摘要
存量房市场是房地产市场的重要组成部分。存量房严格意义来讲是存量资产，存量
房市场也叫一级半市场，存量房主要是指开发商已开发却没有按照既定销售计划成功去
化的房屋。准确、科学的营销策略是实现存量房市场健康、稳定、可持续发展的关键，
也是房地产市场供给侧结构性改革的重要内容。存量房进入市场可以补充房源的多样
性，从而满足不同客户对多样化房源的住房需求。在房地产市场发展的过程中，存量房
与增量房在房地产行业整个交易量中所占的份额比例是衡量房地产市场发展是否成熟
的重要考核依据。在欧美、日本及上海等房地产发展相对成熟的国家和城市，存量房逐
步取代增量房成为整个房地产市场交易的主体，美国、英国、日本近五年的数据体现，
存量房成交量占据整个房地产市场成交量的 73%以上。最近几年，虽然我国房地产市场
发展相对滞后，但在我国经济发达的北京、上海、深圳等一线城市中，存量房的交易量
也逐步的超过增量房交易量，成为地产市场交易量的主体。这些成熟的经验对制定存量
房营销策略的研究具有现实指导意义，正确有效的营销策略有助于开发商快速去化存量
产品，并给不同需求的购房客户提供各层次产品

本文以 H 地产集团的存量房营销策略为研究对象，将 H 地产集团的存量房产进行深
度剖析，坚持理论联系实际的科学方法，对 H 地产集团目前执行的营销策略进行研究

首先定义 H 地产集团存量房的特性及借鉴市场主流的 4P、4C 等房产营销策略；其次根
据市场先进的地产营销策略，通过对 H 地产集团进行 SWOT 分析找出 H 地产集团现行营
销策略的不足；再次结合 H 地产集团存量房特性及现行营销策略的不足，通过对目前 H
地产集团产品、促销、渠道、价格等各个环节的研究分析提出新的营销策略，并在此环
节提出一些关于存量房营销的创新研究；最后通过制定调整销售团队结构、完善销售团
队制度、加强销售团队培训、提升激励机制，完善客户管理制度等措施保证新营销策略
能够有效执行

关键词：存量房；营销策略；创新研究RESEARCH ON MARKETING STRATEGY OF REAL
ESTATE IN H ESTATE GROUP
ABSTRACT
Stock market is an important part of the real estate market, its healthy, stable and
sustainable development Which will improve the supply structure of the real estate market
and meet the housing needs of different levels of customers. Stock room in terms of strict
sense of the stock of assets, the stock market is also called a semi-market, stock room mainly
refers to the developer has not developed in accordance with the established sales plan to the
success of the house. In the real estate market, the increase in the amount of housing and
stock transactions is the proportion of the real estate market reflects the stage of development
and maturity of one of the main signs. Developed in the real estate market is more mature in
Europe and the United States developed countries, the stock is the main real estate market
transactions, accounting for more than 70% of the total market. At present, in China&39;s
economically developed first-tier cities, stock trading volume has been more than the
incremental volume of transactions. The research on the marketing strategy of the stock room
has the practical significance, the correct and effective marketing strategy will help the
developers to quickly change the stock products, and to the different needs of the purchase of
customers to provide products at all levels.
In this paper, the real estate marketing strategy of H real estate group is taken as the
research object, and the real estate of H real estate group is analyzed deeply, and the
marketing strategy of H real estate group is studied. Firstly, according to the strategy of real
estate marketing, the SWOT analysis of H real estate group is used to find out the
shortcomings of the current marketing strategy of H real estate group, and then the real estate
marketing strategy of 4 real estate is analyzed. This paper puts forward a new marketing
strategy by analyzing and analyzing the current situation of H-real estate group&39;s products,
price, channel and promotion, and put forward some suggestions on the marketing of the real
estate Finally, through the development of adjustment of the sales team structure, improve the
sales team system, strengthen the sales team training, enhance the incentive mechanism,
improve customer management system and other measures to ensure that the new marketing
strategy can be effectively implemented;
KEY WORDS: stock room, marketing strategy, innovation resear目 录
第一章 导论....1
1.1 选题背景及意义.......... 1
1.1.1 选题背景........... 1
1.1.2 研究意义........... 1
1.2 国内外相关研究综述.. 2
1.2.1 国外研究综述... 2
1.2.2 国内研究综述... 2
1.2.3 小结....... 3
1.3 主要研究内容及方法.. 3
1.3.1 研究内容........... 3
1.3.2 研究方法........... 3
1.3.3 技术路线........... 4
1.4 本文主要创新点.......... 4
第二章 存量房的概念及市场营销策略的相关理论6
2.1 概念界定.......... 6
2.2 4Ps 营销理论 ... 6
2.3 4Cs 营销理论... 7
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