房地产专业 毕业设计

房地产专业毕业设计

摘要

本文通过对市大兴区国韵村项目的实际操作，对房地产全程营销策划的流程及容进行研究。

简要介绍国韵村项目的基本情况和主要产品特点

本设计从宏观环境分析、微观环境分析（包含竞品分析）、项目分析、定价策略、营销通路、营销推广等几个方面进行设计规划，以达到层层推进的目的。通过此全程营销策划报告，来实现国韵村项目快速去化的目的。

本设计方案本着.....设计思路，提出了......方面的指导性建议（设计理念），在.....方面的观点（设计建议）具有创新性。

本报告的第一部分为宏观环境分析。从对市大兴区的自然环境分析、南城的发展、人口环境、经济环境、社会文化环境、房地产宏观政策等环境进行分析，判断宏观环境影响下房地产行业的发展趋势。

本报告的第二部分为微观环境分析。从对国奥集团控股（简称国奥集团）品牌、市土地供给和需求现状、市住宅供给和需求现状、竞品项目分析等方面的分析，来预判大兴区房地产市场供给和需求的发展趋势。

本报告的第三部分为项目分析。通过项目的本体分析、项目规划指标分析，挖掘出国韵村项目的价值点，并与周边竞品项目相互比较，得出本项目的优势、劣势、机遇、威胁。目的是在推广时能够清晰的知道本项目的优劣势，可以在周边竞品之中脱离出来，独树一帜。

本报告的第四部分为项目定位。项目定位简单说就是用来描述项目的一系列定语，好的定位可以使得项目的形象独树一帜，促进项目成交。项目定位主要包括客户定位和产品定位两个部分。本部分通过对市大兴区房地产项目成交客户、目标客户来源、目标客户的支付能力等因素进行分析，来完成国韵村项目的客户定位。并根据定位客户的需求特征完成国韵村项目的产品定位。本部分是根据市场营销学中客户导向

型市场理论编写。

本报告的第五部分为定价策略。通过对竞品项目定价情况的分析，再结合本项目的楼栋、楼层、单元、景观、户型等特点进行产品定价。

本报告的第六部分为营销通路分析。本部分通过对竞品项目的营销推广渠道以及去化效果进行分析，总结出在大兴区房地产市场较为有效的营销渠道。并在可执行的层面上着重阐述了售楼处的布置以及服务标准。目的使相关人员可根据本报告可以直接实施，通过五感的配合，促进成交。

本报告的第七部分为营销推广。本部分包括营销策略、营销渠道建议、推广策略、推广执行等方面组成。营销策略是根据国韵村项目销售目标制定的全年营销策略，以此作为指导制定全年推广策略、推广执行，层层推进，一环紧扣一环。最后一个部分推广执行融入了全年的活动的思路以及时间节点、全年推广的广告语等。

本文的研究结果不仅对国韵村项目的决策起到指导性的作用，也对市城市建设的发展和今后一段时间房地产开发商的投资决策提供一定的参考价值。同时对实现国韵村项目的销售计划起到促进性的作用。

关键词

项目分析；项目定位；定价策略；营销推广

Abstract

In this paper, in order to research the whole real estate marketing planning through the actual operation on Guo yun cun project in Daxing District of Beijing City. From the macro environment analysis, the micro environment analysis (including competitive analysis), project analysis, pricing strategies, marketing channels, marketing and other aspects of analysis, in order to achieve the purpose of advancing step by step. Through this whole process marketing planning report, to achieve the rhyme village project

quickly to the purpose.

The first part of this report for the macro environment analysis. From the analysis of the Beijing city of Daxing District's natural environment analysis, Nancheng development, population, environment, economic environment, social cultural environment, the real estate macro policy environment, judge the trend of the development of macro environment of real estate industry.

The second part of this analysis for the micro environment. From the Olympic Group Holdings Limited (referred to as the group) brand, Beijing city land supply and demand situation, Beijing residential supply and demand situation, competing products project analysis, development trends to predict the Daxing District real estate market supply and demand..

The third part of this report for the project analysis. By analyzing the project ontology analysis, project planning index, mining the value to rhyme village project, and compared with the Zhou Bianjing product project, that the project's strengths and weaknesses, opportunities, threats. The purpose is to clearly know the advantages and disadvantages of the project on the promotion, in the neighboring competing goods come out, become an independent school.

The fourth part of this report for the project positioning. Project location simply a series of attribute is used to describe the project, good position can make the project the image become an independent school, promote the project bid. Positioning of the project mainly includes two parts customer targeting and product positioning. In this part, through the analysis to the Beijing City real estate projects in Daxing District customers, target customers, target customers payment ability and other factors, to complete the customer orientation Coinfamily village project. And finished product positioning Coinfamily village project according to the demand of feature