北京市康城Townhouse营销策略研究

文档编号:YX169   文档字数:18671,页数:28

摘要：随着我国城市土地使用制度以及住房制度改革的不断深化，房地产业的发展速度明显加快，在部分大中城市已经成为支柱产业，在国民经济中的地位不断提高，作用日趋强大。虽然房地产业取得了巨大的成就，但我们应该看到，房地产业也存在诸多问题。随着我国房地产市场逐步向买方市场转变，以及WTO的加入，房地产市场的竞争将更加激烈。因此，加强房地产市场研究，在开发过程中引入市场营销观念，提高营销水平是摆在每一个开发企业面前的重要课题。本文全面分析了北京市房地产市场的现状及营销环境，针对银信地产开发有限责任公司的重点项目——康城Townhouse，提出了一些营销策略方面的问题及建议，希望在实际运用中取得令人满意的效果。
关键词：房地产 市场营销 策略

A study of marketing tactics for Beijing Cannes TownHouse
Abstract: With the continual deepening of reform of our city land utilization system and housing system, the development of real estate industry has been speeded up obviously, and the real estate industry has become a supporting one in some large or medium sized cities. Its position in national economy has been raised and its role stronger and stronger. Although great achievements have been made in real estate industry, we should see that there still exist many problems in it. With the gradual transform of our real estate market to buyers' market,and entered WTO, the competition in real estate market has become more and more intense. Therefore, to strengthening real estate market srudy, to introduce marketing concept in the course of development and to increase marketing level is an important subject laid in front of every real estate developing enterprise. This article analyses the present status and business environment of the Beijing estate market, in the light of the key project Cannes Townhouse of Yinxin Real Estate Development Co.,Ltd.,put forward some problem and suggestion about markenting stranegy, expect to achieve satisfactory results in practical application.
 
Keyword: the real estate   marketing   Strategy

目录
前言 4
1 北京银信投资有限公司企业概况 5
1．1公司简介 5
1． 2企业文化 5
1．3企业所面临的问题 5
2 北京市房地产市场分析 7
2．1市场供给分析 7
2．1．1土地供给量继续放大 7
2．1．2分布散乱，热点倍出 7
2．1．3大规模项目和中小项目都有一定的比例 8
2．1．4住宅样式多样化 9
2．1．5住宅品质将进一步提高，性价比更趋合理 10
2．2市场需求分析 10
2．2．1需求继续成长，但不及供给 10
2．2．2对住宅品质的需求是多方面的 11
2．3房产市场环境现状分析 11
2．3．1政策环境 11
2．3．2竞争环境 12
2．4 目标市场分析 13
3 康城产品介绍及市场定位分析 14
3．1康城townhouse介绍 14
3．1．1位置与交通 14
3．1．2规模规划 14
3．1．3环境渲染 14
3．1．4建筑设计 15
3．1．5配套设施 16
3．2康城现状分析 17
3．2．1住宅郊区化仍是初始阶段 17
3．2．2竞争对手众多 17
3．2．3非典冲击下的康城 18
3．3康城的市场定位分析 18
4 康城营销策略分析 20
4．1康城房地产4C理论的应用 20
4．1．1消费者的欲望和需求分析 20
4．1．2消费者所愿付出的成本分析 21
4．1．3消费者购买的方便性分析 21
4．1．4企业与消费者沟通的分析 21
4．2对康城营销策略提出的一些建议 22
4．2．1引入住宅关系营销策略 22
4．2．2物业管理中引入服务营销 24
结论 25
致谢 26
参考文献 27

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