摘要
摘要
众所周知，经历了几十年的时间，我们所从事的房地产营销行业已经从黄金
时期走向了淘金时期。随着我国的经济水平不断地提高，城市化的快速发展，人
们的生活水平日益提高，对房地产住房消费观念也产生了更多的需求。在房地产
企业经营中，开展营销策略活动，更好地实现房地产企业营销目标，奠定了基础
和收益最大化。在房地产市场营销的环境下，结合相关文献进行了综述性研究总
结，以此为借鉴基础，形成了本文的研究框架，并进一步明确了本研究思路。
通过对 YZ房地产 DT项目进行梳理研究分析，阐述项目营销现状，发现其
存在内部营销策略观念传统、产品单一、更新步伐缓慢、目标定位不清晰、促销
不够有效等问题。然后对项目进行问题梳理和原因分析，结合营销策略的理论知
识从营销 STP理论、4P理论角度研究营销策略改进。一方面有助于了解项目自
身经营中存在的问题，完善其营销体系，增强自身的实力，分析出更加适合项目
营销策略方法进行改进；另一方面，也对其他房地产行业的营销策略研究起到一
定的共性借鉴作用。
关键词：房地产；营销策略；DT项目
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Abstract
Abstract
As we all know, after decades of time, the real estate marketing industry we are
engaged in has gone from the golden age to the gold rush period. With the continuous
improvement of China's economic level, the rapid development of urbanization,
people's living standard is improving day by day, the real estate housing consumption
concept has also generated more demand. In the operation of real estate enterprises,
marketing strategy activities to better achieve the marketing goals of real estate
enterprises, lay the foundation and maximize profits. In the real estate marketing
environment, combined with relevant literature for a summary of research, based on
this reference, formed the research framework of this paper, and further clarify the
research ideas.
Through the research and analysis of YZ real estate DT project, the marketing
status of the project is described, and it is found that there are problems such as
traditional internal marketing strategy concept, single product, slow pace of update,
unclear target positioning, and unsatisfactory promotion. Then the problems of the
project are sorted out and the reasons are analyzed, and the marketing strategy
improvement is studied from the perspective of marketing STP theory and 4P theory
combined with the theoretical knowledge of marketing strategy. On the one hand, it
helps to understand the problems existing in the operation of the project, improve its
marketing system, enhance its own strength, and analyze more suitable project
marketing strategy methods for improvement; On the other hand, it also plays a certain
common reference role for other real estate industry marketing strategy research.
Key words: Real estate; Marketing strategy; DT project
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目录
目录
摘要................................................................................................................................................ I
Abstract.................................................................................................................................... II
第一章绪论............................................................................................................................ 1
第一节研究背景与研究目的 ...................................................................................... 1
一、研究背景 ................................................................................................................. 1
二、研究目的 ................................................................................................................. 2
第二节研究意义............................................................................................................. 2
一、理论意义 ................................................................................................................. 2
二、实践意义 ................................................................................................................. 2
第三节国内外研究现状 ............................................................................................... 3
一、国外研究现状 ......................................................................................................... 3
二、国内研究现状 ......................................................................................................... 4
第四节研究内容与研究思路 ...................................................................................... 7
一、研究内容 ................................................................................................................. 7
二、研究思路 ................................................................................................................. 7
第五节研究方法............................................................................................................. 9
一、文献研究法 ............................................................................................................. 9
二、案例研究法 ............................................................................................................. 9
三、访谈研究法 ........................................................................................................... 10
第六节本章小结........................................................................................................... 10
第二章相关理论基础...................................................................................................... 11
第一节房地产营销理论概述 ..................................................................................... 11
第二节 STP理论.......................................................................................................... 12
第三节 4Ps理论........................................................................................................... 14
第三章 YZ房地产DT项目营销环境分析......................................................... 16
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