自1998年我国实行住房体制改革以来，经过三十多年的发展历程，房地产业 仍是目前且相当长的时期内推动国民经济持续发展的支柱产业。一个房地产开发 商如何在“残酷厮杀”和“调控变换”的市场环境中立于不败之地，在一个房地 产项目的开发之初，如何做到全过程、全方位科学合理的市场定位，尤其是销售 周期较长，跨度三至五年的项目，如何做好市场定位修正和后期的精细化营销， 使项目利润最大化，客户满意度最高，是目前房地产企业需要解决的关键问题， 因此，科学合理的市场定位及其修正就显得尤为重要和关键。 本文以天津房地产标杆企业天津泰达建设集团有限公司开发的第九号作品 “格调松间”作为研究对象，首先通过查阅相关文献及资料归纳整理了房地产市 场定位和客户购买意愿等理论，为开展分析与研究提供理论基础；其次是对房地 产现状、“格调松间”项目概况以及存在的优劣势进行了介绍；再次是主要运用 问卷调查的方法，通过对已购买项目消费者的客群特征分析，进一步明确了该项 目市场定位修正的建议。通过对客户购买意愿与影响因素相关性分析，发现“客 户需求”是影响客户购买意愿最主要的因素，并着重从相关性最强的4个方面精 准提出营销策略改进建议，为项目的后续精准营销提供决策依据；最后是结论与 展望。本次研究旨在通过理论与实际相结合的方法，对房地产企业本身在新的环 境下的项目投资决策给予帮助和支撑。由于个人能力不足及工作局限，许多问题 还有待在今后的研究中进一步探索。 关键词：市场定位修正；房地产；客户需求；营销策略 III Abstract SincethehousingsystemreformwasimplementedinChinain1998,overmore than30yearsofdevelopment,therealestateindustryisstillthepillarindustryof pushingnationaleconomysustainabledevelopmentatpresentandforalongtime.How canarealestatedeveloperremaininvincibleinthemarketenvironmentof“fierce fighting”and“changeofcontrol”.Atthebeginningofarealestateproject,howto achievethemarketpositioningwhichisscientificandreasonableinthewholeprocess andall-round?Especiallyforprojectswithalongsalescycle,spanningthreetofive years,howtomakegoodmarketpositioningamendmentandprecisemarketinginthe laterstage,maximizeprojectprofits,andachievethehighestcustomersatisfactionare thekeyproblemsthattherealestateenterprisesneedtosolveatpresent.Therefore, scientificandreasonablemarketpositioningisparticularlyimportantandcritical. Thispapertakestheninthwork“GeDiaoSongJian”developedbyTianjinreal estatebenchmarkenterprise“TianjinTEDAConstructionCompany”astheresearch object,Firstofall,accordingtoreferringtorelevantliteratureandinformation,it summarizedandsortedouttheoriessuchasrealestatemarketpositioningandcustomer purchaseintention,whichprovidetheoreticalbasisforanalysisandresearch;Followed bytheintroductionofcurrentsituationofrealestateandtheprojectprofilesand existingdisadvantagesof“GeDiaoSongJian”;Thirdly,byusingthemethodof questionnairesurveyandanalyzingthecustomergroupcharacteristicsofthepurchased projectconsumers,themarketpositioningsuggestionsoftheprojectisfurtherclarified. Byanalyzingthecorrelationbetweencustomers’purchaseintentionandinfluencing factorsthepaperisfoundthat“customerdemand”isthemostimportantfactorthat influencingcustomers’purchaseintention,andprovidesdecisionbasisforthefollow-up precisionmarketingoftheprojectbyfocusingonthefourmostrelevantaspectsof accuratemarketingstrategyimprovementrecommendations;Finallycomesthe conclusionandprospect,thepurposeofthisstudyistohelpandsupportrealestate enterprisesintheirprojectinvestmentdecisionsinthenewenvironmentbythemethod ofcombiningtheorywithpractice.Duetothelackofpersonalabilityandwork limitations,manyproblemsneedtobefurtherexploredinthefutureresearch. Keywords:Marketpositioningamendment;Realestate;Customerdemand;Marketing strategy IV 目录 第一章绪论..................................................................................................1 1.1研究背景和研究意义.....................................................................................1 1.1.1研究背景...................................................................................................................1 1.1.2研究意义...................................................................................................................2 1.2研究内容及研究方法.....................................................................................4 1.2.1研究内容...................................................................................................................4 1.2.2研究方法...................................................................................................................5 第二章相关理论概述..................................................................................6 2.1市场定位理论概述.........................................................................................7 2.2房地产项目市场定位理论.............................................................................8 2.2.1房地产项目市场定位的概念..................................................................................8 2.2.2房地产项目市场定位的内容..................................................................................8 2.2.3房地产项目市场定位的原则..................................................................................9 2.2.4房地产项目市场定位存在的问题........................................................................10 2.3客户购买意愿理论.......................................................................................11 2.3.1购买意愿概念........................................................................................................11 2.3.2购买意愿的影响因素............................................................................................11 第三章“格调松间”项目基本概况........................................................12 3.1项目投资方基本情况...................................................................................13 3.2项目周边竞争对手分析...............................................................................14 3.2.1项目周边新楼盘分析............................................................................................15 3.2.2项目周边二手房市场分析....................................................................................15 3.3项目SWOT分析.............................................................................................16 3.3.1优势.........................................................................................................................16 3.3.2劣势.........................................................................................................................18 3.3.3机会.........................................................................................................................19 V 3.3.4威胁.........................................................................................................................19 第四章研究设计和调研结果分析............................................................21 4.1研究设计.......................................................................................................21 4.1.1调研问卷设计........................................................................................................21 4.1.2调研问卷来源........................................................................................................21 4.1.3调研问卷实施........................................................................................................21 4.2调研结果分析...............................................................................................21 4.2.1问题样本描述性统计............................................................................................21 4.2.2各影响因素描述性统计........................................................................................23 4.2.3问卷信效度分析....................................................................................................29 4.2.4客户购买意愿与影响因素相关性分析................................................................31 4.2.5客户购买意愿与影响因素回归分析....................................................................31 第五章项目市场定位修正及营销策略改进建议...................................32 5.1项目市场定位修正......................