摘要毕业论文论文题目：江南鸿郡项目营销策略研究2013年05月30日PAGE\*MERGEFORMATIVPAGE\*MERGEFORMATIII摘要PAGE\*MERGEFORMATI摘要随着国民经济的快速发展，城市化进程的不断加快，我国的房地产市场异常繁荣，成为国民经济的支柱产业。开发商逐步认识到要主动进行营销，对项目进行包装，房地产营销策略已成为关系到房地产项目开发成功与否的首要环节，特别是国家不断出台调控政策抑制房地产市场，商品房的销售受到了很大影响，营销的成功与否已经成为开发商能否在市场上生存的关键。本文正是根据江南鸿郡项目的实际情况，对其外部环境、竞争环境，运用SWOT分析法进行分析，围绕着产品、价格、渠道、促销（4P）四个方面总结江南鸿郡项目的营销策略，并指出其在实施过程中存在的问题，总结经验教训，做出适应营销环境的策略调整，提高项目在竞争中的竞争力，希望对其营销提供借鉴。关键词房地产；4P；营销策略AbstractAbstractAbstractWiththerapiddevelopmentofurbanizationisaccelerating,China’srealestatemarketbooms,thepillarindustryofnationaleconomy.Developersshouldtaketheinitiativetograduallyrealizethatmarketing,projectpackaging,realestatemarketingstrategyhasbecomearealestatedevelopmentprojectsrelatedtothesuccessofthefirstlink,especiallythestatehasintroducedcontrolpoliciestocurbrealestatemarket,salesofrealestatehasbeenagreatfactors.ThisarticleisbasedontheactualsituationJiangnanhongjunprojects,theirexternalenvironment,thecompetitiveenvironment,SWOTanalysistoanalyzearoundtheproduct,price,fourchannels,promotion(4P)summarizethemarketingstrategyJiangnanhongjunprojectsandpointedouttheexistenceofproblemsintheimplementationprocess,lessonslearned,andmakestrategicadjustmentstoadapttothemarketingenvironment,improvetheproject'scompetitivenessinthecompetition,hopingtoprovidereferenceforitsmarketing.KeywordsTherealestate,4P,Themarketingstrategy目录目录.目录TOC\o"1-3"\h\uHYPERLINK\l_Toc15794摘要PAGEREF_Toc15794IHYPERLINK\l_Toc22876AbstractPAGEREF_Toc22876IIHYPERLINK\l_Toc16368第1章房地产的发展现状及营销原理概述PAGEREF_Toc163681HYPERLINK\l_Toc308321.1房地产的发展现状PAGEREF_Toc308321HYPERLINK\l_Toc326211.1.1我国房地产业发展现状PAGEREF_Toc326211HYPERLINK\l_Toc147001.1.2我国房地产业发展前景PAGEREF_Toc147002HYPERLINK\l_Toc156711.2营销原理概述PAGEREF_Toc156712HYPERLINK\l_Toc1091.2.1房地产营销概念PAGEREF_Toc1092HYPERLINK\l_Toc243751.2.2营销组合PAGEREF_Toc243752HYPERLINK\l_Toc19723第2章江南鸿郡营销环境分