摘要：随着房地产市场的快速发展壮大，房地产市场已经彻底的从原来的卖方市场转化为买方市场。持续的供大于求的情况使房地产各个项目之间的竞争也愈加激烈，尤其是国家宏观政策的不断调控，限购限贷令的发布以及最近房价要下降的呼声此起彼伏，开发商、代理公司纷纷意识到了房地产营销策划作为房地产销售中的一个重要环节和手段的重要性。尤其是在一个项目开盘后，由于价格的变动以及周边新开楼盘的不断冲击，使他们越发认识到在持续销售期阶段的营销策划策略的重要性。本文主要针对海安晨朗东方花园在持续销售期所面临新客户不断减少，老客户不断流失等诸多问题，在综合分析海安房地产营销环境以及目标客户群的需求和特点的基础上策划设计应对营销方案，从而达到稳定并不断提升销售业绩的营销目标。53421

毕业论文关 键 词：代理公司，营销策划，持续期，营销环境，营销目标

Abstract：With the rapid development of the real estate market, the real estate market has been thoroughly from the seller's market into a buyer's market. Continuing oversupply situation between the real estate projects competition is increasingly fierce, especially the continuous adjustment of the national macro policy,purchasing limit credit to release and prices to decline in recent calls As one falls,developers, Proxy Companies have realized the importance of real estate marketing planning as an important link and means in the sale of property,especially in a project after the opening, due to the impact of price changes and the surrounding the new open market, so that they become more and more aware of the importance of the continuing sales stage marketing strategy. In this paper, Haian Chenlang Oriental Garden in the continuing sales period faced new problems with fewer customers, old customers churn, planning and design to marketing scheme based on the comprehensive analysis of the Haian real estate marketing environment and target customer needs and characteristics, so as to achieve stable and continuously improve the sales marketing objectives.

Keywords：Proxy Companies, marketing planning, duration, The marketing environment , Marketing Target

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 5

1.4  数据资料选取 5

1.5  设计重点和难点 5

1.6 设计实现可能性分析 6

2  设计依据 6

2.1  理论与方法 6

2.2  规范和标准 6

2.3  参考文献选用 7

3  设计的技术路线 7

3.1  技术路线 7

4  设计成果分析 7

4.1  设计结论分析 7

4.2  设计可行性分析 7

5  设计的价值 8

5.1  对专业学习的作用 8

5.2  对社会工作的作用 8

5.3  本人对设计的作用 9

结  论 10

参考文献 海安晨朗东方花园持续销售期问题应对方案策划:http://www.751com.cn/gongcheng/lunwen_57523.html