摘要：近几年，为了遏制房价的过快上涨，保证房地产市场健康稳定发展，中央出台了一系列房地产市场调控政策，对中国房地产市场进行了全方位的调控。面对这种现象，如何实现快速可持续的发展，将是我国中小型房地产商未来几年需要面对的问题。明智的房地产商不得不重视营销策划问题，但是目前很多开发商按照常规流程开发项目，在设计院和施工方都落位了以后，甚至是在项目基本完工之后才开始寻找营销策划团队介入。如此营销节点落后，产品优化空间太小，致使很多楼盘销售业绩不佳。本篇文章主要论证房地产项目开发周期中营销策划介入的最佳时间节点，针对不同项目以及对典型房地产项目开发节点计划的分析，最终得出房地产营销策划在项目开发前期（最好是在取得《国有土地使用权证书》时）介入是最好的。53405

毕业论文关 键 词：房地产，节点分析，案例分析，营销策划

Abstract: In recent years, in order to curb the rapid rise in prices, to ensure the healthy and stable development of the real estate market, the central government issued a series of policies for regulating the real estate market, the real estate market regulation China full range of. In the face of this phenomenon, how to realize the fast and sustainable development, will be the small and medium-sized real estate developers need to face the problem of the next few years. Smart real estate developers to marketing planning problem, but many developers according to the conventional process development project, after the design institute and construction side position, even in theproject basically completed before start looking for marketing planning team intervention. So marketing nodebackward, product optimization space is too small, resulting in many projects sales performance. The best time tonode marketing planning intervention development period, this article mainly demonstration of real estate project,according to the analysis of different projects and the typical real estate project development node plan, finally obtains the real estate marketing planning in the project development phase (preferably in the "certificate" has theright to the use of the land) intervention is the best.

Key words: Real estate, Nodal analysis, Case analysis, Marketing planning

目   录

1  前言 4

2  房地产营销策划 4

2.1  房地产市场营销的概念 4

2.1.1  市场营销的核心 5

2.1.2  市场营销的发展阶段 5

2.2  房地产策划的概念 5

2.3  房地产开发 5

2.3.1  房地产项目开发常规流程 5

3  房地产营销策划进入项目的时间节点分析 6

3.1  项目营销策划在前期准备阶段进入 6

3.1.1  万达企业项目开发节点分析 7

3.1.2  万科企业项目开发节点分析 7

3.1.3  内蒙古杭锦后旗塞上清华园案例分析 8

3.2  项目营销策划在工程建设阶段期进入 8

3.2.1  恒大项目开发节点分析 8

3.2.2  内蒙古磴口东亿新天地案例分析 9

3.3  项目营销策划在销售阶段进入