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摘要：本设计以房地产整体营销策略为研究主题，研究对象是由安徽省池州市东池置业有限公司在池州市中心城区开发的20万平米的高端城市综合体项目，池州东壹号。本文对项目进行具体剖析；其中在文中列举了本项目的区域优势，营销目标以及营销预算，营销计划制定等相关内容，并且阐述了为什么写这篇设计的目的及其重要性。并根据中国房地产行业的发展趋势，加上对池州市场的分析，通过对项目进行实地调查，搜索相关的资料，对项目进行了详细分析，制定了项目的相关的营销策略。本设计主要从区域环境分析，SWOT分析，营销目标策略分析，以及营销计划的制定等进行相关的剖析，结合市场营销的总体状况，对产品的目标市场，目标客户进行定位，确定了池州东壹号项目的整体营销策略方案。62665
本设计编写过程中参考了网络资料和相关营销方面的书籍，并结合了池州当地的网络媒体信息，再加上一些相关的个人实践，从而分析所调查的项目。其中大多数数据参考：池州楼市信息网，相关经济书籍，营销书籍和经济报刊。设计中所谈及的观点，均属于个人看法，对于设计编写过程中不当之处，还请各位老师给予指导。
毕业论文关 键 词：区域环境分析，SWOT分析，营销目标，营销策略
Abstract：This design is based on the overall marketing strategy of real estate as the research subject, the research object is the Anhui province Chizhou city from East Pool Properties Limited in the downtown area of Chizhou city the development of 200000 square meters of high-end city complex project, Chizhou East no.1. This paper concretely analysis of project; which enumerates the regional advantages of the project in this paper, the marketing goals and marketing budgets, marketing planning and other related content, and explains why write this article design the purpose and significance of. According to the development trend of the real estate industry China, plus on the Chizhou market analysis, through the investigation of the project, the search related information, the project conducted a detailed analysis, formulated the project related marketing strategy. This design mainly from the regional environmental analysis, SWOT analysis, marketing strategy analysis of target, and marketing plans for correlation analysis, combined with the general situation of product marketing, target market positioning, target customers, determine the scheme as a whole marketing strategy of Chizhou East No. 1 project.
The process in the compilation of reference network data and related marketing books, and combined with the local Chizhou network media information, plus some relevant personal practice, and analysis of the investigation of the project. Most of the reference data: Chizhou property market information network, the relevant economic books, marketing books and economic newspapers. Talk about design point of view, belong to the personal opinion, for the design of the process of compiling the improper, also ask teachers to give guidance.
Keywords：The regional environmental analysis, SWOT analysis, marketing objectives, marketing strategy
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 数据资料获取 5
1.5 设计重点和难点 5
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