摘 要

房地产行业是一个倍受社会关注的行业。近几年来由于房价的快速上涨,国家不

断出台政策对房地产市场进行调控,房地产企业面临的牛存与发展压力也随之越来越

大,小型房地产企业如何应对外部环境的变化对其生存发展至关重要。

本文以一家小型房地开发企业的一个新项目作为案例,皆先梳理出了在项目开发

上所遇到的营销问题,然后对其所处的内外环境进行了分析,最后再对其营销策略进

行了研究。在外部环境的分析上,运用PEST模型从政治法律、经济、技术、社会文

化四个方面进行阐述,运用五力模型对竞争者、潜在进入者、购买者、供应者和替代

品的进行了分析,阐明了公司所面临的行业环境。在内部环境分析上,通过资源分析

和能力分梳理出了企业所拥有的资源和具备的能力。外部环境和内部环境分析后,

运用SWOT分析工具对内外环境进行了综合分析,研究了企业发展组合策略。在以上

分析研究的基础上,结合四川宇众房地产开发有限公司以及项目的实际情况,以4Ps

营销策略理论为基础,对产品、价格、渠道和促销四个方面的策略进行了研究规划。

本文的研究的结果不仅对四川宇众房地产幵发有限公司在幵发“悦府”项目上的营

销策略选择与优化有直接的指导作用,而且对小型房地开发企业如何制定项目营销策

略也具有一定的参考意义。

关键词房地产;悦府项目;营销策略

西南交通大学硕士研究生学位论文
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Abstract

The real estate industry is a highly social concern industry. In recent years due to the

rapid rise in prices, the state has promulgated the policy to control the real estate market, real

estate enterprises facing the survival and development of the stress also increased, to change

how the small real estate companies deal with the external environment change is crucial to

its survival.

This paper takes a new project of a small real estate company t as a case. First sorted out

the marketing problems encountered during project development, and then analyzed the

internal and external environment, last researched the marketing strategy. In the analysis of

the external environment, the use of PEST model from four aspects of politics and law,

economy, technology, society and culture, using five forces model analyzed competitors,

potential entrants, buyers, suppliers and alternatives are, the company faces the industry

environment. In the internal environment analysis, use the analysis of the resources and

ability to sort out the enterprise resources and ability. Used SWOT analysis tools to analyze

the internal and external environment and researched the enterprise development strategy.

On the basis of the above analysis, combined with the actual situation of the Sichuan Yu Real

Estate Development Company Limited and the project, the 4Ps marketing strategy theory as

the foundation, studied from product, price, place and promotion four aspects of strategy.

The research results not only on the Sichuan Yu Real Estate Development Company

Limited in the development of YueFu project marketing strategy selection and

optimization of direct guidance, but also to the small real estate development enterprises to

develop project marketing strategy also has certain reference significance.

key words Real estate; YueFu project; Marketing strategy