自天津市滨海城区成立以来，发展速度迅猛，人口快速增长。中新生态城作
为其中的重点发展对象，以其自身优质的景观生态资源和先进的生态理念及技术
吸引了大批的高端地产项目入驻。如何深入分析高端地产行业的竞争情况，选择
合适的市场营销战略，在激烈的市场竞争中脱颖而出显得尤为重要
高端房地产项目具有投资建造资金量大、规划难度高、生态环境要求高、配
套设施标准高等特点。因此，高端地产虽然是住宅性房产的一个市场分支，但其
本身有着极其复杂的个性。论文以天津中新生态城 LHZY 为具体案例，对于高端
地产项目进行市场研究分析，最终选择合适的市场营销战略。首先，论文对于高
端房产发展的背景、论文研究的意义进行分析，并对相关理论方法进行介绍。其
次，在阅读和整理大量文献的基础之上，本文在回顾市场营销的基础之上，将高
端房地产市场与传统营销学结合，阐述高端房地产市场的市场营销。第三，本文
对中新生态城 LHZY 项目的具体情况进行了分析，主要包括 PEST 分析、SWOT
分析以及波特五力模型等。第四，利用 STP 分析对于项目进行定位分析，并制定
了完善的市场定位。最后，本文根据以上分析，从 4P 理论的角度出发，提出该
项目的市场营销具体策略。通过对于高端房地产项目的深入研究，本文为中新生
态城 LHZY 项目提出了合理的市场营销建议，并为以后此类项目的市场营销研
究提供了一定的理论基础
关键词：中新生态城，LHZY 项目，高端房地产，市场营销I
ABSTRACT
With the continuous development of our country&39;s economy, the real estate market
is being gradually standard and scientific. People tend to be more rational when they
are taking purchase action to the estate. When buying estate, people has shifted focus
from the basic function to complex entertainment and spiritual level, which to a certain
extent, promote the development of high-end real estate market. Today, the housing
sales have spread from the center of the city area to the periphery under the blessing of
good policy of real estate, and many of the ring and the outer suburbs of high-end estate
project has come into the line of sight. Since the building of Tianjin Binhai New Area,
population is growing rapidly. Sino-Singapore Eco-City as one of the key project in it,
has attracted a large number of high-end real estate projects with its own high-quality
landscape and ecological concept of the ecological resources and advanced technology.
How to select the appropriate marketing strategy, in the fierce market competition is
particularly important now.
High-end real estate projects have characteristics such as large scale, strong
planning and coordinating unity, and the high standard. The thesis takes the LHZY
project of Sino-Singapore Eco-City as a specific case and has a research and analysis
of the high-end market to choose the appropriate marketing strategy. First of all, the
thesis analyzed the high-end real estate development background the related theory and
method. Second, the thesis combines high-end real estate market and the traditional
marketing, and states the marketing of high-end real estate market. Third in this thesis
analyzes specific project LHZY internal and external environment, and the methods
mainly include the PEST analysis, SWOT analysis and porter five models. Fourth, use
the STP theory to formulate the perfect market positioning. Finally, the thesis puts
forward the marketing strategy. Through further study of high-end real estate projects,
this thesis put forward the reasonable marketing suggestions for the LHZY project of
Sino-Singapore Eco-City, and provides certain theoretical basis for the market
marketing study of such projects after.
KEY WORDS: Sino-Singapore Eco-City, LHZY Project, High-end Real Estate,
MarketingI
目 录
第 1 章 绪论......1
1.1 研究背景.........1
1.2 研究意义.........2
1.2.1 理论意义..........2
1.2.2 实践意义..........3
1.3 研究方法.........3
1.4 研究内容和框架.........4
1.4.1 研究内容..........4
1.4.2 研究框架..........5
第 2 章 文献综述..........7
2.1 市场营销综述.7
2.2 国内外研究现状.........8
2.3 高端房产市场营销综述.........8
第 3 章 LHZY 项目内外部环境分析...........11
3.1 项目概述.......11
3.2 天津高端房产市场及未来趋势分析...........11
3.2.1 天津市场分析11
3.2.2 未来趋势........13
3.3 PEST 宏观环境分析 .13
3.3.1 政治环境分析.14
3.3.2 经济环境分析.15
3.3.3 社会环境分析.16
3.3.4 技术环境分析.17
3.4 SWOT 分析 ...17
3.4.1 优势分析.........17
3.4.2 劣势分析.........18
3.4.3 机会分析.........18
3.4.4 威胁分析.........19
3.5 波特五力模型19
3.5.1 现有竞争者.....20
3.5.2 潜在竞争者.....24
3.5.3 客户议价能力.24
3.5.4 供应商带来的压力.....25II
3.5.5 替代品带来的压力 .... 25
第 4 章 LHZY 项目的市场定位研究...........27
4.1 市场细分 ....... 27
4.2 目标市场选择 .......... 29
4.3 市场定位 ...
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