国内房地产市场经过了近十年黄金期的高速发展,拉动了国内基建投资提

升了 GDP,近3年也迎来了房地产市场的持续调控,房地产行业的竞争日趋加

剧。而进入2014年,持续了一段时期的房地产紧控政策出现了松动迹象,同

时在一二线城市和三四线城市之间产生了较大的分化。而随着我国房地产市场

的日趋成熟,特别是在一二线发达城市中对房地产营销战略及策略理论研究和

实操效果的重视度已越来越高,房地产营销策划对项目运作的成功与否起到了

至关重要的作用。在当前房地产市场逐渐走向专业、细分化的竞争格局下,三

四线城市房地产市场的发展有其地域特殊性和滞后性,且绝大部分的房地产项

目的营销策划是交由专业的房地产代理机构负责,只有知名房地产开发企业会

走级向发展的道路:集策划、设计、营销执行一体化。因此,也必然使房地产

代理机构的营销策划、执行与开发企业的经营理念、战略高度及利益述求形成

不可避免的差异性。针对这一问题,本论文通过研宄中国三四线城市房地产市场

的特点、机会及房地产营销策划的难点,对H房地产项目营销策划执行过程中遇

到的实际困难进行分析,并结合STP战略理论、CS理论、SWOT分析、项目定位

等理论方法,针对性研究曲靖市H房地产项目的目标市场细分、目标市场、市场

定位、品牌推广、推广渠道、广告策略等营销战略及策略,结合曲靖市房地产市

场的特殊性,有效指导和支撑H房地产项目的市场营销工作,为H房地产项目的

市场营销提供具有实操性的营销战略及策略优化方案。

关键词:房地产,三四线城市,营销战略,营销策略,项目定位

ABSTRACT

The domestic real estate market peak after nearly a decade of rapid growth,

boosted domestic investment in infrastructure and increased GDP. Nearly 3 years have

ushered in a continuous regulation of the real estate market, the real estate industry

competition is becoming increasingly intensified. In 2014, the real estate purchase

limit policy that lasted for a period appeared signs of loosening, and there is a clear

differentiation between one or two line cities and three or four line cities.With the

maturation of Chinafs real estate market, especially in the developed urban real estate

marketing strategy and tactics in theory research and practice effect of higher and higher,

real estate marketing and planning played a vital role in the success of project

operations.In the current real estate market gradually become specialized and segmented

competitive structure, three or four line of the city's real estate market has its

particularities and lag, and most of the real estate project marketing is taken over by

professional real estate agency,only the well-known real estate developer will take the

road of development: planning, design, implementation of integrated marketing.

Therefore, also makes marketing planning of real estate agency between

implementation, management concepts, strategic of real estate developer formed the

inevitable differences. In order to solve this problem, this paper, by studying the

characteristics of Chinese three or four line cities real estate market, opportunities and

difficulties of the real estate marketing, H real estate projects for marketing planning

practical difficulties in the implementation process is analyzed, and combined with

STP strategy theory, the CS theory, SWOT tiieory, project positioning theory

researched of marketing strategy and tactics of H real estate project in Qujing city,such

as target market segmentation, target market, market positioning, brand promotion,

marketing channels ’ advertising strategy,combining with the particularity of Qujing

city real estate market for effective guidance and support H real estate project marketing*

providing marketing strategy and tactics for optimization solution.

KEY WORDS :Real Estate, Marketing Strate取,Marketing Tactic, Project Positioning