普湾新区枫丹丽舍项目策划报告普湾新区枫丹丽舍项目策划报告普湾新区枫丹丽舍项目项目策划报告I摘要近年来，我国房地产业高速发展，成为了国民经济的支柱产业，推动和支持了国民经济持续、快速的发展。同时房地产业又是一种投资大、风险高、回报显著的行业，房地产营销策划对房地产项目的开发成功与否至关重要，但是，也存在着不少房地产开发商对房地产营销策划的重要性还缺乏认识，结果造成大量房屋闲置和资金积压，使房地产开发项目没有达到所期望的效益。本文应用市场营销理论与方法，分析枫丹丽舍项目的市场环境，在特定的竞争环境下和区位环境下，制定出该项目有效的市场定位和营销策略。通过细致的市场调查对该项目进行市场定位，并确定目标客户群。运用市场比较法对该项目周边的竞争楼盘进行比较分析，确定该项目的合理价位，根据目标市场定位对楼盘进行包装，进行营销策划，最终从两个方案中选取最佳方案。关键词：房地产市场；营销策划；定价关键词：房地产市场；营销策划；定价AbstractReal estate has experienced high-speed development and has been the pillar industry of our national economy in the recent year. It has also given impetus to our national economy and resulted in the continuous and high speed development.Real estate is characterized by capital intensity,high risk and high return.Real estate marketing planning have critic impact on the success of real estate project development.Of course,there are some real estate agents who lack the knowledge of marketing planning in housing development.This has led to a large number of idle houses and idle-lying funds and finally, real estate investment cant bring expected profits. The thesis apply the theory of the marketing, analyzing the marketing circumstances of the real estate,working out the effective marketing orientation and marketing strategy. Through careful market research to the project market positioning, and to identify the target customer group. Application of market comparison approach to the project around the competitive market for comparative analysis, determination of the project is reasonable price, according to the target market positioning for the sale of packaging, marketing planning, ultimately from the two solution of choosing the optimum scheme.KeyKey Words:Words: RealReal estateestate marketmarket； MarketingMarketing PlanningPlanning；pricingpricing普湾新区枫丹丽舍项目项目策划报告III目 录大 连 理 工 大 学 城 市 学 院.I本 科 毕 业 设 计（论 文）.I普湾新区枫丹丽舍项目策划报告.II摘 要.IABSTRACT.II1 项目概述.11.1 土地位置 .11.2 项目规划要求 .11.3 土地用途 .21.4 项目概况 .22 市场调查.32.1 全国房地产市场分析 .32.1.1 政策走势：.32.1.2 市场变化：.32.1.3 前景展望：.92.2 大连市房地产市场分析.102.2.1 大连概况.102.2.2 大连市房地产市场整体分析.122.3 区域房地产市场分析 .132.3.1 普湾新区房地产市场分析.132.4 区域房地产项目分析 .142. 4.1 竞争楼盘概况.142.4.2 竞争楼盘目标市场.172.4.3 竞争楼盘价格分析.182.4.4 竞争楼盘销售情况分析.183 项目目标市场定位.193.1 潜在目标市场 .193.2 消费者问卷调查设计 .194 项目产品定位.214.1 项目详细资料 .214.2 项目目标市场定位 .234.3 客源分析 .234.3.1 自用型客源.244.3.2 投资型客源.245 项目定价.255.1 总体均价 .255.1.1 基本情况与项目修正情况.255.1.2 价格测算.265.1.3 修正价格计算.