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摘要
近年来，房地产行业发展突飞猛进。伴随着高楼大厦的拔地而起，配建的人防停车
场数量也呈现猛增态势。虽然，人防停车场数量上大幅增长，但是使用率却始终不高
为了进一步拓展客户市场需求，提高人防停车场的使用率，本文对大连市人防停车场的
营销策略进行研究。全文共分为七个部分
绪论部分。通过对大连市人防停车场运营主体、使用现状以及存在的问题进行阐述，
提出本文的研究课题：大连市人防停车场营销策略研究
第二部分。对人防工程开发利用政策法规以及营销管理中的相关理论进行回顾，为
分析和策略部分提供依据和支持
第三部分。从宏观、需求、供给、内部等四方面分析大连市人防停车场营销环境
在宏观环境中，分析了行业发展现状和未来前景、管理体制的不合理以及政策法律方面
的滞后性；在需求环境中，分析了大连市机动车保有量现状和增长趋势，并对未来发展
做出预测，同时，深入分析各类车主的停车需求以及停车习惯；在供给环境中，分析了
大连市停车场拥有量现状和增长趋势，并对未来发展做出预测，同时分析非人防停车场
的优劣势；在内部环境中，分析了人防停车场运营单位的人力资源情况及开发管理能力
第四部分。通过市场细分及目标市场选择，最终确定市场定位。确定通过探索开发
多功能停车场，以提升现有及未来必将建设的人防停车场开发利用率，从而，达到增加
人防资产收益的目的
第五部分。通过第二部分的政策法规了解和营销理论回顾以及第三部分的营销环境
分析，经过研究思考，总结得出大连市人防停车场营销策略。具体包括：多功能停车场
策略，实现人防停车场的多功能配套，更好的满足顾客市场需求；差异化定价策略，使
对人防停车场经营单位收取的人防工事使用费定价更为合理，改变一刀切的不合理收费
标准；渗透定价策略，短时间内，对多功能人防停车场的经营单位收取较低的人防工事
使用费，降低其经营成本，帮助培养客户群体；服务策略，为人防停车场经营单位以及
车位使用人提供更好的技术和管理服务，更好的满足各群体需求
第六部分。为了人防停车场营销策略能够更好的实施并且产生预定效果，本部分对
人防管理体制以及政策法律层面等宏观影响因素提出了改革与创新意见
结语部分。对论文整体进行总结，概况介绍大连市人防停车场营销策略相关内容
本文从实际出发，研究大连市人防停车场营销策略，寻找正确的方法和途径，解决
实际问题。相信本文的研究成果会对大连市以及具有类似问题的其它城市和地区的人防
停车场营销实践产生一定的借鉴指导意义
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关键词：人防；停车场；营销策略
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Dalian Civil Air Defense Parking Lots Marketing Strategy Study
Abstract
In recent years, the real estate industry has been booming significantly. With the rise of
hundreds of thousands of skyscrapers, the number of civil air defense parking lots has been
increased dramatically. In spite of this, they are barely used. In order to raise the demand of
clients and increase the use of the lots, the essay focuses on analyzing the marketing strategy
of civil air defense parking lots in Dalian, and is divided into seven parts.
The introduction gives brief information about operation subject and the current
situation as well as the existing problems of the civil air defense parking lots and put forward
the thesis - the marketing strategy of civil air defense parking lots in Dalian.
The second part refers back to the relevant theories of related policies and of marketing
management with the aim to lay solid foundation for the afterwards analysis.
The third part analyzes the marketing environment from four different aspects, namely, the
macroscopic scale, demands and supplies as well as the inner part of the operation subject. In
the macroscopic scale, analyze of the current situation and future prospects of parking lots
development as well as the unreasonable management system and the lag in policy and law. In
demands and supplies, the number of vehicles in Dalian and its future trend are analyzed and
predicted as well as the demands and habits of parking of various kinds of car owners. From the
perspective of supplies, the essay analyzes the current situation and prediction of the parking
lots as well as analyzing the advantages and disadvantages of the non-civil air defense parking
lots. In the internal environment, the human resources and development management
capabilities of the operational unit of the civil air defense parking lots are analyzed.
In the fourth part, through market segmentation and target market selection, market
positioning is finally determined. By exploring and developing a multi-function parking lot to
improve the development and utilization of the existing and future construction of the civil air
defense parking lot, so as to achieve the purpose of increasing the income of the civil air
defense assets.
The fifth part gives the marketing strategy of the civil air defense parking lots in Dalian,
including developing supporting functions in order to fulfill clients’ needs, differentiated
pricing that makes it more reasonable for clients and changes the past pricing rules,
penetration pricing that lowers the running cost and helps to increase the number of users, and
improved services.
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In the sixth part, in order for the marketing strategy to be better implemented and have
anticipated effects, innovations and improvements on the system of the civil air defense
management and related laws and rules are put forward.
The conclusion sums up the related marketing strategy of the civil air defense parking
lots in Dalian.
The essay has made practical research on the strategy and found ways to existing
drawbacks, and hopefully the essay can be beneficial to civil air defense parking lots’
marketing in Dalian and other cities likewise.
Key Words：Civil air defense；Parking lots；Marketing strategy。