摘要
I西安理工大学工商管理硕士学位论文
II摘要
III
论文题目：BGY 地产公司 L 项目营销策略研究
学科名称：工商管理
学员姓名：韩思宇 签名：
导师姓名：张 伟 副教授 签名：
摘要
随着房地产市场的发展愈发成熟，地产企业之间的竞争也愈演愈烈，房地产企业经
营利润的空间持续缩减；政府为了抑制房价，稳定市场，出台了一系列限购限贷政策，
这在一定程度上限制了项目前期的营销发声渠道；随着卖方市场向买方市场的转变，这
无疑对地产企业开发地产提出了更高的要求

本文以 BGY 地产公司 L 项目为研究对象，运用基本的市场营销理论对 BGY 地产公
司 L 项目的营销工作进行指导，在对房地产行业发展现状和发展趋势进行分析的基础
上，进一步客观分析了 BGY 地产公司 L 项目当前的营销现状，并运用 SWOT 模型分析
BGY 地产公司 L 项目的外部机会和威胁、内部优势和劣势。该文立足于房地产市场的现
状和 BGY 地产公司 L 项目的实际情况，将现代营销理论与房地产企业的营销实践相结
合，在广泛调查研究的基础上，深入对 BGY 地产公司 L 项目的市场营销环境进行分
析，运用 STP 分析明确目标市场，依据市场定位制定营销策略，提出了实施建议，对未
来 BGY 地产公司 L 项目营销水平的提高具有一定的参考价值。并以此为基础，根据
BGY 地产公司 L 项目的特点和市场竞争力，最后重点制定了 BGY 地产公司 L 项目的 4P
策略。最后为保障相关营销策略得以顺利实施，从组织与制度保障、人力资源保障和企
业文化保障三个方面提出了具体的保障措施

BGY 地产公司是一个以房地产开发业务为核心的集团公司， L 项目作为 BGY 地产
公司河南分公司开拓郑东新区市场开发的第一个项目，其经营成败对于 BGY 地产公司
至关重要。在此大环境下，将 BGY 地产公司 L 项目作为研究对象，对该项目的营销策
略进行探讨研究，提出合理的建议，具有可借鉴的意义

【关键字】：房地产 营销环境 营销策略 保障措施西安理工大学工商管理硕士学位论文
IV
Title:The Marketing Strategy of BGY Real Estate Company&39;s L Project
Major：Business Administration
Name：Han Siyu Signature:
Supervisor：Prof. Zhang Wei Signature:
Abstract
With the development of the real estate market increasingly mature, real estate enterprises
also intensified the competition between enterprises, further reduce the profits of the business
space; the government in order to curb housing prices, stabilize the market, issued a series of
credit limit restriction policy, that in a certain extent limit the project marketing; and now with
the buyer&39;s market to a buyer&39;s market changes, this is undoubtedly the real estate development
enterprises put forward high demand.
This paper regarded the BGY real estate company&39;s L project as the research object，
using the basic marketing theory to guide the marketing work. Based on the analysis of the
current situation and development trend of BGY real estate company, and further objective
analysis the current marketing situation of the L project. We use the SWOT model to analyze
the external opportunities and threats, internal strengths and weaknesses of the L project. This
paper is based on the present situation of BGY real estate company&39;s L project and the actual
situation of the BGY real estate company&39;s L project, combining modern marketing theory with
the marketing practice of L project, on the basis of extensive investigation and study, we depth
analysis marketing environment of BGY real estate company&39;s L project, and use STP theory to
define the target market, according the market positioning to develop marketing strategy, and
put forward the suggestion. That has a certain reference value to enhance marketing level of the
BGY real estate company&39;s L project.Based on this, according the characteristics and the market
competitiveness of BGY real estate company&39;s L project, and establish target market, finally
position marketing target market, that has a certain reference value to enhance marketing level
of the PDS power supply company in Chinaand focus on the development of the 4P strategy of
the BGY real estate company&39;s L project. Finally, to ensure the smooth implementation of the
relevant marketing strategy, from organization and system guarantee, human resource
securityand corporate culture securitythree aspects propose specific safeguard measures.
BGY real estate company is a real estate development as the core business of the company,
L project as the first project of BGY real estate Henan branch company to develop Zheng Dong
new market development, the success of their business is essential for the BGY real estate
company. In this environment, taking BGY real estate company&39;s L project as the research
object, the marketing strategy of the project is discussed, and some reasonable suggestions are
put forward, which can be used for reference.
【Key words】：Real Estate; Marketing Environment; Marketing Strategy; Safeguard Measure目录
I
目录
1 绪论 ........1
1.1 研究背景和意义 ..... 1
1.2 文献综述 ..... 1
1.2.1 国外房地产项目营销文献综述........... 2
1.2.2 国内房地产项目营销文献综述........... 3
1.2.3 文献评述........... 4
1.3 研究内容及思路 ..... 4
1.4 研究方法 ..... 4
1.5 论文框架 ..... 5
1.6 拟解决的关键问题 . 7
2 理论综述 8
2.1 房地产市场营销 ..... 8
2.1.1 相关概念........... 8
2.1.2 房地产市场营销的要素........... 8
2.1.3 房地产市场营销的特征........... 9
2.2 房地产营销新理论 . 9
2.2.1 网络营销........... 9
2.2.2 品牌营销......... 10
2.2.3 关系营销......... 10
2.2.4 体验营销......... 11
2.3 4P 理论 ...... 11
2.4 STP 理论.... 12
3 项目基本情况及营销环境分析.......... 14
3.1 项目基本情况 ....... 14
3.1.1 公司概况......... 14
3.1.2 公司经营理念. 14
3.2 项目概况 ... 15
3.3 项目的营销现状 ... 16
3.4 现有营销方案的不足 ....... 17
3.5 项目营销环境分析 ........... 18
3.5.1 城市概况......... 18
3.5.2 人口环境..........
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