摘要:近十年来,国家房地产业发展日趋成熟，但随着近几年国家对房地产市场的宏观调控政策比较严厉，国外经济比较不稳定、国内经济低迷，尤其是国十一条，国五条的相继出台，政府打压房价，限购导致房地产行业的竞争越来越激烈,在这样的背景下，房地产开发商和营销商已开始越来越重视营销策划的价值。但很多人还没有真正的认识到房地产营销策划的合理内涵，在房地产开发实践中还没有最大限度地发挥出营销策划在房地产起到的作用。纵观如今楼市营销策划，许多地方仍值得深思。如何正确的认识房地产营销策划在市场中的运用,促进房地产业的健康发展是摆在中国房地产营销界面前的一个迫在眉睫的问题。

　　　本文以兴化海德国际楼盘项目为例,采用SWOT分析法、对比分析法、市场调查法、4P和4C理论等方法对该楼盘的营销现状进行深入的分析，针对海德国际现状，本文也提出了楼盘营销策划实施建议，以此来提升海德国际市场核心竞争力。

关键词  房地产市场；房地产营销；营销策划

Abstract:In the last decade, national real estate industry development increasingly mature, but as in recent years national on real estate market of macro-control policy comparison severe, abroad economic comparison not stability, and domestic economic downturn, especially country 11 article, country five article of have introduced, government crackdown prices, limited purchased led to real estate industry of competition increasingly fierce, in such of background Xia, real estate developers and marketing commercial has began increasingly attention marketing planning of value. But many people have not really recognized the rational connotation of real estate marketing planning, not maximize real estate development practice in real estate marketing planning role. Looking at the marketing plan of the property market, many areas still worth pondering. Awareness of how to real estate marketing planning application in the market, promote the healthy development of the real estate industry is right in front of China's real estate industry, an extremely urgent issue. 

　　　This article to Xinghua Haide international real estate projects, for example, SWOT analysis, correlation analysis, theory of market research method, and 4P method for in-depth analysis of the current situation of real estate marketing, haide international situation, this article makes a real estate marketing plan implementation recommendations in order to enhance the core competitiveness in the market.

Keywords  the real estate market  real estate marketing, and marketing planning  marketing planning

　　　本文从阐述房地产项目营销策划研究出发，实施系统的营销策划的思想，接着介绍房地产营销策划的一般理论依据和研究方法，并以兴化海德国际项目为例。实施系统的营销策划的思想，结合市场分析与营销策划分析，本文主要从这几方面研究：海德国际项目系统完善的营销策划分析；对国家宏观政策的分析；全方面地对兴化市房地产进行市场分析。最后针对海德国际营销策划制定出相关的方案。本文总结内容分析主要有以下两点：

　　　（1）营销环境分析。房地产企业项目在推出楼盘之前，必须会对楼盘所在的营销环境进行深入分析。对于海德国际项目，对兴化市的房地产市场调查分析是十分必要的。

　　　（2）项目营销策略对策分析。现在的房地产竞争环境下，成功营销策划对策是企业能够走向成功的关键。本文就海德国际项目对其市场定位分析做了详细的介绍。