摘 要：房地产业是用来提高国民经济和改善人民生活水平的产业，由于现在房地产业与其他产业关联十分密切，它又能带动其他产业的发展，所以房地产业在国民经济中具有重要意义。近年来形成的房地产热吸引着众多的投资，房地产企业的急剧增加使得市场竞争愈加激烈了，在如此激烈的市场竞争中，企业若想生存和发展下去，一个全面而又新颖的营销策划方案是不可或缺的。中兴紫艺华府作为一个已经拥有一期建设的楼盘，想要继续加推开发，就必定需要很多方面的调查分析。本项目通过一期销售情况总结以及周边竞品楼盘的分析等等，深深意识到拓客和蓄客的重要性。因此本文就此问题对中兴紫艺华府一期加推做了进一步的营销推广方案。85539

毕业论文关键词：房地产，市场竞争，营销策划

Abstract：The real estate industry is used to improve the national economy and improve people's living standards of the industry, the real estate industry and other industries association is very close, it can drive the development of other industries, so the real estate industry plays an important role in national economy。 Real estate fever developed in recent years to attract a large number of investment, real estate enterprises increased rapidly and increasingly fierce market competition, in such fierce market competition, if enterprises want to survive and develop, a comprehensive new marketing plan is indispensable。 ZTE purple arts Washington as a phase of the project has been built, want to continue to push the development, it is necessary to investigate many aspects of the analysis。 This project through a summary of the sales situation and the surrounding competitive product analysis, etc。, deeply aware of the importance of the development of the customer and the customer。 Therefore, this article on the issue of the resurgence of purple Arts in Washington, a push to do a further marketing promotion program。

Keywords：real estate, market competition, marketing planning

目   录

1  设计选题说明 4

1。1  选题条件 4

1。2  选题依据 4

1。3  设计项目源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766 概况 4

1。4  数据资料的获得 5

2  设计可行性分析 5

2。1  设计的难度 5

2。2  设计实现的可能性 5

2。3  设计成果分析 6

3  设计依据 6

3。1  房地产营销策划理论 6

3。2  营销策划方案对比 6

3。3  参考文献的选用 6

4  设计的技术路线 7

4。1  主要方法 7

4。2  数据的处理 7

5  设计的步骤 7

5。1  确定选题 7

5。2  了解项目概况 8

5。3  分析市场环境 8

5。4  明确项目定位 8

5。5  制定营销策略 9

5。6  制定促销活动