“房住不炒”的政策主基调在2019上半年一再被中央重申强调，并主张落实“一 城一策”、城市主体责任的长效机制，这表明我国房地产行业自改革开放以来疯狂式增 长的局面开始扭转。自国家政策调控的不断出台、市场变化的不断发展，目前国内房地 产市场已经与20年前大相径庭，经过20年的快速发展，中国房地产行业在近年逐步趋 向稳定，发展模式从传统的粗放型开发转型为精细化产品打造与转化。 在新市场、新需求下，好的产品、好的产品力成为当下许多房企战略转型、业务升 级的重要方向和规模增长、弯道超车的利器。一个房地产项目的成功，取决于开发企业 对项目的良好决策和营销策略有序地组织实施，而一个良好营销的决策往往对整个房地 产项目的成败起着至关重要的作用。无疑，做好项目的营销工作、为项目销售提供科学 的决策支持，是项目成功的重要因素，也是为房地产项目提高附加值，提升回报率的重 要途径。 B公司的G住宅项目作为本次研究对象，通过当今世界上对房地产营销这一领域的 研究，利用PEST、SWOT、STP等模型为分析工具，利用数据分析、问卷调查、文献分 析等方法，从国内房地产行业走向、政策影响、竞品分析等方面，分析G住宅项目现有 的营销策略问题，并提出行之有效的解决方案。同时，希望能借此为国内同类项目的营 销人员提供参考。 本文的研究是基于G住宅项目和G住宅项目所在的广州市场的大量实地调研数据 进行的，为B公司G住宅项目提供的营销工作提供的改善性建议和新的思路，对于类 似市场的房地产项目开展营销工作也有一定的借鉴意义，同时也为我国现有的房地产营 销理论提供了实证研究。 关键词：房地产；营销策略；住宅 II ABSTRACT In the first half of 2019, the central government reaffirmed the main tone of the policy of ‘Houses are built to be inhabited, not for speculation.’ and implemented a long-term mechanism of one city, one policy, which indicates that the situation of crazy growth in China's real estate industry since the reform and opening up has begun to reverse. Since the continuous introduction of national policy controls and the continuous development of market changes, the domestic real estate market has been very different from what it was 20 years ago. China's real estate industry has gradually stabilized after 20 years of rapid development, and the development model has also turned from extensive development into product creation. In the new market with new demand, good products and good product strength have become an important tool for the strategic transformation, business upgrade and scale growth of many real estate companies. The success of a real estate project depends on the orderly organization and implementation of the project's good decisions and marketing strategies, and a good marketing decision often plays a vital role in the success of the entire real estate project. Undoubtedly, doing a good job in project marketing and providing scientific decision support for project sales is an important factor for the success of the project. It is also an important way to increase the added value and to increase the rate of return for real estate projects. In this study, the G residential project of Company B is selected as the research object. The existing marketing strategy issues of the G residential project will be analyzed through the current domestic real estate marketing theory, with the use of models such as PEST, SWOT, and STP as analysis tools, and data analysis and structured interviews to move from the domestic real estate industry, Policy impact, competitive product analysis, etc., An effective solutions will be proposed. At the same time, I hope to provide a reference for marketers of similar projects in China. The research in this article is based on a large amount of field research data of G residential project and Guangzhou market where G residential project is located. It provides improvement suggestions and new ideas for the marketing work provided by company B's G residential project. For real estate projects in similar markets the development of marketing work also has certain reference significance, and also provides empirical research for the existing real estate marketing theory in China. Key words: Real estate; Marketing strategy; Residential III 目 录 摘要 ........................................................................................................................................... I ABSTRACT .............................................................................................................................. II 目 录 ........................................................................................................................................ III 表清单 ...................................................................................................................................... VI 图清单 ..................................................................................................................................... VII 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 ............................................................................................................. 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究意义 .................................................................................................................. 2 1.2 文献综述与理论基础 ..................................................................................................... 4 1.2.1 国内外房地产研究现状 .......................................................................................... 4 1.2.2 相关营销理论基础 .................................................................................................. 6 1.3 研究方法及内容 ............................................................................................................. 7 1.3.1 研究方法 .................................................................................................................. 7 1.3.2 研究内容 .................................................................................................................. 8 第二章 G住宅项目概况及营销现状 .................................................................................... 10 2.1 B公司简介及G住宅项目简介 ................................................................................... 10 2.1.1 B公司概况 ............................................................................................................. 10 2.1.2 G住宅项目简介 ..................................................................................................... 10 2.2 G项目目标市场营销战略现状 .................................................................................... 12 2.2.1 市场细分 ................................................................................................................ 12 2.2.2 目标市场 ................................................................................................................ 12 2.2.3 市场定位 ................................................................................................................ 13 2.3 G项目营销策略现状 .................................................................................................... 13 2.3.1 产品策略 ................................................................................................................ 13 2.3.2 定价策略 ................................................................................................................ 15 2.3.3 渠道策略 ................................................................................................................ 16 2.3.4 促销策略 ................................................................................................................ 16 IV 2.4 本章小结 ....................................................................................................................... 17 第三章 G项目营销环境分析 ................................................................................................ 18 3.1 G项目外部环境 .......................................................