area in this region, and its main symbol is that the policy of "expanding the western alliance to the north" in the work report of the municipal government in 2012 will promote the economic development of the region. With a good external economic environment, only half the success of a real estate project, how to sell the products in the shortest cycle is to consider the ability of a development company. Therefore, a professional high-quality sales team is essential, home-purchase consultants have become the first choice for many developers. Home ownership Consultants are companies specialized in selling commercial housing for real estate companies. The performance of home purchase agents is closely related to the performance of real estate companies. Many small development companies, The development cycle is linked to the agency's sales, so whether sales meet expectations is crucial to developers. The agency fee of the agency is between 8 鈥
本文编号：2313528
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