本文關(guān)鍵詞： 地產(chǎn)項(xiàng)目 策劃方案 環(huán)境 營銷推廣　出處：《河北工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：地產(chǎn)項(xiàng)目具有資金密集、技術(shù)密集等特點(diǎn)，前期決策的質(zhì)量與項(xiàng)目的成敗存在內(nèi)在聯(lián)系。因此，加強(qiáng)對房地產(chǎn)項(xiàng)目前期策劃研究，有助于發(fā)現(xiàn)這一領(lǐng)域的客觀規(guī)律，，從而更好地推動(dòng)項(xiàng)目的運(yùn)轉(zhuǎn)和經(jīng)營。 本文收集了大量有關(guān)“江山之城”地產(chǎn)項(xiàng)目的策劃情報(bào)，結(jié)合房地產(chǎn)項(xiàng)目策劃的有關(guān)理論，對該項(xiàng)目的背景、策劃、營銷推廣措施、財(cái)務(wù)可行性進(jìn)行了分析。 “江山之城”項(xiàng)目策劃的結(jié)論主要包括以下幾個(gè)方面： （1）通過對“江山之城”地產(chǎn)項(xiàng)目背景的SWOT分析，開發(fā)商應(yīng)當(dāng)通過準(zhǔn)確把握環(huán)境特點(diǎn)和項(xiàng)目特征，發(fā)揮項(xiàng)目在整體定位、業(yè)態(tài)組合等方面的優(yōu)勢。 （2）“江山之城”地產(chǎn)項(xiàng)目應(yīng)當(dāng)通過推行多元渠道、促銷策略組合、銷售隊(duì)伍管理等方式加強(qiáng)整合營銷推廣。 （3）“江山之城”地產(chǎn)項(xiàng)目有著良好的籌融資渠道，預(yù)計(jì)利潤為11.2194億元，在財(cái)務(wù)上具有較高的可行性。
[Abstract]:Real estate projects are characterized by intensive capital and technology, and the quality of early decision making is intrinsically related to the success or failure of the project. Therefore, it is helpful to find out the objective law in this field by strengthening the research on the early stage planning of real estate projects. In order to better promote the operation and operation of the project. This paper collects a great deal of information about the real estate project of "Jiangshan City", and analyzes the background, planning, marketing measures and financial feasibility of the project combined with the theory of real estate project planning. The conclusions of the "Jiangshan City" project planning mainly include the following aspects:. 1) through the SWOT analysis of the background of the real estate project of "Jiangshan City", developers should grasp the environmental characteristics and project characteristics accurately, and give full play to the advantages of the project in the overall positioning and the combination of business conditions. 2) the real estate project of "Jiangshan City" should strengthen the integrated marketing and promotion through the implementation of multiple channels, sales promotion strategy combination, sales force management and so on. "Jiangshan City" real estate project has a good financing channels, estimated profit of one billion one hundred and twenty-one million nine hundred and forty thousand yuan, has a high financial feasibility.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F275;F299.233.4

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本文編號(hào)：1512517