摘要
I
摘要
1998 年中国各地陆续取消住房实物分配制度，开始实行货币化分房，随着按揭政策
的实施，住宅开始走向商品化，房地产投资进入平稳快速发展时期，房地产业成为国民
经济的支柱产业之一。然而在房地产行业高速发展的同时也出现了很多问题，房地产行
业信任缺失、房价增速过快，成品房空置率居高不下，买不起与售不出矛盾日趋尖锐等
严重困扰着我国房地产行业，究其原因地产企业对市场营销的忽视占有很大比重，尤其
是在项目定位以及市场细分、目标市场的选择上。H 地产公司虽然已经成立了近 20 年，
但依旧存在上述问题，为了在竞争激烈的房地产行业争得一席之地，地产公司必须做好
前期的市场营销。对市场进行科学细分，结合企业资源与项目定位，匹配最有利的目标
市场，进而制定行之有效的竞争策略

本文以现代市场营销战略核心的 STP 策略为理论基础，以 H 地产公司的营销实践为
研究对象，详细的阐述了 H 地产公司的营销现状、存在问题以及原因。本文首先对 H 地
产公司所处的内外部环境进行了系统的分析，在此基础上借助 SWOT 方法分析了该公司
具有的优劣势以及面临的机会与威胁。然后针对 H 地产公司在目标市场营销中存在的问
题以及引发这些问题的原因，将其作为本章的主体，借助相关理论与工具，分析得出如
何落实 STP 战略，并从提高营销队伍素质、提升顾客满意度、增加营销人性化比重等方
面来确保 STP 战略的实践效果。通过全面详尽的分析，本文的成果主要有以下几点：其
一是分析了 STP 战略在房地产营销当中的应用，市场细分、目标市场、市场定位三者既
有纵向的递进联系，又有横向的关联；二是在市场细分中运用了三层次细分模型，在提
高了细分效率的同时也使得对细分市场的描述更加准确；三是将消费者的满意度与项目
定位进行关联，从而更好的把握市场的需求；四是为了保证 STP 实践的效果，本文在提
升营销团队素质、提高顾客满意度等方面给出了具体的建议

由于H地产公司的问题具有普遍性，因此本文以H公司的市场营销规划为研究对象，
特别是在制定和落实市场细分、目标市场和市场定位等方面给出了具体的思路甚至方
案，并对保障效果的措施也给出了详细的建议，因此具有一定的参考价值，尤其是对中
小型房地产企业

关键词： STP 理论，营销战略，市场细分，房地产Abstract
II
Abstract
In 1998 China around after the abolition of the housing distribution system, to start the
implementation of monetary allocation, with the implementation of the housing mortgage
policy, began to move toward commercialization, real estate investment into a period of rapid
development, the real estate industry has become one of the pillar industries of the national
economy. However, in the real estate industry development also appeared many problems,
lack of trust, the price of real estate industry in the fast growth of product, housing vacancy
rate is high, can not afford to buy and sell a sharp contradiction between the serious plaguing
China&39;s real estate industry, real estate enterprises ignore the reason for marketing a great the
proportion, especially in the project positioning and market segmentation, target market
selection. Although H real estate company has been established for nearly 20 years, but still
exist the above problems, in order to win a place in the fierce competition in the real estate
industry, real estate companies must do a good job of pre marketing. Scientific segmentation
of the market, combined with enterprise resources and project positioning, matching the most
favorable target market, and then develop effective competitive strategy.
This article takes the modern marketing strategy core STP strategy as the theory
foundation, takes H real estate company&39;s marketing practice as the research object,
elaborated in detail the H real estate company&39;s marketing present situation, the existence
question and the reason. In this paper, firstly, the internal and external environment of H real
estate company is systematically analyzed. On this basis, the advantages and disadvantages of
the company as well as the opportunities and threats are analyzed by means of SWOT. Then
according to the H real estate company in the target market marketing problems and causes of
these problems, as the main body of this chapter, the related theories and tools, analysis of
how to implement the STP strategy, and improve the quality of the marketing team, improve
customer satisfaction and increase the proportion of humanized marketing etc. to ensure the
STP strategy practice effect. Through the comprehensive and detailed analyses, the results of
this paper are as follows: one is the analysis of the application of STP strategy in real estate
marketing, market segmentation, target market, market positioning, the three have a吉林大学硕士学位论文
III
progressive longitudinal and transverse contact, the Association; two is in the market
segmentation using three level subdivision in the model, improve the segmentation efficiency
at the same time also makes the market segmentation more accurate description; three is the
consumer satisfaction and project positioning Association, in order to better grasp the market
demand; four is to ensure that the STP practice, in this paper to enhance the marketing team
quality, improve customer satisfaction and so on are given specific advice.
The H real estate company&39;s problem is universal, so this paper takes marketing planning
of H company as the research object, especially in the development and implementation of
market segmentation, target market and market positioning, gives specific ideas and scheme,
and the security measures also gives detailed advice, so it has a certain the reference value,
especially for small and medium-sized real estate enterprises.
Key words: STPTheory, Marketing Strategy, Market Segmentation, Real Estate目录
IV
目 录
摘要...I
Abstract......... II
目 录.......IV
第 1 章 绪 论.1
1.1 研究背景及意义.......1
1.1.1 研究背景..........1
1.1.2 研究目的和意义..........3
1.2 研究方法及内容.......4
1.2.1 研究方法..........4
1.2.2 研究内容..........4
1.2.3 创新之处..........5
1.3 技术路线及研究方法....5
第 2 章 相关理论与研究现状...........7
2.1 相关理论.......7
2.1.1 STP 营销理论...7
2.1.2 目标市场营销战略.......7
2.1.3 SWOT 分析法...8
2.2 国内外研究现状........9
2.2.1 国内研究现状..9
2.2.2 国外研究现状10
第 3 章 H 地产公司市场营销环境分析....12
3.1 H 地产公司简介......12
3.2 内部环境分析..........13
3.2.1 企业资源分析.13
3.2.2 企业能力分析.15
3.2.3 企业文化分析....
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