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1、中小城市房地产项目营销策略研究—以泉州市学府名门楼盘为例[摘要]随着中国经济的快速发展,建筑类企业工程项目管理的优化、城镇化发展加快,随之而来的中小城市房地产行业也呈现快速上升趋势,形成一种地产企业新的投资点。但和大城市以及一线市相比,我国中小城市房地产投资环境有着巨大的差异,这种差异的出现也是因为中小城市房地产投资环境自身的一些特点所导致的。房地产具有投资大、建设周期长、不可转移性等特点,面对全国居高不下的房价,国家加强对房地产行业的宏观调控。随着国家限购限贷政策一步步落实及政府对土地市场的大力整顿,
2、我国房地产业不断走向理性和规范。房市成交量日益减少,房地产开发企业承受着巨大的资金压力,一些中小地产商也随时面临资金链断裂的风险。这一问题最终依靠房地产营销来实现。房地产营销策略是关系房地产企业经营成败的关键,为了保证房地产业健康快速的发展,因此本文将进一步对我国中小城市房地产投资环境进行深入的分析。[关键词]中小城市学府名门房地产营销策略Thestudyofsmallcityrealestatemarketing.[Abstract]WiththerapiddevelopmentofChineseec
3、onomy,optimization,theurbanizationdevelopmentofconstructionenterprisesprojectmanagementtospeedupthesmallandmedium-sizedcity,followedbytherealestateindustryisalsoarapidupwardtrend,theformationofarealestateinvestmentpointofnewenterprises.Butcomparedwiththe
4、largecityandfront-lineCity,thereisahugedifferenceofsmallandmedium-sizedcityinChina'srealestateinvestmentenvironment,thisdifferenceoccursbecausesomeofthecharacteristicsofsmallandmedium-sizedcityistherealestateinvestmentenvironmentcausedbyitself.Realestate
5、isalargeinvestment,longconstructionperiod,nontransferableandothercharacteristics,inthefaceofthecountry'shighhousingprices,thecountriestostrengthenmacro-controloftherealestateindustry.Alongwiththenationalpurchasinglimitcreditpolicystepbystep,theimplementa
6、tionandthegovernmenttorectifythelandmarket,therealestateindustryofourcountrycontinuetoberational.Thehousingmarketturnovershrinking,therealestatedevelopmententerprisesundertremendousfinancialpressure,somesmallandmedium-sizedrealestatebusinessalsofacesther
7、iskofbreakingthechainoffunds.Thisproblemultimatelyrelyonrealestatemarketingtoachieve.Realestatemarketingstrategyisthekeytobusinesssuccessorfailureoftherelationshipbetweenrealestateenterprises,inordertoensurethehealthyandrapiddevelopmentofrealestateindust
8、ry,thispaperwillfurthertothesmallandmedium-sizedcityinChina'srealestateinvestmentenvironmenttoconductin-depthanalysis.[Keywords]Smallandmedium-sizedcity,Realestate，Marketing第一章绪论1.1房地产市场营销的含义房地产市场营销是根据房地产市场变化做出有关房地产市场营销的营销
