近年来，国家房地产政策越来越缩紧，许多宏观经济政策的制定对房地产企 业来说是不利的，房地产行业由膨胀逐渐步入理性。本文以 BGY 集团 XH 项目（郑 州 BGY 集团西湖项目，全文相同）为例，针对该项目的市场营销策略进行了深入 研究，为该项目及时优化市场营销策略提供了理论基础。 BGY 集团 XH 项目是该集团重点开发项目之一，规划面积约 8 平方公里，坐 落于郑州市西流湖畔。该项目区位优势突出，周边交通便利，自然环境优美，配 套设施齐全，极易适合居住或投资。但是，由于受宏观环境的变化，XH 项目 4P 营销策略中的产品策略、价格策略、渠道策略、促销策略逐渐暴露出一些问题， 比如针对产品设计不符合市场需求、价格体系不完善、营销渠道过不够复合、促 销策略相对传统保守等问题。通过分析原因，主要表现，一是该项目策略制定缺 乏有效的调查研究，客户需求未进行细分；二是受公司集团化机制束缚较深，营 销渠道单一；三是营销组织创新能力不足，创新意识不强；四是在营销中，缺乏 灵活的营销策略，营销组合策略尚未形成有效的整合力量。因此，为了进一步优 化 XH 项目的营销策略，本文根据目标客户的需求对产品设计内容进行优化，制 定动态定价机制，实行多渠道立体营销战略，创新促销手段，实施市场营销组合 策略。 本文全面梳理了 BGY 集团 XH 项目的营销环境，深入剖析了 BGY 集团 XH 项目 在当前营销策略中存在的问题及原因，提出了改进营销策略的优化对策，为 XH 项目的营销策略优化与实施提供了一定的理论借鉴,同时，也对房地产企业的市 场营销管理工作起到了一定的指导意义。 关键词， 房地产 市场营销 营销组合II Abstract In recent y ears, with the continuo us adjustment of the n ational real estate industry environment and national policies, th e real estate market is facing more and more severe challenges, and the com petition among real estate enterprises is becoming increasingly fierce. T aking the XH project of BGY group (the west lake project of zhengzhou country garden group, the full text is the same) as an example, this paper conducts an in-d epth study on the m arketing strategy of the project, providing a theoretical basis for the tim ely optimization of the marketing strategy of the project. The BGY group XH project covers an area of 8 square kilom eters and is expected to be developed from September 2018 to September 2021. The project has convenient transportation, high land value, complete supporting facilities of shopping, medical, financial, school and oth er institutions, high sup porting value, and lar ge appreciation space compared with other s uburban real estate. Howev er, due to the change of its m arketing environment, the current product strategy , price strategy, channel strategy and promotion strategy of XH project have some problems, such as the product design is not in line with m arket demand, the price system is not perfect, the marketing channel is too single, and th e promotion strategy is lack of innovation. The main reasons are as follows: first, there is a lack of in-depth res earch on target positioning, and the demand of target customers is not accurately grasped; Second, the company system mechanism is rigid, lack s the flexibility; Third, the marketing organization lacks the innovation consciousne ss; Fourth, in the m arketing, lacks the flexible marketing strategy; Fif th, the marketing mix strategy has not form ed the effective integration strength. Therefore, in order to further optim ize the marketing strategy of XH project, this paper tim ely adjusted and improved the product design according to the needs of tar get customers, formulated a dynam ic price system , adopted multi-channel strategy, innovated prom otion methods and im plemented marketing mix strategy. And through the es tablishment of human resources system, capital management system, system process system, organizational structure system and other strategies to ensure that the pr oject marketing strategy to be ef fectivelyIII improved. Comprehensive analyzing BGY XH group marketing environment of the project, reveals the XH BGY group project in the current problems and reasons existing in the marketing strategy, and puts forwa rd the countermeasures of improving marketing strategy and implementation of security, to achieve the marketing target of the XH project has important guiding significance, also on the domestic real estate enterprises to optimize the marketing strategy has a certain reference significance. Key words: Real estate Marketing strategy Marketing mixI 目 录 第一章 绪论............................................................................................................................................1 第一节 研究背景和目的................................................................................................................1 一 研究背景...........................................................................................................................1 二 研究目的...........................................................................................................................1 第二节 研究内容............................................................................................................................2 第三节 研究思路与方法................................................................................................................2 一 研究思路...........................................................................................................................2 二 研究方法...........................................................................................................................3 第四节 论文创新与不足................................................................................................................3 一 论文创新...........................................................................................................................3 二 论文不足...........................................................................................................................4 第二章 BGY 集团 XH 项目概况与营销环境...........................................................................................5 第一节 BGY 集团及 XH 项目概况...................................................................................................5 一 BGY 集团基本概况 ............................................................................................................5 二 BGY 集团 XH 项目概况 ......................................................................................................6 第二节 BGY 集团 XH 项目的营销环境...........................................................................................7 一 宏观环境...........................................................................................................................8 二 行业环境...........................................................................................................................9 三 微观环境.........................................................................................................................10 第三章 BGY 集团 XH 项目营销现状.....................................................................................................13 第一节 BGY 集团 XH 项目的现行营销策略.................................................................................13 一 产品策略.........................................................................................................................13 二 价格策略.........................................................................................................................14 三 渠道策略.........................................................................................................................14 四 促销策略.........................................................................................................................15 第二节 BGY 集团 XH 项目现行营销策略存在的问题.................................................................15 一 产品策略定位不准 .........................................................................................................15 二 价格体系不完善 .............................................................................................................16 三 营销渠道过于单一 .........................................................................................................16 四 促销手段缺乏创新 .........................................................................................................16 第三节 BGY 集团 XH 项目营销策略问题产生的原因.................................................................17 一 目标定位缺乏深入调研 .................................................................................................17 二 公司体制机制僵化 .........................................................................................................17 三 营销组织缺乏创新意识 .................................................................................................17 四 产品营销组合不够高效一体..........................................................................................18 第四章 BGY 集团 XH 项目营销策略的完善.......................................................................................19 第一节 优化产品设计..................................................................................................................19 一 规划设计.........................................................................................................................19 二 产品组合.........................................................................................................................20II 第二节 实行动态定价机制..........................................................................................................20 一 定价方法的选择 .............................................................................................................20 二 定价体系的制定 .............................................................................................................20 第三节 多渠道立体营销..............................................................................................................21 一 多渠道融合 .....................................................................................................................21 二 代理合作.........................................................................................................................21 三 案件营销.........................................................................................................................21 四 新媒体拓展......................................................................................................................21 第四节 创新促销手段..................................................................................................................22 一 人员促销.........................................................................................................................22 二 口碑促销.........................................................................................................................22 三 网络促销..........................................................................................................................22 第五节 营销组合..........................................................................................................................22 一 四位一体整合式营销 .....................................................................................................22 二 全方位家园式营销 .........................................................................................................23 第五章 研究结论与展望....................................................................................................................24 第一节 研究结论........................................................................................................................24 第二节 研究展望........................................................................................................................24