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1、 毕业设计（论文）题目： 试析地产项目营销推广策略 - 59 - / 69试析成都某房地产项目营销推广策略摘 要目前房地产市场竞争日益激烈，由于广州房地产市场的品牌化，客户购房大都偏向品牌开发商的项目，而成都某项目是广州市新发实业有限公司进入广州房地产市场的第一个项目，因此不够品牌开发商的项目那样有阻碍力。作为中小房地产企业如何提升自身项目的阻碍力已成为自身研究的重要课题，而设计好房地产项目的营销推广策略正是中小房地产企业提升阻碍力，进展项目的重要手段。专门多人都认为广州楼市冬天来了，2008年下半年将出现持续振荡下行的格局，开发商的出货压力专门大，残酷的优胜劣汰是必定的趋势。中小房地产企业生
2、存不乐观，大型房地产企业也不行过，但船小好调头，假如房地产企业能充分利用企业资源，突出项目的优势，设计出独特的项目营销推广方案，就能把危机变成机会，突出重围。本文研究的目的确实是要在市场营销理论的指导下，探讨房地产市场营销策略治理的方法，并围绕这些方法，对成都某项目的营销推广策略进行试析。将理论融于实践，在实践中丰富和导向理论，对该项目进行市场定位和目标市场选择，对该项目的营销推广策略展开探讨分析，给该项目营销推广策略提供实施建议,以提高该项目在营销推广中的实际应用价值。关键词：中小房地产企业；成都某项目；营销推广策略AN ANALYSIS OF THE MARKET DEVELOPING S
3、TRATEGY OF GRAND TIME GREAT FAMEABSTRACTNowadays, the competition in real estate becomes more and more serious due to brand influence of Guangzhou real estates market. Most of clients want to buy apartment from famous developers project, but Grand Time Great Fame project, which is not as influential
4、 as famous developers project, is the first developed project in Guangzhou by Xinfa Shiye limited company. How to improve the influence of project is the most important thing for middle and small developer. The important measure for improving influence and developing project is to own a good market
5、developing strategy. Lots of people think economy will keep continuous depression in the second part of this year, and developer burden great pressure, thats why only the stronger can be survived should be certain trend. The hard situation regard to the medium and small real estate can also lead to
6、less advantage of large developer at the same time. However, as a coin has two facets, the real estate still enable to make a breakthrough to enlarge their profit only if they can utilize the existing resource in a efficient way, enlarge their advantage and create the virtual promotion to match the
7、market request. The main purpose of this article is to discuss the way to manage real estate marketing strategy under the modern marketing theory, and then make further examination of concerning methods onto the project of Grand Time Great Fame. As far as I am concerned, the most important facet is
8、to apply the theory to practice. Then try to consummate the theory itself and bring the promotion into effect, which enable to make the marketing much effectively in daily usage.Key words: middle and small real estate enterprise； Grand Time Great Fame； market developing strategy.目 录1 绪论-11.1 问题提出-11
9、.2 研究目的和意义-11.3 研究采纳的技术路线和方法-21.4 论文的差不多框架-32 成都某项目的营销环境分析-42.1 成都某项目的概况-42.2 成都某项目的宏观环境分析-42.2.1 地理区位环境-42.2.2 竞争环境-52.3 成都某项目的微观环境分析-62.3.1 项目周边公共设施分析-62.3.2 竞争项目分析-62.4 成都某项目SWOT分析-72.4.1 优势分析-72.4.2 劣势分析-72.4.3 机会分析-82.4.4 威胁分析-82.4.5 综合分析-83 成都某项目市场营销推广策略的分析-93.1 项目的市场定位-93.2 项目的目标市场-93.3 项目市场营销推广的现状-93.3.1 营销活动-93.3.2 销售业绩及项目取得的荣誉-103.4 项目市场营销推广策略的分析-113.4.1 前期营销策略分析-113.4.2 公共活动策略分析-123.4.3 广告策略分析-
