房地产专业 毕业设计

房地产专业毕业设计

摘要

本文通过对市大兴区国韵村项目的实际操作，对房地产全程营销策划的流程及容进行研究。

简要介绍国韵村项目的基本情况和主要产品特点

本设计从宏观环境分析、微观环境分析（包含竞品分析）、项目分析、定价策略、营销通路、营销推广等几个方面进行设计规划，以达到层层推进的目的。通过此全程营销策划报告，来实现国韵村项目快速去化的目的。

本设计方案本着.....设计思路，提出了......方面的指导性建议（设计理念），在.....方面的观点（设计建议）具有创新性。

本报告的第一部分为宏观环境分析。从对市大兴区的自然环境分析、南城的发展、人口环境、经济环境、社会文化环境、房地产宏观政策等环境进行分析，判断宏观环境影响下房地产行业的发展趋势。

本报告的第二部分为微观环境分析。从对国奥集团控股（简称国奥集团）品牌、市土地供给和需求现状、市住宅供给和需求现状、竞品项目分析等方面的分析，来预判大兴区房地产市场供给和需求的发展趋势。

本报告的第三部分为项目分析。通过项目的本体分析、项目规划指标分析，挖掘出国韵村项目的价值点，并与周边竞品项目相互比较，得出本项目的优势、劣势、机遇、威胁。目的是在推广时能够清晰的知道本项目的优劣势，可以在周边竞品之中脱离出来，独树一帜。

本报告的第四部分为项目定位。项目定位简单说就是用来描述项目的一系列定语，好的定位可以使得项目的形象独树一帜，促进项目成交。项目定位主要包括客户定位和产品定位两个部分。本部分通过对市大兴区房地产项目成交客户、目标客户来源、目标客户的支付能力等因素进行分析，来完成国韵村项目的客户定位。并根据定位客户的需求特征完成国韵村项目的产品定位。本部分是根据市场营销学中客户导向

型市场理论编写。

本报告的第五部分为定价策略。通过对竞品项目定价情况的分析，再结合本项目的楼栋、楼层、单元、景观、户型等特点进行产品定价。

本报告的第六部分为营销通路分析。本部分通过对竞品项目的营销推广渠道以及去化效果进行分析，总结出在大兴区房地产市场较为有效的营销渠道。并在可执行的层面上着重阐述了售楼处的布置以及服务标准。目的使相关人员可根据本报告可以直接实施，通过五感的配合，促进成交。

本报告的第七部分为营销推广。本部分包括营销策略、营销渠道建议、推广策略、推广执行等方面组成。营销策略是根据国韵村项目销售目标制定的全年营销策略，以此作为指导制定全年推广策略、推广执行，层层推进，一环紧扣一环。最后一个部分推广执行融入了全年的活动的思路以及时间节点、全年推广的广告语等。

本文的研究结果不仅对国韵村项目的决策起到指导性的作用，也对市城市建设的发展和今后一段时间房地产开发商的投资决策提供一定的参考价值。同时对实现国韵村项目的销售计划起到促进性的作用。

关键词

项目分析；项目定位；定价策略；营销推广

Abstract

In this paper, in order to research the whole real estate marketing planning through the actual operation on Guo yun cun project in Daxing District of Beijing City. From the macro environment analysis, the micro environment analysis (including competitive analysis), project analysis, pricing strategies, marketing channels, marketing and other aspects of analysis, in order to achieve the purpose of advancing step by step. Through this whole process marketing planning report, to achieve the rhyme village project

quickly to the purpose.

The first part of this report for the macro environment analysis. From the analysis of the Beijing city of Daxing District's natural environment analysis, Nancheng development, population, environment, economic environment, social cultural environment, the real estate macro policy environment, judge the trend of the development of macro environment of real estate industry.

The second part of this analysis for the micro environment. From the Olympic Group Holdings Limited (referred to as the group) brand, Beijing city land supply and demand situation, Beijing residential supply and demand situation, competing products project analysis, development trends to predict the Daxing District real estate market supply and demand..

The third part of this report for the project analysis. By analyzing the project ontology analysis, project planning index, mining the value to rhyme village project, and compared with the Zhou Bianjing product project, that the project's strengths and weaknesses, opportunities, threats. The purpose is to clearly know the advantages and disadvantages of the project on the promotion, in the neighboring competing goods come out, become an independent school.

The fourth part of this report for the project positioning. Project location simply a series of attribute is used to describe the project, good position can make the project the image become an independent school, promote the project bid. Positioning of the project mainly includes two parts customer targeting and product positioning. In this part, through the analysis to the Beijing City real estate projects in Daxing District customers, target customers, target customers payment ability and other factors, to complete the customer orientation Coinfamily village project. And finished product positioning Coinfamily village project according to the demand of feature

location of customers. This part is based on the marketing of customer oriented market theory preparation.

The fifth part of this report as the pricing strategy. Through the analysis of competing products project pricing, and then combined with the project of the building, floor, unit apartment layout, landscape, etc. for product pricing.

The sixth part of this analysis for the marketing channel. This part of the analysis of competing products project marketing channels and to analyze the effect of more effective, summed up in Daxing District real estate market marketing channels. And in the executive level focuses on the sales offices of the layout and service standards. Objective to make according to this report can be directly related to the implementation of personnel, through the five sense, the promotion of transactions.

The seventh part of this report to marketing. This part includes the marketing strategy, marketing channel, promotion strategy, promotion of the implementation of recommendations. Marketing strategy is based on the annual marketing strategy Coinfamily village project sales objectives, so as to guide the development of the promotion strategy, implementation, step by step, closely interlocked with one another. The last part promotion execution into the annual activities of thought and time node, the promotion of advertisement language.

The results of this study not only to the guiding role of rhyme village project decision-making, but also to the development of city construction in Beijing and in next period of time the real estate investment decision-making to provide a certain reference value. At the same time to achieve country Yun Village project marketing plan to promote role.

Keywords: analysis of the project; project positioning ; pricing strategy;

marketing;

引言

2008年是中国历史上空前不平凡的一年，是值得国人骄傲的，这一年奥运圣火在燎原，国奥村为奥运而生，也就注定了她的不平凡；国奥村是奥林匹克精神与中国传统文化和建筑水平的完美结合，她秉承“绿色、科技、人文”三念，倡导一种全新的生活方式；2008年，奥运会期间，国奥村借势大围进行营销推广，将国奥村品牌推到了高端住宅最高峰；如今，奥运会已时隔6年，但奥运精神仍在延续。国奥村的辉煌已逐渐远去，但伟大的生活方式不会休止。为了传承这种奥运精神，国奥集团在南四环的位置再造奥运经典，开发国韵村项目。

为了使国韵村项目能够顺利推广和销售，并使营销部分与策划部门之间的工作有条不紊的进行，保证各个部门不会因沟通不足而导致工作停滞，特此撰写市大兴区国韵村项目营销策划方案。

是中国的首都，房地产行业的发展在全国也是首屈一指的。在房地产行业发展越来越完善、竞争压力越爱越大、同质化越爱越严重的今天，对房地产营销策划的工作要求也越来越严格。一个项目如果要实现热销，首先要对市场有一个准确的认识，对消费者的需求有准确的分析，其次要根据客户的需求建造出符合消费者消费需求的产品；接下来要有鲜明的形象，这要求我们要熟悉项目的每一个部分，能够清晰的知道本体项目的优劣势，在宣传的时候夸大优点、避免缺点。这样才可以在众多同质化的竞品项目中脱颖而出，让消费者能够牢牢记住；最后要有一个总体的营销推广计划，这样才可能做一个可以热销的项目。

注意：标点符号的使用要规

现在住宅地产不是讲概念，注重地段、户型和小区环境就能实现热销，具体说来，建什么业态、在何处建以及建成后的经营形式如何，都需要有一个科学的整体策划、正确的功能定位。如今消费者也越来越挑剔了。对商业、景观、建筑品质、宣传等一系列细节变得格外的挑剔，所以做策划要先从市场开始，了解消费者的需求，知己知彼方可百战不殆。兵法云：“谋定而后动”，在日趋发展成熟的房地产开发中，楼盘要想卖得好，前期的策划就必须做到位。房地产策划是一种高层次的投资咨询活动，它的基本职责就是要帮助投资者正确选择投资方向，做好市场定位、产品定位、价格定位，并采用适当的营销推广组合策略，以实现理想的投资目标。好的策划离不开前期调研，只有了解市场才能更好的做好市场。我们只有准确的把握市场，创造出符合市场定位，满足市场需求的产品，才能使我们的产品在激烈的房地产竞争浪潮中站稳脚跟。

1、以上两段容重叠，都是表述策划报告包含的容和理由的，请摘取重点部分合二为一