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摘要：目前中国房地产商品房行业正处于竞争激烈的时代，国家不断出台调控政策，对商品房市场进行管理。在大部分一、二线城市房价不断变化的市场背景下，本设计根据项目所处昆明市地区市场发展状况；结合昆明“四季如春”适宜居住和“桥头堡城市”因素等特殊条件；在项目销售即将进入强销期的同时，总结认筹期的得与失，再次就目标客户群体特性和房地产市场的需求调、整合；再结合项目周边竞争产品和即将形成竞争势力的产品进行比较分析，最终制定适合本项目在强销期内能突出重围的营销策划方案。突出项目优势所在，意在大力塑造项目品质，在消费者心中塑造良好形象。设计目的是使产品能在强销期内顺利实现销售部目标，在提升产品价值同时，力争成为昆明市南市区地标性商品房代表，最终实现开发商与消费者双赢的市场局面。53412
毕业论文关 键 词：商品房市场，昆明市，强销期，策划方案
Abstract: At present China real estate real estate industry is in a competitive era, the state has promulgated the regulation and control policy, carries on the management to the commercial housing market. For most of the second city residents, changing market background, this design according to project the development status of Kunming City area market; with Kunming "the four seasons such as spring" suitable for living and "bridgehead city" factors and other special conditions; in the project sales is about to enter the strong sales period at the same time, summarize the pledged to raise the gain and loss once again, the target customer group characteristics and the demand of the real estate market adjustment, integration; combined with the surrounding the project will form competitive forces competitive products and the products were analyzed, for the development of the project within the strong sales period of marketing the final tight encirclement. The prominent advantage is to shape the project, project quality, shaping a good image in the minds of consumers. The design objective is to make the product in a strong sales period smoothly to achieve sales target, to enhance product value at the same time, and strive to become Kunming city landmark commercial housing in the south, and ultimately achieve a win-win situation in the market developers and consumers.
Keywords: Commercial housing market, Kunming City, strong sales period, planning scheme
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 4
1.4 数据资料的选取 4
1.5 设计重点难点 4
1.6 设计实现可能性分析 5
2 设计依据 5
2.1 理论与方法 5
2.2 参考文献的选用 6
3 设计思路 6
4 设计的价值 6
4.1 对专业学习的作用 6
4.2 对社会工作的作用 6
结 论 8
参考文献 9
致 谢 10
1 设计选题说明
1.1 选题依据
本人对营销策划这个课题很感兴趣。大四实习期间，有幸在云南盛泰康业房地产股份有限公司实习，并参与了实习单位在售项目强销期的营销策划工作。在实践工作中，接触到丰富的相关资料、数据等，所以选择所实习单位开发的盛泰.公园盛世项目在强销期的营销策划作为我毕业设计的课题。