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摘 要：近年来，随着房地产市场发展的突飞猛进，房地产业在国民经济发展中起着支柱产业的重要作用。其中以二三线城市的发展最为迅速，这也使得国内外大中型房地产开发企业的发展计划从一线城市转向二三线城市，作为二线代表城市的南京，其房地产市场迅速的发展，吸引了众多国内外房地产开发企业的投资目光，各房地产开发企业之间的竞争也日趋激烈。房地产开发商也越来越注重对项目的营销策划。本设计就是以南京江宁保利梧桐语项目为例，主要从项目简介、市场分析、项目swot分析、项目营销推广等方面，同时对项目的卖点，媒体通路选择进行简单阐述，另外对定价策略简要说明，以达到项目成功营销的目的。54151
毕业论文关 键 词：营销策划方案，房地产项目，保利梧桐语
Abstract：In recent years, with the rapid development of the real estate market, real estate plays an important role pillar industry in national economic development. Among the most rapid development of second and third tier cities, which also makes domestic and medium-sized real estate development business development plan from the first-tier cities to second and third tier cities, as a second line to represent the city of Nanjing, the rapid development of its real estate market has attracted many domestic and foreign real estate development enterprises investment horizon, the competition between the various real estate development companies are also becoming increasingly fierce. Real estate developers are increasingly focusing on the project's marketing plan. This design is Nanjing Jiangsu Poly Indus language projects, for example, mainly from the project profiles, market analysis, project swot analysis, marketing and other aspects of the project, while the selling point of the project, choose a simple set of media channels, in addition to a brief description of the pricing strategy in order to achieve project success marketing purposes.
Keywords：marketing plan, real estate projects, Poly Indus language
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 设计实现的可能性 5
2 设计依据 6
2.1 理论与方法 6
2.2 参考文献的选用 7
3 设计成果分析 7
3.1 设计结论分析 7
3.2 设计可行性分析 7
4 设计的价值 8
4.2 对专业学习的作用 8
4.3 对社会工作的作用 8
结 论 9
参考文献 10
致 谢 11
1 设计选题说明
1.1 选题依据
近年来，随着房地产市场发展的突飞猛进，房地产业在国民经济发展中起着支柱产业的重要作用。其中以二三线城市的发展最为迅速，这也使得国内外大中型房地产开发企业的发展计划从一线城市转向二三线城市，作为二线代表城市的南京，其房地产市场迅速的发展，吸引了众多国内外房地产开发企业的投资目光，各房地产开发企业之间的竞争也日趋激烈。房地产开发商也越来越注重对项目的定位策划。一个成功的项目，它的策划与定位是很关键的，有了好的营销策划方案，项目才能实现既定的销售目标，所以说好的策划与定位决定了一个项目的成败。如果说一个项目的灵魂是策划的话，那么营销就是一个项目的最终归宿。