房地产市场营销课程设计“金麟一品堂”营销策略

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1、“金麟一品堂”营销策略哈尔滨商业大学课程设计课程名称:房地产市场营销课程设计学院:能源与建筑学院专业/年级/班:工程管理2班学生姓名:向禹学　　号:开始时间:2016年12月3日完成时间:2016年12月8日-11-“金麟一品堂”营销策略目录市场分析·················································2宏观经济分析····················································2市场竞争环境分析······································

2、··········2项目分析·················································4项目概况························································4项目SWOT分析·················································5项目卖点························································5市场定位·······························

3、··················6产品定位························································6目标客户定位-11-“金麟一品堂”营销策略····················································6案名定位························································6商业定位························································6项目形象

4、定位····················································7主题定位························································7主题广告语······················································7价格定位·······················································7营销推广策略建议····································

5、7营销目标·························································7营销策略·························································8价格策略························································10广告促销策略····················································10营销渠道及方式··························

6、························10-11-“金麟一品堂”营销策略PART1市场分析1.宏观经济环境分析1.1全国经济环境为应对百年一遇的国际金融危机，在2008年11月中国提出了实施积极的财政政策和适度宽松的货币政策，助推中国经济在全球范围率先反弹，迅速企稳回升。统计局数据显示，前三季度中国经济国内生产总值（GDP）同比增长10.6%，增速比上年同期加快2.5个百分点。而最新公布的中国制造业采购经理指数（PMI）显示，11月PMI达55.2%，较上月上升0.5个百分点，已连续第四个月出现上涨。与此同时，随着美国第二轮量化宽松货币政策的开

7、启，全球流动性泛滥，输入性通胀压力进一步上升。在诸多因素的推动下，国内物价上涨也面临着不小的压力。最新数据显示，10月份中国居民消费价格指数（CPI）达4.4%，创出25个月来新高。12月3日中共中央政治局会议指出，我国将实施积极地财政政策和稳健的货币政策。自3月“两会”以来，“二次房改”成为各界关注的话题。4月，国务院颁布了“新国十条”拉开房改序幕。此后，频频出台的各项条例紧锣密鼓的对房地产施压。但由于国内刚性需求力度较大等原因，目前楼市并没有大幅度萧条迹象，整体房价保持稳中有增。目前的货币政策转向将在一定程度上防止资产过度泡沫和通货膨胀。1.2成都房

8、地产经济环境目前，成都三个圈层的经济发展均实现了平稳较快增长，经济发展速度与经济