本文關(guān)鍵詞： 房地產(chǎn)項目 市場營銷 可行性研究　出處：《華南理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：房地產(chǎn)開發(fā)與經(jīng)營離不開市場營銷，離不開項目可行性研究，如何具體運作房地產(chǎn)營銷，充分進行項目可行性分析，都是房地產(chǎn)開發(fā)商必須認(rèn)真考慮和對待的問題。 房地產(chǎn)項目具有投資大、周期強、風(fēng)險高、地域差異大等特點，項目在運作過程中會出現(xiàn)許多不確定因素，項目是否成功運作取決于決策的正確與否。房地產(chǎn)營銷策劃是一項系統(tǒng)工程，它統(tǒng)籌所有房地產(chǎn)銷售及宣傳推廣工作，是房地產(chǎn)開發(fā)商為了取得理想的銷售推廣效果之根本。本計劃書通過對房地產(chǎn)項目的投資和收入進行分析、對項目的風(fēng)險進行評估，形成一個全方位的策劃方案，供投資者參考，同時借助于本計劃書的撰寫，希望能探索一套行之有效的以國際村為主題花園型的房地產(chǎn)開發(fā)投資項目，突出文化多元化為特點，以便對房地產(chǎn)開發(fā)商提供以綠色環(huán)保為主題的可持續(xù)發(fā)展的營銷模式。 本商業(yè)計劃書通過對裕濤國際村項目的市場營銷和項目可行性分析研究，采用SWOT分析法，科學(xué)合理分析項目的內(nèi)外部投資環(huán)境，并充分考慮投資商特有的優(yōu)勢，以引進文化地產(chǎn)的營銷理念和市場策略，以提高項目的綜合競爭能力，通過對目標(biāo)市場的細(xì)分、定位,對項目進行相關(guān)財務(wù)分析和敏感性分析，得出項目投資可取得預(yù)期效益和利潤的結(jié)論，，為裕濤國際村項目的開發(fā)提供有力的依據(jù)，也為房地產(chǎn)行業(yè)的發(fā)展提供借鑒。
[Abstract]:Real estate development and management can not be separated from marketing, project feasibility study, how to operate the real estate marketing, fully project feasibility analysis. Are real estate developers must seriously consider and deal with the problem. Real estate projects have the characteristics of large investment, strong cycle, high risk, large regional differences, and so on. Many uncertain factors will appear in the process of operation of real estate projects. The success of the project depends on whether the decision is correct or not. Real estate marketing planning is a systematic project that co-ordinates all real estate sales and promotion work. Is the real estate developer in order to achieve the ideal sales promotion effect. This plan through the real estate project investment and income analysis, the project risk assessment. Form a comprehensive planning plan for investors' reference, at the same time, with the help of this plan, I hope to explore a set of effective international village as the theme garden real estate development and investment projects. Highlight the characteristics of cultural diversity, in order to provide real estate developers with green environmental protection as the theme of sustainable development marketing model. This business plan through the marketing and project feasibility analysis of Yutao International Village Project, using SWOT analysis, scientific and reasonable analysis of the project's internal and external investment environment. And fully consider the unique advantages of investors in order to introduce cultural real estate marketing concepts and market strategies to improve the comprehensive competitiveness of the project, through the target market segmentation, positioning. Through the financial analysis and sensitivity analysis of the project, the paper draws the conclusion that the project investment can obtain the expected benefits and profits, and provides a strong basis for the development of the Yutao International Village Project. Also for the development of the real estate industry to provide reference.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F293.3

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