摘  要：近年来，随着我国社会主义市场体制的不断健全，国家也出台了一系列相关政策来宏观调控，以促进市场机制的日益健全。房地产热潮也从国内一线城市继而蔓延至二三线城市，伴随着同行竞争的愈加激烈，作为房地产公司想要在市场中赢得成功，就必须要有一套完整、创新、全面的营销策略[1]。淮安云梦清河项目的所在地淮安作为区域地产的三线城市，是当前房地产发展潜力较大的城市，该项目区位一般，但依托万达CDB商圈，需引导客户加强对产品的认知。这份毕业设计主要涉及了项目的定位及营销组合策略。在项目定位中主要是对项目进行顾客定位、产品定位。在营销组合策略中主要包括产品策略、营销展示、市场推广策略。54168

毕业论文关 键 词：营销策略，客群定位，产品定位，市场推广

Abstract: In recent years, as China's socialist market system continues to improve, the state has issued a series of macro-control policies related to the promotion of increasingly robust market mechanisms. Real estate boom from domestic cities and then spread to the second and third tier cities, along with counterparts in the increasingly fierce competition, as a real estate company wants to win in the market successfully, it is necessary to have a complete, innovative and comprehensive marketing strategies. The location of the project as a regional real estate Huai'an and third tier cities, is the current real estate development potential of the larger cities, the location of the project in general, but relying Wanda CDB district, the need to guide customers to strengthen awareness of the product. This graduation project mainly involves the positioning and marketing mix strategy of the project. In the project location is mainly the project customer positioning, product positioning. In the marketing mix strategy including product strategy, marketing, display, marketing strategies.

Keywords: marketing strategy, customer base positioning, product positioning, marketing

目  录

1  设计选题说明 4

1.1  选题依据 4

1.2  设计项目概况 4

1.3  设计的目的和要求 5

1.4  数据资料选取 5

1.5  设计的难度 5

1.6  设计实现可能性分析 5

2  设计依据 6

2.1  理论和方法 6

2.2  参考文献的选用 6

3  设计的技术路线 6

4  设计成果分析 7

4.1  设计结论分析 7

4.2  设计可行性分析 7

5  设计的价值 7

5.1  对专业学习的价值 7

5.2  对今后工作的价值 7

结  论 9

参考文献 10

致  谢 11

1  设计选题说明

1.1  选题依据

我选择的题目是项目销售策划，本人在房地产营销代理公司实习，实习过程中辗转苏州、南通、盐城、淮安、山东等地，实际接触了许多项目，本设计内容都是本人亲身参其中，对项目的策划比较有发言权，所以选择这个研究课题进行毕业设计。