摘要
4V理论属于新兴的营销组合理论，它是由 4P理论、4C理论、4R理论逐步演化
而来。4V理论常被运用于房地产营销模式中，它的特点在于强调产品和服务中包含
的无形要素，认为企业应该借由品牌打造和植入文化等方式来契合消费者的情感需
求。本文以碧桂园的海口新埠岛泊岸、中央半岛项目为依托进行实证分析，在营销理
论的指导下，结合泊岸和中央半岛项目的第一手资料，结合中国目前房地产发展的大
环境以及海南建立自贸港所处的市场特殊环境，利用 PEST分析方法，基于经济、
社会文化、政治法律以及技术这四个环境来分析该项目在开展营销活动时所处的宏观
环境；对比同类型房地产公司如绿地、恒大进驻海南后所进行的一系列销售策略，运
用 SWOT分析方法具体分析碧桂园在海南的优势、劣势、机会和威胁；重点应用 4V
理论，从“差异化（Variation）”、“功能化（Versatility）”、“附加价值（Value）”、“共
鸣（Vibration）”这几个维度，设计出切实可行的营销策略及其配套的保障部署方案，
以期培养、形成碧桂园在海南房地产核心竞争力。
关键词：房地产；营销模式；案例分析，差异化；共鸣

Abstract
After the evolution of 4p,4c,4r,4v, 4v theory is a new theory, which is a alternative
way for real estate marketing model in real estate sales innovation. It attaches more
attention to the intangible elements in products or services, and meets the emotional needs
of consumers through brand and cultural implantation.This paper conducts empirical
analysis based on the Haikou Xinbu Island Central Peninsula Project of Country Garden
Real Estate Company, Based on the related theory of marketing strategy, Through an
analysis of the wealth of first-hand information obtained from the practice of the real estate
company's Central Peninsula project, Combined with the current environment of China's
real estate development and the special market environment in which Hainan has
established a free trade zone (port), Analysis of the macro environment of the project
marketing from four aspects: political and legal environment, economic environment,
social and cultural environment and technical environment; Compared with a series of
sales strategies carried out by the same type of real estate companies such as Greenland
and Evergrande after being stationed in Hainan, swot analysis to analyze the Country
Garden's advantages, disadvantages, opportunities and threats in Hainan; Focus on
applying the 4v theory, Develop a set of scientific marketing strategy from the
characteristics
of
Country
Garden
Real
Estate:
"differentiation
(variation)",
"Functionalization (versatility)", "Additional value (value)" and "resonance (vibration)",
And to make a guarantee deployment for the implementation of the strategy, Cultivate and
form Country Garden's core competitiveness of real estate in Hainan.
Key words: Real estate; marketing model; differentiation; resonance
。。。以下略