摘要
经过较长时期的快速发展以后，我国楼市开始了新的时期，所面临的整个市场环境
条件发生了巨变，房地产企业愈发感到客户的需求日益增加，面临的市场竞争日趋白热
化。在这种形势下，旅游房地产业务慢慢进入房地产企业的视野，逐渐引起了社会的广
泛关注。本文在市场营销理论和产业融合理论的指引下，以A公司旅游房地产项目营销
策略为主要研究对象，紧紧围绕A公司旅游房地产项目现状及营销环境进行深入分析，
进而提出A公司旅游房地产项目营销的STP并改进项目的营销策略，以促进A公司旅
游房地产项目取得更好的市场营销效果。论文结构和主要观点如下：
首先，在对旅游房地产的概念进行界定的基础上，对旅游房地产项目的特征及其营
销的主要影响因素进行了理论分析，并结合旅游房地产的实际，阐述了市场营销理论和
产业融合理论，为本文后续研究奠定了理论基础
其次，对A公司旅游房地产项目营销现状进行深入分析，指出当前项目营销中主要
存在产业融合理念不够、营销策略协同不足、营销实施保障不力等主要问题
第三，结合SWOT分析矩阵，提出A公司旅游房地产项目的营销策略应以公司ST
战略的要求为主要的优化方向。论文重点从STP和4P策略方面，提出A公司旅游房地
产项目营销的具体策略：A公司旅游房地产项目应该实行差异化策略，通过市场细分、
确定目标市场，在明确项目景观定位、项目物业风格定位的基础上，要重点将项目客户
定位在社会精英阶层
最后，论文提出了A公司旅游房地产项目营销策略的具体实施与保障措施，即加强
公司战略规划，完善营销体系架构，强化公司资本运营，项目营销风险管理，注重企业
品牌塑造，确保营销目标和发展战略的顺利实现
关键词：旅游房地产；营销策略；STP；4P
Abstract
After a long period of rapid development, China's property market has begun a new
period, and the entire market environment conditions have undergone tremendous changes.
Real estate companies increasingly feel that customer demand is increasing, and the market
competition facing them is becoming increasingly intense. In this situation, the tourism real
estate business slowly entered the real estate business's horizon, gradually aroused widespread
concern in the society. This article under the guidance of marketing theory and industry
integration theory, takes the marketing strategy of A company's tourism real estate project as
the main research object, closely analyzes the current situation of A company's tourism real
estate project and the marketing environment, and then makes an in-depth analysis, and then
puts forward the marketing of A company's tourism real estate project. STP and improve the
project's marketing strategy to promote A company travel real estate projects to achieve better
marketing results. The structure and main points of the paper are as follows:
Firstly, based on the definition of the concept of tourism real estate, a theoretical analysis
of the characteristics of tourism real estate projects and the main influencing factors of
marketing, combined with the realities of tourism real estate, expounds the theory of
marketing and industrial integration, The follow-up study of this paper lays a theoretical
foundation.
Secondly, it makes an in-depth analysis of the status quo of A company's tourism real
estate project marketing, and points out that there are major problems in current project
marketing, such as inadequate industrial integration concepts, insufficient marketing strategy
coordination, and poor marketing implementation support.
Thirdly, combining with the SWOT analysis matrix, it is proposed that marketing of A
company's tourism real estate project should be based on ST strategy requirements as the
main optimization direction. On the basis of strategic analysis, the paper focuses on the
specific strategies for the marketing of real estate projects for company A from the aspects of
STP and 4P strategies: A. The tourism real estate projects of company A should implement
differentiated strategies, identify market segments, determine target markets, and clarify
projects. Based on the positioning of landscapes and the positioning of project property styles,
we must focus our project customers on the elites of the society.
Finally, the paper puts forward specific implementation and safeguard measures for the
marketing strategy of A company's tourism real estate project, namely, strengthening the
company's strategic planning, improving the marketing system framework, strengthening the。