房地产营销论文.doc

理工学院毕业设计(论文)
希望城玫瑰园房地产项目营销策划
学生：唐璐
学号：
专业：工程管理
班级：
指导教师：王寒梅
理工学院建筑工程学院
二〇一四年六月
摘要
房地产市场营销是关系房地产开发经营成败的关键，在目前竞争激烈的情况下，房地产如何营销越来越成为房地产发展商十分看重的问题。中国房地产营销业的兴起和发展，为加速房地产的循环创造了条件。从当初的“一无所有”到现在的“无处不在”，可以说，营销观念的树立以及各种营销方式的使用，是房地产业蓬勃发展的一个见证。
本文运用SWOT分析法，4P理论对德阳市希望城玫瑰园房地产项目进行营销策划。
关键词：房地产；市场；营销；策划
ABSTRACT
Real estate marketing is the key to the success or failure of the real estate development business, in the current petitive situation, the real estate marketing has bee more and more real estate developers is very important problem. The rise and development of China marketing of the real estate industry, to create the conditions to accelerate the real estate cycle. From the original "nothing" to the present "everywhere", can be said that, the concept of establishing and marketing a variety of marketing methods used, is a booming real estate industry witnessed.
Modern real estate marketing is no longer a simple marketing job, but business to meet market demand as the center of the whole business activities, from market research staffing organization development and management of real estate investment activities, innovative marketing model should be out of the situation, the real estate marketing into integrated marketing era. So the real estate marketing and broad, contain rich content. Real estate market is the real estate products to enter the market, converted to cash management activities, is the link between land and housing producers and consumers.
Keyword：Real estate; market; marketing; planning
目录
1 前言3
选题背景3
研究的意义3
研究的目的3
研究方法3


研究容3
2营销理论基础3
房地产市场营销的概念3
市场营销环境3
市场营销策略3




3房地产市场环境分析3
项目基本概况3
德阳市宏观环境分析3

德阳固定资产投资分析3
德阳居民收入水平3

希望城房地产市场分析3
消费者调查问卷结果分析3
3.