摘 要
我国的房地产行业在经历了其 30 年的发展后，终于进入了健康化以及法制化
的发展阶段。自 1995 年以后，大量的房地产开发企业开始出现，本行业已经经历
了近 20 年的竞争。尽管存在实力雄厚的房地产开发企业，但是并没有“全能企业”
的存在。随着房地产市场的不断被细分，企业如何找准位置定位自己，寻找目标
市场是摆在企业面前的关键问题。

四川银城房地产开发有限公司目前正在开发的银城房地产项目的市场定位是
一项复杂的工作。该项目位于成都市温江区，定位时需要考虑宏观政治与经济环
境、区域环境、同区域内竞争对手的楼盘状况等。所以，科学且正确的市场定位
策略决定着银城项目的成败。基于此，文章将针对银城项目的市场定位展开研究。

另外，好的市场定位还要靠合适的营销推广策略来实现。所以接下来针对市场定
位的结论制定合适的营销策略并提出其具体实施要素。通过此，使企业提高自身
研究实践与解决现实问题的能力。

本文主要包括以下几个方面的内容：首先介绍了文章的选题依据、研究背景
与意义，国内外已有的研究成果等；再次介绍了市场定位、房地产市场定位以及
房地产营销推广的主要理论以及企业环境分析的 SWOT 分析法；接下来对银城项
目的背景以及开发商情况进行了简单介绍，展开了基于 SWOT 的银城项目环境分
析；针对 SWOT 分析法对银城项目的分析结论，遵循发挥优势、削减弱点、抓住
机会、化解威胁、考虑过去、立足当前、着眼未来的原则制定了银城项目的市场
定位原则并展开了具有针对性的营销推广措施。为了验证本项目市场定位策略的
有效性，展开了简单的问卷调查；最后对文章的研究做了总结，并提出下一步的
研究展望。

关键词：市场定位，营销推广，SWOT 分析法，银城项目

ABSTRACT
After 30 years of development, the real estate industry of our country has finally
entered the health and legal development stage. Since 1995, numerous real estate
development enterprises appeared, the industry has experienced nearly 20 years of
competition. Despite the powerful real estate development enterprises exist, but it does
not have all-round enterprise. As the real estate market continues to be subdivided,
how to pinpoint the location of the position, position themselves and find the target
market is key problems of the enterprises.
The market positioning of the real estate project is being developed by the Sichuan
Yincheng real estate development limited company is a complicated work. The project
is located in Wenjiang District of Chengdu, positioning need to consider the
macro-political and economic environment, the real estate situation of competitors
within the same region. Therefore, scientific and accurate market positioning strategy
determines the success or failure of project. Based on this, the article will study market
positioning for the project. In addition, good market positioning depends on appropriate
marketing strategies to achieve. So, formulate an appropriate marketing strategy for the
market positioning of the conclusions. Through these measures, enterprises can improve
their ability to research practices.
This paper mainly includes the following aspects: first, it introduced the topic basis,
research background and significance, domestic and overseas research achievement;
secondly, market positioning, the main theory of the real estate market positioning, and
SWOT analysis method is introduced; next, the Yincheng project background as well as
the developers are briefly introduced, launched an analysis of Yincheng project
environment based on SWOT; according to the conclusion, following the principles of
playing advantage, reducing weakness, seizing the opportunity, resolving the threat,
considering the past, staying in the present and looking ahead to the future launched a
targeted marketing measures. In order to verify the project market positioning strategy
is effective, we launched a simple questionnaire; finally, we summarized the study and
proposed next step in the research prospects.
Keywords: market positioning, marketing promotion, SWOT analysis method,
Yincheng project