伴随我国住房改革政策地不断深入开展，房地产行业逐渐发展壮大，行业集 中程度越来越高，房地产行业的竞争也变得激烈起来。营销工作是房地产开发过 程中不可或缺的关键环节，自然受到开发商们的重视。虽然国家对房地产行业的 宏观调控力度加强、市场制度渐渐完善，但很多房地产企业在营销管理方面的实 力仍然薄弱，导致许多项目难以达到理想目标。因此，市场营销对于房地产企业 起到了极其重要的作用，制定正确的营销策略能够帮助房地产企业快速回笼资金、 增强项目竞争力、提升企业形象。 本研究选择天山房地产公司的世界之门项目为研究对象，采用文献研究法对 经典营销理论和房地产营销理论进行了梳理和研究，通过企业调研法和访谈法对 世界之门项目的基本情况、现有营销策略以及营销现状进行了深入了解，洞察世 界之门项目在整个营销操盘过程中的不足之处。主要表现为：一是世界之门项目 销售达标率不断下降；二是部分户型出现滞销情况。本文结合了世界之门项目内 外部环境的变化，对问题出现的原因进行了深入的调研和分析，得出世界之门项 目营销之所以出现问题主要是因为世界之门项目产品、渠道、品牌、应对政策和 付款方式方面存在不足。然后紧紧围绕问题产生的原因有针对性的提出优化建议， 确保世界之门项目后期销售工作能够更加顺利，取得理想的销售业绩。本文的研 究是基于世界之门项目和项目所在的石家庄市场的大量行业数据进行的，目的在 为天山集团世界之门项目的营销工作提供可实行的建议和发展思路，对于我国各 城市文旅、商业地产项目的营销操盘整体工作，具有借鉴和指导意义。 关键词：天山集团；世界之门；营销策略；房地产II ABSTRACT The implementation of brand strategy is crucial for chain catering enterprises, whose brand awareness and influence directly determine the scale and overall strength of chain catering enterprises. Therefore, actively exploring the brand strategy of chain catering enterprises is a common issue facing the industry. This paper takes the brand strategy of X chain restaurants as the research object, deeply discusses the problems existing in the brand strategy of X chain restaurants and the formulation and implementation of the strategy. Guided by the relevant theories of brand building, this paper conducts an empirical study on the current situation of brand building of X chain restaurants by comprehensive use of quantitative analysis, field survey and literature research methods. First of all, the current X chain catering historical analysis on the current situation of brand management, the brand positioning and promotion has carried on the detailed introduction, on this basis, through the form of questionnaire survey on the current X catering chain brand construction problems existing in the process of investigation, through the survey found that its brand promotion channel is single, promote the form of relatively backward; brand image identification high enough; The fit degree of market environment and brand positioning is decreasing. Second X chain catering for external environment, respectively from the aspects of population, economy, policy, industry and so on are analyzed, at the same time, using the SWOT analysis method, the X chains of strengths, weaknesses, opportunities and threats were analyzed, based on the analysis of the final definite target in its brand positioning and brand strategy, make the X catering chain brand strategy on the basis of the implementation of specific measures. At the same time, in order to ensure the smooth implementation of brand strategy measures, a series of safeguard measures are put forward, such as creating enterprise culture in line with its own characteristics, formulating scientific planning and layout, and improving the quality of catering service. Through the research of this paper, it provides reference and basis for the formulation and implementation of other chain brand strategies including X chain restaurant brand, which is conducive to the development and growth of catering enterprises in China. Keywords:Chain restaurant;The brand strategy;Positioning;PromotionIII 目 录 摘要.....................................................................................................................I ABSTRACT...........................................................................................................II 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 国内外研究现状......................................................................................2 1.2.1 国外研究现状...............................................................................2 1.2.2 国内研究现状...............................................................................3 1.3 研究内容及方法......................................................................................4 1.3.1 研究内容.......................................................................................4 1.3.2 研究方法.......................................................................................5 第二章 理论综述.................................................................................................6 2.1 理论综述..................................................................................................6 2.1.1 STP 理论 .....................................................................................6 2.1.2 4P 营销........................................................................................6 2.1.3 4C 理论........................................................................................8 2.1.4 4R 理论........................................................................................8 2.1.5 4V 营销 .......................................................................................8 2.1.6 4I 理论.........................................................................................9 第三章 天山世界之门项目营销现状...............................................................10 3.1 天山集团介绍........................................................................................10 3.2 天山房地产公司世界之门项目介绍....................................................10 3.2.1 世界之门项目概况.....................................................................10 3.2.2 项目组织架构.............................................................................11 3.2.3 项目特点.....................................................................................11 3.2.5 世界之门项目销售业绩.............................................................13 3.3 世界之门项目的营销现状....................................................................14 3.4 本章小结................................................................................................15 第四章 营销问题及成因分析...........................................................................16 4.1 产品单一与目标客户不匹配................................................................16 4.2 开发周期长，市场状况存在不确定性................................................17 4.3 商业购买客户支撑不足，需拓展、挖掘外阜客群............................17IV 4.4 营销区域狭窄、缺乏联动，营销手段缺乏想象力............................17 4.4.1 营销区域狭窄、缺乏联动.........................................................17 4.4.2 营销渠道单一，营销手段缺乏想象力.....................................18 4.4.3 品牌影响力不足.........................................................................18 4.5 本章小结................................................................................................19 第五章 天山世界之门项目营销环境分析.......................................................20 5.1 天山世界之门项目外部环境.................................................................20 5.1.1 宏观环境分析..............................................................................20 5.2 竞争分析.....................................................