目录
g录 I
Contents IV
摘要题目 1
Abstract 2
第1章导论 4
1.1选题背景及研究意义 4
1.1.1选题背景 4
1.1.2研宄意义 4
1.2研究思路、方法及工具 7
1.2.1研究思路 7
1.2.2研宄方法 7
1.2.3研宄工具 7
1.3本文创新点 9
第2章房地产市场营销相关理论概述 10
2.1房地产营销基本概念阐述 10
2.1.1房地产营销的界定 10
2.1.2房地产营销的特性 11
2.1.3房地产市场营销的重要性 12
2.2房地产企业营销策略的相关理论研宄及国内外相关文献综述 12
2.2.1房地产企业营销策略的相关理论研究 12
2.2.2国外研究现状及研究综述 13
2.2.3国内研究现状及研宄综述 15
第3章金桥房地产公司营销环境分析 18
3.1金桥房地产公司及内部环境分析 18
3.1.1金桥房地产公司简介 18
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山东大学硕士学位论文
3.1.2金桥房地产公司公司组织结构分析 18
3.1.3金桥房地产公司营销现状所产生的问题分析 20
3.2金桥房地产公司营销外部环境分析 22
3.2.1当前我国房地产宏观调控政策及影响分析 22
3.2.2金桥房地产公司宏观市场分析 24
3.2.3烟台市商品房市场分析 26
3.2.4烟台市区域市场营销分析 27
3.2.5直接竞争房地产项目分析 28
3.3金桥房地产公司SWOT分析 39
第4章金桥房地产公司营销目标与营销策略的制定和优化 45
4.1金桥房地产公司市场营销目标 45
4.1.1金桥房地产公司营销目标制定的思路分析 45
4.1.2金桥房地产公司营销目标制定 46
4.2金桥房地产公司STP营销策略制定 46
4.2.1市场细分 46
4.2.2目标市场选择 47
4.2.3市场定位 48
4.3金桥房地产公司市场营销组合策略设计 49
4.3.1产品战略 49
4.3.2定价战略 49
4.3.3渠道战略 50
4.3.4促销战略 51
4.4金桥房地产公司营销策略的优化 51
第5章金桥房地产公司营销策略实施的保障措施 54
5.1加强市场调研，洞察市场需求 54
5.2树立品牌意识，明确市场定位 55
5.3实施全程营销，提高顾客忠诚度 56
5.4避免简单炒作，重视消费者需求 56
5.5加强房地产营销策略的创新 56
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山东大学硕士学位论文
第6章结论 58
＃考；5：献 60
WiM 63
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山东大学硕士学位论文
Contents
Chinese contents I
contents IV
Chinese abstract 1
Abstract 2
Chaper 1 Introduction 4
1.1 background and significance of the selected topic 4
1.1.1 background 4
1.1.2 significance of topic 4
1.2 research ideas and methods 7
1.2.1 research ideas 7
1.2.2 research methods 7
1.2.3 research tools 7
1.3 innovation of this paper 9
Chaper2 related to the theory of real estate company marketing overvieiiv 10
2.1 basic concepts of real estate company marketing 10
2.1.1 definition of real estate company marketing 10
2.1.2 marketing featuresofreal estate company 11
2.1.3 the importance of real estate company marketing 12
2.2 the related theory of real estate enterprise marketing strategy and literature review
at home and abroad 12
2.2.1 research on the related theory of real estate enterprise marketing strategy... 12
2.2.2 research status and research review in foreign countries 13
2.2.3 research status and research review at home 15
Chaper3 the analysis of Golden bridge real estate company marketing
environment 18
3.1 Golden bridge real estate company and internal environment analysis 18
3.1.1 company profileof Golden bridge real estate company 18
3.1.2 marketing resource analysisof Golden bridge real estate company 18
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山东大学硕士学位论文
3.1.3 Golden bridge real estate company Analysis of problems arising from
marketing 20
3.2 the external environment analysis of Golden bridge real estate compaay marketing22
3.2.1 current macro－control policies and impact analysis of China’s real estate
company 22
3.2.2 macro market analysis of Golden bridge real estate company 24
3.2.3 market analysisof Yantai commercial housing 26
3.2.4 regional marketing analysis of Yantai 27
3.2.5 direct competition real estate company project analysis 28
3.3 SWOT analysis of Golden bridge real estate company 39
Chaper4 Safeguard measures of marketing strategy implementation of Golden
bridge real estate company marketing target and marketing strategy 45
4.1 marketing target of Golden bridge real estate company 45
4.1.1 marketing target settingof thought analysisin Golden bridge real estate
company 45
4.1.2 marketing target formulation of Golden bridge real estate company 46
4.2 STP marketing strategy formulation of Golden bridge real estate company ＂…46
4.2.1 market segmentation 46
4.2.2 target market selection 47
4.2.3 market positioning 48
4.3 marketing mix strategy design of Golden bridge real estate company 49
4.3.1 product strategy 49
4.3.2 pricing strategy 49
4.3.3 channel strategy 50
4.3.4 promotion strategy 51
4.4 optimizationt of marketing strategy of Golden bridge real estate company 51
Chaper5 the implementation of marketing strategy of Golden bridge real estate
company 54
5.1 strengthen market research， insight into market demand 54
5.2establish brand awareness， clear market positioning 55
5.3the foil implementation of marketing， improve customer loyalty 56
5.4avoid simple speculation， pay attention to consumer demand 56
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山东大学硕士学位论文
5.5strengthen the innovation of real estate company marketing strategy 56
Chaper 6 conclusion 58
References 60
Thanks 63
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山东大学硕士学位论文
摘要题目
房地产行业的迅速发展，很大程度上促进了城市经济发展，加速城市化进程，
逐渐成为国民经济的支柱产业。准确的营销策略对于企业而言，就如“水中行舟”。

企业只有时刻用经营的思路销售，营销策略在前，注重细节，控制甚至减少成本，
才能取得胜利的果实。房地产中的营销策略朝着更加专业、更加科学化发展，体
现着其包含的经济价值。整个国内市场都在从卖方市场向买方市场转变，房地产
行业自是不例外，所以营销策略的重要性日渐重要，在房地产行业的地位也随之
凸显。本文基于市场营销策略的基本理论，通过对烟台市房地产市场现状的分析，
进行全面、细致的分析和研宄。并通过多个同类别企业的对比来总结规律。从营
销渠道、促销策略以及产品定价与选择上提出了一些自己的见解。

本文全程贯穿营销的观点，从房地产营销策略的重要性角度出发，阐述了营
销策略目前所存在的问题，并提出了解决这些问题的具体措施。从而推动房地产
市场健康稳定的发展。在理论研宄部分主要以消费者需求为主体，对市场、产品
及推广等各个方面提出切实可行的策略，改变以往单一片面的营销方式，以全新、
立体的视角对房地产行业进行综合考量。通过对金桥房地产公司的具体分析，来
探讨其所处营销环境下所产生的问题与完善措施，这不仅对企业自身起到了积极
的推动作用，更是对面临同样困境的其他中小房地产公司的借鉴与经验总结，使
各个企业能够更好地制定出适合自身发展的经营策略，进而为房地产行业的健康
发展做出一些贡献。

关键词：房地产营销；营销策略；目标制定；实施山东大学硕士学位论文
Abstract
The rapid development of real estate company industry， largely promote the city
economic development， accelerate the process of city， has gradually become a pillar
industry of the national economy. The accurate marketing strategy for enterprises， such
as ＂water boat95. Only time sales management idea， marketing strategy in the first，
attention to detail， control and even reduce the cost to get the fruits of victory. In the
real estate company marketing strategy towards a more professional，more scientific
development， reflects the economic value. It contains the entire domestic market are
from sellers market to buyers market change， the real estate company industry is no
exception，so the importance of marketing strategy is becoming more and more
important， In the real estate company industry position is highlighted. In this paper the
basic theory of marketing strategy based on the comprehensive analysis of the status
quo through， Yantai City real estate market， detailed analysis and research. And through
a number of the same type enterprise to siunmarize the law. From the comparison of
marketing channels， marketing strategy and product pricing and selection put forward
some opinions.
This article runs through the whole process of marketing ideas， starting from the
importance of the real estate company marketing strategy angle， elaborated the
marketing strate