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摘要目前从我国的房地产市场总体来看，已经进入了需求为方向的发展阶段，市场化程度逐步加深。房地产经历了巨大利益的时代之后，终于归于平静了。房地产商再不可能凭借的简单基本操作而使得获取巨大利益了，另一方面，消费者对住房要求也越来越高。房地产业的迅速发展，房地产市场竞争也日趋激烈起来，传统的房地产市场营销策划理念及方法己经不能满足迅速发展的房地产业的需求，房地产营销策划研究越来越为房地产业所重视。我国的房地产营销策划经过这几年来的发展，已经形成了独特的体系，但房地产营销策划在理论和实践方面还存在这很大的问题，例如理论不能很好的运用在实践上。这不仅给房地产商的开发经营带来很大的影响，还在一定程度上使得大量商品房无人购买与问津，造成社会资源的极大浪费。50632
本论文通过我国房地产营销策划理论发展和运用，重点阐述了当前房地产业营销策划的核心流程，分析了房地产营销策划整体运作流程，对房地产营销策划的重要流程进行了专门的具体的研究，从理论实践上对实际案例进行案例分析。并给出自己的结论与建议。
毕业论文关键词：房地产；营销策划；核心流程。
Abstract Currently from the our country real estate market overall, has entered the demand as the direction of the development stage, marketization level gradually deepened. After the era of real estate has experienced great interests, finally calmed down. Real estate developers didn't may with simple basic operation and get huge benefits, on the other hand, the consumers of housing demand more and more is also high. The rapid development of the real estate industry, real estate market competition is increasingly fierce, the traditional real estate marketing planning ideas and methods already can not meet the needs of the rapid development of the real estate industry, real estate marketing planning research for the real estate industry more and more attention. In China's real estate marketing planning after the years of development, has formed a unique system, but the real estate marketing planning in theory and in practice there is the big problem, for example theory can not good to use in practice. This not only brings to the development of real estate developers a lot of influence, also to a certain extent, make large purchases commodity house no one with, cause huge waste of social resources.
In this paper, through the development of China's real estate marketing planning theory and application, expounds the current real estate industry at the heart of the marketing planning process, analyzes the real estate marketing planning the overall operation process, the important process of real estate marketing planning the specific research, from theory to practice on case analysis of the actual case. And give your own conclusions and recommendations.
Keywords:Real estate; Marketing planning; The core processes
目 录
第一章 绪论 1
1.1 研究的背景及目的 1
1.3研究内容及方法 3
1.3.1研究的内容 3
1.3.2 研究的方法 4
1.4 研究框架和思路 4
1.4.1研究框架 4
1.4.2研究思路 5
第二章 房地产营销策划概述 6
2.1房地产营销策划概念 6
2.2房地产营销策划模式