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论文编号：	5714
作者编号：	2220110900
上传时间：	2013/12/3 13:18:53
中文题目：	昆明“建工新城”项目营销策略研究
英文题目：	Kunming “DREAM TOWN” Project Marketing Planning Research
指导老师：	张永强
中文关键字：	昆明建工新城，房地产营销项目管理，房地产营销组合策略
英文关键字：	Kunming Dream Town，Real estate Marketing Project management，Real estate Marketing Combination Strategy
中文摘要：	伴随着近年来的发展,房地产业己经日渐成为中国的支柱产业之一,成为拉动经济增长的重要力量。同时由于我国房地产市场的不断成熟与完善,房地产市场竞争变得日趋激烈, 这给国内房地产开发商的生存带来了严重威胁。传统的房地产市场营销理念及方法己经不能完全满足快速发展的房地产业的需求,而房地产营销策划已日益为整个行业所重视。我国房地产营销策划经过近年来的发展,己经形成基本体系,但房地产营销策划在理论和实践环节还存在种种问题,比如理论和实际操作水平脱节、策划行为随意性强等。这不仅给房地产开发企业的开发经营带来不良的影响,还在一定程度上加剧了大量商品房空置,造成社会资源的极大浪费。对房地产项目营销策划进行研究，对于丰富房地产营销策划的基本理论，提高企业的营销素质，增强企业的活力，促进房地产业更加健康快速发展等都具有理论和现实意义。本文基于房地产营销策划的基本理论，深刻地分析了当今国内房地产营销策划的现状与发展趋势，同时深入到具体的房地产开发项目之中，进行了认真思考和广泛调研，在充分掌握了大部分信息的情况下，系统的分析了项目的宏观环境，并利用SWOT工具深入客观剖析了项目的优势、劣势、市场威胁和潜在发展机会，在此基础上对项目的目标市场和营销组合策略进行了选择，并系统地给出了项目策划方案的具体实施过程。通过研究，笔者认为，项目的优势大于劣势,机会大于威胁，应该利用昆明市进行“十二五”战略规划布局的机会,将房地产项目开发与城市建设融合起来，整合区域内各种资源,实施产品差异化战略和产品领先战略，加强项目品牌和形象宣传，提高知名度，同时，加强项目内部管理,实行复合式的营销策划战略，最终实现建工新城项目的有效开发。总之，本文能够比较充分地将房地产的市场理论与实践进行结合,通过对各渠道以及资源的综合运用,能很好的降低项目的营销成本，同时提高项目的营销效果,这对房地产项目策划工作者进行实际操作提供了很好的参考借鉴。关键词：昆明建工新城，房地产营销项目管理，房地产营销组合策略
英文摘要：	With the development of recent years, the real estate industry has increasingly become one of the pillar industry in China, an important force to drive economic growth. At the same time, because our country real estate market matures and perfect, the real estate market competition becomes increasingly fierce, which poses a serious threat to the domestic real estate developers existence. The traditional real estate market marketing idea and methods have not fully meet the needs of rapid development of real estate industry, real estate marketing planning has increasingly attention by the whole industry. Our country real estate marketing planning after recent years of development, has formed the basic system, but the real estate marketing planning in theory and in practice there are problems, such as the theory and practical operation level, planning behavior optional the gender is strong, and so on. This not only brings to the development of real estate development enterprises adverse impact, also to a certain extent, contributed to a large number of commercial housing vacancy, causing enormous waste of social resources. Study of real estate project marketing planning, to enrich the basic theory of real estate marketing planning, improve the quality of marketing of enterprises, strengthening the vitality of enterprises, promote the fast development of the real estate industry more healthy has theoretical and practical significance. Based on the basic theory of real estate marketing planning. this paper deeply analyzes the present situation of the domestic real estate marketing planning and the development tendency, at the same time into the specific real estate development project, has carried on the ponder earnestly and extensive research, in the case of fully mastered the most information, the system analyzes the macro environment of the project, and by using SWOT tool deep objectively analyzed the project's strengths, weaknesses, threats and potential market opportunities, on the basis of the project target market and the marketing mix strategy selection, and gives the specific implementation process of project planning scheme. Through research, the author believed that the advantages outweigh the disadvantages, the opportunity is greater than the threat, should take advantage of the city of Kunming on the strategy of "twelfth five-year" planning the layout of the opportunity, will into real estate project development and urban construction, the integration of regional resources, implement the strategy of product differentiation strategy and product leaders, to strengthen the project brand and image promotion, raise awareness, at the same time, strengthen the internal management of the project to adopt the marketing strategy of the compound, finally realizes the construction of metro project development effectively. All in all, this paper can fully will combine theory and practice of the real estate market, through the integrated use of various channels and resources can very good reduce marketing cost of the project, at the same time improve the marketing effect of the project, the real estate project planning workers for actual operation provides a good reference. Key Words：Kunming Dream Town，Real estate Marketing Project management，Real estate Marketing Combination Strategy
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