证大光明城三期楼盘营销战略探究

　　摘 要

　　地产十年，一直伴随着我国改革开放的不断深入以及城镇化的不断推进，见证了房地产前所未有的高速发展，房地产市场化的繁荣。这一切对于一名从业者也是一种挑战，面对市场变革，客户专业化提高，市场细分制定有效的市场营销策略，抢占先机，赢得市场份额，是一名地产营销人体现自我价值的关键所在。

　　在竞争激烈的市场竞争中，营销在很大程度上决定了企业的成败。很多人都搞不清楚“营销”与“销售”的区别，简言之，营销是过程，销售是结果。

　　在当前条件下，对于房地产企业来说，所面临的市场环境更是复杂的、多变的。然而，在同样的市场环境中，有的房地产企业却能迎难而上，能在逆境中求得生存与发展，销售业绩与市场份额都取得了巨大成绩；而有的房地产企业却是处境困难，甚至是举步维艰。

　　本论文研究的目的基于多年的营销工作内容的不断变化和充实，本着对企业的负责精神和深厚感情，旨在对证大光明城项目一期，二期进行有效的总结，梳理思路，总结分析客户属性，客户需求，对位产品功能定位等方面，对三期销售前期，销售中期，销售后期进行计划和安排，达到过程可控，过程优化，目的明确，兑现结果的目的。

　　本论文通过证大光明城三期营销开盘准备的全过程，通过总结归纳了政策，竞品对位分析，项目自身及客户群体的优劣势分析，公司内部分析，公司品牌升级情况等方面，结合 MBA 课程所学的理论进行了有目的的总结。

　　本文根据房地产营销的相关理论，联系了几年来房地产的实际，通过回顾分析案例校正房地产营销相关策略的特点与不同规律。从而在实战中更好地将实践经验进行系统化的陈述和表达，对于未来面对市场的严峻考验和团队建设，从业人员的深度考核意义重大。

　　论文从四个方面入手，首先从对证大光明城项目所处区域市场进行简要介绍，认识市场的特点及规律。其次是结合项目运营全过程分析政策，竞争对手，项目本体的优劣势确定项目定位及策略。最后是在实操层面围绕营销费用及管理方式方法组织项目的销售。

　　关键词：

　　房地产，项目定位，营销策划

　　Abstract

　　Real estate ten years, has been accompanied by the deepening of reform andopening up and the constant promotion of the urbanization, witnessed the rapiddevelopment of real estate of the hitherto unknown, the real estate market prosperity.

　　All this for a practitioner is a challenge, face the market changes, enhance customerspecialization, market segmentation to develop marketing strategies, effective toseize the initiative, to win market share, is the key to a real estate marketing peopleembody self value lies.

　　In the competition intense market competition, marketing decides theenterprise's success or failure in the very great degree. Many people are not clearabout the difference between “marketing” and “sales”, in a nutshell, marketing is theprocess, sales is the result.

　　Under the current conditions, the real estate enterprises, facing the marketenvironment is more complicated, changeable. However, in the same marketenvironment, some real estate enterprise can grasp the nettle, can survive anddevelop in the face of adversity, sales and market share have made greatachievements; and some of the real estate business is in a difficult, or even difficult.

　　The purpose of this paper is based on the changing marketing work content formany years and enrich the spirit and deep feeling responsible for the enterprise, toverify the idealcity project period, the two period effectively summarized, organizedthinking, summarize and analyze the customer attribute, customer demand, paraproduct functions, sales to the three period sales in early, mid, late sales plan andarrangement, to process control, process optimization, a clear purpose, the results ofthe purpose of cash.

　　In this paper the whole process through the preparation of the card openingidealcity phase three, through marketing, summarizes the policy, competitivecounterpoint analysis, analyzed the advantages and disadvantages of the project itselfand groups of customers, the company internal analysis, company brand upgrade etc.,summarizes the purpose combined with MBA learning theory.

　　In this paper, according to the related theories of real estate marketing, contactthe real estate in recent years, through reviewing the case analysis of real estatemarketing strategy correction characteristics associated with different rules. So inactual combat in better practice experience and expression of systematic statement,for the future in the face of the severe test of the market and team building,practitioners of depth examination significance.

　　The paper from four aspects, first of all from the bluff grand city project locatesthe region market is briefly introduced, the characteristics and rules of marketawareness. The second is the combination of the whole process of project operationanalysis of policy, the competitors, the advantages and disadvantages of projectontology to determine the project positioning and strategy. The last is around themarketing costs and management method to organize project practically sales.

　　Keywords:

　　real estate, project positioning, marketing planning

    目 录

　　第 1 章 绪论…… 1

　　1.1 选题背景 …… 1

　　1.2 选题意义 …… 1

　　1.3 研究内容 …… 2

　　第 2 章 证大光明城三期房地产项目市场销售现状及环境分析 …… 3

　　2.1 三期房地产项目的市场销售现状及问题…… 3

　　2.2 房地产政策分析 …… 6

　　2.3 竞争楼盘分析 …… 8

　　2.4 证大光明城三期项目 SWOT 分析…… 9

　　第 3 章 证大光明城三期目标客户选择和项目市场定位…… 14

　　3.1 客群的市场细分 …… 14

　　3.2 目标客户选择及特征分析 …… 15

　　3.3 项目市场定位 …… 18

　　第 4 章 证大光明城三期房地产项目市场销售方案…… 21

　　4.1 年销售目标及分解 …… 21

　　4.2 价格制定方案 …… 23

　　4.3 广告宣传方案…… 27

　　4.4 案场管理与激励方案 …… 32

　　结 论 …… 37

　　致 谢 …… 40