卓达书香园三期市场营销策略研究

工商管理论文编号:GS184  论文字数:20938,页数:32 附任务书,开题报告,文献综述

目    录
1 绪论 1
1.1 研究背景及意义 1
1.2 研究内容 2
2 房地产市场营销相关理论知识概述 3
2.1 房地产相关理论知识概述 3
2.2  房地产市场营销的概述 8
2.3 营销新理念 11
3 卓达书香园三期营销现状分析 14
3.1 卓达集团概况 14
3.2 书香园三期概况 14
3.3 卓达书香园三期SWOT分析 17
4 卓达书香园三期市场营销策略 20
4.1 目标市场定位 20
4.2 4P策略 20
4.3 营销策略控制 25
结 束 语 27
参考文献 28
致    谢 29

摘    要
 房地产作为一个地区甚至一个国家的支柱性产业，一直受到国家、政府以及消费者的广泛关注，而房地产销售中占重要地位的市场营销策略，在帮助开发商确定投资方向，作出正确的投资决策和解决房地产开发及今后发展方向及房地产销售有关问题的决策和技巧等方面有着不可代替的作用。
 本文阐述了市场营销相关理论，对卓达书香园三期项目进行了SWOT分析，并从目标市场定位、产品、价格、渠道、促销等方面提出了其市场营销策略的实施及控制措施。论文研究结果对卓达房地产集团及同类企业均有一定的实际参考意义。
 
 关键词：房地产；市场营销；书香园三期项目

Research on Marketing Strategy of Zhuoda Scholarly Park III
Abstract
 As a regional real estate or even a country pillar industry, has been a national, government and consumer attention, the important role of real estate sales marketing strategy, to help developers determine the direction of investment, make the right investment decisions and to solve real estate development and future direction of development and real estate sales and related decision-making skills, has a irreplaceable role.
 This paper describes the theory of marketing, Zhuoda Scholarly Park III project on Zhuoda scholarly conducted SWOT analysis and from the target market positioning, product, price, channel, promotion and other aspects of the implementation of its marketing strategy and control measures. Thesis research on the Zhuoda Real Estate Group and similar enterprises are also of practical significance.
 
Key words: Real Estate;Marketng Strategies;Scholarly Park III