摘要房地产业作为我国国民经济的支柱产业虽然起步晚，但未来几年仍然会保持较好的发展势头。房地产市场最近非常活跃，竞争也很激烈。其中，商业房地产成为房地产市场的新的增长点，已成为一种发展趋势，为了提高项目的成功率，使企业立于不败之地，越来越多的房地产开发企业开始重视房地产市场营销，研究房地产的营销策划具有重要的实践价值。
本文主要介绍的是邯郸地一大道商场的项目策划，关于一个商业房产项目的整个过程，值得我们注意的是，虽然同出地产体系，但商业地产的开发操作、经营理念、营销策略、媒介策略等与住宅有着很大的不同。文章主要以市场调研为基础，结合邯郸市区域环境及项目周边环境调查分析，制定概念策划，通过SWOT理论分析，制定营销策划方案。
关键词：房地产；营销策划；市场调研；邯郸地一大道
Marketing Plan of Handan Walking Street Abstract
Real estate industry as a pillar of our national economy, though started late, but the next few years will still maintain the good momentum of development. Recently very active real estate market, competition is fierce.And, real estate commercial real estate as a new growth market,has become a trend, In order to improve the success rate of projects，corporation succeed，more and more starting to focus on real estate development and real estate marketing，of real estate marketing plan has important practical value.
In this paper, the Handan Road, the shopping centers to a project planning, a commercial real estate projects on the whole process, worthy of our attention is, although the system with a real estate, But the commercial real estate development operations, business philosophy, marketing strategy, media strategies and very different housing. Article is based mainly on market research, combined with regional environmental and project of Handan city, surrounding the investigation of, make of the concept of planning, through SWOT theoretical analysis, to make a marketing plan.
Kewords: Real Estate;Marketing Planning;Market Research;Handan Walking Street
目录
1绪论1
1.1论文背景和论文意义.1
1.2研究方法与技术路线.2
1.3论文内容体系与创新点.5
2 房地产营销策划基础理论7
2.1房地产营销策划的定义.7
2.2房地产营销策划的内容.7
2.3房地产营销策划的理论.8
3项目环境分析.10
3.1公司及项目背景.10
3.2邯郸市区域环境分析.11
3.3商圈环境分析.14
3.4 SWOT分析.16
4项目概念策划.20
4.1地一大道定位.20
4.2地一大道七大功能模块.20
4.3项目概念的策划.21
5项目运作整体策划.23
5.1地一大道商业步行街的规划.23
5.2地一大道营销策略的制定.24
5.3地一大道后期运营的管理和服务策划.26
结束语.29
参考文献.30
致谢.31
附录一.32
附录二.34
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