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1、姓学专年学本科毕业论文目：中骏置业房产促销策略研究名:院:系:业:级:号:指导教师（校内）:指导教师（校外人职称:职称:中骏置业房产促销策略研究［摘要］随着我国房地产行业外部环境的变化，客观上耍求房地产企业及时转变观念，根据市场状况及其发展变化确立促销策峪。房地产业具有投资回收期长、价值大、占有资金多等特点，这些特点一方面说明了房地产开发需要大量的资金，另一方面规定了开发商应注重房地产促销。假若开发商不能及时将开发的产品销售出去，资金将积淀在房地产实物上不能及时冋收，而银行贷款等筹资方式也要考虑单位的效益及前期贷款的偿还情况
2、，在这种形势下开发商会因资金匾乏而陷入困境，无法实现房地产开发的良性循环。在市场竞争激烈的条件下，仅有优质的房地产项目、合理的价格和适当的渠道，没有高效、理性的促销活动，房地产市场营销工作仍不完整，商品房的销售也不可能达到理想的效果。木文结合房地产营销理论，通过对屮骏置业房产促销策略实例分析，阐述在不断变化的外部环境及激烈的市场竞争双重压力下，房产促销策略对房地产的生存发展的重要性，以及如何运用房产促销策略以适应不断变化的市场环境。［关键字］房产促销策略品牌策略Theresearchofrealestatemarketing
3、strategyimplementing[Abstract]WithChina'srealestateindustrychangesintheexternalenvironment,theobjectiverequirementsofrealestateenterprisestimelychangeidea,accordingtothemarketsituationanddevelopmentchangetoestablishmarketingstrategy.Therealestateindustryhaslongpayb
4、ackperiodofinvestment,thevalueofsharecapital,suchasmorefeatures,thesefeaturesadescribestherealestatedevelopmentrequiresalargeamountofmoney,ontheotherhand,thedevelopersshouldpayattentiontotherealestatepromotion.Ifdeveloperscannotselltheproductofdevelopmentintime,cap
5、italwillbeaccumulatedintherealestaterealcanreclaimintime,andthebankloanfinancingmodeshouldalsoconsiderthebenefitofunitandtheearlyrepaymentofloans,andinthissituationbecauseoflackoffundsdeveloperswillfallintoadilemma,unabletorealizethebenigncycleofrealestatedevelopme
6、nt.Inthecompetitivemarketconditions,theonlyhigh-qualityrealestateprojects,areasonablepriceandproperchannels,thereisnoefficient,rationalpromotions,marketingofrealestatemarketisstillnotcomplete,salesofcommercialhousingalsocannotachievethedesiredresults・Thisarticlecom
7、binedwiththerealestatemarketingtheory,basedonthezonepropertiesrealestatepromotionstrategyexampleanalysis,elaboratedinachangingenvironmentandfiercemarketcompetitionunderthedoublepressure,realestatesalespromotionstrategyforrealestatedevelopmentimportanee,andhowtouser
8、ealestatemarketingstrategytomeetchangingmarketenvironmerit.[Keyword]HousepropertyPromotionstrategyBrandstrategy目录绪论21房地产市场营销相关理论知识概述31.1房地产市场营销的概
