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吉林建筑大学城建学院本科毕业论文润德项目全程营销策划方案杨萌吉林建筑工程学院城建学院管理工程系2014年6月15日毕业论文润德项目全程营销策划方案学生姓名：杨萌指导教师：刘薇教授专业：工商管理学号：101430211目录第1章绪论.....................................................11.1选题背景..................................................11.2选题依据...................................................11.3研究的意义.................................................21.4研究的内容.................................................2第2章项目概述.................................................32.1项目简介..................................................32.1.1项目概况...............................................32.1.2项目主要经济技术指标...................................32.2长春市整体房地产发展.......................................52.2.1城市宏观背景分析.......................................52.2.2房地产经济运行情况.....................................52.2.3市场存量...............................................62.2.5一级市场...............................................82.3区域市场分析...............................................92.3.1区域供求价分析.........................................92.3.2项目占位..............................................102.3.3项目所处地域环境及周边配套............................102.4项目SWOT分析.............................................122.4.1项目优势..............................................122.4.2项目劣势..............................................122.4.3项目机会..............................................122.4.4项目威胁..............................................132.5项目竞品调研..............................................132.5.1确定竞品..............................................132.5.2品个案分析............................................142.5.3区域未来供应..........................................17第3章项目定位................................................193.1目标客群定位.............................................193.1.1区域成交客户来源特征..................................193.1.2区域成交客户背景特征..................................193.1.3目标客户背景..........................................203.1.4目标客户定位..........................................213.2产品定位.................................................223.2.1产品定位..............................................223.2.2地块价值解析..........................................233.2.3确定规划的建筑类型....................................233.2.4项目机会..............................................243.2.5建筑类型排布及量化分解................................243.2.6产品面积配比..........................................253.2.7户型设计建议汇总......................................263.2.8建筑风格及园林景观...................................273.3价格定位..................................................29第4章项目投资策划............................................314.1项目投资环境分析..........................................314.1.1项目环境介绍.........................................314.1.2冷热因素分析.........................................314.2项目投资的经济评价.......................................324.2.1项目投资估算.........................................324.2.2项目总投资预算.......................................324.3项目融资方法.......................................