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1、河北師范大學(xué)匯華學(xué)院金正·海悅天地營(yíng)銷(xiāo)策略分析學(xué)部理學(xué)部專(zhuān)業(yè)資源環(huán)境與城鄉(xiāng)規(guī)劃管理班級(jí)2012級(jí)學(xué)生XXX完成日期2014年6月20日河北師范大學(xué)匯華學(xué)院目錄摘要、關(guān)鍵詞························································1一、石家莊金正房地產(chǎn)開(kāi)發(fā)有限公司簡(jiǎn)介································2（一）石家莊金正房地產(chǎn)開(kāi)發(fā)有限公司簡(jiǎn)介····························2（二）金正·海悅天地簡(jiǎn)介······························
2、············2二、金正·海悅天地營(yíng)銷(xiāo)環(huán)境分析······································2（一）宏觀(guān)環(huán)境分析················································21、國(guó)家政策·····················································22、文化環(huán)境·····················································3（二）微觀(guān)環(huán)境分析·····························
3、···················3河北師范大學(xué)匯華學(xué)院1、樓盤(pán)周邊環(huán)境分析·············································32、競(jìng)爭(zhēng)者分析···················································3三、金正·海悅天地營(yíng)銷(xiāo)的關(guān)鍵········································3（一）市場(chǎng)調(diào)查----巧借東風(fēng)，第四商圈呼之欲出······························3（二）全程策劃----訂單式開(kāi)發(fā)，兵馬未動(dòng)，招商先行··
4、························4（三）營(yíng)銷(xiāo)策劃----洞悉市場(chǎng)脈搏，以策劃帶動(dòng)營(yíng)銷(xiāo)····························4四、金正·海悅天地營(yíng)銷(xiāo)策略的應(yīng)用及創(chuàng)新······························4（一）品牌營(yíng)銷(xiāo)策略················································5（二）綠色營(yíng)銷(xiāo)策略················································5五、結(jié)語(yǔ)··································
5、··························5河北師范大學(xué)匯華學(xué)院參考文獻(xiàn)····························································6河北師范大學(xué)匯華學(xué)院金正·海悅天地營(yíng)銷(xiāo)策略分析摘要：市場(chǎng)競(jìng)爭(zhēng)日益加劇的今天，怎樣使公司的效益最大化，能夠賣(mài)出更多的樓盤(pán)，是房地產(chǎn)開(kāi)發(fā)商追求的目標(biāo)，但由于受?chē)?guó)家政策、營(yíng)銷(xiāo)環(huán)境、企業(yè)自身素質(zhì)等多方面的影響，房地產(chǎn)商在樓盤(pán)的營(yíng)銷(xiāo)過(guò)程中會(huì)面臨各種各樣的問(wèn)題。本文主要分析了金正·海悅天地在整個(gè)的營(yíng)銷(xiāo)過(guò)程中，營(yíng)銷(xiāo)的策劃、營(yíng)銷(xiāo)策略的應(yīng)用以及在營(yíng)銷(xiāo)過(guò)程中出現(xiàn)的問(wèn)題來(lái)分析房地產(chǎn)
6、市場(chǎng)營(yíng)銷(xiāo)策略的應(yīng)用。關(guān)鍵詞：金正·海悅天地營(yíng)銷(xiāo)策略創(chuàng)新5河北師范大學(xué)匯華學(xué)院正文一、石家莊金正房地產(chǎn)開(kāi)發(fā)有限公司簡(jiǎn)介（一）石家莊金正房地產(chǎn)開(kāi)發(fā)有限公司簡(jiǎn)介石家莊金正房地產(chǎn)開(kāi)發(fā)有限公司成立于1998年9月8日，自成立以來(lái)，公司堅(jiān)持奉行“誠(chéng)實(shí)、守信、公平、仁和、創(chuàng)新”的經(jīng)營(yíng)理念，公司主要業(yè)績(jī)有金正·締景城、金正·海悅天地、金正·君庭、金正·郁金灣等。2001年至2005年連續(xù)五年被石家莊市政府及市工商局評(píng)為“守合同重信用”單位，2006年公司又獲得“2006年石家莊綜合實(shí)力十強(qiáng)”獎(jiǎng)項(xiàng)，是河北省會(huì)商業(yè)地產(chǎn)的開(kāi)發(fā)領(lǐng)軍企業(yè)。[1]（二）金正·海悅天地簡(jiǎn)介金正·海悅天地位
7、于華北重鎮(zhèn)石家莊省政府行政中心區(qū)，北靠迎賓大道----裕華路、東臨中華大街，由石家莊金正房地產(chǎn)開(kāi)發(fā)有限公司斥16億巨資傾情打造，并聘請(qǐng)香港太平洋進(jìn)行全程包裝、策劃、營(yíng)銷(xiāo)服務(wù)。 項(xiàng)目引入國(guó)際頂級(jí)地產(chǎn)開(kāi)發(fā)模式----HOPSCA（豪布斯卡），由1棟海悅國(guó)際俱樂(lè)部、2棟EOD花園寫(xiě)字樓、3棟LOFT行政公館，15萬(wàn)㎡威尼斯購(gòu)物公園構(gòu)成。商業(yè)四層引入華北首條180米威尼斯風(fēng)情水街，負(fù)一層建造大型室內(nèi)游樂(lè)設(shè)施----1000米迪斯尼動(dòng)力火車(chē)線(xiàn)，將游樂(lè)功能與休閑購(gòu)物融為一體，吸納城市中商業(yè)、辦公、居住、酒店、展覽、會(huì)議、文化娛樂(lè)等城市生活功能為一體，形成立足華北，輻射全
8、球的中國(guó)首席游樂(lè)購(gòu)物綜合體！二、金正·
