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1、摘 要随着中国经济进入转型期，中国的房地产业也将面临新的转型，房地产竞争日益加剧，商品已经从卖方市场向买方市场转变。面临房地产市场如此激烈的竞争、房地产市场产品迅速的升级，企业竞争已从产品走向品牌，如今已步入越来越精细化，越来越品牌化的时代。以前单纯的销售手法已难以适应当前的形式，房地产企业充分意识到想要领跑脱颖而出就要把握好市场的脉搏；走在市场的前头，就必须提高自身在市场中的竞争力，而作为关键条件之一的营销策划在现阶段的作用也越来越重要。本文针对营口市XT房地产所开发的A项目前期的销售情况，以市场营销的相关理论结合营口市整体的政策环境，经济状况和消费者消费心理等因素从项目的定位和营销现状出发
2、分析了XT房地产公司所面临的内外部环境，找出销售过程中存在的问题，并运用营销理论中的STP营销、体验营销和营销组合理论对目前公司面临的营销问题进行分析，提出了适合营口市房地产营销的改善方法与其保障措施。营口市XT房地产公司面临的营销问题具有一定的代表性，作为一个三线城市的本地中小型房地产企业面对由于国家宏观房产调控措施而从一线大城市转向二、三线城市的大型房地产商，如何利用自身优势并不断弥补自身发展中的不足，这对于如今大多数中小房地产企业而言显得尤为重要，希望论文的研究方法和成果能够对XT房产公司及类似房地产企业在三线城市进行快速稳步的发展提供一定的借鉴作用。关键词：房地产；营销策略；营销组合；
3、战略分析A Study of Marketing Strategies Research of XT Real Estate Company A ProjectAbstractWith Chinaseconomy has entered atransitional period, Chinas real estate will face newrestructuring, the competition between real estate companies would become intensely, The market has changed from sellers to buy
4、ers. Faced with the intense real estate market and the rapidescalation of real estatemarket products, the competitions between companies convert from products to brands, now the competition has entered to a era which is more refined and brand-oriented. The previousmarketing practices used before has
5、 been difficult toadapt to thecurrent form, many companies have realized they must grasp thepulse of the market in order to become outstanding compared with other companies. Companies mustimprove theircompetitivenessin the market for becoming a leader in real estate industry, as akeyone of the condi
6、tionsof themarketing plan, marketing strategies has become more and more important.In this paper, based on sales conditions of XTAreal estate A project and the theoryrelated with the marketing strategies and combining with policyenvironment, economicconditions and consumer psychology in YingkouCity
7、to analyze thepresent situationXTreal estate companies faced at presentinternal and external, find out the problems inthe sales process. With the use of marketing theoryinthe STPmarketing, experiencing marketing and marketing mixtheory on the currentissues thatfacing the companys marketinganalysis,
8、Asmarket demands forreal estatemarketing raised, productposition and customer valueand otherimportant elements of astrategyforthe adjustment ofthe real estatebusiness,the concept ofrapidchange in real estatehas an importantrole.So,the real estatemarketingwill directly impact onthe survival anddevelo
9、pment. In the last part of paper we put forwardimprovement of real estatemarketingwithsafeguards.The company ofXTmarketing problemswhich current faced byreal estate company are representative,aslocal small and mediumreal estate companiesface in athird-tier cities. Recently because ofthe national mac
10、ro-control measures, many large and famous real estate companies from thepropertylinecitieshas turned tothe second and thirdtier cities. How to usetheir own advantagesand continue tomake up fortheirlack ofdevelopment inmostsmallreal estate business is become a very important question,nowit is partic
11、ularly important for the small and mediumreal estate companies. Hoping that the research methodsand results ofthe paperbased on the research of marketing strategies of XT real estate company of A project would be useful to the society and similarreal estatecompanyreal estatecompanies in thethree cit
12、iesfor rapidsteadythe development ofa certain reference.Key Words: Real estate;Marketing strategy;Marketing mix theory;Strategic analysis / 文档可自由编辑打印目录摘 要IAbstractII0 绪 论- 1 -0.1 研究背景- 1 -0.2 研究意义- 1 -0.3 研究的思路与方法- 2 -1 公司营销现状问题描述- 3 -1.1 公司的基本情况- 3 -1.1.1 XT房地产公司的概况- 3 -1.1.2 XT公司A项目概况- 4 -1.2 XT房地
13、产公司A项目的营销现状描述- 5 -1.2.1 A项目相关市场环境- 5 -1.2.2 XT公司开发A项目的定位- 10 -1.2.3 A项目营销策略现状- 11 -1.2.4 A项目营销过程中出现的问题- 13 -2 公司营销策略问题成因分析- 15 -2.1房地产营销相关理论- 15 -2.1.1 STP营销- 15 -2.1.2 体验营销- 18 -2.1.3 市场营销组合理论- 19 -2.2 XT房地产公司A项目STP战略分析- 20 -2.2.1市场细分- 20 -2.2.2目标市场选择- 21 -2.2.3产品市场定位- 22 -2.3 XT房地产公司A项目营销组合分析- 24
14、-2.3.1产品策略- 24 -2.3.2定价策略- 25 -2.3.3渠道策略- 26 -2.3.4促销策略- 26 -2.4 XT房地产公司A项目营销策略问题的成因- 28 -2.4.1价格策略不合理- 28 -2.4.2营销渠道相对单一- 28 -2.4.3促销方式针对性不强- 29 -2.4.4 服务举措失灵- 29 -3 A项目营销策略改进与保障措施- 30 -3.1 A项目营销策略的改进措施- 30 -3.1.1 树立正确的营销观念- 30 -3.1.2 构建合理的定价机制- 30 -3.1.3 实施多渠道营销- 31 -3.1.4 实行多元化促销方式- 32 -3.1.5 推行人
15、性化营销服务- 33 -3.2 XT房地产公司营销策略改善应采取的保障措施- 34 -3.2.1组织保障- 34 -3.2.2人员保障- 34 -3.2.3资金保障- 35 -4 结论与展望- 36 -4.1结论- 36 -4.2展望- 36 -参考文献- 37 -致 谢- 40 -0 绪 论 0.1 研究背景自1998年实施住房市场化改革以来，我国房地产一直保持稳定发展的态势，房地产业增加值从1998年的3434.5亿元上升为2007年的11854.3亿元，年均增长14.76%；高于年均国内生产总值12.8%的增长速度1，特别是近两年房地产业增加值占我国GDP比重已超过5%。在高速发展的房地产业带动下其他行业，如：建材、冶金、金融、家电、装修等也呈现出一片繁荣的景象，房地产已经成为我国经济快速发展的重要组成部分。急速发展的房地产业吸引了众多投资，从海外热钱到民间炒房团，投机行为加速了房价的快速发展，巨额利润使得房地产企业如雨后春笋般涌现，众
