摘  要：处于房地产调控政策夹缝中的中国房地产市场一次次地根据国家政策以及市场供需状况及时调整策略，逐渐形成了中国特色。目前一线城市房价萎靡的状况下，很多人担忧未来房地产市场的崩盘，但反观二三线城市就会发现这些城市正处于快速的经济发展轨道中，第一二三产业的发展已经处于量变到质变的节点，人民收入的稳步增加促使淮安这个二线城市也处于房地产快速发展的路上，并且欣欣向荣，红星国际广场作为淮安市清浦区核心地带的城市综合体，一推向市场便获得强烈反响，这只是淮安市楼盘的一个缩影，相信未来10年内淮安市的房地产市场需求将依然旺盛。结合这样的市场背景，本次设计将使用STP分析与SWOT分析，分别解读优势、劣势、机遇、风险以及市场细分、目标市场择和产品定位，然后拟定具体的行销策略。58770

毕业论文关 键 词：项目特色，销售策略，推广策略

Abstract: Caught in the real estate control policies in China's real estate market once again to timely adjust its strategy in accordance with national policy as well as market supply and demand, and gradually formed a Chinese characteristics. Under the current situation of sluggish first-tier cities, a lot of people worried about the future collapse of the real estate market, but the other hand, second and third tier cities will find that these cities are undergoing rapid economic development track, the development of primary and tertiary industries already in the quantitative to qualitative node, a steady increase in people's income has prompted the second city of Huai'an is also in the way of rapid development of real estate, and thriving, Red Star international Plaza as an urban complex Qingpu District of Huai'an city, the heart of the market will get a strong reaction, it's just Huai'an a microcosm of the real estate market, we believe that the next 10 years Huaian real estate market demand will remain strong. Combine this market context, this design will use STP analysis and SWOT analysis, interpretation, respectively, strengths, weaknesses, opportunities, risks, and market segmentation, target market selection and product positioning, and develop specific marketing strategies.

Keywords: special features, sales strategy, marketing strategy

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.4

1.5  设计重点和难点.4

1.6  设计实现可能性分析.4

2  设计依据.4

2.1  理论与方法.4

2.2  规范和标准.7

2.3  参考文献选用.8

3  设计成果分析.8

3.1  设计结论分析.8

3.2  设计可行性分析.8

4  设计的价值.8

4.1  对专业学习价值.8

4.2  对今后工作价值.9

结论.10

致谢.11

参考文献.12

1  设计选题说明

1.1  选题依据

本人对房地产营销这个课题很有研究的兴趣，并且在房地产营销公司实习，能接触到丰富的相关资料、数据等，所以选择这个研究课题进行毕业设计。

1.2  设计项目概况

项目名称：红星国际广场

楼盘概括：红星国际广场系超大型综合性商住楼项目，总占地面积约72626.2平方米，建筑总面积329241平方米。8栋高层 1栋写字楼 1栋公寓。

商业类型：商住楼综合体

项目地点：淮海南路与延安路交叉路口

建筑面积：72626.2平方米

建筑楼层：30     

停车位：2025个

电梯数量：市场内设40台手扶电梯,15台垂直电梯,4部货梯