入世后我国房地产行业的营销策划研究

论文编号:GS372  论文字数:22504,页数:25  附外文翻译

摘    要
 中国加入WTO，机遇与挑战并存。如何抓住机遇，迎接挑战已成为举国关注的焦点。房地产业在国民经济总体中具有举足轻重的作用，因而正确认识加入WTO对房地产业的影响，科学制订相应的对策具有十分重要的战略意义。
 本文以我国房地产行业为研究背景，通过对入世后房地产策划所面临的问题而进行了深入研究，指出了入世后我国房地产的影响，并在此基础上，从房地产营销策略的运用以及营销策划的角度提出相应的解决办法。文章分为五个部分：第一部分：绪论部分，对房地产营销策划的概念，特点，原则和种类进行了系统概括和说明。第二部分：房地产业与WTO概述，指出了入世后内外因素对我国房地产业的影响，可采用的几种对策来提高自身竞争力赢得更好的发展。第三部分：简要介绍了当代世界房地产营销策划的三个发展阶段。第四部分：这是文章的核心部分，首先，指出了入世后我国房地产所面临的误区和问题。其次，在对入世后国内房地产营销策划新动向的思考与预测的基础上，进行了创新研究。最后，在文中引用了上海新天地的成功案例。

 关键词：房地产；营销策略；营销策划

The study of marketing and planning in real-estate industry in China after entering the WTO
 
 Abstract: Entering WTO, China faces both opportunity and challenge. How to grasp the opportunity and accept the challenge is focused now. Real-estate industry plays a very important part in the whole national industry. So, how to understand the effect of entering WTO and to make the correct policy is tactically meaningful.
Domestic real-estate industry as the background, this paper discuss the problems that the real-estate planners face and points out that effect after entering WTO, and the solution of it, from the angle of use of real-estate marketing strategy and plan of marketing activities. The paper has five parts: Part I Instruction. Generalize and instruct the concept, specialties, principles and styles of real-estate marketing systematically. Part II. Summarization of the real-estate and the WTO. Point out the effect of inner and outer factors before and after the entering and some policies of rising the competitive strength to develop even better. Part III. Instruction of three decades of international real-estate marketing plan. Part IV. The core of the paper. First, point out problems and mistakes of domestic real-estate. Innovate from the thinking of new trends of real-estate marketing after entering WTO. At last, quote the success case of ShangHaixintiandi

目    录
一、概述 1
（一）房地产营销策划的概念 1
（二）房地产营销策划的特点 2
（三）房地产营销策划的原则 2
二、加入WTO对我国房地产业的影响 3
（一）入世前我国房地产业营销策划的主要形式 3
（二）世界房地产营销策划的发展概况 4
（三）入世后对我国房地产业的影响 5
三、入世后我国房地产营销策划面临的问题分析 6
（一）过分夸大营销策划的作用 6
（二）忽视营销策划的作用 7
（三）营销策划的“经验论” 7
（四）技巧决定论 7
（五）只讲炒作不讲实际 7
四、入世后国内房地产营销策划新动向的思考与预测 8
（一）房地产营销策划新趋向 8
（二）房地产营销策划创新的思考 10
（三）对于入世后房地产营销策略运用的思考 12
（四）入世后房地产业发展方向展望 17
（五）入世后房地产业可采取的对策 18
附录 案例分析 19
（一）上海新天地案例 19
（二）上海万兆家园“叠彩人家”营销策划案例 20
参 考 文 献 23