xx項(xiàng)目整體營(yíng)銷(xiāo)策劃方案

摘 要

作為一個(gè)國(guó)家國(guó)民經(jīng)濟(jì)的重要行業(yè)，房地產(chǎn)業(yè)現(xiàn)在已經(jīng)步入高度的市場(chǎng)競(jìng)爭(zhēng)期，行業(yè)競(jìng)爭(zhēng)十分激烈。怎樣在激烈的競(jìng)爭(zhēng)中生存，已經(jīng)是房地產(chǎn)開(kāi)發(fā)商面對(duì)的最緊迫的問(wèn)題。為了給房地產(chǎn)開(kāi)發(fā)商的實(shí)際銷(xiāo)售提供有益的參考，本文基于房地產(chǎn)營(yíng)銷(xiāo)相關(guān)理論，力求給出實(shí)際操作性強(qiáng)的房地產(chǎn)營(yíng)銷(xiāo)策劃。
本文根據(jù)“京熙帝景”項(xiàng)目的具體情況和自己實(shí)習(xí)的切身體會(huì)寫(xiě)的。首先，介紹了自己寫(xiě)這篇房地產(chǎn)策劃的原因，并對(duì)房地產(chǎn)國(guó)內(nèi)外理論做簡(jiǎn)要的闡述，總結(jié)出房地產(chǎn)整體營(yíng)銷(xiāo)策劃的特征與作用。簡(jiǎn)要地介紹了洛陽(yáng)永嘉房地產(chǎn)公司和其開(kāi)發(fā)的“京熙帝景”項(xiàng)目。對(duì)“京熙帝景”項(xiàng)目的宏觀環(huán)境及微觀環(huán)境進(jìn)行了分析。運(yùn)用SWOT模型分析出項(xiàng)目的競(jìng)爭(zhēng)優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅。在對(duì)營(yíng)銷(xiāo)環(huán)境和項(xiàng)目分析的基礎(chǔ)上，將項(xiàng)目目標(biāo)市場(chǎng)進(jìn)行細(xì)分和選擇，定位項(xiàng)目的功能、建筑風(fēng)格、格局配比和核心價(jià)值。然后根據(jù)內(nèi)部和外部的因素，制定定價(jià)基本策略和調(diào)整策略及價(jià)格調(diào)整策略。最后，根據(jù)房地產(chǎn)項(xiàng)目的環(huán)境和項(xiàng)目本身的分析，制定出合理的銷(xiāo)售策略。
本文的特色在于，項(xiàng)目采取差異化的策略，運(yùn)用全員營(yíng)銷(xiāo)、全員服務(wù)的方式，挖掘市場(chǎng)中對(duì)本項(xiàng)目住房有意向的客戶(hù)，針對(duì)有意向的客戶(hù)和潛在客戶(hù)較多的地方實(shí)施游擊營(yíng)銷(xiāo)的策略，以鋪天蓋地的廣告為輔，采取更有針對(duì)性的優(yōu)惠措施，使?jié)撛诘目蛻?hù)變?yōu)檎嬲目蛻?hù)。力求運(yùn)用最小的成本創(chuàng)造最大的效益。

關(guān)鍵詞：房地產(chǎn)公司 營(yíng)銷(xiāo)環(huán)境 營(yíng)銷(xiāo)策略


The Real Estate Overall Marketing Plan
On “The Place Of King” project

ABSTRACT

As one important industry of national economy，the market competition of real estate industry is now very fierce. How to survive in the fierce competition is the most pressing problem for real estate developers. In order to provide a beneficial reference to actual sales of real estate developers， based on the real estate marketing related theory， I make every effort to give the real estate marketing plan that can be used to conduct the actual sales activities.
This real estate marketing plan is based on this project’s real conditions and my internship experience. First of all，I give the reason why I need to write this marketing plan and describe the brief introduction of the real estate theory at home and abroad. I summarize the characteristics of the overall marketing plan. Then I briefly introduce the Luoyang Yong Jia real estate company and its “The Place Of King” project. The macro environment and microcosmic environment on the project are analyzed. The project’s competitive advantages, weaknesses, opportunities and threats are analyzed by SWOT model. On the basis of the analysis of marketing environment and the project， I subdivide target market and choose the main part of the target market and fix the project’s function，architectural style，pattern matching and core values. Then according to the internal and external factors，formulate price strategies and basic adjustment price strategy. Finally， according to the environment of real estate project and the analysis of the project itself，reasonable marketing strategies are made.
The leading characteristics of this article is that the project take different sales strategy，use the “full staff marketing，full staff service” concept，and carry out the “guerrilla marketing” strategy to attract the potential customers and make the potential customers into real customers. Strive to use minimum cost to create the biggest benefit.

KEY WORDS: Real Estate Company, marketing environment, marketing strategy
目　錄

前　言 1
第1章 策劃的背景與意義 2
1.1 策劃的課題來(lái)源 2
1.2 策劃的背景 2
1.3 策劃的重要性與必要性 3
1.4 策劃的概要提示 3
第2章 公司概況與項(xiàng)目簡(jiǎn)介 6
2.1 洛陽(yáng)永嘉房地產(chǎn)公司概況 6
2.2 洛陽(yáng)京熙帝景項(xiàng)目基本情況 6
第3章 房地產(chǎn)市場(chǎng)營(yíng)銷(xiāo)環(huán)境分析 8
3.1 宏觀環(huán)境分析 8
3.1.1 房地產(chǎn)政策分析 8
3.1.2 洛陽(yáng)經(jīng)濟(jì)環(huán)境分析 9
3.1.3 洛陽(yáng)文化環(huán)境分析 10
3.2 微觀環(huán)境分析 10
3.2.1 主要競(jìng)爭(zhēng)對(duì)手 10
3.2.2 消費(fèi)者需求調(diào)查與分析 11
3.3 SWOT分析 13
3.3.1 項(xiàng)目的優(yōu)勢(shì) 13
3.3.2 項(xiàng)目的劣勢(shì) 13
3.3.3 項(xiàng)目的機(jī)會(huì) 14
3.3.4 項(xiàng)目的威脅 14
第4章 目標(biāo)市場(chǎng)的選擇與定位 15
4.1 目標(biāo)市場(chǎng)的細(xì)分 15
4.2 目標(biāo)市場(chǎng)的選擇 16
4.3 京熙帝景項(xiàng)目定位 17
4.3.1 項(xiàng)目功能定位 17
4.3.2 項(xiàng)目建筑風(fēng)格定位 17
4.3.3 格局配比和面積配比定位 18
4.3.4 項(xiàng)目核心價(jià)值定位 19
第5章 定價(jià)策略 21
5.1 影響定價(jià)的因素 21
5.1.1 內(nèi)部因素 21
5.1.2 外部因素 22
5.2 定價(jià)的基本策略 22
5.3 價(jià)格調(diào)整策略 23
5.4 付款方式 24
第6章 銷(xiāo)售策略 25
6.1 總體設(shè)計(jì) 25
6.2 策略選擇 26
6.3 銷(xiāo)售活動(dòng)的具體實(shí)施 27
6.3.1 組建銷(xiāo)售團(tuán)隊(duì) 27
6.3.2 京熙帝景樓盤(pán)認(rèn)籌活動(dòng)方案 28
6.3.3 “浪漫七夕”情人節(jié)活動(dòng) 31
6.3.4 京熙帝景開(kāi)盤(pán)解籌 32
6.3.5 網(wǎng)上團(tuán)購(gòu)活動(dòng) 33
結(jié)　論 36
謝 辭 37
參考文獻(xiàn) 38
附　錄 39