在中央一系列房地产的宏观政策调控下，房屋居住属性不断回归，市场的竞 争形势发生了根本性变化，如何适应市场需求，满足置业客户需求成为当前房地 产企业市场营销的重点和难点。 江湾城项目是西网地产开发的高端地产项目，楼盘位于雅安市。雅安市近年 房地产市场持续向好，交易量价齐升，但公司江湾城项目销售情况并不太好，一 方面是由于外来企业例如金科、正黄、碧桂园等带来的竞争和挑战，另一方面是 由于自身营销模式传统，市场营销能力不足。同时，公司必须重视当前宏观政策 在不断紧缩，居民需求也发生根本性变化的基本现状，及时调整经营和销售策略， 以适应市场不断变化带来的竞争压力是公司当前市场营销工作的重中之重。虚拟 现实营销不仅能够兼顾互联网营销的效率，还能够解决营销的体验性问题，更为 重要的是能够提升营销体验的质量和直接感受，从而提升消费者购买欲望。 鉴于此，本人结合岗位工作实际经验以及MBA学习市场营销知识，首先开 展了关于公司组织结构、公司产品及服务、营销现状等方面的实际调查分析，已 经获得了江湾城项目市场营销的一手资料；同时，采用问卷调查方法统计分析了 江湾城项目市场营销存在的问题以及问题形成的原因，从而明确江湾城项目市场 营销的整体状况以及存在的问题及其成因；然后，对江湾城项目的营销环境进行 分析，包括宏观环境、微观环境以及内部环境，在明确市场营销环境后，首先分 析了目标客户的需求和基本特征，采用STP理论对江湾城项目目标客户进行市 场细分；最后，针对江湾城项目营销中存在的体验性差和时间成本高的问题，基 于4P理论从产品、价格、分销和促销四个方面设计营销策略组合，最后基于虚 拟现实技术框架，提出了江湾城项目虚拟现实营销策略及其保障措施，进而保障 虚拟现实营销策略组合能够在公司顺利推行。江湾城项目虚拟现实营销策略的实 施对于虚拟现实技术的市场化应用以及其他地产商更新市场营销策略都具有重 要的现实意义。 关键词：江湾城项目；房地产；虚拟现实营销；4P理论；STP理论 昆明理工大学专业学位硕士学位论文 西网地产江湾城房地产项目市场营销策略研究 II Abstract The central government controls a series of macro-policies on real estate, housing residential properties are constantly returning, among which the market competition situation has undergone fundamental changes. How to adapt to the market demand to meet the needs of real estate customers has become the focus and difficulty of the current real estate marketing. Jiangwan city is a high-end real estate project developed by Xiwang real estate, which is located in ya 'an city. In recent years, the real estate market in ya 'an city has continued to improve, and the transaction price has increased.However, the company'Jiangwan city project sales are not very well. On the one hand, it is the competition and challenge brought by foreign enterprises such as Jinke, Zhenghuang and country garden. On the other hand, \ it is the lack of marketing ability due to its own traditional marketing mode. At the same time, the company must pay attention to the current macro policy, which is constantly tightening and household demand. Fundamental changes in the status quo are also being made. It is the focus of the company's current marketing work that the management and sales strategies are adjusted in time to adapt to the competitive pressure brought by the changing market. Virtual reality marketing can not only consider the efficiency of Internet marketing, but also can sovle the problem of marketing experience. More importantly, it can improve the quality of the marketing experience and direct feelings, thus increasing consumers' desire to buy. In view of this, the actual work experience and MBA marketing knowledge were combined. First, the company carried out a practical investigation and analysis on the company's organizational structure, products and services, marketing status quo, etc., which has obtained the first-hand marketing information of Jiangwan city project. At the same time, the questionnaire survey method is used to analyze the marketing problems of Jiangwan city project and the reasons for the formation of the problems, so as to clarify the overall marketing situation of Jiangwan city project and the existing problems and their causes; Then, the marketing environment of Jiangwan city project was analyzed, which includes macro environment, micro environment and internal environment. After the marketing environment is clarified. First of all, the 昆明理工大学专业学位硕士学位论文 西网地产江湾城房地产项目市场营销策略研究 III needs and basic characteristics of target customers are analyzed to use STP theory to conduct market segmentation for target customers of Jiangwan city project. Finally, there are problems of poor experience and high time cost in the marketing of Jiangwan city project, which is based on the 4P theory to design the marketing strategy mix from four aspects: product, price, distribution and promotion. Finally, based on the framework of virtual reality technology, the virtual reality marketing strategy and its safeguard measures of Jiangwan city project were proposed, which ensured that the combination of virtual reality marketing strategies could be successfully implemented in the company. The implementation of virtual reality marketing strategy of Jiangwan city project is of great practical significance for the marketization application of virtual reality technology and the updating of marketing strategy by other real estate developers. Key words: Jiangwan city project; Real estate; Virtual reality marketing; 4p theory; STP theory 昆明理工大学专业学位硕士学位论文 西网地产江湾城房地产项目市场营销策略研究 i 目 录 摘要 ............... I ABSTRACT ..... II 第一章 绪论.. 1 1.1研究背景及意义 ................. 1 1.1.1研究背景 ....................... 1 1.1.2研究意义 ....................... 2 1.2 国内外研究现状 ................. 2 1.2.1 国内研究进展 .............. 2 1.2.2 国外研究进展 .............. 4 1.3 研究方法与研究思路 ......... 6 1.3.1 研究方法 ...................... 6 1.3.2 研究思路及技术路线 .. 7 1.4 研究内容和研究框架 ......... 7 1.4.1 研究内容 ...................... 7 1.4.2 研究框架 ...................... 9 第二章 相关理论概述 .............. 10 2.1 营销环境分析方法 ........... 10 2.1.1 PEST分析 ................... 10 2.1.2 SWOT分析 ................. 11 2.2 市场定位理论 ................... 11 2.3 4P理论 .............................. 12 2.4 虚拟现实营销 ................... 13 第三章 西网地产江湾城房地产项目营销环境分析 ............................ 14 3.1 江湾城项目宏观环境分析 .............................. 14 3.1.1 政治法律环境 ............ 14 3.1.2 经济环境分析 ............ 14 3.1.3 社会文化环境 ............ 15 昆明理工大学专业学位硕士学位论文 西网地产江湾城房地产项目市场营销策略研究 ii 3.1.4 技术环境分析 ............ 16 3.2 江湾城项目微观环境分析 .............................. 16 3.2.1 现有竞争者分析 ........ 17 3.2.2 新进入者的威胁 ........ 18 3.2.3 替代品的威胁 ............ 18 3.2.4 购买者的讨价还价能力分析 ................... 19 3.2.5 供应商的讨价还价能力分析 ................... 19 3.3 江湾城项目SWOT分析 . 19 3.3.1 优势............................. 19 3.3.2 劣势............................. 20 3.3.3 机遇............................. 21 3.3.4 威胁............................. 22 第四章 西网地产江湾城项目营销现状分析 ......... 24 4.1 公司概况 ........................... 24 4.1.1 公司简介 .................... 24 4.1.2 公司组织架构 ............ 24 4.2 江湾城项目营销现状分析 .............................. 25 4.2.1 产品策略现状分析 .... 25 4.2.2 定价策略现状分析 .... 26 4.2.3 渠道策略现状分析 .... 27 4.2.4 促销策略现状分析 .... 28 4.3 江湾城项目营销存在的问题及成因分析 ...... 29 4.3.1 产品设计问题 ............ 29 4.3.2 定价问题 .................... 29 4.3.3 营销渠道问题 ............ 30 4.3.4 促销方式问题 ............ 30 第五章 西网地产江湾城项目客户的需求特征及市场定位 ................ 33 5.1 客户需求分析 ................... 33 5.1.1 客户产品需求 ............ 34 昆明理工大学专业学位硕士学位论文 西网地产江湾城房地产项目市场营销策略研究 iii 5.1.2 客户价格需求 ............ 35 5.2 购买行为特征分析 ........... 37 5.2.1 购房次数 .................... 37 5.2.2 购房目的 .................... 37 5.3 STP分析 ............................ 39 5.3.1 市场细分 .................... 39 5.3.2 目标市场的选择 ........ 40 5.3.3 市场定位 ........