论文总字数：28321字

摘 要

随着我国经济的迅速发展，房地产的发展已经走向市场化。消费者追求有品质的舒适生活，对房地产的要求越来越高，随着年龄、收入和家庭结构的变化，消费者的需求也在不断改变。同时，房地产行业激烈的竞争和国家宏观政策的调控，也对房地产营销策划提出了新的要求。制定正确的房地产市场营销策划，已经成为房地产地块项目开发的重中之重。

南京市秦淮区是个经济发达的地方，清水塘节制闸地块临近秦淮河，交通便利，基础设施完善，开发过程中机遇与挑战并存。本研究采用理论与实际结合，定性与定量结合的方法，通过市场调研对项目内外部资源进行深入分析，确定该地块项目的目标市场和相应的营销策略,实现营销目标，获得地块项目开发的最大利益。

秦淮区清水塘节制闸地块房地产开发项目具有良好的经济效益和社会效益，项目具备房地产开发的各项条件，其营销策划方案可行。

关键词：房地产；项目开发；秦淮区；市场调研；营销策略

Qinhuai district qingshuitang control sluice plot project marketing planning scheme

Abstract

With the rapid development of China's economy, the development of real estate has been market-oriented. Consumers pursue a quality and comfortable life and have higher and higher requirements for real estate. With the changes in age, income and family structure, consumers' demands are also changing. At the same time, the fierce competition in the real estate industry and the regulation and control of the national macro policy also put forward new requirements for the real estate marketing planning. Making the correct real estate marketing plan has become the top priority of real estate land project development.

Nanjing qinhuai district is an economically developed place. The plot of qingshuitang control sluice is close to qinhuai river, with convenient transportation and perfect infrastructure. Opportunities and challenges coexist in the development process. This research adopts the method of combining theory with practice and qualitative and quantitative methods. Through market research, the internal and external resources of the project are deeply analyzed to determine the target market of the project and the corresponding marketing strategies, so as to achieve the marketing objectives and obtain the maximum benefits of the development of the project.

Qinhuai district qingshuitang control sluice plot real estate development project has good economic and social benefits, the project has the conditions of real estate development, its marketing plan is feasible.

Keywords: real estate; Project development; The qinhuai district; Market research; The marketing strategy

目录

摘要 Ⅰ

Abstract Ⅱ

第一章 引言 1

1.1选题背景与意义 1

1.1.1选题背景 1

1.1.2选题意义 1

1.2文献综述 1

1.2.1国内文献综述 1

1.2.2国外文献综述 2

1.3研究内容和方法 2

1.3.1研究内容 2

1.3.2研究方法 2

第二章 市场调研 4

2.1环境分析 4

2.1.1政治环境分析 4

2.1.2经济环境分析 4

2.1.3文化环境分析 4

2.1.4技术环境分析 4

2.1.5其他环境分析 4

2.2竞争分析 4

2.2.1竞争楼盘 5

2.2.2竞争对手 5

2.3消费者分析 6

2.3.1购买力水平 6

2.3.2购买倾向 6

2.3.3家庭结构 7

第三章 项目分析 8

3.1SWOT分析 8

3.1.1优势分析 8

3.1.2劣势分析 8

3.1.3机会分析 8

3.1.4威胁分析 8

3.2目标市场 8

3.2.1市场细分 8

3.2.2市场选择 9

3.2.3市场定位 9

第四章 营销策略 10

4.1价格策略 10

4.1.1总体定价策略 10

4.1.2时点调价策略 10

4.1.3租售比例 10

4.1.4销售顺序 10

4.2产品策略 11

4.2.1产品质量 11

4.2.2产品性能 11

4.2.3定位设计 11

4.2.4建设方案 11

户型设计表 11

4.3渠道策略 11

4.3.1直接销售 11

4.3.2代理销售 12

4.3.3网络销售 12

4.4促销策略 12

4.4.1广告媒体 12

4.4.2营业推广 12

4.4.3公共关系 12

第五章 结论 14

5.1项目结论 14

5.2项目局限 14

5.3项目展望 15

致谢 16

参考文献 17

第一章 引言

1.1选题背景与意义

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