摘 要： 近年来，伴随着房地产宏观市场的调控，众多地产商把投资转向了商业地产， 其中，商铺因为短期投资回报高，而受到越来越多投资客的关注。嘉善万联城，是嘉善市 中心唯一的一站式购物中心，是集餐吃、喝、玩、乐、购于一体的超级城市商业航母。这 一项目不仅仅是当地地标性建筑，它的成功更是带动嘉善县经济快速发展的中坚力量，因 此选择本项目做营销策划方案。一个完善的营销策划方案，有利于房地产企业及早确定营 销目标，为房企明确未来发展方向和业务框架，有利于房企更好地组合利用企业资源，并 更好地获取市场竞争的胜利。本次毕业设计主要通过 SWOT 分析法，先对该项目的营销环 境进行分析，最后针对该项目的实际情况拟定出详尽的营销策划方案。90694

毕业论文关键词： 房地产，嘉善万联城，营销

Abstract： In recent years, with the macro-control of real estate market, many developers turn investment to commercial real estate, where the shops are more and more attention because of the high short-term investment returns。 Jiashan Wanliancheng, is the only one-stop shopping center of Jiashan County, is a super city commercial aircraft carrier with eating, drinking, playing, relaxing and shopping。 This project is not only the local landmark architecture, its success is the backbone of the rapid development of Jiashan County economy, so select the project as a marketing planning scheme。 A perfect marketing planning scheme is conducive to the early determination of marketing objectives for real estate enterprises, to clarify  the future development direction and business framework for "economic winter", is conducive to better combination of enterprise resources, and better access to market competition。 The graduation design mainly through the SWOT analysis method, first analyzes the marketing environment of the project, and finally formulates the detailed marketing planning scheme for  the  actual situation of the project。

Keywords: real estate, Jiashan City, marketing

目 录

1 设计选题说明 4

1。1 选题依据 4

1。2 课题简介 4

1。3 设计目的 4

1。4 资料选取 4

1。5 设计重点和难点 4

1。6 设计实现可能性分析 5

2 设计依据 5

2。1 采用方法 5

2。2 遵守原则 6

2。3 参考文献 6

2。4 资料处理 7

3 设计成果分析 7

3。1 设计结论分析 7

3。2 设计可行性分析 8

4 设计的价值 8

4。1