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1、论文题目 zx逸景苑营销项目研究专业学位类别 工 程 硕 士学 号 作 者 姓 名 指 导 教 师 摘要当前我国房产行业之间竞争呈现出日趋激烈的态势，在一线城市表现尤为突出。白热化的竞争态势，金融危机冲击，国家政策调整，无一不影响我国当下的房地产行业，过去低门槛高盈利的房地产行业也呈现出低迷态势，房地产行业需应对更加严峻的考验与挑战。zx逸景苑是续“zx逸都丹郡”后成都置信在彭州市重金打造的又一力作。在对该项目营销策略进行分析研究之前，需要了解国内外房地产研究现状，深刻分析学者们在研究房地产开发项目在营销策略时所发生的问题以及解决的措施。然后对房地产项目营销策划的基本内容、发展趋势和体系构建方
2、法进行梳理，构建房地产项目营销策略研究的基本理论框架，了解房地产营销中的4Ps、4Cs、4Rs 三大理论的演变，从而探讨房地产在我国的发展趋势。在此基础上，本文运用项目管理工具对 zx逸景苑开发项目的营销策略进行分析。首先需明确 zx逸景苑房地产开发项目的实施背景、政策条件、经济技术指标等相关信息，从 zx逸景苑项目投资的营销环境分析、目标市场定位分析、经济效益分析和项目风险分析四大层面，使用 SWOT 等分析方法，对 zx逸景苑项目营销方案进行综合论证。根据对项目信息情况的掌握，在项目启动之初对人、财、物以及时间进度等方面进行整体规划与协调。选择 zx逸景苑开发项目目标市场，对zx逸景苑开发
3、项目的项目功能、主题、户型、物业管理进行定位。从产品策略、价格策略、广告营销策略三方面落实zx逸景苑开发项目市场营销策略。通过对项目可能存在的风险进行识别分析与评估管理，继而有针对性地应用风险控制方法，提出 zx逸景苑风险控制对策。关键词：关键词：房地产，项目管理，营销策略ABSTRACTAt present, the competition in our domestic real estate industry has become more and more serious, which is especially outstanding in the first-tier cities
4、. Perfervid competitive situation, financial crisis impact and national policy adjustment have impact on the current real estate industry of China. The previous real estate industry with low requirement and high profit has already declined. It should cope with more serious situation and challenge. “
5、Zhixin-Yijingyuan” is forged by Chengdu Zhixin Yilian Investment Co., Ltd with a hug sum of capital after “Zhixin-Yidu Danjun”. To analyze the marketing strategy of the development project “Zhixin-Yijingyuan”, it is necessary to firstly understand the current research status of the domestic and fore
6、ign real estate, make deep analysis on the problems and solutions in the marketing strategy of the scholars during the research on the real estate development projects, and then determine the central thesis of the paper and highlight the innovation. Afterwards, expound the basic content, development
7、 trend and system construction methods of the real estate project marketing planning, build the basic theoretical framework of the marketing strategy research, comprehend the evolution of three major theories “4Ps, 4Cs and 4Rs” in the real estate marketing, and then discuss its development trend in
8、China. Then, comprehensively introduce the implementation background, policy condition, and economic technical index of the development project “Zhixin-Yijingyuan” real estate, and make comprehensive analysis and demonstration on the marketing proposal of “Zhixin-Yijingyuan” through SWOT and other a
9、nalysis methods from four layers, i.e. marketing environment analysis, target market positioning analysis, economic benefit analysis and project risk analysis. According to the above analysis results, select the target market of “Zhixin-Yijingyuan”, and position the project function, theme, house ty
10、pe, and property management. Finally, formulate the marketing strategy of “Zhixin - Yijingyuan” from the product strategy, price strategy, and advertising marketing strategy, understand the ways of formulating risk control, and put forward countermeasures for the risk control on “Zhixin-Yijingyuan”.Keywords: Real estate, Project management, Marketing strategy 目录摘要.IABSTRACT.II目录.III第一章 导 论.11.1 研究背景及意义.11.1.1 研究背景.11.1.2 研究意义.11.2 研究内容及方法.21.2.1 研究内容.21.2.2 研究方法.2第二章 房地产营销相关理论综述.42.1 项目管理理论.72.2 房地产项目营销概念、特征与作用.42.2.1 房地产项目营销概念.42.2.2 房地产项目营销特征.42.2.3 房地产项目营销作用.52.3 国内外研究现状评述.52.3.1 国内研究现状.
