改革开放以来,随着中国经济的飞速发展、居民收入水平的不断上升和人口的持续

增长,居民对住房的需求越来越大,房地产需求的高速增长也迅速带动了整个房地产行

业的快速发展,房地产在社会经济生活中的地位越来越重要,并已经成为了中国国民经

济的重要支柱产之一。在这样的背景下,沈阳中恒银座房屋开发有限公司继纳帕阳光项

目之后推出了第二个精品项目——纳帕名门项目。

本论文在现代市场营销的相关理论的指导下,运用PEST分析法分析了项目所面临

的宏观环境,运用SWOT分析法系统分析了项目自身的优势、劣势、机会和威胁等。

对该项目所在的沈阳地区的经济发展水平、居民收入状况、相关房地产行业政策、房地

产市场价格、人口流动和需求等影响沈阳市房地产市场需求的各种因素做了深入系统的

分析,并对今后一定时期内的沈阳市房地产的市场需求进行了有效预测。最后,通过对

纳帕名门项目的宏观微观环境分析和SWOT分析的基础上,对项目所在市场进行细分,

并结合企业自身的资源和条件选择即将进入的目标市场,从而确定纳帕名门项目的市场

定位,提出了包括项目产品策略、价格策略、分销渠道策略、促销传播策略等营销组合

策略,并为确保项目的成功实施提出了具体的控制措施,以保证项目的最终的营销成功。

关键词:市场细分;目标市场选择;产品定位;4P营销组合策略

Abstract

Since the reform and opening up, with the sustained growth of income level, the economic

rapid development is rising and of the housing demand of the population, residents in china is

more and more big,the rapid growtti of real estate demand has also driven the rapid

development of the real estate industry, the real estate plays a more and more important in the

social economic life,and has become an important pillar industry of Chinese national economy.

In this context Shenyang Zhongheng Ginza Housing development Limited Company project

launched a second project~Napa project after Napa sunshine.

In this paper,under tiie guidance of related theory in modern marketing, the author

analyses the macro environment faced by using PEST and analysis tiie project's strengths,

weaknesses, opportunities and threats using the SWOT analysis system. Doing a thorough and

systematic analysis of various factors of the area of Shenyang real estate market demand of the

project located in the Shenyang regions economic development level, income situation, the real

estate industry policy,the estate market prices, population flow and demand of the estate, and

the author also predict Shenyang real estate for 这 certain period of time the market demand

effectively. Finally, based on the macro and micro environment of Napa noble project analysis

and SWOT analysis, After the projecfs market segmentation, and combined with the resources

and conditions the enterprise will enter the target market, in order to determine the market

positioning of the project Napa, the author proposes strategies, including product strategy,price

strategy,and distribution strategy, promotion strategy and marketing mix strategy

communication. In order to ensure the successful implementation of the project the author puts

forward specific control measures,to ensure that the project can realize the ultimate marketing

success.

KeyWords: Market Segmentation;Target Market Selection; Product Positioning; The 4P

Marketing Combination Strategy