摘 要：随着经济的发展、住房制度的完善，房地产行业已成为国民经济的支柱性产业之一，其地位的重要性不言而喻，但同时房地产市场竞争也日趋激烈。那么在市场竞争日益加剧的今天，怎样使公司的效益最大化，能够卖出更多的楼盘，是房地产发展商追求的目标，但由于受国家政策、营销环境、企业自身素质等多方面的影响，房地产商在楼盘的营销过程中会面临各种各样的问题。房地产开发企业要想在激烈的市场竞争环境中生存发展，必须对房地产项目进行准确的营销策划。本文首先从区域、竞争、SWOT、市场等方面对无锡雅居乐中央府的销售进行分析，其次针对分析制定价格策略、推广策略、营销策略来完成无锡雅居乐中央府开盘营销方案，最后，总结全文，并对未来做了美好展望。65609

毕业论文关键词：房地产，营销，开盘，销售策略

Abstract：With economic development, improve the housing system, the real estate industry has become a pillar industry of the national economy, the importance of its position is self-evident, but the real estate market competition is becoming increasingly fierce. So in today's increasingly competitive market, how to maximize the effectiveness of the company can sell more real estate, real estate developers’ goal, but due to the impact of various national policies, marketing environment, their own quality, etc. real estate business in the real estate marketing process will face a variety of problems. Real estate development companies in order to survive in the fierce market competition environment, the project must be accurate to real estate marketing plan. Firstly, in terms of area, competition, SWOT, and market conduct sales Wuxi Yajule Zhongyangfu's analysis, followed for the analysis of pricing strategy, marketing strategy, and marketing strategy to complete Wuxi Yajule Zhongyangfu opened marketing programs, and finally concludes the paper and do a better prospect for the future.

Keywords：real estate, marketing, trading, sales strategy

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  数据资料的获得 4

1.5  设计实现的可能性 4

2  设计依据 5

2.1  理论与方法 5

2.2  参考文献的选用 6

3  设计成果分析 6

3.1  设计结论分析 6

3.2  设计可行性分析 6

4  设计的价值 7

4.1  对专业学习的作用 7

4.2  对社会工作的作用 7

结论 8

致谢 9

参考文献 10

1  设计选题说明

1.1  选题依据

房地产营销是关系房地产企业经营成败的关键，为了保证房地产业健康快速的发展，对房地产营销进行策划显得尤为重要。但由于受国家政策、营销环境、企业自身素质等多方面的影响，房地产商在楼盘的营销过程中会面临各种各样的问题，特别是在开盘期，有了好的开始便成功了一半。无锡市雅居乐中央府在正在开盘，所以选择该项目进行开盘营销方案的设计。