随着中国房地产市场的不断发展，越来越多的投资者纷纷涌入房地产市 场，行业市场竞争越发激烈，房地产行业也成为了老百姓茶余饭后的必聊话 题。近年来，中央和各地方宏观调控政策陆续出台，调控效果明显奏效，房 地产行业正迎接着又一轮巨大的挑战。我们房地产行业主正在市场竞争和政 府调控的夹缝中谋求生存，我们的从业心态必须要加以调整。从卖方市场转 变为买方市场的过程中，结合房地产市场策划营销理论和实践的运作方法， 我们进行的产品开发和营销策略研究就显得尤为重要，更是房地产行业主们 实现公司可持续发展和公司利润的必要环节。 本文从H房地产公司开发的国际广场项目实际的市场营销出发，以房地 产带动经济增长为指导，以项目管理理论为基础，以营销策略为研究对象， 采用实地市场调研法，深入研究H房地产公司开发的国际广场项目面对的市 场环境，并对项目的环境分析、客群定位、市场定位、物业服务、疫情影响 等进行了利弊分析，探讨了H房地产公司开发的国际广场项目营销策略的产 品策略、价格拟定、销售渠道、促销优惠等有关问题，形成了H房地产公司 开发的国际广场项目的营销策略的执行方案。 本文认为，在当前的市场竞争和政府调控环境下，尤其在2020年新 型冠状病毒肺炎疫情防控之后，H房地产公司开发的国际广场项目要结合实际 的市场环境和政策导向进行可行的营销策略分析和定位，并充分认知自身的 优、劣势和疫情过后的市场影响，制定系统化的营销方案，同时在策略实施 的过程中及时发现问题、解决问题，充分的组织好各项管理效能、明确工作 职责及建立良好的客户关系，为各项营销策略的具体实施提供保障，最终才 能实现国际广场项目和公司利益最大化的经营目标。 关键词：房地产；行业主；营销策略 青岛大学硕士学位论文 Research on Marketing Strategy of H Real Estate Company's International Plaza Project Abstract With the continuous development of China's real estate market, more and more investors are pouring into the real estate market, the industry market competition is more and more fierce, the real estate industry has become a must talk topic for the people. In recent years, the central and local macro-control policies have been issued one after another, the effect of which is obvious. The real estate industry is facing another round of huge challenges. The owners of our real estate industry are seeking survival in the gap between market competition and government regulation, and our working mentality must be adjusted. In the process of transforming from the seller's market to the buyer's market, combined with the operation method of real estate marketing planning theory and practice, our product development and marketing strategy research is particularly important, and it is also a necessary link for real estate industry owners to realize the sustainable development and corporate profits. Starting from the actual marketing of the International Plaza project developed by H real estate company, guided by the real estate driving economic growth, based on the project management theory, taking the marketing strategy as the research object and adopting the field market research method, this paper studies the market environment faced by the International Plaza project developed by H real estate company, and analyzes the project environment, customer positioning and market This paper analyzes the advantages and disadvantages of the market positioning, property service and epidemic situation, probes into the product strategy, price formulation, sales channel, promotion preference and other related issues of the marketing strategy of the International Plaza project developed by H real estate company, and forms the implementation scheme of the marketing strategy of the international Plaza project developed by H real estate company. Novel coronavirus pneumonia is a new type of international public square project in Wuhan. In the current market competition and government regulation environment, especially in the 2020, the new Real Estate Company coronavirus pneumonia epidemic prevention and control program, H Real Estate Company development of the International Plaza project should combine the actual market 青岛大学硕士学位论文 environment and policy guidance to carry out feasible marketing strategy analysis and positioning, and fully recognize their own advantages and disadvantages, and the market impact after the outbreak, and formulate the system. In the process of strategy implementation, we should find and solve problems in time, fully organize various management efficiency, clarify work responsibilities and establish good customer relationship, provide guarantee for the specific implementation of various marketing strategies, and finally achieve the operation goal of maximizing the interests of the International Plaza project and the company. Keywords: Realestate；Industry owner； Marketing strategy 青岛大学硕士学位论文 目 录 第1章 绪论 ........................................................... 1 1.1研究目的和意义 ..................................................... 1 1.1.1研究目的 ......................................................... 2 1.1.2 研究意义 ........................................................ 3 1.2研究内容与方法 ..................................................... 4 1.2.1研究内容 ......................................................... 4 1.2.2研究方法 ......................................................... 4 1.3国内外研究现状 ..................................................... 6 1.3.1国外房地产营销策略研究 ........................................... 6 1.3.2国内房地产营销策略研究 ........................................... 7 1.4创新之处 ........................................................... 8 第2章 行业分析与相关理论基础 ......................................... 9 2.1房地产行业经营环境的影响分析 ....................................... 9 2.1.1房地产行业经营环境分析的意义 ..................................... 7 2.1.2房地产行业经营环境分析的内容 .................................... 10 2.2相关理论与现状 .................................................... 11 2.2.1 4P营销组合 ..................................................... 11 2.2.2 行业现状 ....................................................... 14 第3章 H房地产公司国际广场项目营销环境分析 .......................... 16 3.1项目概述 .......................................................... 16 3.1.1 H房地产公司简介 ................................................ 16 3.1.2国际广场项目介绍 ................................................ 17 3.2湖北省武汉市房地产市场行业简介 .................................... 18 3.2.1湖北省武汉市房地产市场行业分析 .................................. 18 3.2.2湖北省武汉市房地产市场行业特征 .................................. 23 3.3国际广场项目市场环境分析 .......................................... 24 3.3.1项目PEST分析 ................................................... 24 3.3.2项目微观市场环境分析 ............................................ 26 3.4 国际广场项目开发经营存在的问题分析 ............................... 27 3.4.1 国际广场项目市场竞争状况分析 ................................... 27 3.4.2国际广场项目痛点剖析 ............................................ 28 3.5 项目SWOT分析 .................................................... 28 第4章 国际广场项目的营销策略制定 .................................... 30 青岛大学硕士学位论文 4.1国际广场项目的目标市场定位 ........................................ 30 4.1.1项目市场定位判定 ................................................ 30 4.1.2项目目标客户群体分析 ............................................ 30 4.1.3特定时期项目市场定位分析 ........................................ 31 4.2产品策略 .......................................................... 34 4.2.1产品关注点 ...................................................... 34 4.2.2产品策略 ........................................................ 34 4.3价格策略 .......................................................... 34 4.3.1定价方法 ........................................................ 34 4.3.2项目产品定价 .................................................... 35 4.4渠道策略 .......................................................... 36 4.5促销策略 .......................................................... 38 4.5.1广告促销策略 ..............