摘要
摘要
近年来，我国经济增速放缓，经济结构开始转型升级，同时，伴随城镇化
水平提高，城市人口红利消退，房地产行业面临的市场环境不断趋于复杂。HD
地产云南公司于 2019年通过入股的方式取得 Y项目，开盘前期，Y项目通过
传统营销手段达到一定推广效果，加之自身品牌效应，开盘时取得较好销售业
绩。但由于 Y项目在营销过程中始终存在客户定位不准确、产品设计不合理、
推广方式低效等问题，目前处于严重滞销，项目亏损的困境。本文认为， HD
地产云南公司 Y项目可以通过实施精准营销策略，准确收集客户数据并分析客
户购房需求，运用现代互联网技术将所售房屋信息精准传递至客户，在有针对
性地满足客户需求的同时，节省企业及客户双方交易成本，最终提高交易转换
率，帮助 Y项目脱离目前所处困境，并在后续经营中持续保持健康良性运转。
本文尝试应用精准营销相关理论为指导，从当前 Y项目营销存在的主要问
题入手，使用文献分析法、问卷调查法以及案例研究法等方法，重点研究 Y项
目在客户、产品、推广等方面存在的问题，分析问题存在的原因，并且提出实
施精准营销策略的构想，以期解决 Y项目在客户精准定位、产品精准设计、推
广精准投放等方面问题，切实提高 Y项目营销效果。
本文首先梳理了精准营销理论基础及文献综述，其次对 HD地产云南公司
Y项目公司情况、客户需求、现存主要问题等方面进行了营销现状分析；再次，
本文分析了 Y项目造成现存主要问题的原因，包括缺乏数据管理及客户关系管
理、产品设计不合理缺乏核心价值、缺乏精准营销理念互联网技术运用不足等
问题；最后，本文提出 Y项目实施精准营销的建议，应分别从客户、产品、推
广方面开展精准营销策略。
本文通过上述分析研究，以期解决 HD地产云南公司 Y项目目前面临的营
销困境，同时能对 HD地产云南公司其他项目、集团其他地区公司乃至房地产
行业营销策略提供新的思考方向。
关键词：精准营销；房地产企业；客户精准；产品精准；推广精准
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Abstract
Abstract
In recent years, China's economic growth has slowed down, and the economic
structure has begun to transform and upgrade. At the same time, with the
acceleration of urbanization, the urban demographic dividend has been fading, and
the market environment facing the real estate industry has become increasingly
complex. HD Real Estate Yunnan Company acquired Project Y by equity in 2019. In
the early stage of opening, the project marketing has achieved certain results on
promotion. Plus its brand effect, desirable performance was realized. However, due
to the problems of inaccurate customer positioning, unreasonable product design,
and inefficient promotion methods in the marketing process of the Y project, it is
currently in a dilemma of serious slow sales and project losses. In this paper, Project
Y of HD Real Estate Yunnan Company is advised to accurately collect and analyze
the needs of house buyers by implementing the precision marketing strategy, and
propaganda the house information by means of mobile Internet, so as to meet the
needs of house buyers, save the cost of enterprises and house buyers, and greatly
improve the transaction rate of house purchase，help the Y project to get out of the
current predicament, and continue to maintain a healthy and benign operation in the
follow-up operation.
Under the guidance of relevant theories of precision marketing, this paper
attempts to start with the problems existing in the marketing of current Project Y, and
focus on the problems existing in the customer, product and promotion of Project Y
with the methods of literature analysis, questionnaire survey and case study and
further analyze the reasons. Then, this paper puts forward the idea of implementing
precision marketing, expecting to solve the problems of Project Y in customer
precise positioning, product precise design and precise promotion channel, and
effectively improve precision marketing of Project Y.
Firstly, this paper sorts out and analyzes the theoretical basis and literature
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Abstract
review of precision marketing, and then elaborates the current marketing of company
situation, customer demand and existing problems of HD Real Estate Yunnan
Company; Furthermore, this paper analyzes the reasons for the existing problems of
Project Y, including lack of data management and customer relationship management,
unreasonable product design, lack of core value and precision marketing concept,
insufficient application of Internet technology and so on; Finally, this paper puts
forward some suggestions for the improvement of precision marketing of Project Y.
It is recommended to implement precision marketing strategies from the aspects of
customer, product and promotion.
Through the above analysis and research, this paper aims to solve the current
marketing difficulties faced by Project Y of HD Real Estate Yunnan Company, and
provide a new direction for the marketing strategy of other projects of the company
and even the real estate industry.
Key words: precision marketing; Real estate enterprises; Precise customer;
Precise product; Precise promotion;
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