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《市场营销学》课程设计题目：银城·西堤国际的房地产营销策划学生姓名：学号：所在学院：土木工程学院专业：物业管理指导教师：付光辉2012年12月30日目录第一章概述.........................................................................................11.1建设单位情况简介.............................................................11.2项目概况.........................................................................................11.2.1项目名称...............................................................................11.2.2项目地块情况.................................................................11.3项目提出的背景.................................................................21.4营销策划的主要依据...................................................31.5营销策划的工作步骤...................................................3第二章市场调查与预测.......................................................42.1投资环境的调查与分析................................................42.1.1南京河西地区高层住宅消费者基本情况调查与分析...............................................................................42.1.2南京河西地区高层住宅潜在消费者需求特征调查与分析.................................................................72.1.3消费者购房信息渠道调查与分析......122.2房地产市场状况的调查与分析........................152.2.1南京房地产市场状况的调查....................152.2.2河西地区房地产市场的状况....................15第三章市场细分与目标市场的选择.................173.1市场细分......................................................................................173.1.1市场细分的定义.......................................................173.1.2市场细分的参数选择.........................................173.1.3市场细分...........................................................................173.2目标市场的选择.................................................................183.3目标客户的需求分析...................................................183.3.1目标客户对面积的需求..................................183.3.2目标客户对户型的需求..................................19第四章房地产产品定位...................................................204.1产品定位的原则.................................................................204.2项目的SWOT分析....................................................................204.2.1项目优势...........................................................................204.2.2项目劣势...........................................................................214.2.3项目市场机会.............................................................214.2.4项目威胁机会.............................................................214.3高层住宅的产品定位...................................................214.3.1面积和户型的定位................................................214.3.2交付标准的定位.......................................................224.3.3车位的设置....................................................................224.3.4外立面选材的定位................................................22第五章房地产价格定位...................................................245.1销售价格......................................................................................245.1.1高层住宅销售均价的估算...........................245.1.2商铺的销售均价的估算..................................