然而，在我国一线房地产企业供需逐步转向买方市场，国家从 2003 年开始的
房地产调控逐步加强，特别是 2011 年开始的密集调控以及 2013 年后的新政府对
民生问题的关注，房地产宏观环境越发扑朔迷离。

与此相对应的是，我国房地产企业普遍存在“搞房地产第一是地段，第二是地
段，第三还是地段”、广告决定销量、价格决定销量和捂盘等一些不正规的开发模
式，不仅对房地产市场造成极为不好的影响，也对房地产企业的发展壮大极为不
利。

本文从房地产营销理论着手，分别对我国1998年之前的房地产营销、1998-2006
年的房地产营销和 2007 年后的房地产营销进行了详细回顾，并结合房地产营销模
式相关理论对我国的碧桂园、恒大和万科企业的营销模式进行分析。

在总结相关企业的实践经验和相关营销理论的基础上，对××花园项目进行前
期调研，并在此基础上进行价格和产品设计，并对促销分为平场期、销售期和后
销售期进行不同设计，最终达到良好的楼盘销售局面。

关键词：房地产营销模式，××花园市场调查

ABSTRACT
The real estate is an important industry in China's economic development. With
China's economic development, China is also a large number of real estate companies.
However, supply and demand in the first-line real estate enterprises in China have
gradually shifted to a buyer's market, real estate regulation and control of the country
from 2003 to gradually strengthen, in particular, began in 2011 the intensive regulation
as well as the new government after 2013 concern on livelihood issues, real estate
macro environment is more and more complicated and confusing .
Correspondingly, the ubiquitous China's real estate enterprises engaged in real
estate is location, the second location, third or lots, advertising decided to sales, price to
determine some of the irregular pattern of development in the sales and cover plate, not
only causing very bad influence on the real estate market, is also extremely detrimental
to the development and growth of the real estate companies.
Proceed from the real estate marketing theory, this paper carried out a detailed
review of real estate marketing real estate marketing in our country before 1998
1998-2001 2006 and 2007 after the real estate marketing, combined with the real estate
marketing model theory of the Country Garden, Hengda Vanke Co., the marketing
model.
**garden project on the basis of summarizing the enterprise practical experience
and marketing theory, the preliminary investigation, and on the basis of price and
product design, and promotion into flat-field period, sales and after sales period
different design, and ultimately achieve a good real estate sales situation.
Keywords: real estate marketing mode × × garden market research