邯鄲地一大道營(yíng)銷策劃

工商管理論文編號(hào):GS165  論文字?jǐn)?shù):26268,頁(yè)數(shù):45 附任務(wù)書(shū),開(kāi)題報(bào)告,文獻(xiàn)綜述

目        錄
1緒論1
 1.1論文背景和論文意義.1
 1.2研究方法與技術(shù)路線.2
 1.3論文內(nèi)容體系與創(chuàng)新點(diǎn).5
2 房地產(chǎn)營(yíng)銷策劃基礎(chǔ)理論7
 2.1房地產(chǎn)營(yíng)銷策劃的定義.7
 2.2房地產(chǎn)營(yíng)銷策劃的內(nèi)容.7
 2.3房地產(chǎn)營(yíng)銷策劃的理論.8
3項(xiàng)目環(huán)境分析.10
 3.1公司及項(xiàng)目背景.10
 3.2邯鄲市區(qū)域環(huán)境分析.11
 3.3商圈環(huán)境分析.14
 3.4 SWOT分析.16
4項(xiàng)目概念策劃.20
 4.1地一大道定位.20
 4.2地一大道七大功能模塊.20
 4.3項(xiàng)目概念的策劃.21
5項(xiàng)目運(yùn)作整體策劃.23
 5.1地一大道商業(yè)步行街的規(guī)劃.23
 5.2地一大道營(yíng)銷策略的制定.24
 5.3地一大道后期運(yùn)營(yíng)的管理和服務(wù)策劃.26
結(jié)束語(yǔ).29
參考文獻(xiàn).30
致謝.31
附錄一.32
附錄二.34

摘        要
 房地產(chǎn)業(yè)作為我國(guó)國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)雖然起步晚，但未來(lái)幾年仍然會(huì)保持較好的發(fā)展勢(shì)頭。房地產(chǎn)市場(chǎng)最近非常活躍，競(jìng)爭(zhēng)也很激烈。其中，商業(yè)房地產(chǎn)成為房地產(chǎn)市場(chǎng)的新的增長(zhǎng)點(diǎn)，已成為一種發(fā)展趨勢(shì)，為了提高項(xiàng)目的成功率，使企業(yè)立于不敗之地，越來(lái)越多的房地產(chǎn)開(kāi)發(fā)企業(yè)開(kāi)始重視房地產(chǎn)市場(chǎng)營(yíng)銷，研究房地產(chǎn)的營(yíng)銷策劃具有重要的實(shí)踐價(jià)值。
 本文主要介紹的是邯鄲地一大道商場(chǎng)的項(xiàng)目策劃，關(guān)于一個(gè)商業(yè)房產(chǎn)項(xiàng)目的整個(gè)過(guò)程，值得我們注意的是，雖然同出地產(chǎn)體系，但商業(yè)地產(chǎn)的開(kāi)發(fā)操作、經(jīng)營(yíng)理念、營(yíng)銷策略、媒介策略等與住宅有著很大的不同。文章主要以市場(chǎng)調(diào)研為基礎(chǔ)，結(jié)合邯鄲市區(qū)域環(huán)境及項(xiàng)目周邊環(huán)境調(diào)查分析，制定概念策劃，通過(guò)SWOT理論分析，制定營(yíng)銷策劃方案。
 
 關(guān)鍵詞：房地產(chǎn)；營(yíng)銷策劃；市場(chǎng)調(diào)研；邯鄲地一大道
 
 Marketing Plan of Handan Walking Street
Abstract
 Real estate industry as a pillar of our national economy, though started late, but the next few years will still maintain the good momentum of development. Recently very active real estate market, competition is fierce.And, real estate commercial real estate as a new growth market,has become a trend, In order to improve the success rate of projects，corporation succeed，more and more companies starting to focus on real estate development and real estate marketing，of real estate marketing plan has important practical value.
 In this paper, the Handan Road, the shopping centers to a project planning, a commercial real estate projects on the whole process, worthy of our attention is, although the system with a real estate, But the commercial real estate development operations, business philosophy, marketing strategy, media strategies and very different housing. Article is based mainly on market research, combined with regional environmental and project of Handan city, surrounding the investigation of, make of the concept of planning, through SWOT theoretical analysis, to make a marketing plan.
 
 Kewords: Real Estate;Marketing Planning;Market Research;Handan Walking Street