摘 要

时至今日，随着我国经济的不断发展以及城市化的快速推进，促使了我国地产市场的迅速发展，对促进经济的发展做了巨大的贡献，并逐渐成为我国经济的支柱产业，而且在很大程度上也改善了人民的物质生活条件。因此随着市场经济的迅猛发展，房地产行业度过了萌芽阶段，快速成长阶段，根据市场需求出现大量的商品房，其数量供不应求，在市场阶段繁荣发展中，房地产项目的营销策划起着非常重要的作用。

本文在对理论进行详尽的阐述的基础上。根据绵阳实际情况，为企业提供营销依据，使该项目可以在市场中受欢迎，企业的形象和利润达到一定高度。在设计过程中始终坚持以营销学理论为指导；以地区房地产市场为背景；以项目实践为基础。策划从市场调研、形式分析出发，确定项目基本战略、营销战略和营销目标，在此基础上对目标市场进行细分、评价和选择，明确了项目所针对的目标市场，通过全过程营销，针对房地产企业的营销问题进行探讨：用先进的营销模式来提高房地产企业的营销水平，进一步实现企业的经营目标，同时满足消费者的真正需求，达到双赢。

关键词：房地产 产品定位 目标市场 定价策略

Marketing planning of wealthy oriental plaza project

Abstract

Today, with the development of China's economy and the rapid development of city urbanization, promoted the rapid development of China's real estate market, made a great contribution to promote the development of the economy, and gradually become the pillar industry of China's economy, but also improve the living conditions of the people in great extent. Therefore, with the rapid development of market economy, the real estate industry through the bud stage, rapid growth stage, according to the market demand, the emergence of a large number of commercial housing, the number of market demand, in the stage of prosperity in the development of real estate project marketing planning plays a very important role.

This article is based on the detailed exposition of the theory. According to the actual situation in Nanjing, for enterprises to provide marketing basis, so that the project can be popular in the market, corporate image and profits to a certain height. In the design process, always adhere to the marketing theory as the guide; to the regional real estate market as the background; based on project practice. From market research, planning and analysis of form, determine the project basic strategy, marketing strategy and marketing objectives, on the basis of the target market segmentation, selection and evaluation, the project target market, through the whole process of marketing, it discusses the marketing problems of real estate enterprises with advanced marketing model to improve our real estate marketing level, to achieve the business objectives, and meet the real needs of consumers, to achieve a win-win situation.

Key words: Real estate; Product positioning; Target market; Pricing strategy

目录

摘要 1

Abstract 2

第一章 概述 4

1.1项目概况 4

1.2项目背景 4

1.3营销策划的主要依据 4

1.4营销策划的工作步骤 5

第二章 市场调查与分析 7

2.1宏观环境下分析 7

2.2 投资环境的调查与分析 7

2.3 房地产市场状况的调查与分析 8

2.4 消费者状况调查与分析 8

2.5区域潜在购房者需求特征分析 8

第三章 市场细分与目标市场的选择 11

3.1 市场细分 11

3.2 目标市场的选择 11

3.3 目标客户的需求分析 12

第四章 房地产产品定位 13

4.1本项目建设方案 13

4.2设计总说明 13

4.3竞争性物业调查 16

4.4房地产产品定位 21

4.5 本项目定位 23

第五章 销售计划 26

5.2具体销售规划 26

5.3销售周期及销售比例 27

5.4经济评价 28

5.4 投资回收期 30

5.5 成本利润率 32

第六章 房地产市场营销策略 33

6.1 推广主策略 33

6.2 媒体组合建议 33

6.3 焦点广告 34

6.4人员推销 34

6.5 销售促进 35

第七章 销售工作及售后服务 36

7.1 销售工作 36

7.2 售后服务 37

结语 39

致谢 40

参考文献 41

第一章 概述

1.1项目概况

项目名称：富临·东方广场

项目地址：绵阳剑南路西段8号

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