目录 中文摘要...........................................................................................................iii ABSTRACT......................................................................................................iv 第一章弓1言.....,..........................................................................................1 1.1论文的研究背景...................................................1 1.2国内外房地产项目营销策划现状与发展趋势分析.........................2 1.2.1国内外房地产项目营销策划理论研究与实践的现状分析..2 1.2.2房地产项目营销策划未来发展趋势分析..............................4 1.3房地产策划的目的和意义....,......................................................5 1.4本文的主要研究内容.........................................................................6 第二章房地产营销策划的基本理论..............................................................8 2.1房地产营销策划的基本概念.............................................................8 2,1.1营销策划的有关概念...,二,.,..,二,......,....8 2.1.2房地产营销策划....................................................................10 2.2房地产营销策划的操作基本规范....................................................n 2.2.1房地产营销策划的操作原则................................................12 2.2.2房地产营销策划的营销策略................................................14 2.2.3房地产营销策划的操作流程................................................22 2.2.4各广告推广阶段的销售对策................................................25 2.3房地产营销策划的误区...................................................................26 2.3.1房地产营销策划中的误区类别............................................26 2.3.2策划方案执行时可采取的规避误区的办法........................27 第三章/丽园阳光0住宅项目基本情况分析............................................29 3.1项目背景介绍....................................................#29 3.1.1项目自然条件介绍................................................................29 3.1.2项目营销策划介入时期的说明............................................29 3.2营销策划角度的项目分析.....,...................................................30 3.2.1地域分析..........................................................................30 3.2.2竞争对手分析........................................#一31 3.2.3项目优劣势SWOT分析......................................................,33 3.3项目分析结论......................,........................34 第四章/丽园阳光0住宅项目的营销策划方案设计................................36 召4.1项目策划思路...................................................................................36 4.2形象定位..........................................,..........................................37 4.3营销策划的具体操作方案...............................................................38 第五章结论..................................,...........................................................41 5.1论文总结...........................................................................................41 5.2本论文的局限性..............................,..........................................41 5.3有待进一步关注的问题...................................................................42