四川师范大学硕士学位论文
方法。要明确其营销策略目标并找到目标市场的定位，以及在产品、价格、渠道、
促销方式等角度给 B房地产公司的营销策略提出了优化方案。最后从制度、人才、
售后服务等方面给优化方案提供了保障。
笔者对 B房地产公司营销策略进行深入了解，给企业制定了营销策略的优化
方案。本研究创新之处为，第一，结合国内外大量理论和实践的方面出发，用营
销理论高效地对房地产项目的营销给予引导，同时为创新理论带来了具体的支撑。
第二，多项分析工具的使用，对企业全方位掌控市场方向和确定拓展目标具有较
大帮助，从而增加经济收入，降低企业操作带来的不良影响。为后期发展巩固基
础，并且也能为其他房地产企业制定营销策略带来积极作用。本文也有不足之处，
比如针对 B房地产公司营销策略的研究上，主要借鉴占据项目最多的 Y市市场，
关于该地产公司在其他城市的项目调研上深度不够。其次，在房地产营销策略方
面开展了大量研究，但对数据分析凝练不足，导致数据挖掘层次不够深，这些方
面都有待提高。
关键词：房地产公司营销环境营销策略优化
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Abstract
Study on the Optimization on Marketing Strategy of B Real Estate
Company
Major Business Administration
Postgraduate Yang Juhua
Supervisor Zeng Lingqiu
Abstract：Real estate industry is the mainstay of China's economic development. It
can not only promote China's economic development, but also ensure the improvement
of people's living standards. It plays a big role in the development of national economy.
Since the reform and opening up, China's real estate industry has also experienced a
rapid development, but due to the financial crisis, it has also fallen into the bottom for a
while. Recently, the growth of the real estate industry, in which the competition has
heated up, is not as rapid as before. Due to this, the marketing strategies adopted by the
industry have a significant influence on their projects. During the two sessions in 2021,
Premier Li Keqiang once again stressed "Ensure the housing needs of the people.
Always uphold the concept that houses are used for living rather than speculation, and
stabilize land prices, house prices and expectations." It means that China will always
adhere to the stability of the real estate industry and no longer use it as a short-term
means to stimulate the economy. With the introduction of national macro policies and
the improvement of relevant systems, the business model that real estate companies will
be profitable as long as they build and sell houses has disappeared. In recent years, new
rising stars such as Dexin Real Estate and Sunshine Dadi Real Estate Group have
entered the Y market, which has caused great pressure on the local real estate industry,
making its original old developers face survival problems, and some enterprises have
withdrawn from the market. Under such circumstances, this paper takes B real estate
company as the research object. It analyzes the marketing plans adopted by the company,
and its advantages and disadvantages, thus finding out what needs to be optimized and
its solutions. Based on this, it uses customer relationship for marketing, using strategies
such as experience marketing, public relations promotions to guide B company for its
better development.
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四川师范大学硕士学位论文
This paper can be divided into three parts. The first basic part (Chapter 1 and
Chapter 2) illustrates the background and value of the research, then summarizes and
analyzes the relevant research and research status of marketing in the real estate
industry at home and abroad, introduces its connotation, strategy and concepts such as
network marketing, expounds the marketing theories: 4P, 4C and 4R, and analyzes the
tools: STP, PEST and SWOT. The second part (Chapter 3 and Chapter 4) introduces the
business scale, service concept and organizational structure of B company, and analyzes
the marketing situation of B real estate company from the four aspects: product strategy,
channel strategy, price strategy and promotion strategy with 4P theory, so as to find out
the problems in its marketing strategy, such as inaccurate product positioning,
traditional price setting, the solidification of channel strategy and the rigidity of
promotion thinking. Then it analyzes the macro environment of B real estate company,
such as political environment, economic environment, social population environment
and technical environment, and uses SWOT matrix to analyze its internal advantages,
disadvantages, external opportunities and threats. The third part (Chapter 5 to Chapter 7)
puts forward the optimization method combined with the problems analyzed in the
marketing strategy of B real estate company and the STP analysis tool. We should
clarify its marketing strategy objectives, find the target market positioning and optimize
the marketing strategy of B real estate company from the aspects of products, pricing,
channels and promotion. Finally, it suggests the guarantee measures for the
implementation of the optimization scheme from three aspects: system, talents and
after-sales service.
Through the research and analysis of the marketing strategy of B real estate
company, this paper formulates the optimization scheme of the marketing strategy for
the company. The innovations of this study are as the following: first, based on
numerous theories and practices at home and abroad, it adopts the marketing theory to
effectively guide the marketing of real estate projects, and brings specific support to the
innovation theory. Second, the use of a number of analysis tools is of great help to
enterprises in comprehensively controlling the market direction and determining
expansion objectives, so as to increase economic income, reduce the adverse impact of
enterprise operation, consolidate the foundation for later development, and also play a
positive role in formulating marketing strategies for other real estate enterprises. But
there are also many deficiencies. For example, for the marketing strategy of B real
estate company, the research mainly draws lessons from Y city, the large market, where
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