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摘 要: 作为一个国家国民经济的重要行业，房地产业现在已经步入高度的市场竞争期，行业竞争十分激烈。怎样在激烈的竞争中生存，已经是房地产开发商面对的最紧迫的问题。为了给房地产开发商的实际销售提供有益的参考，本文基于房地产营销相关理论，力求给出实际操作性强的房地产营销策划。
本文根据“中央公园地下商铺”项目的具 体情况和自己实习的切身体会写的。首先，介绍了自己写这篇房地产策划的原因，并对房地产国内外理论做简要的阐述，总结出房地产整体营销策划的特征与作用。简要地介绍了中南集团和其开发的“中央公园地下商铺”项目。对“中央公园地下商铺”项目的宏观环境及微观环境进行了分析。运用SWOT模型分析出项目的竞争优势、劣势、机会和威胁。在对营销环境和项目分析的基础上，将项目目标市场进行细分和选择。然后根据内部和外部的因素，制定定价基本策略和调整策略及价格调整策略。最后，根据房地产项目的环境和项目本身的分析，制定出合理的销售策略。65620
关键词：房地产公司，营销环境，营销策略
Abstract: As one important industry of national economy，the market competition of real estate industry is now very fierce. How to survive in the fierce competition is the most pressing problem for real estate developers. In order to provide a beneficial reference to actual sales of real estate developers， based on the real estate marketing related theory， I make every effort to give the real estate marketing plan that can be used to conduct the actual sales activities.
This real estate marketing plan is based on this project’s real conditions and my internship experience. First of all，I give the reason why I need to write this marketing plan and describe the brief introduction of the real estate theory at home and abroad. I summarize the characteristics of the overall marketing plan.Then I briefly introduce the Zhongnan group and its “Central Park underground shops” project. The macro environment and microcosmic environment on the project are analyzed. The project’s competitive advantages, weaknesses, opportunities and threats are analyzed by SWOT model. On the basis of the analysis of marketing environment and the project， I subpide target market and choose the main part of the target market. Then according to the internal and external factors，formulate price strategies and basic adjustment price strategy. Finally， according to the environment of real estate project and the analysis of the project itself，reasonable marketing strategies are made.
Keywords: Real Estate Company,marketing environment,marketing strategy
目 录
1 设计选题说明 4
1.1 选题原因说明 4
1.2 设计项目概况 4
1.3 设计目的和要求 5
1.4 数据资料的获得 5
1.5 设计的难度 5
1.6 设计实现的可能性 5
2 设计依据 5
2.1 理论与方法 5
2.2 规范 5
2.3 参考文献的选用 6
3 设计的技术路线 6
3.1 主要方法 6
4 设计成果分析