摘  要：随着我国经济快速发展和城镇化进城的不断加快，人们对住房的需求日益增加，房地产业已成长为我国国民经济的支柱型产业。同时激烈的房地产市场竞争，使得房地产营销问题变得日趋严峻，房地产营销策划对促进企业项目的健康发展以及增强市场竞争力的作用也日趋重要。本设计以南京中南熙悦项目为例，在了解该项目地块的基本情况的基础上，结合SWOT分析法对本项目的宏观市场以及区域竞争市场进行分析，从而阐述项目的优势、劣势、机会与威胁。其次从客户、产品类型、价格等方面对项目进行定位分析，以此来制定一套能有效实施的营销策划方案，达到项目成功营销的目的。92264

毕业论文关 键 词：房地产营销策划，SWOT分析，南京中南熙悦项目

Abstract：With China's rapid economic development and the constant quickening of the urbanization of town, People's increasing demand for housing, the real estate industry has become the pillar industry of national economy of our country。Due to the fierce competition in the real estate market, Real estate marketing becomes more and more serious, the real estate marketing plan to promote the healthy development of the enterprise project, as well as to enhance the role of market competition is becoming more and more important。This design is south of Nanjing-Xi Yue as an example In the basis of understanding the basic situation of the project site, Combined with the method of SWOT analysis the macro-economic market the project, the regional competition market analysis, and then elaborates the advantages and disadvantages of the project, opportunities and threats。Secondly, from the customers, Type of product, price, etc on the analysis of the localization of the project in order to develop a set of effective implementation of the marketing plan, to achieve the purpose of marketing the success of the project。源F于K优B尔C论V文N网WwW.youeRw.com 原文+QQ752^018766

Keywords：Real estate marketing planning, SWOT analysis, South of Nanjing-Xi Yue project

目  录

1  设计选题说明 4

1。1  选题依据 4

1。2  设计项目概况 4

1。3  设计目的和要求 4

1。4  数据资料选取 5

1。5  设计重点和难点 5

2  设计依据 5

2。1  原则与流程 5

2。2  参考文献的选用 6

3  设计的技术路线 6

4  设计成果分析 7

4。1  设计结论分析 7

4。2  设计可行性分析 7

5  设计的价值 8

5。1  对公司的作用 8

5。2  对个人的作用 8

结  论 9

参 考 文 献 10

致  谢 11

1  设计选题说明

1。1  选题依据来自优O尔P论R文T网WWw.YoueRw.com 加QQ7520`18766

随着房地产市场竞争日趋激烈，房地产营销日益重要，房地产营销策划的重要性也更加突出。开发商只有制定出一套合理科学的营销策划方案，才能使项目在市场上立于不败之地，以达到成功营销的目的[1]。