湖南工业职业技术学校经管系毕业设计目录1前言....................................................................11.1金科御花园项目策划背景...........................................11.2金科御花园项目策划的目的........................................22金科御花园房地产市场环境分析.........................................42.1宏观环境..........................................................42.1.1岳麓区宏观经济环境.....................................42.1.2房地产行业环境..........................................52.2微观环境..........................................................52.2.1金科房地产公司现状....................................62.2.2竞争者分析............................................62.2.3消费者分析............................................73金科御花园房地产项目介绍.............................................83.1项目地理位置.....................................................83.2项目介绍..........................................................84金科御花园项目SWOT分析...........................................114.1优势.............................................................114.2劣势.............................................................114.3机会.............................................................114.4威胁.............................................................125金科御花园房地产项目STP战略........................................135.1市场细分.........................................................135.2目标市场选择....................................................135.3市场定位.........................................................136金科御花园房地产项目营销方案........................................146.1产品策略.........................................................146.1.1楼盘定位..............................................146.1.2楼盘包装..............................................146.2价格策略.........................................................15第u页湖南工业职业技术学校经管系毕业设计6.3广告策略.........................................................157结论..................................................................17第hi页湖南工业职业技术学院经管系毕业设计1前言由于房地产与一般商品具