摘 要
目前房地产市场竞争非常激烈，国家宏观调控政策出台频繁。受政策及全球经济影响，
中国房产市场从 08 年底逐步进入低谷，持续到 12 年下半年才有所好转。做为中小房地产
企业如何提升自身产品的影响力是已成为自身研究的重要课题，而设计好项目的营销推广
策略是中小房地产企业提升影响力、促进产品销售的重要手段。普遍认为未来的几年里，
房产行业面临新一轮的洗牌，残酷的优胜劣汰法则将会把中小房产企业淘汰出局。可是船
小好调头，小企业战略调整比大型企业要灵活，完全可以利用企业自身资源，突出项目优
势，按照市场和公司的情况不断改善经营战略和项目营销推广策略，把危机变成机会，突
出重围。本文就是在市场营销理论的指导下，探讨合肥市别墅市场现状和未来发展方向，
并围绕这些对紫郡庄园项目进行优劣势分析，将理论溶于实践，在实践中感悟理论，通过
分析比较更为清晰的锁定紫郡庄园项目的目标客户群，为该项目的营销推广提供实施策略
方案。
关键词：房地产营销 策略 房地产市场 定位紫郡庄园项目的营销推广策略
ABSTRACT
At present, the real estate market is very competitive with the national macroeconomic
regulation and control policy frequently issued. Affected by the policy and the global economy,
China's real estate market fell into the trough step by step from the end of 2008 and continuously
improved until the second half of 2012. As the small and medium-sized real estate enterprise,
how to improve its product's influence has become an important subject for its own research,
while designing the marketing strategy of project is an important means to promote its influence
and enhance the product sales. It is generally believed that in the following few years, the real
estate industry will face a new round of reshuffle, and the brutal shake-out principle will make
the small and medium-sized real estate enterprises eliminated. But small ship is easily turned
around, the strategic adjustment of a small business is much more flexible than that of the large
enterprises, the reason of which is that a small enterprise can use its own resources to highlight
the advantages of projects and continuously improve the business strategy and project marketing
strategy according to the market and company with the crises changed into the opportunities for
breaking through the close siege.
Under the guidance of marketing theory, this paper discusses the current situation and
future developmental direction of Hefei villa market, around which the project of Purple County
Manor is analyzed from its advantages and disadvantages. The theory is mixed with the practice,
and also the theory is comprehended in practice. Through the comparative analysis, target
customer groups of the project of Purple County Manor can be much more clearly locked for
providing an implementation strategy scheme for marketing and promoting the project.
Key Words: real estate marketing strategy real estate market positioning