某企業(yè)整體營(yíng)銷企劃方案

1、摘 要房地產(chǎn)公司必須與市場(chǎng)建立密切的關(guān)系，科學(xué)地分析市場(chǎng)、顧客以及相關(guān)因素。因此，現(xiàn)代市場(chǎng)營(yíng)銷學(xué)的一個(gè)核心思想就是“以顧客為中心，給自己的商品一個(gè)定位，研究企業(yè)如何適應(yīng)和刺激消費(fèi)者的需求，使地產(chǎn)商的效勞得到最大限度的消費(fèi)，從而使地產(chǎn)商獲取最大限度的利潤(rùn)。營(yíng)銷籌劃地產(chǎn)商對(duì)將來要發(fā)生的營(yíng)銷行為進(jìn)行的超前決策。房地產(chǎn)商通過對(duì)其內(nèi)外部環(huán)境進(jìn)行分析，了解自身的優(yōu)勢(shì)與劣勢(shì)，準(zhǔn)確掌握市場(chǎng)和消費(fèi)者需求信息，在有效運(yùn)用企業(yè)各種資源的根底上，對(duì)企業(yè)營(yíng)銷活動(dòng)的目標(biāo)、戰(zhàn)略、策略以及具體實(shí)施方案進(jìn)行設(shè)計(jì)和方案，這就是企業(yè)營(yíng)銷籌劃的過程。關(guān)鍵詞：市場(chǎng)形象；目標(biāo)客戶；定位；策略；推廣。ABSTRACTReal estate

2、 company and the market must establish a close relationship, scientific analysis of the market, customers as well as the relevant factors. Therefore, the modern marketing is a core idea of customer-centric to a location of their goods to study how to adapt and to stimulate consumer demand, so that s

3、ervice developers to maximize the consumer, so that real estate obtain the maximum profits. Marketing of real estate developers are planning the future of marketing to take place ahead of the decision-making behavior. Real estate business through its internal and external environment analysis, to un

4、derstand their own strengths and weaknesses, an accurate grasp of the market and consumer demand information, at the effective use of enterprise resources based on the activities of corporate marketing objectives, strategies, tactics and specific design and implementation plan, which is corporate ma

5、rketing planning process. Key words: Market image; target customers; positioning; strategy; promotion.目 錄 TOC o 1-3 h z u HYPERLINK l _Toc225850848 1.工程定位 大力襄助，提出許多改良建議，終能順利完成此文，內(nèi)心十分感謝。另外，蘇三散先生有關(guān)此方面的統(tǒng)計(jì)數(shù)據(jù)和相關(guān)論述對(duì)我頗有啟迪，本人在此一并致謝。參考文獻(xiàn)1 楊天翔. 房地產(chǎn)營(yíng)銷策略的創(chuàng)新J中國(guó)房地產(chǎn), 1999,(10) . 2 高健,張敏. 企業(yè)識(shí)別市場(chǎng)時(shí)機(jī)的營(yíng)銷技巧J北方經(jīng)貿(mào), 2001,(12) . 3 劉志峰. 關(guān)于房地產(chǎn)業(yè)的形勢(shì)和問題J城市開發(fā), 2003,(02) . 4 萬浩華. 我國(guó)房地產(chǎn)市場(chǎng)的結(jié)構(gòu)和行為分析J江西社會(huì)科學(xué), 2006,(06) . 5 杜偉. 房地產(chǎn)市場(chǎng)營(yíng)銷的策略創(chuàng)新J價(jià)格月刊, 2000,(08) . 6 張玉,劉光中,于憶驊. 中國(guó)房地產(chǎn)業(yè)的寡頭壟斷趨勢(shì)分析J經(jīng)濟(jì)體制改革, 2006,(01) . 7 胡挺,肖海蓮. 房地產(chǎn)企業(yè)之間的競(jìng)爭(zhēng)策略選擇J科技情報(bào)開發(fā)與經(jīng)濟(jì), 2004,(12) . 8 許統(tǒng)邦,夏劍龍. 房地產(chǎn)客戶感知價(jià)值的定量評(píng)價(jià)方法研究J科技廣場(chǎng), 2006,(0