1、 毕业论毕业论文文 论文题目：论文题目：*项目营销策略研究项目营销策略研究 2013 年年 05 月月 30 日日 摘要 I 摘 要 随着国民经济的快速发展，城市化进程的不断加快，我国的房地产市场异常 繁荣，成为国民经济的支柱产业。开发商逐步认识到要主动进行营销，对项目进 行包装，房地产营销策略已成为关系到房地产项目开发成功与否的首要环节，特 别是国家不断出台调控政策抑制房地产市场，商品房的销售受到了很大影响，营 销的成功与否已经成为开发商能否在市场上生存的关键。 本文正是根据*项目的实际情况，对其外部环境、竞争环境，运用 SWOT 分 析法进行分析，围绕着产品、价格、渠道、促销（4P）四个方
2、面总结*项目的营 销策略，并指出其在实施过程中存在的问题，总结经验教训，做出适应营销环境 的策略调整，提高项目在竞争中的竞争力，希望对其营销提供借鉴。 关键词 房地产；4P；营销策略 Abstract II Abstract With the rapid development of urbanization is accelerating,Chinas real estate market booms,the pillar industry of national economy.Developers should take the initiative to gradually reali
3、ze that marketing , project packaging, real estate marketing strategy has become a real estate development projects related to the success of the first link , especially the state has introduced control policies to curb real estate market , sales of real estate has been a great factors. This article
4、 is based on the actual situation Jiangnanhongjun projects, their external environment, the competitive environment, SWOT analysis to analyze around the product, price, four channels, promotion (4P) summarize the marketing strategy Jiangnanhongjun projects and pointed out the existence of problems in the implementation process, lessons learned, and make strategic adjustments to adapt to the marketing environment, improve the projects competitiveness in the competition, hoping to provide r
