本文在分析房地产项目市场营销概念及其特征的基础上，首先回顾了 SWOT 和 STP
理论及相关国内外研究现状；接着以江苏省常州市某房地产公司项目为具体研究对象，
深入讨论了其面临的宏观和微观环境，指出了该项目市场营销的优劣势及机会和威胁；
进而对该项目的营销市场进行细分，确立其目标市场；并分别从产品、价格、渠道、
促销四个方面提出相应的营销策略组合；最后提出了该项目市场营销的分阶段实施方
案及相应的保障措施
关键词：房地产 ；营销策略；SWOT 分析；STP 分析
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作者：吴文静
指导教师：王群伟
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II
Research on Marketing Strategy of
A Real Estate Project
Abstract
Since the reforming and opening-up policy, the real estate industry in our country has
taking up an important role as always, becoming a mainstay industry in the national
economy. The development of real estate industry not only brings more job opportunities,
it also builds a close relationship with other industries at the same time. In recent years,
with the policy adjustment of our country’s real estate industry, the market is becoming
more and more normalized, leading to the increase of industrial competition. The
strengthening of marketing strategies is an inevitable choice for many real estate
companies.
Based on the conceptions and features of marketing for real estate projects, it firstly
reviews SWOT and STP theory as well as the situation of domestic and foreign research.
Then taking the project of Jiangsu Changzhou Real Estate Company as an example, it
conducts in-depth discussion of macro-environment and micro-environment that it
encounters and proposes the advantages, disadvantages, opportunities and threats for the
marketing of this project. Furthermore, it subdivides the marketing market and determines
its target market. The relevant marketing combinations are proposed in the aspects of
product, price, channel and promotion. Finally, it points out the implementation proposal
for each stage and relevant supporting measures.
Key words: Real estate；Marketing strategy；SWOT analysis；STP analysis
Written by:Wenjing Wu
Supervisedby :Qunwei Wang
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目 录
第一章 绪 论 .........1
1.1 研究背景....... 1
1.2 研究意义....... 1
1.3 研究思路、方法及框架....... 2
1.3.1 研究思路........ 2
1.3.2 研究方法......... 2
1.3.3 论文框架......... 2
第二章 相关理论和文献综述 .......4
2.1 房地产市场营销的概念....... 4
2.1.1 市场营销基本概念..... 4
2.1.2 房地产市场营销定义及特征. 4
2.2 SWOT 营销理论 ...... 6
2.3 STP 营销理论........... 7
2.4 国内外相关文献综述........... 8
2.4.1 国外研究综述. 8
2.4.2 国内研究综述 9
第三章 “DMC”项目市场营销的环境分析........12
3.1“DMC”项目简介..... 12
3.1.1 开发商简介... 12
3.1.2 项目位置及规划设计.......... 12
3.2“DMC”项目市场营销宏观环境分析......... 13
3.2.1 政治环境分析.......... 13
3.2.2 经济环境分析.......... 15
3.2.3 社会环境分析.......... 18
3.2.4 技术环境分析.......... 18
3.3 “DMC”项目市场营销微观环境分析........ 19
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3.3.1 常州市房地产市场分析....... 19
3.3.2 项目所在区域营销环境分析.......... 21
3.3.3 项目主要竞争对手分析...... 22
3.4 “DMC”项目市场营销的 SWOT 分析....... 25
3.4.1 DMC 项目优势分析25
3.4.2 DMC 项目劣势分析25
3.4.3 DMC 项目机会分析25
3.4.4 DMC 项目威胁分析26
3.4.5 DMC 项目 SWOT 分析矩阵 ........... 26
第四章 “DMC”项目 STP 市场营销策划 ..........28
4.1 项目市场细分........ 28
4.1.1 用途变量...... 28
4.1.2 收入变量...... 28
4.1.3 户型变量...... 29
4.1.4 年龄及职业变量...... 29
4.2 目标市场选择........ 29
4.3 项目市场定位........ 30
第五章 “DMC”项目 4P 市场营销策略制定 .....31
5.1 产品策略
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