XX房地产开发有限公司营销战略分析.docx

长沙民政职业技术学院毕业实践报告题目：衡阳市金虎房地产开发有限公司营销战略分析毕业论文毕业设计毕业专题√类型： 指导老师：刘春光老师 系别：商学院 班级：国贸1133班 学号： 111833112/28/18姓名:周芳、樊丛山、廖倩蓉 二0一四年五月十日1 引言41.1选题的背景41.3研究方法42.内容摘要52.1衡阳市金虎房地产开发有限公司简介52.2 公司发展现状分析52.3近两年来公司业务状况63 房地产营销面临的新挑战63.1宏观经济情况63.2市场需求63.3土体市场73.4 市场紧张日趋激烈73.5 政府宏观调控74.衡阳市金虎房地产市场营销策略探讨94.1品牌策略94.1.1市场细分与产品定位104.1.2产品概念设计104.1.3产品组合和户型设计104.2价格策略114.2.1房地产价格的构成要素114.2.3定价策略114.3管道策略124.3.1开拓营销管道124.4促销策略135．结束语15参考文献：15致谢：15湖南金虎房地产公司现状营销战略研究摘要：随着中国经济的持续高速发展和人民收入的持续增长，我国房地产行业也步入高速发展阶段，房地产行业已经逐渐成为中国经济的支柱产业，同时房地产行业也逐渐变得规范成熟起来，随之而来的就是房地产行业的激烈竞争，将会迫使房地产行业把房地产的营销策略研究上升到企业发展的战略高度，也就要求房地产市场从以前的生产为导向，转为以消费者和社会为导向的;从以前简单的销售、促销转变到有系统的全程营销。市场营销是在一定市场环境下的营销。新的市场环境下，要求房地产营销要有新思路。房地产开发企业应该从以下几个方面调整市场营销策略：（1）加强市场调，真正把市场研究放在房地产开发的第一位；（2）针对当前市场环境特点，正确用营销策略，包括：产品策略、价格策略、管道策略和促销策略。（3）以人为本，造一支既懂得市场经济，又深入了解行业发展的精英团队。关键字：房地产 企业现状 营销 4C理论(客户需求、成本、方便、沟通)传统模式 Abstract：with the sustained and rapid growth of chinese economy and resident income,real estate industry has entered rapid development stage and gradually becomes a pillar industry guiding the development of national economy.but competition become intensified day ba day for thereal estate industry becoming more and more mature and rational,whichforces researchers to studay the real estate markeing strategy on a stategic height.it also require the real estate market change from a production_oriented market to aconsumer and society_oriented market and marketing mode change from the simple sale manner or simple sale promotions mode to a sysematic whole_course marketing mode.Marketing application is under a specifically market circumstance.So at present,thereal estate marketing must have new notion to fit for the new market characteristic.Real estate corporations can carry out marketing base on the following ways:(1)intensify themarket research and put it at primacy in the house developing process;(2)base themarket characteristic,apply marketing strategies correctly;(3)build a professional teamwhich is accomplished in not only market econo