摘要
近年来,我国市场经济快速发展,人均收入水平也有了很大的提高,购房需求也随
之日益增加。目前国内房地产行业发展迅速,并日渐成为重要经济产业之一。由于房地
产价格的持续上升,我国政府陆续推出了相关购房政策以实现房地产行业的宏观调控,
从而使其逐渐趋于规范化发展。但是房地产之间的竞争压力日益增加,企业为了能保证
较高的行业竞争优势,不能将房地产简单地看作普通商品销售,而是要将房地产的营销
策划作为将来主要研究内容,从企业的角度去统筹和规划,从而确定最终的营销方案。

本文以ZF房地产公司S项目为对象,通过PEST分析方法从政治法律环境、经济
环境、社会文化环境、技术环境四个方面分析S项目营销面临的宏观环境;运用SWOT
分析方法具体分析S项目的优势、劣势、机会和威胁;并通过STP方法对S项目的目
标市场选择定位;最后运用“4P”理论从产品、价格、促销、渠道四个方面结合ZF房
地产公司的特点与现状构建出一套科学的营销体系。其中产品策略包括产品差异化策
略,物业智能化建议,产品品牌策略。价格策略包括低开高走定价策略,折扣与让利定
价策略,差别定价策略。渠道策略包括售楼处营销渠道,网络营销渠道。促销策略包括
生命周期不同阶段的促销策略,营业推广策略,公共关系策略。并提出S营销策略的实
施保障:完善销售管理体系,加强人力资源队伍建设,强化营销制度保障,强化项目资
金保障,加强企业文化建设。

房地产营销不仅仅是传统的销售,更需要为消费者提供良好的服务和购买体验。在
了解市场动态的同时,结合消费者的实际需求,通过不同营销方式的结合来为消费者提
供服务,使房地产销售逐渐向全面化发展。本文主要以ZF房地产公司为研究案例来进
行探索,希望能够今后房地产营销的研究当中提供一些帮助。

【关键词】ZF房地产公司,S项目,营销策略
【研究类型】
Title: Study on the marketing strategy of ZF Real Estate Company S project
Specialty: Business Administration
NamerMeng Guo
Tutor:Chen Ximin
Signature:
Signature:、
Abstract
With the rapid development of Chinese economy and the continued
stability of people's income continues to grow, China's real estate industry has
entered a stage of rapid development, the real estate industry has become a pillar
industry of China's economy. But in recent years as the country continues to put
on the real estate policy, macro-control continues to interfere with the
development of the real estate industry norms gradually become mature, highly
competitive real estate industry, the attendant will force the marketing strategy
of the real estate industry, real estate rise to a strategic business development,
which is required for the real estate industry from a production-oriented,
changed to consumers and society-oriented; simple sales from the previous
promotional marketing into a systematic whole.
In this paper, the real estate company S project as an object, from four
political and legal environment, economic environment, social and cultural
environment, technical environmental analysis of the macro environment faced
by S project marketing PEST analysis methods; SWOT analysis detailed
analysis of the S project strengths, weaknesses, opportunities and threats; STP
method by the target market positioning S project selection; finally use 4P
theory from the product, price, promotion, channel four aspects combined with
the characteristics and status ZF real estate company to build out a scientific
marketing system. Which product strategy including product differentiation
strategy, property intelligent suggestions, product brand strategy. Pricing
strategies include Dikaigaozou pricing strategy, discounts and none other pricing
strategies, differential pricing strategy. Channel strategy, including sales offices