作为老工业基地振兴的中心城市沈阳,沈阳的房地产市场一直保持稳定发展。随着

近几年开发量的逐年上升,房地产市场的竞争日益激烈,尤其是高端住宅项目更面临残

酷的市场竞争。由中粮地产股份有限公司在沈阳幵发的中粮隆玺项目自2013年10月份

入市以来,虽然赢得了沈阳北部地区高端住宅标杆的市场地位,但去化速度缓慢,如何

进行营销策略的调整,走出叫好不叫座的市场怪圈,成为企业急需解决的问题。

首先,本论文对中粮隆玺项目现行的营销政策和市场定位进行综合描述,深入分析

项目所需要迫切解决的问题。

其次,本文运用4P理论,对中粮隆玺住宅项目的整体外部环境进行分析,包括行

业现状、竞争对手情况、市场需求及客户购买行为等方面;帮助中粮隆玺项目在高端住

宅市场同质化严重的情况下,研究市场发展未来规律,学习竞争对手的成功经验,了解

市场客户的根本需求,为打破中粮隆玺住宅项目面临的营销困局寻找方向。

接着,研究中粮隆玺项目内部环境:运用4P理论分析现行营销策略当中的主要问

题,结合项目和企业自身的资源与优势,分析得出项目的优劣势。

以上分析的基础之上,通过价值定位对中粮隆玺住宅项目进行重新定位,并通过品

牌化决策,帮助中粮隆玺住宅项目寻找到依托中粮集团品牌的区别于其他高端住宅项目

的差异化之路。最终,提出中粮隆玺住宅项目的营销策略调整方案:从讲产品、讲调性,

调整为讲文化、讲生活,赋予住宅项目精神价值;从坐销调整为行销的销售模式;从传

统媒体推广调整为线上形象推广与覆盖目标客户的精细化客户地图推广相结合的媒体

组合策略。通过文化主线系列活动,突出项目公园地产的独有卖点;结合中粮集团品牌

优势,扩大客户认同价值基础;针对不同产品的目标客户,进行有效媒体覆盖。在营销

策略的指导下,在保障措施的支持下,帮助中粮隆玺住宅项目在与众多高端住宅项目的

竞争中赢得一席之地,并为项目后续住宅销售提供借鉴。

本文的研究结论是:4P理论的全面应用是住宅项目营销成功的基础,高端住宅项目

准确的价值定位和品牌化决策是确保项目差异化竞争的核心优势,针对客户特征而制定

的组合的营销策略是住宅项目成功的具体保证。

关键词:房地产;高端住宅;营销策略

Abstract

As the revitalization of old industrial bases in the central city of Shenyang, commercial

housing prices in the capital city has ranked in the downstreamthe Shenyang real estate

market has maintained a stable development. In recent years , the real estate market

competition is becoming increasingly fierce. Especially high-end residential are facing the

brutal competition in the market. The real estate Limited by Share Ltd in the development of

Shenyang COFCO Royal City project since 2013 October, while winning the northern

Shenyang high-end residential surveyor's pole position in the market, but to the speed slow,

how to effectively carry out marketing work in the high-end residential market competition,

marketing strategy adjustment, out of the good skills market cycle, become urgent

problems.

Firstly, this paper comprehensively describes the current COFCO Royal City project

marketing policies and market positioning, in-depth analysis of the current marketing

strategy project in the sale of products, price, channel and promotion strategy and the

problems existing in the.

Secondly, this paper uses 4P theory, carries on a more comprehensive and integrated

analysis of four aspects of COFCO Royal City residential projects in the marketing

environment, competitive situation, the company's own project, market customers;

pointed out that the current market environment homogenization result for high-end

residential sales influence; through the analysis on the above four aspects, the conclusion

is’ face to break the COFCO Royal City residential project marketing predicament, must

adjust the marketing strategy of the current.

Then, based on the above analysis, through the re positioning of COFCO Royal City

residential project value orientation, and through the brand decision-making, differences

help COFCO Royal City residential projects to find the difference on COFCO brand to other

high-end residential projects of the road. At the same time, using the Boston model, the

analysis of COFCO Royal City residential projects of existing products, and accurately to

comb every products for customers.

Then, put forward tiie marketing strategy adjustment scheme of COFCO Royal City

residential projects: from product, tonality, adjusted to talk about culture, about life,