I 摘要 中国房地产经历了高速发展的“黄金十年”后，以2014年经济危机为转折点， 结束了市场单边快速上涨，行业整体快速扩张的行情，正式进入 “白银时代”。 由于面临的政策、市场、客群等都发生变化，同时行业饱和、经济下行使得企业 之间竞争加剧、项目销售难度进一步加大，各大房企都在积极进行变革。YY集团 旗下的YY广场采用的传统营销模式存在费用过高、销量不佳、不能精确评估各 通路效果等问题，已不能应对市场的挑战。因此，变革YY广场营销模式，制定 符合目前市场情况的 营销策略就显得迫在眉睫。 本文对YY广场的宏观环境、行业环境、内部情况进行分析，再总结项目前 期采用的营销策略及取得的效果，指出其中存在的问题并找出原因。结合目 标客 群的市场调查，进行市场细分和目标市场的选择，对项目进行定位。从市场变化、 技术发展、客群喜好等方面论证，网络营销将做为项目营销变革方向。 然后，本文根据软 营销、直复营销等网络营销理论的指导，针对客户上网习 惯以及项目实际情况，为项目的产品、价格、渠道、促销方面以及后期运营制定 一整套的网络营销策略组合。又从企业 理念、人才培养、激励机制等方面为YY 广场的网络营销策略推行提供了保障措施建议。因此本文的研究对于房地产的营 销变革来说都有一定的借鉴意义，也能为商业综合体项目 的销售和运营给予一定 的启示和建议。 关键词：房地产，营销变革，网络营销，营销策略 ABSTRACT II ABSTRACT After the "golden decade" of rapid development in China's real estate industry, the unilateral rapid market boom and the rapid expansion of the industry as a whole ended with the economic crisis of 2014 as a turning point, and the "silver age" was officially ushered in. Due to changes in policies, markets, customer groups, etc., plus with industry saturation and economic downturn, competition among enterprises have been intensified and difficulty in project sales increased, major real estate companies are actively making changes. The traditional marketing model adopted by the YY Plaza under the YY Group has problems such as excessive costs, poor sales, and inability to accurately evaluate the effects of various channels, and thus can no longer meet the challenges of the market. Therefore, it is urgent to change the marketing model of YY Plaza and formulate a marketing strategy adaptable to the present market conditions. This article analyzes YY Plaza in terms of its macro environment, industry environment and internal condition. It then summarizes the marketing strategies the Plaza has adopted and achievements made previously, on the basis of which existing problems and causes are identified. In combination with market survey on target customer groups, it made a decision on market segmentation and target markets, and project positioning.Through verification from the perspectives of market change, technological development and customer preference, it reaches the conclusion that network marketing will be the direction for marketing reform of the project. Based on networking habits customers’ networking habits and the status quo of the project, this article goes ahead to develop a complete network marketing strategy portfolio for the product, price, channel, project promotion and maintenance afterwards under the guidelines of marketing theories such as soft marketing and direct response marketing etc.As for the implementation of YY Plaza's network marketing strategy, this article also suggests safeguard measurements in terms of corporate philosophy, talent training, and incentive mechanisms. Therefore, the research in this article is significant as it provides certain reference to the reform of real estate marketing and sheds lights on the sales and operation of commercial complexes. Keywords: real estate ， marketing change， network marketing， marketing strategy 目录 III 目 录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景 ........................................................................................................... 1 1.2 本文的研究意义 ............................................................................................... 2 1.3 研究方法和框架 ............................................................................................... 2 第二章 基础理论与研究现状 ........................................................................................ 4 2.1 营销基础理论 ................................................................................................... 4 2.1.1 STP理论 ................................................................................................. 4 2.1.2 4P理论 .................................................................................................... 4 2.1.3 网络营销理论 ........................................................................................ 5 2. 2营销分析方法 ................................................................................................... 6 2.2.1 PEST分析法 ........................................................................................... 6 2.2.2 “波特五力”模型 ...................................................................................... 7 2.3 网络营销相关研究现状 ................................................................................... 7 2.3.1 国外研究现状 ........................................................................................ 7 2.3.2 国内研究现状 ........................................................................................ 8 第三章 YY广场的营销环境分 析.................................................................................11 3.1 YY广场宏观环境分 析.....................................................................................11 3.1.1 政策环境分析 .......................................................................................11 3.1.2 经济环境分析 ...................................................................................... 12 3.1.3 社会环境分析 ...................................................................................... 12 3.1.4 技术环境分析 ...................................................................................... 12 3.2 YY广场行业环境分 析.................................................................................... 13 3.2.1 现有企业之间的竞争 .......................................................................... 13 3.2.2 潜在的竞争者 ...................................................................................... 14 3.2.3 替代品的威胁 ...................................................................................... 15 3.2.4 买方议价能力分析 .............................................................................. 15 3.2.5 供应商议价能力分析 .......................................................................... 16 3.3 公司内部环境分析 ......................................................................................... 16 3.3.1 公司基本情况 ...................................................................................... 16 3.3.2 公司资源情况 ...................................................................................... 17 目录 IV 3.3.3 公司核心能力 ...................................................................................... 18 3.4 营销环境变化对YY广场的影 响.................................................................. 18 第四章 YY广场营销现状分析及市场定 位................................................................ 20 4.1 YY广场营销现状分 析.................................................................................... 20 4.1.1 当前营销策略 ...................................................................................... 20 4.1.2 营销现状存在的问题 .......................................................................... 22 4.1.3 原因分析 .............................................................................................. 25 4.2 客户触媒习惯调查 .......................................................