房地产行业长期以来备受社会各方关注,在我国经济结构中始终占据关键地 位,其关乎几十个产业兴衰和发展,关乎广大人民群众的生活质量、居住满意度 的保障。十九大以来,国家积极推进房地产行业转型升级,践行追求高质量、高 效率、髙增长、结构优化、创新驱动战略发展方针。各级政府推出史上最严的房 地产调控措施,2018年度中央经济工作会议中,着重强调各级政府主体责任, 坚持房子是用来住的、不是用来炒的定位,完善住房市场运行和保障体系,构建 房地产市场健康发展常态化机制。一时间房地产行业急剧变化,各大房企纷纷寻 求战略转型、另寻高质量发展之路。加之互联网技术普及运用,消费者的需求更 为多元化,追求居住品质的美好生活理念逐渐深入人心;房地产业的综合竞争尤 为激烈,市场营销策略变革更是势在必行。 本文先简要介绍房地产业的研究背景、国内外研究现状、目的及意义、研究 内容、思路和方法;接着引入营销策略相关概念、房地产营销相关特点,4P、6P、 4C等营销基本理论;随后以J房地产公司作为研究对象,全面介绍该公司经营 状况、业绩成就、营销业务模式等发展概况,以6P营销理论为指导,分析其现 行营销策略的现状;对该公司营销管理存在问题,如产品定位设计不合理和服务 不到位、价格制定缺乏差异化、渠道体系灵活性不足、促销方式缺少创新性,进 行系统诊断;从各角度入手准确剖析际题产生的原因,如营销管理思想意识相对 落后、营销管理团队综合能力建设滞后、营销管理全过程设计不合理不科学、网 络信息化建设工作进度相对缓慢。 运用案例分析、比较分析、数据图表、定量分析等技术工具,全面解析J房 地产公司的营销环境,从政治、经济、信息科技、社会文化等宏观大环境进行条 分缕析,按照波特五力分析模式,从供应方议价能力、现有竞争者竞争能力＊购 买方议价能力、替代品替代能力、潜在竞争者进入能力五大关键要素,对J房地 产公司行业环境展开阐述,运用SWOT分析法全面梳理J公司优劣势、机遇和潜 在威胁,引入灰色系统分析法详细预测未来房地产市场价格变化情况,进一步明 确J公司营销策略的改进方向。 I结合前文对J公司多重分析的结果,给出具体可行的营销策略改进方法。运用 STP目标市场定位理论,分别着手调整J公司现行的目标市场策略,落实精准市 场细分、科学选择目标市场、竞争性市场定位,让产品和服务真正适合消费者群 体需求,创造企业经济效益,获得市场青睐。运用菲利普科特勒提出的6Ps营 销理论,优化营销组合策略,即产品策略、促销策略、渠道策略、价格策略、政 策导向策略和公共关系策略,增添相关可行性、可操作的对策内容。最后,从组 织结构再设计、人力资源开发、专业技术支持、品牌建设四大方面,提出改进营 销策略优化的保障措施。 本文希望通过对J房地产公司营销策略的一系列研究,从目标市场定位策 略、营销组合策略等方面提出可操作性强、实践性强的策略改进方法,以期能够 运用到J房地产公司营销策略制定和完善的工作实际中去,推动公司新一轮的营 销策略转型、促进公司高质量发展,同时为行业内同类中小型房企的营销策略变 革带来一些参考和借鉴价值。 关键词:J房地产公司;目标市场定位策略;营销组合策略 nAbstract Therealestateindustryhaslongattractedtheattentionofallsectorofsociety, andhasalwaysoccupiedakeypositioninChina'seconomicstructure.Itconconsthe riseanddeclineofdozensofindustriesandthedevelopmentofthemassesofthe people'squalityoflifeandtheguaranteeoflivingsatisfaction.Sincethe19thnational congressofthecommunistpartyofChina(CPC),thestatehasactivelypromotedthe transformationandupgradingoftherealestateindustry,andpracticedthestrategic developmentpolicyofpursuinghigh-quality,high-efficiency,high-growth,structural optimizationandinnovation-drivende^elopramtAtlhe_2018XeatraLEMaioimcWoik Conference,themainresponsibilitiesofgovernmentsatalllevelshavebeen emphasized,theorientationofhousingisusedforliving,notforspeculation,the opemtionandsecuritysystanofhousingmarkethavebeenimproved,andthenotmal mechanismofheallliydevelopmentoftherealestatemarkethasbeenestablished.For atime,therealestateindustryhaschangeddramatically.MajorHousingenterprises havesoughtstrategictransformationandhigh-qualitydevelopment.Inaddition,witii thepopularizationandapplicationofInternettechnology,thedemandofconsumersis morediversified^andtheideaofpursuingabetterlifeoflivingqualityhasgradually penetratedintotheheartsofthepeople;thecomprehensivecompetitionofthereal estateindustryisparticularlyfierce,andthereformofmarketingstrategyis imperative. Thispaperfirstbrieflyintroducestheresearchbackgroundofrealestateindustry, domesticandforeignresearchstatus,purposeandsignificance,researchcontent,ideas andmethods;thenintroducesthemarketingstrategyrelatedconcepts,realestate marketingrelatedcharacteristics,4P,6P,4Candotherbasicmarketingtheories;and thentakesJRealEstateCompanyastheresearchobject,comprehensivelyintroduces thecompany'soperatingstatus,performanceachievements,marketingbusinessmodel, etc.Thegeneralsituationofdevelopment,guidedby6Pmarketingtheory,analyses thepresentsituationofitscurrentmarketingstrategy;makesasystematicdiagnosisof hitheproblemsexistinginthecompany'smarketingmanagement,suchasunreasonable productpositioningdesignandinadequateservice,lackofdifferentiationinprice setting,lackofflexibilityinchannelsystem,lackofinnovationinpromotionmethods; andaccuratelyanalysesthecausesoftheproblemsfromvariousangles,suchas marketing.Relativelybackwardmanagementideology,laggingcomprehensive capacitybuildingofmarketingmanagementteam,unreasonableandunscientific designofthewholeprocessofmarketingmanagement,andrelativelyslowprogress ofnetworkinformationconstruction. Usingcaseanalysis,comparativeanalysis,datacharts,quantitativeanalysisand othertechnicaltools,themarketingenvironmentofJRealEstateCompanyis comprehensivelyanalyzedfromthemacro-environmentofpolitics,economy, informationtechnologyandsocialculture.AccordingtoPorter'sfive-forceanalysis model,thebargainingabilityofsuppliers,existingcompetitors,buyersandsubstitutes isanalyzed.Fivekeyelementsofpotentialcompetitors'entryabilityareelaboratedon theindustryenvironmentofJRealEstateCompany.SWOTanalysismethodisused tocombthestrengths,weaknesses,opportunitiesandpotentialthreatsofJCompany comprehensively.Greysystemanalysismethodisintroducedtoforecasttheprice changesoffuturerealestatemarketindetail,andfurtherclarifytheimprovement directionofJCompany'smarketingstrategy. CombiningwiththeresultsofmultipleanalysisofJcompanyintheprevious paper,thespecificandfeasibleimprovementmethodsofmarketingstrategyaregiven. ApplyingSTPtargetmarketpositioningtheory,Jcompany'scurrenttargetmarket strategyisadjusted,precisemarketsegmentation,scientificselectionoftargetmarket andcompetitivemarketpositioningareimplemented,sothatproductsandservices cantrulymeettheneedsofconsumers,createeconomicbenefitsofenterprisesand winmarketfavor.Basedonthe6PsmarketingtheoryputforwardbyPhilipKotler, thispaperoptimizesthemarketingmixstrategy,thatis,productstrategy,promotion strategy,channelstrategy,pricestrategy,policy-orientedstrategyandpublicrelations strategy,andaddsrelevantfeasibleandoperablecountermeasures.Finally,fromthe fouraspectsoforganizationalstructureredesign,humanresourcesdevelopment, IVprofessionaltechnicalsupport,brandbuilding,putforwardthesafeguardmeasuresto improvetheoptimizationofmarketingstrategy. ThroughaseriesofresearchonJRealEstateCompany’smaiketingstrategy,this paperhopestoputforwardafeasibleandpracticalstrategyimprovementmethod fromthreeaspects:targetmarketpositioningstrategyandmarketingmixstrategy,in ordertoapplyittoJRealEstateCompany'smarketingstrategyformulationand improvement,promotethecompany'snewroundofmarketingstrategytransformation, andatthesametimeforthesamekindofsmallandmedium-sizedenterprisesinthe industry.Themarketingstrategyreformofthetypehousingenterprisesbringssome referenceraiiie. Keyword:JRealEstateCompany;TargetMarketPositioningStrategy; Marketingmixstrateg v目录 胃一章绪论1 — 、研究背景 1 二、研究目的与意义 2 三、国内外研究现状 3 四、研究内容、思路和研究方法 7 五、可能的创新点 10 第二章房地产营销策絲本舱和基础理论 11 ■ ^ 奉_泰■-屬^.畚_疇＊■■癧-癧■奢条音泰_■攀■囑11 二、房地产营销概念与特征 13 三、房地产营销策略基本理论 16 第三章J房地产公司营销策略现状分析 19 ― 、J房地产公司基本概述 19 二、J房地产公司营销策略现状分析 22 三、J房地产公司营销策略问题和原因分析 28 第四章J房地产公司营销策略环境分析… 36 一 、J房地产公司营销宏观环境分析 36 二、J房地产公司营销行业环境分析 42 三、J房地产公司营销策略的SWOT分析 … …46 第五章J房地产公司营销策略制定和改进 56 ― 、目标市场定位策略 56 二、营销组合策略 66 第六章J房地产公司营销策略保障