摘要
在当今中国的大环境下,尽管在房地产方面国家调控起着至关重要的作用,但是在
市场经济体制环境下,决定着营销策略也起着不可替代的作用。因此,只有在对市场进
行较为深入分析的基础之上,并且科学有效的对其进行营销策划,企业才能在激烈的竞
争中脱颖而出。

本文是在有关市场营销的一系列相关理论,例如营销策划理论以及营销组合策
略等理论的指导下,在对本地的房地产大环境进行了深入的形势分析之后,再根据研究
的结果,运用STOT方法,对于中航拓宏朱宏路商业项目的具体小营销环境和其他一众
因素进行进一步研究,从而指导项目产品的设计,价格的设定,以及如何推广促销,制
定出最有效的营销策略实施方案。论文最后对已实施的方案研究进行了总结,以期达到
优化自身策略方案及对类似项目的启示作用。

论文中提出的相关营销策略以及最后得出的研究结果,对于项目开发方向而言有着
重要的指导性。完善项目营销策划方案,提升项目营销绩效,对于达到项目成功开发的
目的有着举足轻重的作用。

【关键词】中航拓宏朱宏路商业项目;市场营销策略;房地产营销
【研究类型】应用研究
Abstract
In China,to realestate plays,the governmental regulation and control a
very important role, but marketing strategy also plays an irreplaceable role in
our the market economy system.Enterprise can stand out from the crowd only
based on a deep analysis and scientific and effective planning marketing.
In this paper,by applying marketing theory,theory of marketing planning,
marketing mix strategy theory,the first of the current market situation and the
real estate research and analysis,and followed according to research results,
methods used SWOT,AVIC Create world Zhu Honglu commercial project on the
specific project environment project analysis and the many factors affecting the
project for further analysis,then the project target market,target market
research, develop project marketing strategy,and product,price, marketing,
promotion and other aspects of the planning strategy and develop a marketing
strategy project implementation. Finally on the marketing strategy of the project
were summarized, the project reached its conclusion on the development of
similar projects in China. Proposed marketing strategy,and for the conclusions of
the study,companies to ensure the correctness of the direction of project
development,improve the project to improve marketing performance projects to
achieve the purpose of successful development projects of great significance.
【Key Words] AVIC Create world ZhuHonglu commercial project;
real estate marketing; marketing strategy
【Research Type】 Application Research