房地產(chǎn)營(yíng)銷策劃畢業(yè)設(shè)計(jì)開題報(bào)告

1、本科畢業(yè)設(shè)計(jì)(論文)開題報(bào)告題目： 貴陽(yáng)“銅古歲月”總部基地營(yíng)銷策劃方案課 題 類 型： 設(shè)計(jì) 實(shí)驗(yàn)研究 論文 學(xué) 生 姓 名： 學(xué) 號(hào)： 專 業(yè) 班 級(jí)： 學(xué) 院： 建筑工程學(xué)院指 導(dǎo) 教 師： 開 題 時(shí) 間： 2014年3月1日2014年3月1日 一、本課題的研究意義、研究現(xiàn)狀和發(fā)展趨勢(shì)（文獻(xiàn)綜述）1研究意義房地產(chǎn)營(yíng)銷策劃是指運(yùn)用整合營(yíng)銷概念，從觀念、設(shè)計(jì)、區(qū)位、環(huán)境、房型、價(jià)格、品牌、包裝、推廣上對(duì)開發(fā)建設(shè)項(xiàng)目進(jìn)行整合，合理確定房地產(chǎn)目標(biāo)市場(chǎng)的實(shí)際需求，在深入了解潛在消費(fèi)者深層次及未來(lái)需求的基礎(chǔ)上，為開發(fā)項(xiàng)目規(guī)劃出合理的建設(shè)取向完全符合消費(fèi)者的要求，并通過(guò)消費(fèi)者的滿意使開發(fā)商獲得利益的

2、過(guò)程。據(jù)統(tǒng)計(jì)，2010年1-3月，全國(guó)完成房地產(chǎn)開發(fā)投資6594億元，同比增長(zhǎng)35.1%，高于同期固定資產(chǎn)投資增速9.6個(gè)百分點(diǎn)，占同期固定資產(chǎn)投資的比重為29.2%。全國(guó)房地產(chǎn)業(yè)的日趨繁榮逐漸成為固定資產(chǎn)投資增長(zhǎng)的主要力量，也逐漸成為國(guó)民經(jīng)濟(jì)持續(xù)增長(zhǎng)的重要因素。大力發(fā)展房地產(chǎn)業(yè)，對(duì)于解決舊城改造，改善人民的居住水平，乃至城市的發(fā)展，具有十分重要的意義。中國(guó)房地產(chǎn)營(yíng)銷業(yè)的興起和發(fā)展，為加速房地產(chǎn)的循環(huán)創(chuàng)造了條件。從當(dāng)初的“一無(wú)所有”到現(xiàn)在的“無(wú)處不在”，可以說(shuō)，營(yíng)銷觀念的樹立以及各種營(yíng)銷方式的使用，是房地產(chǎn)業(yè)蓬勃發(fā)展的一個(gè)見證。房地產(chǎn)營(yíng)銷與房產(chǎn)開發(fā)有著密切的關(guān)系。房地產(chǎn)業(yè)的蓬勃發(fā)展使?fàn)I銷業(yè)空前

3、興旺，同時(shí)由于現(xiàn)代市場(chǎng)營(yíng)銷理論在房地產(chǎn)銷售中的應(yīng)用，使房地產(chǎn)業(yè)的發(fā)展又上了一個(gè)新臺(tái)階。隨著房地產(chǎn)開發(fā)微利時(shí)代的趨近，房地產(chǎn)業(yè)的理性化發(fā)展與市場(chǎng)的不斷成熟，對(duì)房地產(chǎn)營(yíng)銷策劃的深入，競(jìng)爭(zhēng)激烈的房地產(chǎn)營(yíng)銷時(shí)代已經(jīng)到來(lái)。2研究現(xiàn)狀（1）房地產(chǎn)營(yíng)銷策劃的現(xiàn)狀房地產(chǎn)營(yíng)銷策劃逐漸得到業(yè)界的廣泛關(guān)注與相當(dāng)程度的認(rèn)可，盡管普遍認(rèn)為房地產(chǎn)營(yíng)銷方式已經(jīng)從單一化趨同全面化，營(yíng)銷服務(wù)已經(jīng)從表面趨向追求內(nèi)涵，營(yíng)銷推廣已經(jīng)從雜亂無(wú)章趨向規(guī)范有序，但縱觀現(xiàn)今樓市營(yíng)銷策劃很多地方仍然值得深思。許多營(yíng)銷商、開發(fā)商對(duì)營(yíng)銷的認(rèn)識(shí)仍留于膚淺，甚至有的由于理解的偏頗導(dǎo)致在實(shí)際運(yùn)作中使?fàn)I銷策劃走入誤區(qū)。如何理性認(rèn)識(shí)營(yíng)銷的內(nèi)核，促進(jìn)房地產(chǎn)業(yè)

4、的健康發(fā)展是擺在中國(guó)房地產(chǎn)營(yíng)銷界面前的一個(gè)迫在眉睫的問(wèn)題。隨著國(guó)家不斷出臺(tái)各種宏觀調(diào)控政策，我國(guó)房地產(chǎn)市場(chǎng)已經(jīng)由賣方市場(chǎng)過(guò)渡到買方市場(chǎng)，行業(yè)間的競(jìng)爭(zhēng)也越發(fā)激烈。為了能使自己的企業(yè)在市場(chǎng)上占有一席之地，并獲取更大的利潤(rùn)，開發(fā)商紛紛意識(shí)到房地產(chǎn)營(yíng)銷策劃的重要性。各種營(yíng)銷理念粉墨登場(chǎng)，如品牌營(yíng)銷，生態(tài)住宅，歐式住宅等。各種營(yíng)銷手法層出不窮，例如“形象代言人”，“一口價(jià)開盤”，“通過(guò)房地產(chǎn)模特促銷”和在短時(shí)間內(nèi)采用大手筆廣告投放，引起市場(chǎng)轟動(dòng)，從而迅速樹立樓盤市場(chǎng)形象的“集束廣告投放”等。在廣州和深圳，房地產(chǎn)營(yíng)銷更是達(dá)到登峰造極的階段，出現(xiàn)了“直升機(jī)看樓”，“熱氣球派送單”，“百萬(wàn)富翁送大獎(jiǎng)”等。世界

5、著名管理學(xué)大師彼得德魯克曾精辟的指出：現(xiàn)代企業(yè)最重要的職能只有兩個(gè)，一個(gè)是創(chuàng)新，一個(gè)是營(yíng)銷。這一結(jié)論也完全適用于我國(guó)房地產(chǎn)業(yè)。目前，營(yíng)銷策劃的不斷求新、求變、求異，的確發(fā)揮了很大的作用，有效地推動(dòng)了住宅消費(fèi)的需求，激發(fā)了市場(chǎng)熱點(diǎn)，促進(jìn)了房地產(chǎn)業(yè)大力發(fā)展。但還需要進(jìn)一步完善與發(fā)展。（2）房地產(chǎn)營(yíng)銷策劃存在的問(wèn)題1）市場(chǎng)調(diào)研不足，難以把握市場(chǎng)需求。凡是策劃類事務(wù)不是靠沖動(dòng)和想當(dāng)然進(jìn)行的，而是以大量的真實(shí)準(zhǔn)確的市場(chǎng)信息為依據(jù)。而掌握市場(chǎng)信息就必須依靠科學(xué)的市場(chǎng)調(diào)研，據(jù)此幫助企業(yè)進(jìn)行市場(chǎng)定位，進(jìn)一步了解同行業(yè)狀況，分析競(jìng)爭(zhēng)對(duì)手，窺探市場(chǎng)需求等情況。然而，縱觀現(xiàn)今房地產(chǎn)業(yè)，許多房地產(chǎn)開發(fā)商缺乏廣泛而有深

6、度的市場(chǎng)調(diào)研，脫離實(shí)際，使得營(yíng)銷策劃成為空中樓閣，經(jīng)不起時(shí)間的推敲和市場(chǎng)的考驗(yàn)。如調(diào)查方式單一、缺乏相互印證、不論樓盤大小，取樣總是一個(gè)常量；調(diào)查數(shù)據(jù)針對(duì)性不足，對(duì)項(xiàng)目規(guī)模、位置、特點(diǎn)等消費(fèi)對(duì)象的關(guān)系缺乏整體把握；樣本數(shù)量不足，以偏概全，導(dǎo)致結(jié)果與實(shí)際差距很大。有時(shí)調(diào)查中混淆了有效需求與潛在需求的差異。潛在需求是無(wú)經(jīng)濟(jì)購(gòu)買能力的欲望和需求。有效需求是具有經(jīng)濟(jì)購(gòu)買能力的現(xiàn)實(shí)需求。不重視潛在需求和有效需求的區(qū)分，導(dǎo)致定位“繆之一厘，差之千里”，造成調(diào)查時(shí)需求者眾，開盤后購(gòu)買者寥寥無(wú)幾的局面。房地產(chǎn)產(chǎn)品的銷售對(duì)象是有經(jīng)濟(jì)購(gòu)買能力的現(xiàn)實(shí)需求者，只有具有購(gòu)買能力的一部分潛在需求才能成為有效需求。盡管潛在

7、需求會(huì)轉(zhuǎn)化成有效需求，但他們的消費(fèi)偏好往往不同，因此必須嚴(yán)格區(qū)分有效需求與潛在需求，做合理的甄別。2）目標(biāo)市場(chǎng)不明，市場(chǎng)定位比較模糊。目標(biāo)市場(chǎng)和市場(chǎng)定位這兩個(gè)概念是市場(chǎng)營(yíng)銷的基礎(chǔ)，沒有明顯的目標(biāo)市場(chǎng)和清晰的市場(chǎng)定位，一切策劃和營(yíng)銷就會(huì)變得無(wú)的放矢和搖擺不定。目標(biāo)市場(chǎng)是指企業(yè)對(duì)市場(chǎng)經(jīng)過(guò)比較、選擇、細(xì)分后，決定作為服務(wù)對(duì)象、確定自己的產(chǎn)品所要進(jìn)入的相應(yīng)的子市場(chǎng)。市場(chǎng)定位則是指企業(yè)設(shè)計(jì)出自己的產(chǎn)品和形象，從而在目標(biāo)消費(fèi)者心中確定與眾不同的有價(jià)值的地位，即在潛在消費(fèi)者心里奠定企業(yè)產(chǎn)品的位置和印象。簡(jiǎn)單說(shuō)，先確定目標(biāo)市場(chǎng)，才有市場(chǎng)定位。實(shí)踐中有時(shí)會(huì)混淆這兩個(gè)概念，對(duì)目標(biāo)市場(chǎng)的特征和偏好尚未明了，就直接做

8、市場(chǎng)定位，使得市場(chǎng)定位缺乏實(shí)在可靠的支撐。隨著人民生活水平的提高，消費(fèi)者對(duì)高檔住宅的需求雖然在逐步增長(zhǎng)，但由于消費(fèi)者群體社會(huì)地位、收入水平和文化素養(yǎng)的差異，其需求也會(huì)表現(xiàn)出多層次性的特點(diǎn)。許多房地產(chǎn)開發(fā)商并未全面充分地認(rèn)識(shí)到這種市場(chǎng)需求的差異，不顧當(dāng)?shù)亟?jīng)濟(jì)及實(shí)力和居民的承受能力，甚至毫不顧及企業(yè)自身的資源條件，沒有明確的目標(biāo)，不進(jìn)行科學(xué)的市場(chǎng)定位，盲目興建高檔公寓、別墅、辦公樓和商業(yè)住房，最終導(dǎo)致諸多樓盤滯銷，而適應(yīng)廣大中低收入家庭的經(jīng)濟(jì)住房卻十分短缺。3）忽視全程營(yíng)銷，過(guò)分關(guān)注企業(yè)收益a.房地產(chǎn)營(yíng)銷策劃介入過(guò)遲。多數(shù)房地產(chǎn)開發(fā)商只注重后期推銷，不重視前期營(yíng)銷和企業(yè)形象設(shè)計(jì)。涉及企業(yè)長(zhǎng)期發(fā)展戰(zhàn)

9、略的形象策劃大多都沒有引起足夠的重視，即便有也是圍繞某一開發(fā)項(xiàng)目或?yàn)殇N售某一產(chǎn)品不得不進(jìn)行的一種活動(dòng)。由于營(yíng)銷策劃介入過(guò)晚，導(dǎo)致投資決策失誤，開發(fā)產(chǎn)品不對(duì)路，以至于到中期盡管投入了大量的人力物力宣傳推銷，仍然有大量商品房滯銷。盡管房地產(chǎn)開發(fā)主管部門多次為消化空置商品房采取了不少措施，但空置商品房量仍呈上升態(tài)勢(shì)。b.房地產(chǎn)公司僅注重銷售結(jié)果。房地產(chǎn)營(yíng)銷策劃的成敗單純以銷售結(jié)果作為評(píng)價(jià)指標(biāo)，不注重真正的全程營(yíng)銷過(guò)程，主要以廣告投入為主。 營(yíng)銷策劃重心在營(yíng)銷而非策劃。房地產(chǎn)廣告看得多了，房地產(chǎn)公司任何人都能說(shuō)出幾個(gè)，但深入程度僅僅局限于樓盤名稱。德式設(shè)計(jì)、美國(guó)小鎮(zhèn)、江南水鄉(xiāng)、歐式風(fēng)格，一味追逐市場(chǎng)流

10、行，而拋棄了真正的文化根基。c.房地產(chǎn)公司只考慮企業(yè)利潤(rùn)。在目前的中國(guó)房地產(chǎn)市場(chǎng)，最普遍的一個(gè)營(yíng)銷現(xiàn)狀就是功利味太重。這種功利營(yíng)銷在目前房地產(chǎn)市場(chǎng)的主要表現(xiàn)：輕前期規(guī)劃設(shè)計(jì)，重后期營(yíng)銷推廣，這是功利營(yíng)銷的一個(gè)非常顯著的特點(diǎn)。一個(gè)開發(fā)項(xiàng)目，往往賣點(diǎn)很多，規(guī)劃、房型、景觀、配套、物業(yè)等等都可以成為賣點(diǎn)。然而，許多的開發(fā)商和“策劃大師們”通常將一系列的賣點(diǎn)羅列，以推銷自己的產(chǎn)品。這種方式不但缺乏對(duì)客戶細(xì)分的研究，更對(duì)產(chǎn)品的細(xì)分不夠，因而達(dá)不到預(yù)期的目標(biāo)。與此同時(shí)，近年來(lái)，我國(guó)房地產(chǎn)界炒作“概念”之風(fēng)盛行，有生態(tài)、區(qū)位的，有人文、智能的，還有歐陸風(fēng)情、北美庭廊的。從市場(chǎng)營(yíng)銷的角度來(lái)看“概念”是十分有效

11、的，它作為與競(jìng)爭(zhēng)者相區(qū)別的符號(hào)系統(tǒng)，在傳播中具有高度的識(shí)別性和心理沖擊力。但是，房地產(chǎn)界近年來(lái)竟提出了“賣房地產(chǎn)就是賣概念”的理論，開發(fā)商和“策劃大師們”不再去尋找消費(fèi)者的需求，而是熱衷于概念炒作，以概念來(lái)制造“賣點(diǎn)”。不少房地產(chǎn)開發(fā)商一味地想制造轟動(dòng)效應(yīng)，大肆炒作，做足了表面功夫，但忽視了消費(fèi)者實(shí)際需求。這實(shí)際上是營(yíng)銷策劃失誤所致。3.房地產(chǎn)營(yíng)銷策劃的發(fā)展趨勢(shì)（1）以人為本房地產(chǎn)開發(fā)企業(yè)面臨的是要問(wèn)題是使開發(fā)的房地產(chǎn)商品適應(yīng)顧客的需要,從而促進(jìn)商品房的銷售,增加利潤(rùn)，加快資金周轉(zhuǎn)。因此，房地產(chǎn)開發(fā)一定是首先強(qiáng)調(diào)以人為本的營(yíng)銷策劃。企業(yè)的一切經(jīng)營(yíng)活動(dòng)，都必須圍繞消費(fèi)者的愿望、需求和價(jià)值觀念來(lái)展

12、開，這是房地產(chǎn)營(yíng)銷的根本所在。（2）房地產(chǎn)營(yíng)銷是各種理念的復(fù)合理念是營(yíng)銷策劃的靈魂，當(dāng)代房地產(chǎn)營(yíng)銷策劃的主導(dǎo)理念一般包括：a.人性理念。房地產(chǎn)營(yíng)銷首先講求以人為本，中國(guó)自古的儒家仁愛思想和西方的人本主義思潮為房地產(chǎn)營(yíng)銷的人性理念提供了堅(jiān)實(shí)的文化基礎(chǔ)。b.生態(tài)理念。近代以來(lái)，地球環(huán)境污染加重，客觀上要求房地產(chǎn)開發(fā)必須樹立起可持續(xù)發(fā)展的生態(tài)理念，這不僅僅為目前的人類提供了更加適宜的生存空間，也為我們后代的發(fā)展鋪平了道路。c.智能理念。人類科技水平的迅速發(fā)展使房地產(chǎn)開發(fā)逐漸從傳統(tǒng)的磚瓦營(yíng)造習(xí)慣轉(zhuǎn)向各種新興材料的應(yīng)用，而在建筑的功能上也走向了多元化，提供給了人們更多的服務(wù)。d.投資理念。投資不動(dòng)產(chǎn)越來(lái)

13、越成為更多人選擇的投資保值手段。（3）策略和手段是營(yíng)銷的生命樓盤最終需要通過(guò)市場(chǎng)的反應(yīng)去實(shí)現(xiàn)自身的價(jià)值，由此，營(yíng)銷中采用的合理策略、手段則成了檢驗(yàn)真理的試金石。通過(guò)各種營(yíng)銷策略，如產(chǎn)品策略、定價(jià)策略、促銷策略、渠道策略等的組合，再依靠營(yíng)銷手段使其具體化，那么最終產(chǎn)生的結(jié)果也將是令人滿意的。 （4）發(fā)展商由重視營(yíng)銷策劃、重視概念打造到重視前期研究和產(chǎn)品定位多年以來(lái)，大多數(shù)房地產(chǎn)開發(fā)項(xiàng)目均把重點(diǎn)放到營(yíng)銷策劃上，市場(chǎng)的熱點(diǎn)也在營(yíng)銷策劃上。營(yíng)銷策劃在很大程度上已經(jīng)被視為項(xiàng)目制勝的關(guān)鍵。項(xiàng)目前期市場(chǎng)研究和策劃受到空前的重視。系統(tǒng)細(xì)致的市場(chǎng)研究導(dǎo)出的市場(chǎng)機(jī)會(huì)發(fā)掘、項(xiàng)目競(jìng)爭(zhēng)優(yōu)勢(shì)分析、客戶定位、產(chǎn)品定位、價(jià)格

14、定位、開發(fā)策略、規(guī)劃設(shè)計(jì)指導(dǎo)思想、經(jīng)濟(jì)測(cè)算、營(yíng)銷方案等等，均在項(xiàng)目前期細(xì)加研究，慎重決定。（5）開發(fā)周期逐步縮短，產(chǎn)品更新?lián)Q代速度加快，項(xiàng)目針對(duì)性更強(qiáng)2003年之后，北京、上海、廣州和深圳等大城市逐漸出現(xiàn)了三個(gè)浪潮：一是居住郊區(qū)化；二是住房消費(fèi)平民化；三是產(chǎn)品更新?lián)Q代速度加快。某些地區(qū)的房地產(chǎn)產(chǎn)品已經(jīng)出現(xiàn)了“住房如時(shí)裝，一年一個(gè)樣”的狀況。社會(huì)消費(fèi)心理的不穩(wěn)定以及發(fā)展商為突破市場(chǎng)重圍而刻意采取的求新求變，使市場(chǎng)上的產(chǎn)品出現(xiàn)不斷升級(jí)的現(xiàn)象。以上三個(gè)浪潮，在西方發(fā)達(dá)國(guó)家早已形成，反映出我國(guó)入世后房地產(chǎn)市場(chǎng)與國(guó)際接軌的事實(shí)。（6）大型住宅項(xiàng)目不斷出現(xiàn)，開發(fā)主題更為明顯，具有延續(xù)性出于面對(duì)競(jìng)爭(zhēng)、將自己

15、做強(qiáng)作大的需要，大型開發(fā)項(xiàng)目在各大城市不斷涌現(xiàn)。在當(dāng)前，大型項(xiàng)目或許并不等于一切，但從長(zhǎng)遠(yuǎn)來(lái)看，大型項(xiàng)目幾乎就意味著一切，其開發(fā)與營(yíng)銷具有其突出的特點(diǎn)。產(chǎn)品多元化、客戶多元化、開發(fā)主題的連貫性、品牌經(jīng)營(yíng)的系統(tǒng)性，均是營(yíng)銷工作的新課題。（7）市場(chǎng)細(xì)分仍有可為，出現(xiàn)了更新?lián)Q代產(chǎn)品和市場(chǎng)未被滿足的產(chǎn)品無(wú)論多么成熟的市場(chǎng)，始終會(huì)有市場(chǎng)缺口和未被充分滿足的市場(chǎng)機(jī)會(huì)。風(fēng)靡南北的Townhouse和“第五代住宅”就是非常好的例子。目前我國(guó)城市的樓市尚處于起步階段，市場(chǎng)的缺口和機(jī)會(huì)更多。因此國(guó)內(nèi)的房地產(chǎn)企業(yè)面對(duì)國(guó)外同行的競(jìng)爭(zhēng)時(shí)應(yīng)樹立一定的信心，要充分利用自己相對(duì)熟悉市場(chǎng)的優(yōu)勢(shì)，善于發(fā)掘，開發(fā)出高盈利的產(chǎn)品。二

16、、研究方案及工作計(jì)劃（含工作重點(diǎn)與難點(diǎn)及擬采用的途徑）1.研究和解決的問(wèn)題本課題的研究任務(wù)是對(duì)房地產(chǎn)項(xiàng)目進(jìn)行營(yíng)銷策劃。其主要工作流程包括：產(chǎn)品的調(diào)研，市場(chǎng)的調(diào)研，企劃的定位，推廣的策略及創(chuàng)意的構(gòu)思，傳播與媒介策略的分析，階段性推廣總體策略，階段性廣告與媒介宣傳，階段性促銷活動(dòng)的策略，階段性公共關(guān)系的策略，定期廣告效果跟蹤和信息反饋，定期跟蹤競(jìng)爭(zhēng)對(duì)手的廣告投放以及推廣成本預(yù)算和費(fèi)用監(jiān)控。工作重難點(diǎn)首先在于目標(biāo)客戶的定位，如果目標(biāo)定位準(zhǔn)確，市場(chǎng)的反響將事半功倍，反之亦然。定位是應(yīng)從客戶對(duì)地域喜歡程度、樓盤檔次選擇程度、樓盤戶型要求程度、小區(qū)環(huán)境滿意程度，物業(yè)管理程度等予以考慮。目標(biāo)客戶定位，從樓盤

17、營(yíng)銷的角度來(lái)看，是選擇有針對(duì)性，有目的性、有意識(shí)地去鎖定精準(zhǔn)的客戶群，但這是一件很難的事，也做不到一個(gè)非常明確的市場(chǎng)劃分。其定位，對(duì)于樓盤的整個(gè)營(yíng)銷來(lái)說(shuō)，顯得相當(dāng)重要。其次是樓盤產(chǎn)品的定位，說(shuō)起來(lái)容易，做起來(lái)卻很難，這完全是由于樓盤產(chǎn)品特殊性所決定。因?yàn)樽鰳潜P不同于做一般商品，它存在著銷售周期較長(zhǎng)的問(wèn)題。這就要求在樓盤開發(fā)過(guò)程中對(duì)產(chǎn)品本身的設(shè)計(jì)需有一定超前性，不會(huì)因?yàn)槭袌?chǎng)的變化是產(chǎn)品變得過(guò)時(shí)或滯銷。同時(shí)還要做好營(yíng)銷策略，如果營(yíng)銷策略不成功，不能奪人眼球，那么產(chǎn)品的銷售將是一個(gè)問(wèn)題。2.研究手段包括SWOT分析（態(tài)勢(shì)分析），STP理論（Segmenting、Targeting、Positioni

18、ng,即市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)、市場(chǎng)定位），調(diào)查分析房地產(chǎn)市場(chǎng)的總體情況以及其競(jìng)爭(zhēng)環(huán)境分析。項(xiàng)目定位通常在可行性研究階段進(jìn)行，一般客群需求調(diào)查，采用問(wèn)卷結(jié)合座談的形式。研究途徑主要是先對(duì)項(xiàng)目的周邊狀況進(jìn)行分析，包括項(xiàng)目的地址，周邊的交通條件及設(shè)施配套情況，建設(shè)的自然條件等等。其次是要對(duì)房地產(chǎn)市場(chǎng)進(jìn)行調(diào)查，進(jìn)行項(xiàng)目分析，對(duì)產(chǎn)品實(shí)施定位，調(diào)查過(guò)程中需注意消費(fèi)者潛在需求與實(shí)際需求的差別，避免調(diào)查結(jié)果產(chǎn)生太大的差距。可以通過(guò)調(diào)查分析類似項(xiàng)目來(lái)考慮現(xiàn)有項(xiàng)目這種方法，確保分析結(jié)果的準(zhǔn)確性。最后在調(diào)查分析的基礎(chǔ)上進(jìn)行市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)的選擇。3.工作計(jì)劃1) 尋找項(xiàng)目及編寫開題報(bào)告 0102周2) 確定項(xiàng)目及查

19、閱文獻(xiàn) 0304周3) 市場(chǎng)調(diào)研及分析 0507周4) 項(xiàng)目分析及產(chǎn)品定位 0809周5) 項(xiàng)目細(xì)分及目標(biāo)市場(chǎng)選擇 1011周6) 競(jìng)爭(zhēng)環(huán)境分析 1213周7) 項(xiàng)目推廣成本預(yù)算 1415周8) 準(zhǔn)備答辯 1516周三、主要參考文獻(xiàn)1張芳，陳利君.淺談房地產(chǎn)營(yíng)銷策劃的幾個(gè)問(wèn)題J.紹興文理學(xué)院學(xué)報(bào)2002，22(2):17-192 朱興鳳.淺析房地產(chǎn)營(yíng)銷策劃J.中國(guó)科技信息，2009，14(1):14-163 丁若玉.房地產(chǎn)營(yíng)銷策劃的有效實(shí)施J.市場(chǎng)營(yíng)銷，2004，9(3):3-54 張建華.房地產(chǎn)營(yíng)銷策劃淺談J.房產(chǎn)市場(chǎng)，2004,8(5):6-95 張傳勇.房地產(chǎn)營(yíng)銷亟待突圍J.市場(chǎng)觀察,2

20、008，12(1):11-136 朱玉榮，王菊花.房地產(chǎn)的營(yíng)銷誤區(qū)及實(shí)施全程營(yíng)銷J.營(yíng)銷顧問(wèn)，2004，3(2):15-177 吳迅.對(duì)房地產(chǎn)營(yíng)銷策劃的理性思考J.中國(guó)房地產(chǎn)，2002,7(5):9-118 杜書云.房地產(chǎn)營(yíng)銷的基石前營(yíng)銷J.中國(guó)房地產(chǎn)報(bào)，2002，12(4):20-219 潘彤.房地產(chǎn)營(yíng)銷策劃的STP模式J.番禺職業(yè)技術(shù)學(xué)院學(xué)報(bào)，2005,3(3):2-410 武銀燕.淺析房地產(chǎn)營(yíng)銷策劃及策略J.中國(guó)有色建設(shè)，2008，1(2):14-1611 譚繼存.房地產(chǎn)營(yíng)銷策劃M.北京:中國(guó)城市出版社，2007 12 楊雪.房地產(chǎn)營(yíng)銷理論的發(fā)展及實(shí)踐研究D.重慶大學(xué)，2006 13 李

21、春.房地產(chǎn)營(yíng)銷策劃研究D.中國(guó)優(yōu)秀碩士學(xué)位論文全文數(shù)據(jù)庫(kù)，2007，（4）14 王馨.房地產(chǎn)營(yíng)銷策劃的問(wèn)題及對(duì)策D.南京農(nóng)業(yè)大學(xué)，2008 15 劉自磊.對(duì)中國(guó)房地產(chǎn)發(fā)展及未來(lái)趨勢(shì)的研究J.中國(guó)房地產(chǎn)，2003, 6(3):5-716 Philip Kotler ,Gary Armstrong 著，Principles of MarketingM.北京:機(jī)械工業(yè)出版社，2008，（9）17Connie Robbins Gentry 著，Real Estate Technology & SolutionsJ.Chain Store Age，2010，86(7):20-23附：外文原文Resear

22、ch on Chinese Real Estate Development and the Future TrendsZilei LiuMBA Center, Business School, University of Shanghai for Science and TechnologyShanghai 200093, ChinaLi Chen (Corresponding author)MBA Center, Business school, University of Shanghai for Science and TechnologyShanghai 200093, ChinaE-

23、mail: i5_usstReceived: June 15, 2011 Accepted: July 6, 2011 doi:10.5539/ass.v7n9p207AbstractAfter nearly 20 years development, Chinese real estate industry shows the evidence of increasing both in scale and price. But resent years, China citizens began to complain more about the high price of housin

24、g, and government also pays more attention to the real estate industry. This article first analyzes the Chinese real estate development in recent years, and then based on the life cycle theory, the paper discusses Chinese real estates stage in the life cycle as well as the problems in this stage, at

25、 the end of the paper, the future trends of Chinese real estate are predicted.Keywords: China, Real estate, Life cycle, Trend1. IntroductionReal estate industry includes the investment, development, operation, management, and service in the real estate and belong to the 3rd industry. Usually, real e

26、state industry in China is looked as a basic, guiding, driving and risking industry. As a very fundamental industry, real estate industry plays a very important role not only in a countrys economic life but also in peoples daily life, thus attract many research interests. Kaklauskas (2011) gives com

27、parative description of crisis management for real estate in developed countries, and makes general recommendations for improving crisis management efficiencies in these countries real estate sector, also tries to give multiple criteria analysis of crisis management components and selection of the m

28、ost efficient life cycle version of crisis management in real estate. Wang (2011) points out that Chinas major cities have experienced significant real estate price increase which has been fueled by the sustained growth of the economic fundamentals, the author examined the linkage between urban econ

29、omic openness, the ratio of trade volume as a percentage of GDP, and urban real estate prices basing on the quality of life theory as well as BalassaSamuelson (BS) effects. Liow and Webb (2009) investigate the presence of common factors in the securitized real estate markets of the United States (US

30、), United Kingdom (UK), Hong Kong (HK), and Singapore (SG). The authors found that the degree of linkage across the four securitized real estate markets is much weaker than the strong linkages present across the four economies. These studies show only a fraction of the research in real estate field.

31、 Aizenman and Jinjarak (2011) studies the association between current account and real estate valuation across countries, and they found find a robust and strong positive association between current account deficits and the appreciation of the real estate prices/(GDP deflator).And when it comes to C

32、hina, due to its fast and amazing developing, it seems people are more interested in how it will develop in the future: China real estate began to rise in the 1980s, and since the market-oriented housing reform in 1998, urban real estate prices in China have risen quite rapidly in general. Koetter a

33、nd Poghosyan (2010) discussed that real estate prices can deviate from their fundamental value due to rigid supply, heterogeneity in quality, and various market imperfections, which have two contrasting effects on bank stability. Their research found that house price deviations contribute to bank in

34、stability. This finding corroborates the importance of deviations from the fundamental value of real estate, rather than just price levels or changes alone, when assessing bank stability.Under the Chinas active fiscal policy, the fixed asset investment grows rapidly and the ratio of real estate inve

35、stment in GDP increased gradually. Accompany with the quick development, the scale and price of real estate in China also experienced rapidly grow. In order to cool down the whole market and keep the price in a reasonable increase rate, the Chinese government issued a series of policies in 2010. Und

36、er this macro environment, the development of Chinas real estate industry and its future trends analysis is not only concerned by consumers and government, but also be concerned by many scholars and real estate business company. This paper will first describes the resent status of Chinese real estat

37、e, and then based on the life-cycle theory and China static to give a prediction of the future trends.2. Todays Chinese real estate development statusAccording to the data published by China National Bureau of Statistics, all of the indicators of Chinas real estate in 2010 show increase. In 2010, th

38、e Chinese national real estate development investment is 4.8267 trillion RMB, increased 33.2% over 2009, among which, the commercial residential investment is 3.4038 trillion RMB and this number increased 32.9% over 2009. At the same time, the proportion of total investment in real estate developmen

39、t is 70.5%. In 2010, the business construction area is 4.055 billion M2, increased 26.6% over 2009, and new construction area is 1.638 billion M2, which also increased 40.7% over 2009. Completed space of houses is 760 million M2, increased 4.5% over 2009, among which, the residential area is 612 mil

40、lion M2, increased 2.7%, over 2009.Table 1 shows the sales of Chinas real estate in 2010, and Figure 1 shows the real estate climate index from January 2009 to December 2010.The investment in affordable housing in 2010 is around 840 billion RMB and the growth rate of investment in real estate develo

41、pment was driven by about 5%. In 2011, 10 million new affordable housing units construction are under planning and 60% is expected to be completed by the end of 2011. If calculation of the average 60 square meters for each affordable house, the new affordable housing will be completed in an area of

42、approximately 3.6 billion square meters. Thus its estimated that about 1.3 trillion RMB affordable housing will be completed in 2011, which will boost real estate development investment increased by about 10%, and boosting China GDP growth by 1%.3. Chinese real estate life-cycle position and the mai

43、n problemsThe life cycle can be used to observe the behavior of many concepts in business; it is best applied to products and industries. Industry Lifecycle is a concept relating to the different stages an industry will go through, from the first product entry to its eventual decline. There are typi

44、cally four stages in the industry lifecycle (figure 2).And the first stage can also be divided into early stage and innovation stage. The stages are defined as:(1) Early Stages Phase-alternative product design and positioning, establishing the range and boundaries of the industry itself.(2) Innovati

45、on Phase - Product innovation declines, process innovation begins and a dominant design will arrive.(3) Growth (Cost or Shakeout) Phase - Companies settle on the dominant design; economies of scale are achieved, forcing smaller players to be acquired or exit altogether. Barriers to entry become very

46、 high, as large-scale consolidation occurs.(4) Maturity Phase - Growth is no longer the main focus, market share and cash flow become the primary goals of the companies left in the space.(5) Decline Phase Revenues declining; the industry as a whole may be supplanted by a new one.Now, the Chinese rea

47、l estate is experiencing the development from begin phase to the growth phase, due to the following reasons:(1). The Chinese citizens are consuming the real estate product in growing numbers;(2). More and more real estate companies enter into the market, race to offer their own products and gain a s

48、hare of a growing market.(3). Total sales and profits continue to grow in the Chinese real estate industry. Though it looks very promising, but there are still some problems exist in China real estate industry in this development stage, we analysis and include these problems as the following 4 main

49、parts:Continues expanding of the real estate investment. Real estate investment proportion in the total social fixed assets investment increased year by year. In 1999, the real estate investment amounted is around 401.017 billion RMB, and the number reached 4.8267 trillion RMB by 2010, with an avera

50、ge growth of 400 billion RMB per year. At the same time, the ratio of real estate development investment in GDP also increased year by year.Rapid growth in developing size. The China national real estate construction area in 2010 reach to 4.055 billion square meters, compare with the 568.58 million

51、square meters in 1999, it increased nearly 40 million square meters, an average increase of 300 million square meters per year. And the scale of real estate development also expand gradually, the indicators of real estate development growth is more than 10%, and the highest rate close to 30%.Regiona

52、l differences in market size and growth rate, both in completed construction area and under construction area, the east of China has a large proportion, while the central of China has leading position in the growth rate (except sales). At the same time, there are regional differences in the level of

53、 urban residents living.Continuous high price. Recently, the Chinese real estate market shows a three high” phenomena: High prices, high enthusiasm of residents purchase and high disposable income. In China , the price of live house in 2004 was 2,714 RMB / square meter, but in 2010, the price climbe

54、d to 8363 RMB / square meter, the high prices of live house caused many concerns for both residents and government.4. Trends and CountermeasuresAfter nearly 20 years development, Chinese real estate has made great achievements, look back this 20 years development, we can find the following character

55、s:l l China real estate industry is gradually moving toward market-oriented.l l The real estate and capital markets are linked closer.l l China real estate moves into a rapid developing and rapid growth period.l l Chinas Real Estates policy is under gradually improving.With Chinas accession to WTO,

56、Chinas real estate market will follow the international practice and open to other WTO member countries according to the multilateral negotiations of the commitments. Chinas real estate market will be further developed, and the trends are mainly in the following areas:With the accelerated urbanizati

57、on process and urban population increases, a large number of house renovation and real estate secondary market, the housing market still has more room for development.Given the urban population will have more 10 square per person, it will cause to nearly 40 million square meters demanding. Coupled w

58、ith the accelerated process of urbanization, which will increase the demand for housing (about 100 million square meters per year), thus in the next 10 years, China will has a sustained development in housing construction.According to some agencies survey, the satisfaction rate of China residents in housing is under 20%, about 48% of the residents are willing