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论文编号：	2526
作者编号：	2220080829
上传时间：	2010/6/11 14:09:23
中文题目：	苏州HB项目营销战略与策略研究
英文题目：	Research on Suzhou HB Marketing Strategy and Tactics
指导老师：	戚安邦
中文关键字：	关键词: 房地产项目投资 市场定位 战略规划 营销策略及效果
英文关键字：	Keywords：Real estate project investment；market localization；Strategy plan；marketing strategy
中文摘要：	在房地产投资项目的现实运行中，因项目的产品定位不准、营销策划不当而导致决策失误，造成项目最终失败，继而使得房地产商破产，国际、国内在这方面的事例屡见不鲜。如何准确地进行项目的产品定位，制定科学的营销策略，进而确保房地产投资项目实现投资目标，是房地产项目投资成败的重要环节。 本文通过对房地产项目产品定位、房地产项目营销策划等相关理论进行回顾和整理，结合本企业房地产开发项目策划的经验，对房地产开发项目产品定位、战略规划、营销策略及效果进行了系统的研究，主要观点与结论有： 1．通过对HB项目的地域环境、市场竞争态势及项目SWOT的分析，确立HB项目的战略定位。实证结果表明，该战略定位是合理的。 2．从项目的战略规划、住宅设计、景观设计、会所等设计四个方面，阐述了HB项目的战略规划与设计过程，较好地反映了该项目的总体定位和消费者的需求。 3．进行了HB项目的营销策划，研究了HB项目合理的销售时机，提出了项目营销的创新性策略。HB项目的实际销售结果表明，这些工作均取得了良好的效果。 本文研究的意义在于：通过对苏州HB项目产品定位和营销策划的实际案例分析，探讨房地产开发项目区域市场及周边环境分析的基本方法，研究房地产开发项目产品定位（包括客户定位、规划理念定位、房型与面积定位等）的基本程序，探讨房地产开发项目营销策划的基本问题，并希望将研究成果可以作为其他房地产项目策划可借鉴的依据和基础。
英文摘要：	In investment in real estates project reality movement, because the project product localization not accurate, the marketing plans improper causes the decision error, causes the project to be defeated finally, subsequently causes the real estate business to go bankrupt, international, the home is common in this aspect's instance. How to carry on the project accurately the product localization, the formulation science marketing strategy, then guaranteed that the investment in real estates project achieves the investment goal, is the real estate project investment success's or failure's important link. This thesis through to the real estate project product localization, the real estate project marketing plan and so on correlation theories carries on the review and the reorganization, unifies this enterprise property development project plan the experience, to the property development project product localization, the strategic plan, the marketing strategy and the effect have conducted system's research, the major point and the conclusion include: 1.through to the HB project's region environment, the market competition situation and the project SWOT analysis, establishes HB the project the strategy localization. The real diagnosis result indicated that this overall localization is reasonable. 2.from the project overall plan, the housing design, the landscape design, the office and so on designs four aspects, elaborated the HB project's overall plan and the design process, have reflected this project overall localization and consumer's demand well. 3.this thesis has carried on the HB project marketing plan and the implementation, has studied the HB project reasonable sale opportunity, proposed the project marketing innovative strategy. The HB project's effective sale result indicated that these work have made the good progress. This thesis studies the significance lies in: Through to Suzhou HB project product localization and marketing plan actual case analysis, discussion property development project region market and peripheral environment analysis essential method, research property development project product localization (including customer localization, plan idea localization, Fang Xing and area localization and so on) the main routine, the discussion property development project marketing plan's basic question, and hoped that the research results might take the basis which and the foundation other real estate project plan may use for reference.
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