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论文编号：	1603
作者编号：	2220080810
上传时间：	2010/6/10 10:50:23
中文题目：	中海地产房地产项目开盘策略研究
英文题目：	Research On Real Estate Project Open Strategies of China Overseas Property Group CO.LTD
指导老师：	白长虹
中文关键字：	关键词：房地产项目；营销策划；开盘策略
英文关键字：	Key words: Real Estate Project；Marketing Planning；Open Strategies
中文摘要：	目前，从我国房地产市场从总体趋势上看，已经进入了一个以需求为导向的发展阶段，市场化的程度越来越深。房地产市场经过多年运行的实践，给地产界带来了许多宝贵的经验与教训，这需要我们安心坐下来，系统地进行一些总结与梳理，摒弃掉市场迅速发展给我们带来的盲目乐观与浮躁，正视目前中国地产市场正从“概念”逐步转向“实质”的现实。我国的房地产从业者现在面临的不仅仅是楼盘之间的竞争，更是企业之间综合实力的竞争，除了需要过硬的硬件之外，更需要运用新的营销手段这个软件基础,而项目开盘又是营销手段中的重中之重。因此，项目开盘策略应运而生。 本文首先从中海地产房地产项目开盘基础条件的实现入手，积极探索了政府销售许可文件的取得、房地产项目开盘前期推广基础、房地产项目开盘前期推广途径以及房地产项目开盘目标的制定，旨在为后文进行准确的项目开盘分析奠定了坚实的基础。接着，通过进行资料分析、实例穿插、归纳演绎等研究方法，借鉴了营销学、策划学、管理学、心理学等相关领域的理论，分别从开盘定价、充分有效的客户储备、其他核心决策三个方面进行比较全面的分析和阐释。在开盘决策核心问题分析方面，分别对开盘定价、充分有效的客户储备及开盘目标三个方面总结出相对全面、系统的开盘核心解析。文章最后有针对性的系统的总结和分析了房地产项目开盘的组织与实施。从房地产项目开盘组织流程、房地产项目开盘流程控制、房地产项目开盘促销策略与突发应对等三方面展开，最后对开盘营销组织的意义进行了阐述，旨在为房地产项目开盘的完整性与可操作性提供依据。 现阶段在我国的地产市场进入以需求为导向的发展阶段大趋势下，我们需要系统地进行总结与梳理，将开盘策略纳入房地产营销理论体系之中，总结并提供了有关房地产项目开盘相对全面的认识视角，同时提供了一个可供参考的设计依据，对深入研究房地产项目开盘极具现实及理论的双重意义。
英文摘要：	At present, from the point of overall view, China's real estate market has entered a demand-driven stage of development, and the market has gradually more and more deepened. The practice of running the real estate market, which gives us a lot of valuable experience and lessons learned, we need to systematically summarized and sort out, and discard the rapid development stage of the market brought by blind optimism and impulsive, to face the Chinese real estate market which is moving from "concept" to "real" reality. China's real estate is not only faced by the competition between real estate, but also the comprehensive strength of competition between enterprises. Apart from excellent hardware, but also to use new marketing tools in this software, opened the Law came into being. Therefore, the project opening strategy emerged. This article firstly, from sea-based real estate conditions real estate projects opened to achieve and positively explore the government to obtain marketing approval of documents, pre-opening promotion based real estate, real estate project pre-opening channels and real estate projects opened to promote the development goals, aims After the text for the opening of an accurate project has laid a solid foundation. Then, by conducting data analysis, case alternation, induction and deduction and other research methods, learn from the marketing, planning, management, psychology and other related fields theory, respectively, from the opening prices and effective customer reserves, and other key decision-making 3 aspects were more comprehensive analysis and interpretation. Core issue in the opening decision-making analysis, respectively, opening price, the full and effective customer reserves and opening goal summed up three relatively comprehensive system of opening the core analysis. Finally, targeted systematic summary and analysis of real estate projects opened in the organization and implementation.Organizational processes from opening the real estate projects, real estate opening process control, real estate marketing strategies and sudden opening three aspects should start, end, the significance of opening marketing organization elaborated, aimed at the full opening of real estate projects provide the basis and maneuverability. China's real estate market has entered a demand-oriented stages of development trend, we need to systematically summarized and combine, bring opening system of law into the real estate marketing theory, sum up and provide relatively comprehensive real estate projects opened understanding of perspective, while providing a reference design based on in-depth study of real estate projects of great practical and theoretical opening of a double significance.
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