摘要：在房地产业迅速发展的今天，房地产市场已进入了竞争激烈的时代，房地产营销策划被视为房地产企业经验和运作的生命线，房地产营销策划在房地产开发中占据的地位变得日益重要，发挥的作用也越来越突出，对促进房地产业健康的发展以及增强地产企业的竞争能力具有重要的意义。房地产营销是一个连续性的工作流程，前期工作有土地评估、楼盘开发定位、市场可行性研究、楼盘开发营销，中期工作有楼盘形象包装、市场推广，后期工作有楼盘交付使用、余房销售、物业管理。房地产项目中的营销策划是开发商在对营销方案进行整合的基础上，从品牌设计、产品的地理位置和环境、房源的户型以及价格定位、包装设计、和推广宣传等对房地产开发项目进行合理的定位，并且确定房地产的目标市场，通过满足顾客的需求和意愿，来提升企业的知名度，提高企业的竞争力，吸收更大的消费者群，给企业带来可观的经济效益。53292

毕业论文关 键 词：房地产,消费者,房地产营销,营销策划

Abstract :In today's real estate industry is developing rapidly, the real estate market has entered the era of intense competition, the real estate marketing planning is regarded as the lifeline of the operation of the real estate enterprises experience and the status of the real estate marketing planning in real estate development has become increasingly important, its role is becoming more and more outstanding, to promote the development of the real estate industry healthy and enhance the real estate enterprise competition ability has the vital significance. Real estate marketing is a continuous work flow, the prophase work have land evaluation, building development orientation, market feasibility study, building development marketing, medium-term job has complex image packaging, marketing, building consign is used, the late work room sales, property management. Marketing planning is the developer of real estate project based on the integration of marketing, from the brand design, product, location and environment, the housing model and price positioning, packaging design, and promotion of reasonable positioning of real estate development project, and determine the target market of real estate, by satisfying customers' needs and wishes, to improve enterprise's popularity, improve the competitiveness of the enterprise, to absorb more consumer groups, bring considerable economic benefits.

Keywords: the real estate ,consumers ,real estate marketing ,marketing planning

目 录

1 前言 3

2 项目概况 4

2.1 项目简介 4

2.2 开发商简介 4

2.3 项目规模 5

2.4 项目经济意义 5

2.5 项目技术经济指标 5

3 浦东房地产市场现状分析及未来走势预期 6

3.1 城市规划对于浦东的影响 6

3.2 上海城区高档住宅状况 6

3.3 浦东整体市场发展状况 6

3.4 上海整体市场供求分析 7

3.5 浦东整体市场价格走势 8

3.6 浦东房地产市场分析总结 9

4 浦东宏观投资环境 9

4.1 浦东宏观政策环境 9

4.2 上海市宏观经济环境 10