本文選題：別墅項(xiàng)目 + 營(yíng)銷方案�。� 參考：《河北大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的高速發(fā)展與國(guó)民生活水平的提高，住宅市場(chǎng)持續(xù)購(gòu)銷兩旺，住宅及相關(guān)產(chǎn)業(yè)的高速發(fā)展成為推動(dòng)我國(guó)房地產(chǎn)市場(chǎng)發(fā)展的原動(dòng)力。其中，別墅作為高檔的住宅物業(yè)，由于是階梯型置業(yè)的最頂端，是身份和地位的象征，越來(lái)越受到金字塔上層人士的青睞，其開(kāi)發(fā)也遍及全國(guó)各級(jí)城鎮(zhèn)。 別墅是一種高端的住宅講求環(huán)境清靜優(yōu)美，，獨(dú)門獨(dú)院，帶有私家車庫(kù)，院落等設(shè)施。雖然在2003年年初國(guó)土資源部發(fā)布的《加強(qiáng)土地供應(yīng)調(diào)控的緊急通知》中，說(shuō)要停止別墅類用地的土地供應(yīng)，但實(shí)際上是要限制占地面積很大的獨(dú)棟豪華別墅的開(kāi)發(fā)。但由于市場(chǎng)需求旺盛，而且國(guó)家相關(guān)部門也沒(méi)有對(duì)別墅的概念進(jìn)行明確定義，所以在實(shí)際操作中，只要項(xiàng)目的容積率在規(guī)劃部門的用地規(guī)定之內(nèi)，則大面積的雙拼別墅和占地面積小的獨(dú)棟別墅依然可以普遍存在，并且在樓盤廣告中依然稱為大眾所熟悉的“別墅”，只是在土地性質(zhì)上稱為“低密度住宅用地”或“花園洋房用地”等比較不敏感的名詞。我們認(rèn)為，不占用城市中心的黃金地塊作為別墅用地，在離城市半小時(shí)以上車程的郊區(qū)開(kāi)發(fā)別墅對(duì)于拉動(dòng)城市周邊地區(qū)的發(fā)展以及滿足高端人群的需要等方面都有十分積極的意義。 本文將項(xiàng)目營(yíng)銷的理論應(yīng)用于別墅項(xiàng)目的營(yíng)銷，首先介紹了別墅項(xiàng)目的基本概念與別墅項(xiàng)目營(yíng)銷的理論，然后介紹了濟(jì)寧“澤�；▓@”別墅項(xiàng)目的開(kāi)發(fā)背景及營(yíng)銷方案的制定，然后提出了“澤�；▓@”別墅項(xiàng)目營(yíng)銷實(shí)施的策略以及營(yíng)銷實(shí)施的保障措施。
[Abstract]:With the rapid development of our country's economy and the improvement of the national living standard, the housing market continues to buy and sell well, and the rapid development of the housing and related industries becomes the motive force to promote the development of the real estate market in our country. Among them, villa as a high-grade residential property, because it is the top of the ladder type home, is the status and status symbol, more and more favored by the upper pyramid people, its development is also throughout the country at all levels of towns. Villa is a high-end residential environment quiet and beautiful, with a private car library, courtyard and other facilities. Although the Ministry of Land and Resources issued an Emergency notice on strengthening the Regulation of Land supply at the beginning of 2003, it said that the land supply of villas should be stopped, but in fact, the development of single-family luxury villas with a large area should be restricted. However, because of the strong market demand and the lack of a clear definition of the concept of villas by the relevant state departments, in practice, as long as the volume ratio of the project is within the planning department's land use regulations, Then large areas of double villas and small single-family villas can still exist, and in the real estate ads are still known as "villas" known to the public. Only in the nature of land known as "low-density residential land" or "garden house land" and other less sensitive terms. In our opinion, we do not occupy the gold land in the center of the city as a land for villas, The development of villas in the suburbs more than half an hour from the city is of great significance in stimulating the development of the surrounding areas of the city and meeting the needs of the high-end population. This paper applies the theory of project marketing to the marketing of villa project, first introduces the basic concept of villa project and the theory of villa project marketing, then introduces the background of the development of the villa project in Jining, and the formulation of marketing scheme. Then it puts forward the marketing implementation strategy and the safeguard measures of the villa project of Zehai Garden.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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本文編號(hào)：2045825