EMBA学位论文
作者：张数理
深圳 Z地产 W项目营销策略优化研究
深圳 Z地产 W项目营销策略优化研究
中文摘要
国家从严调控及去房地产金融杠杆的决心不动摇。作为地方政府，东莞调控
政策亦多限调控并举，整体属于中等偏紧。受东莞疫情反复、经济下行，东莞房
地产市场预期走低，持续低位运行，客户入市信心不足。市场经历深度盘整，回
归自住、回归价值，购房客户回归理性，市场成交分化进一步加剧。深圳 Z地产
W项目营销工作遭遇了史无前例的叠加影响。
Z地产，是我国房地产行业 TOP10内的大型央企，拥有 43年房地产开发与
不动产运营管理经验，盈利能力行业领先。本文以 Z地产深圳 W项目为研究对
象，通过 STP分析，基于 7P理论，对深圳 Z地产 W项目的产品、促销、渠道、
人员、价格、过程管理、有形展示等存在的问题及原因进行了分析，同时通过对
深圳 Z地产 W项目的宏观环境、行业环境进行分析，明确了项目所处的大势、
竞争格局及竞争出路。最后，基于 7P理论，提出对深圳 Z地产 W项目营销策略
优化方案。细分目标客户，通过对客户关注产品需求、竞品产品力点对点分析，
找到本项目的 5大产品核心竞争优势。通过拔高形象，提升价格预期，强化项目
的核心价值体系输出，通过生命之树的产品理念及湾区居住品质的输出，并结合
W项目未来规划价值，打造梳理项目高端形象。制定相应的促销优惠，同时将
促销与品牌实力宣传建立关联，从而达到更好的促销效果。拥抱移动互联网时代，
创新应用线上营销渠道，数字化赋能，实现线上资源矩阵投放、饱和攻击。招聘
组建自有线上、线下渠道团队，全面提升线上、线下获客能力。建立客户购房触
点旅程地图，系统提升项目线上服务能力。通过全方位覆盖阵地包装，提升项目
领地感；通过 8种展示平台，对项目价值进行立体式输出；通过五感服务融入故
事包装，3次兴奋点的设置，循序渐进提升强化客户认可，营造排它式的极致体
验感。
随着房住不炒宏观调控深入，房地产行业由黄金时代逐渐进入管理红利时
代，这就要求项目营销操盘团队丢掉“国家、东莞宏观调控政策放松”、“房价大
幅上涨、本项目价格天花板轻松可实现”的幻想和心态，积极拥抱当下的政策、
市场环境，回归项目营销本质，果断采取与时俱进的系统营销动作，才能快速改
变项目营销现状。项目营销策略对于项目能否实现公司经营回报要求的具有非常
重要的影响。当下市场环境下，通过本论文的研究，一方面对深圳 Z地产 W项
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EMBA学位论文
作者：张数理
深圳 Z地产 W项目营销策略优化研究
目营销策略进行了系统优化，提高了深圳 Z地产营销策略能力。同时对行业内销
售型住宅类项目的营销策略提升提供一定的启示借鉴，一定意义上可以提高整个
房地产销售型住宅类项目的营销策略能力。
关键词：Z地产，房地产项目，营销策略，优化研究
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EMBA学位论文
作者：张数理
深圳 Z地产 W项目营销策略优化研究
RESEARCH ON MARKETING STRATEGY
OPTIMIZATION OF SHENZHEN Z REAL ESTATE W
PROJECT
Abstract
The state's determination to strictly regulate and remove the financial leverage of
real estate remains unshakable. As a local government, Dongguan's regulation and
control policies are also limited to regulation and control at the same time, which is
moderately tight as a whole. Due to the repeated epidemic situation and economic
downturn in Dongguan, the expectation of Dongguan real estate market is lower and
continues to operate at a low level, resulting in insufficient confidence in entering the
market. The market experienced in-depth consolidation, the market returned to home
ownership and value, the buyers returned to rationality, and the market transaction
differentiation was further intensified. The marketing work of Shenzhen Z Real Estate
W project has experienced an unprecedented superposition effect.
Z Real Estate, It is a large central enterprise in the top 10 of China's real estate
industry, with 43 years of experience in real estatedevelopment and real estate
operation and management, and the profitability was leading in the industry. This
paper takes Shenzhen Z Real Estate W project as the research object. Through STP
analysis and based on 7p theory, this paper analyzes the problems and causes of
Shenzhen ZReal Estate Wproject interms of products,promotion, channels,
personnel, price, process management and tangible display. At the same time, through
the analysis of the macro environment, industry environment of Shenzhen Z Real
Estate W project, this paper defines the general trend of the project Competition
pattern and way out. Finally, based on the 7p theory, this paper puts forward the
optimization scheme of the marketing strategy of Shenzhen Z Real Estate W project.
That is, subdivide the target customers, and find the five core competitive advantages
of the project through the point-to-point analysis of customers' attention to product
demand and competitive products. By raising the image, raising the price expectation,
strengthening the output of the core value system of the project, creating and combing
the high-end image of the project through the product concept of the tree of life and
the output of the living quality of the bay area, and combined with the future planning
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