H公司地产 N项目营销策略研究
摘要
房地产行业是国民经济的重要支柱，城市化的推进为房地产行业的发展带来了新的
机遇。在现阶段房地产行业快速升温的情况下，国家出台了各项调控政策，旨在引导房
地产行业的进一步发展。在“去库存”和“三道红线”政策实施的背景之下，房地产企
业的发展速度逐步放缓，同样也影响了融资开发的进度，为保障企业竞争力、稳定现金
流，需要对房地产项目的市场营销提出更高的要求。因此，文章以房地产行业作为研究
的切入点，同时选择 H公司地产 N项目作为案例分析的对象，从实证研究的角度论证
该项目在营销当中存在的问题，同时针对营销问题提出相对应的管控策略。一方面立足
于房地产地域差异，将营销理论融入到发展实践，强化营销理论对行业发展产生的差异
化指导作用，另一方面则是优化房地产企业项目营销策略实施，通过对外部环境的把握，
结合自身情况，运用营销理论，制定出符合实际情况的营销策略，提高项目成功的概率。
首先，本文探讨了 H公司地产 N项目面临的宏观和微观营销环境；其次，基于STP
理论探讨了 H公司地产 N项目的市场细分、目标市场、市场定位；最后，运用 4P理论
提出 H公司地产 N项目的营销策略优化建议，并提出了相应的保障措施。
研究发现：（1）在产品策略上，N项目需扩大装修交付优势、对户型优化整合并
提升其园林园建的功能区设计可提升产品的竞争力（2）在价格策略上，通过利用竞品
项目价格及客户关注参数等数据，加权计算出了具有竞争力的项目定价（3）在渠道策
略上，充分动员线上推广和线下推广双重策略，线上渠道强调的是通过营销事件或社交
媒体营销达到推广目的，并综合考了费效比的因素；线下渠道以拓客为主，制定详尽的
地拓流程以保证推广效果（4）在促销策略上，通过“核心优惠点+4重优惠组合”再辅
以价格保密的措施可提升销售成功概率（5）最后，从人才机制动态化、节点考核常态
化、营销体系信息化三个方面提出 H公司地产 N项目营销策略实施的保障措施，从构
建动态薪资体系、强化人才流动机制、建立 AB岗制度来制定人才培养保障措施；从建
立关键节点考核制度、由监察部门对节点进行考核、组建预备队滞后时快速补位来制定
运营管理保障措施；从销售管理智慧化、客户信息细分化和媒体投放费效化三方面来制
定营销队伍保障措施。
关键词：房地产营销；目标市场选择；营销策略
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摘要
Abstract
The real estate industry is one of the pillar industries of the national economy, and the
development of urbanization provides the real estate industry with a rare development
opportunity. In order to stabilize housing prices, the state has issued a number of control
policies. The real estate "destocking" and "three red lines" policies put forward higher
requirements for the marketing of real estate enterprises. Therefore, this thesis tries to take H
company's real estate N project as the research sample, analyze its current situation and
existing problems, and put forward corresponding marketing strategies and optimization
suggestions. On the one hand, together with the present situation of real estate regional
differentiation, the marketing theory in the real estate industry, the application of theory of
real estate industry marketing differentiated instruction, on the other hand when making
project marketing measures to help real estate enterprises, through the grasp of the external
environment, combined with their own situation, on the basis of the theory of marketing,
develop in line with the actual situation of the marketing strategy, Increase the probability of
project success.
Firstly, this thesis discusses the macro and micro marketing environment of H company's
real estate N project. Secondly, based on STP theory, the market segmentation, target market
and market positioning of H company's real estate N project are discussed. Finally, the 4P
theory is used to put forward the marketing strategy optimization suggestions of H company's
real estate N project.
The findings: (1) on the product strategy, N project needs to expand to decorate delivery
advantages, integration of model optimization and upgrade the function of the landscape
garden construction design can improve the competitiveness of the products (2) on the pricing
strategy, by taking advantage of competing goods project price and customer care parameters
data, such as weighted calculated the competitive project pricing (3) on the channel strategy,
Considering online promotion channels and offline promotion channels, the online channel is
promoted through event marketing and social media marketing, and the cost-effectiveness
factor is comprehensively tested. The offline channel is mainly to expand customers, and
detailed expansion process is formulated to ensure the promotion effect. (4) In terms of
promotion strategy, the success rate of sales can be improved through "core discount points
+5 double discount combination" supplemented by price confidentiality measures. (5) Finally,
From the dynamictalent training, operation managementwarning, marketing process
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H公司地产 N项目营销策略研究
informationthree aspectsof Hcompanyreal estateNproject marketingstrategy
implementation of the safeguard measures, from the construction of dynamic salary system,
strengthen the talent flow mechanism, the establishment of AB post system to develop talent
training safeguard measures; The operation management guarantee measures are formulated
from the establishment of the key node light warning system, the establishment of a third
party to assess the node, and the establishment of a commando team to quickly fill the
position aftertheearly warning.Fromthe intelligentsales management,customer
management data and advertising cost efficiency three aspects to develop marketing team
guarantee measures.
Key Words:Real estate marketing;marketing environment;marketing strategy;
optimization suggestion
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