摘要
2012年之后，我国房地产市场已经告别了黄金时代，各地房地产市场呈现两极分化
现象。一方面北上广深等一线城市的土地供给量减少、商品住宅需求量大幅增加，导致
房价飞速上扬，政府持续打压市场热度。另一方面，部分新一线或二线城市的人口红利
逐步减退，市场需求量日益萎缩，房价持续萎靡、销售乏力。导致房地产行业内出现了
竞争不均衡等现象，这对房地产公司的开发能力、市场研究能力、产品设计能力、操盘
人员的营销能力均提出了前所未有的机遇和挑战。传统的房地产营销方法及策略已不能
适应在现代市场竞争环境下的项目营销要求，更难以为企业的发展及盈利提供强有力的
销售保障
本文结合作者参与的大连甘井子区“金地檀溪”项目营销工作的实践经验及探索，对
房地产项目营销策略实施的主要方法、内容及关键步骤进行探讨和研究。运用PEST分
析模型，对“金地檀溪”项目所处的宏观环境进行分析，继而判断政治(Political)、经济
(Economic)、社会(Social)和技术(Technological)这四大类外部环境因素对项目营销的影
响。配合使用SWOT分析法对项目在微观环境下的优势、劣势、机会及威胁等方面的
进行分析，使本项目在开发过程中找到地段、产品、服务等方面的竞争优势，促进项目
住宅产品的销售，提升开发公司的利润收益。在整个项目营销过程中，作者及项目营销
团队采用了不同种类的营销策略组合，对区域内存在竞争关系的项目进行了分类界定，
对同一销售片区内的未来市场供应进行了调研与预测，继而针对本项目的自身特点及开
发阶段，提出了相对完善的营销策略建议。首先根据市场细分理论和矩阵分析，找到市
场机会点，明确产品定位与设计规划条件。其次借助整合营销传播动作，扩大项目知名
度、美誉度，大幅度提升项目的目标客群到访量。再次梳理项目的核心价值点，充分对
比其他公司项目与本案的优劣，提高产品的溢价能力。最终解决项目营销过程中所遇到
的问题与阻力，同时对促进大连汇泉房地产有限公司的发展具有较强的现实意义
关键词：大连房地产；营销策略；市场细分
Study on the marketing strategy of Dalian jin di tan xi project
Abstract
After 2012，the real estate market in our country has already said goodbye to the golden
age. The local real estate market is polarized. On the one hand, the supply of land in the first
line cities, such as North and Guangzhou, is reduced, and the demand for commodity housing
is greatly increased. On the other hand, the demographic dividend of some new first line or
second line cities has gradually diminished, the demand for the market is shrinking, the price
of the house prices continues to fall and the sales are weak. Above reasons have led to the
phenomenon of uneven competition in the real estate industry. This brings unprecedented
opportunities and challenges to Real Estate Company's development capabilities, market
research capabilities, product design capabilities, and marketing capabilities of operators. The
traditional method and strategy of real estate marketing can not meet the requirements of the
project marketing in the modern market competition environment. It is more difficult to
provide strong sales guarantee for the development and profit of the enterprise.
This paper combines practice and exploration with the author's participation in the
Dalian District of Ganjingzi golden tan Xi project marketing work, in this paper, the main
methods, contents and key steps of the implementation of the real estate project marketing
strategy are discussed and studied. Analyze the macro environment of the golden tan Chi
project by the PEST Mode, then we will judge the influence of external environment factors
such as politics (Political), economy (Economic), society (Social) and Technology
(Technological) on the project marketing. The SWOT analysis is used to analyze the
advantages, disadvantages, opportunities and threats of the project in the micro environment,
we can find the competitive advantage in the areas, products, services and so on in the process
of developing this project, promote the sale of the project housing products and improve the
profit and profit of the development company.
In the whole project marketing process, the author and the project marketing team adopt
different kinds of marketing strategy combinations. Class the competitive projects in the
region, research and prediction of future market supply in the same sales area. In view of its
own characteristics and development stage, a relatively perfect marketing strategy proposal is
put forward. First of all, according to the market segmentation theory and the matrix, the
market opportunity point is found, and the conditions of product positioning and design
planning are clearly defined. Secondly, with the help of integrated marketing communication,
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the popularity and reputation of the project will be expanded, and the number of visitors to the
project is greatly improved. The core value points of the project are combed again, and the
advantages and disadvantages of other company projects and the case are fully compared to
improve the premium ability of the products. The final solution of the problem and the
obstacles encountered in the process of project marketing, and has strong practical
significance in promoting the development of Dalian Huiquan Real Estate Co. ltd.
Key Words：Dalian real estate ; marketing strategy; Market segmentation
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目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 1
1.1研究背景与意义 ........... 1
1.1.1研究背景1
1.1.2研究意义1
1.2研究思路与方法 ........... 1
1.2.1研究思路1
1.2.2研究方法2
2相关理论及研究综述 .. 4
2.1市场营销的STP理论 .. 4
2.1.1市场细分4
2.1.2目标市场5
2.1.3市场定位5
2.2PEST理论 ......... 5
2.3SWOT分析法 ... 6
2.4矩阵图分析法 ... 7
3 公司外部环境分析 ........ 9
3.1宏观环境分析 ... 9
3.1.1 政策环境分析 ...... 9
3.1.2 经济环境分析 .... 10
3.1.3 人口环境分析 .... 10
3.1.4 科技、文化环境分析 .... 11
3.2行业竞争环境分析 ..... 12
3.2.1 企业竞争者 ........ 12
3.2.2 产业进入壁垒 .... 12
3.2.3 替代产品的威胁13
3.2.4 购买者的议价能力 ........ 13
3.3竞争企业分析 . 14
3.3.1 竞争企业识别 .... 14。