改革开放 40 年来，我国经济增长经历了一个长周期的快速发展阶段，随着 国民经济的增长和城市化进程的加快，房地产业保持快速增长，逐渐成为国民经 济的支柱产业之一。快速发展也带来经济结构失衡，供需矛盾凸显等问题。政府 领导此制定了一系列限制性的宏观调控政策，促进房地产市场的健康发展。十九 大报告提出“房子是用来居住的，不是用来投机的”。政策环境抑制房地产市场投 机需求，使房地产市场更多地回归使用价值，增强消费者话语权和独立思考意识， 市场焦点从卖方市场转向买方市场，市场竞争加剧。 市场环境的巨大变化对房地产企业的经营提出了更高的要求。企业之间的竞 争不再局限于资金、技术、产品、价格等方面，更多的体现在营销上。成功的营 销可以帮助企业在激烈的市场竞争中获得竞争优势，提高企业的综合实力。 本文系统梳理和介绍了房地产营销的相关概念和理论，总结了前人的研究成 果和结论，简要介绍了美泰房地产公司和美泰天玺项目的基本情况，运用 PEST 和 SWOT 分析模型，分析了宏观环境和微观环境，企业和房地产项目的优势和 劣势，机会和威胁。结合美泰房地产公司营销管理现状，找出美泰房地产营销管 理中存在的原有问题和不足，并就如何更有效地开展美泰天玺项目的营销工作进 行深入思考。在充分调研市场的基础上，运用 STP 理论，对项目所处的区域市 场进行细分，选择合适的目标市场并确定市场定位，从目标客户需求的角度入手 研究，制定美泰天玺项目的营销策略：创造适销对路的产品，采用灵活的定价策 略，通过有效的营销渠道，实施各种促销手段，最终促进销售目标的实现。在此 基础上，为保证美泰天玺项目营销战略的顺利实施和预期效果的实现，制定了更 具针对性的控制和保障措施，包括运用创新的营销手段。最后，对全文进行了回 顾和总结。 通过本文的研究，首先，从理论和实践相结合的角度来看，营销理论可以有 效地指导房地产项目营销实践的过程，并为进一步充实和创新理论提供实际支 持；再者，有助于企业把握市场脉搏和锁定目标市场，提高经济效益，减少市场 波动对业务操作的不利影响；其次，能够帮助企业提高营销水平，为企业的长远 发展打下坚实的基础；同时也为其他房地产企业制定和实施营销策略提供参考。 关键词：美泰天玺；房地产营销；营销策略；STP 理论；4P 理论II keting strategy of Mattel Tianxi garden project Abstract Since the reform and opening up 40 years ago, China's economic growth has experienced a long cycle of rapid development stage, with the growth of the national economy and the acceleration of urbanization process, real estate industry to maintain rapid growth, gradually become one of the pillar industries of the national economy.Rapid development also brings economic structure unbalance, contradiction of supply and demand is highlighted etc.The government formulated a series of restrictive macro-control policies, which promoted the healthy development of the real estate market.The report of the 19th CPC national congress put forward that houses are for living, not for speculation.The policy environment restrains the speculative demand of the real estate market, makes the real estate market return to the use value more, strengthens the consumers' right to speak and the consciousness of independent thinking, changes the market focus from the seller's market to the buyer's market, and intensifies the market competition. The great changes of market environment put forward higher requirements for the operation of real estate enterprisespetition among enterprises is no longer limited to capital, technology, products, prices and other aspects, more reflected in marketing.Successful marketing can help enterprises gain competitive advantages in the fierce market competition and improve their comprehensive strength. This paper introduces the real estate marketing system and the related concepts and theories, summarizes the predecessor's research results and conclusions, this paper briefly introduces the Mattel Real Estate Company and Mattel Tianxi basic situation of the project, using PEST and SWOT analysis model, analyzed the macroscopic environment and microcosmic environment, the advantages and disadvantages of enterprises and real estate projects, opportunities and threatsbined with the current marketing management situation of Mattel RealIII Estate Company, the existing problems and deficiencies in the marketing management of Mattel real estate were found out, and how to carry out the marketing work of Mattel Tianxi project more effectively was deeply considered.In the market on the basis of investigation and by using the STP theory, the project of regional market segmentation, select the appropriate target market and determine the market positioning, proceed from the Angle of the target customer demand research, develop Mattel Tianxi project marketing strategy: create readily marketable products, adopt flexible pricing strategy, through effective marketing channels, and implement various promotions, finally promote the realization of the sales target.On this basis, in order to ensure the smooth implementation of the marketing strategy of Mattel Tianxi project and the realization of the expected effect, more targeted control and safeguard measures for the implementation of the project marketing strategy were developed, including the use of innovative marketing means.At last, the thesis is reviewed and summarized. Firstly, from the perspective of combining theory and practice, marketing theory can effectively guide the process of real estate project marketing practice and provide practical support for further enriching and innovating the theory.In addition, it helps enterprises to grasp the market pulse and lock the target market, improve economic benefits, and reduce the adverse impact of market fluctuations on business operations.Secondly, it can help enterprises improve their marketing level and lay a solid foundation for their long-term development.At the same time, it also provides reference for other real estate enterprises to formulate and implement marketing strategies. Key words: Mattel Tianxi; Real Estate Marketing; Marketing Strategy; STP Theory; 4PTheoryIV 目 录 中文摘要...................................................................................................... I Abstract........................................................................................................II 第一章 绪论................................................................................................1 1.1. 研究的背景....................................................................................................1 1.2. 研究目的和研究意义....................................................................................3 1.2.1. 研究的目的...............................................................................................3 1.2.2. 研究的理论意义.......................................................................................4 1.2.3. 研究的现实意义.......................................................................................4 1.3. 研究思路和研究方法....................................................................................5 1.3.1. 研究思路...................................................................................................5 1.3.2. 研究方法...................................................................................................5 1.4. 相关概念和理论基础....................................................................................7 1.4.1. 房地产概念界定.......................................................................................7 1.4.2. 市场营销概念界定...................................................................................7 1.4.3. PEST 分析法.............................................................................................7 1.4.4. SWOT 分析法...........................................................................................7 1.4.5. STP 理论....................................................................................................8 1.4.6. 市场营销 4P 理论.................................................................................. 9 第二章 国内外相关研究综述................................................................. 11 2.1. 国外研究综述................................................................................