摘要
本文以市场营销理论为基础，在研究国内外房地产营销理论和发展现状的前
提下，结合潍坊市房地产市场的特点，通过 PEST 分析方法对潍坊 H 置业有限公
司所处的市场环境进行分析。然后，以房地产营销理论为依据，组合运用 4P 营
销理论、STP 分析和 SWOT 分析方法，对潍坊 H 置业有限公司现有的营销策略进
行了研究，并指出了该公司在营销策略方面的优势、劣势、机会和威胁，还着重
强调了存在的问题。最后结合 4C、4V 等营销理论对潍坊 H 置业有限公司的营销
策略提出了改进措施，具体情况简述如下：
本文利用 PEST 环境分析方法，指出潍坊 H 置业有限公司应密切洞察国家的
相关政策，并作出快速反映，及时调整产品策略。当获取国家放开“二孩”政策
后，应认真分析此政策对家庭结构的影响。作者向该公司提出了今后在项目的策
划阶段应增加中户型（110-140m）四居室的户型设计，这样不但可以满足消费
者对住房厅室数量的要求，还能降低购房综合成本，具有很强的营销竞争力

从 4C 理论“便利”要素和 4V 理论“附加价值”的角度来讲，潍坊 H 置业有
限公司应加强对配套设施及商业服务网点的设置。尤其是对该公司开发的较大的
楼盘，建议在标配幼儿园的基础上，设置小学，可大大促进房地产项目的营销

本文根据 4V 营销理论的“差异化”要素和对消费者的需求调查，向潍坊 H
置业有限公司提出了营销“标装房”的提议。不但能满足消费者拎包入住的愿望，
释放了工作和休息时间，而且减轻了室内装修污染物的危害，同时还让购房者预
算控制在经济承受能力范围内。面对目前房地产市场上带有装修住房的大多是精
装房的现状，开发“标装房”具有很好的营销空间

从 2015 年起，国家开始大力推进以“装配式建筑”为核心的建筑产业现代
化。本文研究认为，装配式建筑的建造特点将会打破传统的购房者被动选户型
的限制，而“私人定制”的住房营销模式将会变成装配式住宅建筑未来发展重
要方向，即：消费者也可按照自己的需求来确定厅室的数量、尺寸和位置，形
成“私人定制”的营销模式，建议潍坊 H 置业有限公司应提前做好装配式建筑
的远景规划和营销模式的开拓

关键词：房地产，营销策略，SWOT分析，策略创新，“私人定制”营销模式IV
ABSTRACT
This article is based on marketing theory, on the premise of domestic and foreign
real estate marketing theory and the present situation, combined with the
characteristics of the real estate market in Weifang, through the PEST analysis of the
Weifang H Real Estate Co. Ltd. located in the market environment analysis. Then, on
the real estate marketing theory, combined with the 4P marketing theory, STP
analysis and SWOT analysis, the Weifang H real estate company&39;s marketing strategy
is studied, and pointed out the advantages of the company, the marketing strategy of
the weaknesses, opportunities and threats, also emphasizes the problems. Finally
combined with 4C, 4V and other marketing theory of the Weifang H home Co., Ltd.
marketing strategy to improve the measures, the specific circumstances of the
following:
The author uses the PEST environment analysis method, points out that Weifang
H Real Estate Co., Ltd. should be closely related to the country&39;s relevant policies,
and to make a quick response, timely adjustment of product strategy. When the
country to open the two child policy, should be carefully analyzed the impact of this
policy on the family structure. The author puts forward to the company should be
increased in the apartment layout in the project planning stage of future (110-140m3)
four bedroom apartment layout design, which can not only meet the number of
consumers on the housing room requirements, but also reduce the cost of purchase,
with strong marketing competitiveness.
From the 4V marketing theory value addedangle and the convenience of 4C
theory, Weifang H Real Estate Co., Ltd. should strengthen the establishment of
supporting facilities and commercial service outlets. Especially for the development
of the company&39;s larger projects, based on the standard recommended to set the
primary school kindergarten, and can greatly promote the real estate project
marketing.
In this paper, the author according to the 4V marketing theory of
differentiation elements and the consumer demand survey, Weifang H home Co.,
Ltd. proposed marketing standard room proposal. Not only can satisfy the
consumers desire to release the bag, work and rest time, and reduce the harm of
indoor decoration pollution, but also for the purchase of budget control in theV
affordability range. In the face of the current real estate market with the decoration of
the housing is basically the hardcover room, the development of standard room
with a very good marketing space.
Starting in 2015 , the state began to vigorously promote the assembly building
as the core of the modernization of the construction industry. The author finds that the
characteristics of the assembled building will be built to break the traditional buyers
choose the passive apartment layout restrictions, and the housing marketing model
will become the future private custom is an important direction for the development
of prefabricated residential buildings. That is, consumers can according to their own
needs to determine the number, size and location of the rooms (except where the
kitchen and bathrooms), the formation of private custom marketing model, Weifang
H Real Estate Co. Ltd. should advance to assembling building long-term planning and
marketing model development.
Key words： real estate ，marketingstrategy ，SWOT analysis，Strategy
innovation，Private custom marketing modelVI
目 录
摘要..II
ABSTRACT
.....
IV
1 引言
...........1.1 研究背景..........1
1.2 国内外房地产营销策略研究现状......2
1.2.1 国外研究现状...2
1.2.2 国内研究现状...4
1.3 主要研究内容和方法..5
1.4 研究目的和意义..........6
1.5 创新点..7
2 房地产营销概念、策略、分析方法
.......2.1 房地产营销概念..........8
2.2 PEST 分析方法.9
2.3 SWOT 分析方法...........9
2.4 STP 战略分析.10
2.4.1 市场细分.........10
2.4.2 目标市场.........11
2.4.3 市场定位.........11
2.5 4C 营销策略...11
2.6 4V 营销策略...13
3 潍坊市房地产市场概况及现状分析
......3.1 潍坊市房地产市场概况........13
3.2 潍坊市房地产市场现状分析15
4 潍坊 H 置业有限公司目前营销策略分析
...........
21
4.1 潍坊 H 置业有限公司营销现状....... 21
4.2 营销环境分析22
4.2.1 政治环境分析.22
4.2.2 经济环境分析.23VII
4.2.3 文化环境分析.23
4.2.4 技术环境分析.24
4.3 潍坊 H 置业有限公司 SWOT 分析....24
4.3.1 优势分析(Strengths)...24
4.3.2 劣势分析(Weaknesses)...
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