论文主要包括五部分，第一部分介绍论文的研究背景、目的及意义，市场营销内容
在国内外研究现状，论文的研究方法、内容及论文框架；第二部分阐述市场营销含义和
特点、营销策略及 4P 理论、房地产营销概念及特征；第三部分分析 LF 城投公司 GD 房
地产项目状况及所处的内外部环境；第四部分针对 LF 城投公司 GD 房地产项目状况和
面临的内外部环境，基于 4P 理论，从产品策略、价格策略、渠道策略、促销策略四方
面提出了 LF 城投公司 GD 房地产项目营销策略的制定方案，其中产品策略包括形象定
位和市场定位，价格策略包括定价策略、洋房定价策略、过程价格策略、价格优惠策略，
渠道策略包括线上营销、巡展蓄客、阶梯式、多样化促销、深刻贯彻“老带新”、持续
的活动策略，促销策略包括加强广告销售的力度、加强人员促销力度、拓展其他促销策
略；第五部分针对制定的营销策略提出了具体的保障措施，包括提升品牌价值、建立市
场营销信息系统、打造高素质管理团队等方面。以期通过上述研究为 LF 城投公司制定
GD 房地产项目营销策略和保障措施提供一定的借鉴
关键词：LF 城投公司；GD 房地产项目；营销策略；市场定位东北石油大学 MBA 学位论文
III
Research on the marketing strategy of the LF real estate investment
GD company
ABSTRACT
In recent years, the country launched a series of real estate regulation policy in order to
ensure the healthy development of the real estate market, but with the continuous
development of economy, increasing competition of real estate industry, this has brought
certain influence on the development of real estate enterprises. LF city investment co., LTD.
Is a small and medium-sized real estate enterprises, in GD stage of real estate project
development and sales also faces a lot of pressure, therefore, in-depth analysis the current
situation of GD real estate project marketing company, and put forward the marketing strategy
of real estate project and safeguard measure, to guide the GD real estate project marketing
activities will be very necessary and beneficial.
Thesis mainly includes five parts, the first part introduces the research background,
purpose and significance of thesis, marketing content in the research status at home and
abroad, a dissertation research methods, contents and framework; The second part elaborates
the meaning and characteristics of marketing, marketing strategy and 4P theory, the concept
and characteristics of real estate marketing. The third part analyzes the status of GD real
estate projects in LF and the internal and external circumstances of the company. Fourth part
in view of the city of LF firms GD condition and facing the internal and external environment
of real estate project, based on the 4p theory, from the product strategy, price strategy, channel
strategy, promotion strategy four aspects .LF city investment company GD make plan of real
estate project marketing strategy, product strategy including image positioning and market
positioning, pricing strategies, including process in Shanghai pricing strategy, pricing strategy,
pricing strategy, price strategy, channel strategy, including online marketing, tour the guest
storage, cascade, diversified promotion, deeply implement the old belt new, continuous
activity strategy, promotion strategy, including strengthen the advertising sales, strengthen
staff promotions and expand sales promotion strategy; The fifth part to formulate marketing
strategy specific safeguard measures are put forward, including the enhance the brand value,
establish the marketing information system, the management team of high quality, etc. In
order to provide some reference for LF city investment company to develop the marketing
strategy and guarantee measures for GD real estate projects.东北石油大学 MBA 学位论文
IV
Key Words: LF investment company; GD real estate projects; Marketing strategy; The
market localization目 录
V
目 录
摘要.... II
ABSTRACT ..... III
第 1 章 绪 论...1
1.1 研究背景、目的及意义........... 1
1.1.1 研究背景 1
1.1.2 研究目的及意义 1
1.2 国内外研究现状述评... 2
1.2.1 国外研究现状.... 2
1.2.2 国内研究现状.... 3
1.2.3 研究现状评价.... 3
1.3 研究方法及研究内容... 4
1.3.1 研究方法 4
1.3.2 研究内容及论文框架.... 4
第 2 章 相关理论概述...6
2.1 市场营销理论... 6
2.1.1 市场营销含义及特点.... 6
2.1.2 营销策略含义及 4P 理论.......... 7
2.1.3 STP 理论7
2.2 房地产营销概述......... 11
2.2.1 房地产营销概念.......... 11
2.2.2 房地产营销特征.......... 11
第 3 章 LF 城投公司 GD 房地产项目现状及营销环境分析 ...........12
3.1 LF 城投公司简介及房地产销售情况 ........... 12
3.1.1 LF 城投公司简介 ........ 12
3.1.2 LF 城投公司房地产销售情况12
3.2 LF 城投公司 GD 房地产项目介绍 ... 14
3.2.1 项目区位分析.. 14
3.2.2 项目价值分析........
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