论文总字数：33406字

摘 要

随着我国市场化进程不断深入，国民经济水平的不断提高，对住房等需求旺盛，房地产行业发展了起来，并且成为我国经济的重要支柱，近些年来更是趋于成熟的状态，行业市场化和房地产开发商们的规范化也在不断提高，在开发项目不断增加，供应量激增的背景下，房屋逐步从供不应求转变为供大于求的趋势，同时消费水平越来越高的市民对于房地产行业的认识也逐渐专业和深入，对购房也更加理性，同时，处于目前阶段的房地产行业，目的并不只是卖出房子，而是通过理念输出，强化品牌等，来实现利益最大化。做好市场营销是各开发商必须考虑的首要问题。创新市场营销策略，是企业在激烈的市场环境中取得优势的关键所在，但是市场营销在房地产开发过程中也有很多问题，诸如产品定位不合理，营销模式比较落后等等，这些都是企业需要注意的问题，制定和实施正确的营销策略，也是企业提高市场竞争力的过程。

本文以地块市场营销为研究对象，首先叙述我国房地产市场营销理论现状和发展历程，其次调查项目基本信息，弄清地块卖点等关键点，再次掌握市场营销策略和技巧，最后结合市场环境制定出正确的市场营销策略，并对市场营销在地块开发过程中的作用、应用等提出自己的意见与看法，同时，我认为这也是对我自身专业学习和日后工作生活有很大帮助，我可以通过这次研究，对自身专业有更深的认识和接触，同时丰富我的经验，锻炼实践能力。

关键词：房地产；市场营销；房地产营销方案

Research on marketing plan of Xingyao villa project

Abstract

Along with the process of marketization in our country, and constantly improve the level of national economy, the housing demand, the real estate industry development, and became the important pillar of our economy, in recent years, the state of mature industry marketization and the standardization of the real estate developers are also constantly improve, increasing in development projects, under the background of the surge of supply, housing gradually shift from the demand for the trend of supply, at the same time, the citizens of consumption level is higher and higher to the understanding of the real estate industry also gradually professional and thorough, the purchase is more rational, at the same time, in the current stage of the real estate industry, The goal is not just to sell the house, but to maximize profits by exporting ideas, strengthening the brand, etc. Good marketing is the developers must consider the first issue. Innovative marketing strategy, is the enterprise in the fierce market environment to take advantage of the key, but the market marketing also has a lot of problems in the process of real estate development, such as unreasonable product positioning, marketing model is backward, etc., these are problems we need to pay attention to and develop and implement the right marketing strategy, is also the process which the enterprises to improve market competitiveness.

Based on land parcel marketing as the research object, this paper first narrative marketing theory in our country's real estate market present situation and development course of the second survey project basic information, clarify land selling point and other key points, grasp the market marketing strategies and techniques, again finally combined with the market environment to develop the right marketing strategy, and the role of marketing in the land development process, application etc. Put forward their views and opinions, at the same time, I think this is for my own professional learning and working life are of great help in the future, I can through this research, to their own professional have a deeper understanding and the contact, enrich my experience at the same time, exercise practice ability.

Key words: real estate,marketing,real estate marketing program

目 录

摘 要 I

Abstract II

第一部分 全过程工作描述 1

第二部分 星耀山庄项目市场营销方案研究 5

第一章 绪论 5

1.1房地产营销策略研究的背景与意义 5

1.1.1研究的背景 5

1.1.2研究的意义 5

1.2房地产市场营销概念与特征 5

1.2.1 国外研究综述 5

1.2.2 国内研究综述 6

1.3房地产营销策划理论与实践的发展 7

1.3.1 “4P”市场营销理论 7

1.3.2“4C”理论 8

1.3.3 “6P”大市场营销理论 8

2.1宏观环境分析 9

2.2微观环境分析 11

2.3竞争楼盘分析 12

2.4项目SWOT分析 14

第三章 房地产市场营销策略—产品策略 15

3.1 “整体产品” 15

3.2 产品差异化策略 16

第四章 房地产市场营销策略—定价策略 17

4.1定价方法 17

4.1.1成本导向定价 17

4.1.2需求导向定价 17

4.1.3竞争导向定价 17

4.1.4可比楼盘加权定价 17

4.2定价程序 18

4.3定价策略 19

4.3.1总体定价策略 19

4.3.2营销过程定价策略 19

4.3.3时点定价策略 20

第五章 房地产市场营销策略—渠道策略 21

5.1渠道结构 21

5.1.1开发商自行营销模式 21

5.1.2委托中间商销售模式 21

5.2渠道管理 22

5.2.1管理职能 22

5.2.2渠道成员的激励 22

5.2.3渠道成员的评估 22

第六章房地产市场营销策略—促销策略 23

6.1广告策略 23

6.1.1广告目标 23

6.1.2广告工具 23

6.1.3广告策略 23

6.2营销推广策略 24

6.3公共关系策略 25

6.4人员推销策略 25

6.4.1推销人员的角色 25

6.4.2推销人员的销售 25

第七章 星耀山庄市场营销策略建议与结论 27

7.1产品策略方面 27

7.1.1正确的产品定位 27

7.1.2差异性产品与服务 27

7.1.3加强品牌意识与管理 27

7.2价格策略方面 28

7.2.1制定适当的调价策略 28

7.3渠道策略方面 28

7.3.1增加销售渠道 28

7.3.2网络营销 28

7.4促销策略方面 28

7.4.1优惠促销 28

7.4.2诚信促销 29

参考文献 31

致 谢 32

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