摘 要：如火如荼的房地产市场已经一去不复返，现在的房产市场正处于逐渐向理性消费过度时期。不仅仅是房产行业，其他产业也面临着巨大的压力，为解决整体行业困局，海诺德应运而生。北京中宁投资股份有限公司主力负责酒店的资本投资和资产管理；北京荣丰酒店管理有限公司主控酒店的专业经营和运转；上海奇正地产机构负责酒店物业的收购与部分物业返租销售。多方组成大团队各自发挥所长，确保上海海诺德酒店投资管理股份有限公司旗下的酒店从前期建立到后期运营的顺畅。65615

本文依据海诺德商住结合的公寓式酒店的特点，着重酒店的特色、收益与未来房展方向，策划了本次营销方案，旨在给房产投资缩减、市场观望情绪加重的姜堰市场一个崭新的投资渠道。

关键词：理性消费，行业困局，海诺德，投资渠道

Abstract:The full swing of the real estate market has gone, and now the real estate market is graduallyto the rational consumption over time. Not only is the real estate industry, other industries arefaced with tremendous pressure, in order to solve the whole industry predicament, hinordcame into being. Beijing Zhongning investment Limited by Share Ltd, main responsible forcapital investment and asset management; Beijing Rongfeng Hotel Management Company Limited hotel professional management and operation; with the acquisition of part of the property sale and leaseback Shanghai Qizheng real estate agency responsible for hotel property. Many large team of their respective strengths, to ensure that the Shanghai hinordhotel investment management Limited by Share Ltd's hotel from the early to the lateestablishment of smooth operation.

According to the characteristics hinord residential combined The Residence Hotel, especiallyhotel features, benefits and future citizens of direction, planning the marketing plan. To give the real estate investment reduction, market sentiment increased in the Jiangyan market a new investment channels.

Keywords:rational consumption, industry predicament, hinord, investment channels

目   录

1  设计说明书主要内容 5

1.1  项目名称 5

1.2  选题说明 5

1.3  数据资料来源 5

1.4  设计可行性 5

2  设计依据 6

2.1  产品分析 6

2.2  市场细分和目标市场选择 6

2.2.1  市场细分 6

2.2.2  目标市场选择 6

2.2.3  目标客户群选择 7

2.3  定价策略 7

2.3.1  定价目标 7

2.3.2  定价方法 7

2.4  推广策略 8

2.4.1  推广主题 8

2.4.2  推广渠道 8

2.4.3  推广时间节点 8

2.4.4  推广文案 8

2.4.5  物料预算 8

3  设计的技术路线 8

3.1  设计思路 8

3.2  计算方法