经济增长带动了人们物质生活水平的提升，增加了人们收入中的可支配额 度，可用以改善居住条件及提升生活品质。特别趋向于舒适、高档的居住环境， 并要求配置完善的休闲、娱乐设施，以满足高品味的生活需求，这也是用户身份 的一种体现。为此，人们对高档居住环境的需求，促进了房产业高档居住产业的 发展，同时该产业在用地审批上又受到了政府的严格管控，紧缩了高档居住用地 资源，增加了投资价值。高档居住产业同一般性居住产业具有明显的区别，首先 体现在高投资成本上，其次体现在高规模上，高购房要求上，最后体现在激烈的 销售上。因此，房产企业在制定高档住宅项目建设策略时，要充分结合当地的用 户需求进行全面考察、制定。 本文以 A 公司 Y 项目的建设策略制定作为分析对象，并结合营销理论在石 家庄市裕华地区某高档住宅项目的应用，展开具体策略的实施研究，以此来模拟 高档住宅项目的策略制定。首先，从 A 企业的房产项目营销实际出发，从理论 层面阐述了营销策略，作为该项目的理论研究支撑；其次，在营销理论指导下， 完成策略架构的搭建；再次，完成 Y 项目的营销策略制定，并分析其宏观影响、 中观影响、微观影响。在分析过程中，采用了波特五力分析方法、PEST 分析方 法、SWOT 分析方法等，具体评价了 A 企业 Y 项目策略制定中的不足及优势。 并结合项目开展，进行了市场定位及资源匹配，采用 STP 分析，完成市场定位 分析；最后，结合 Y 项目营销策略的制定、经验，完成了营销 4P 策略的总结， 并提供后续研究及行业使用支持、借鉴。本文的创新之处在于，针对石家庄市的 高档住宅项目展开了营销策略分析，总结了其策略优势、经验与不足，并结合市 场营销理论进一步分析营销策略。 关键词，STP 分析 PEST 分析 高端房地产 市场营销IV Abstract Economic growth has led to the improvement of people's material living standards, increased the disposable amount of people's income, which can be used to improve living conditions and improve the quality of life. Especially tends to comfortable, high-end living environment, and requires the configuration of perfect leisure and entertainment facilities to meet the needs of high-quality life, which is also a reflection of user identity. Therefore, people's demand for high-grade residential environment has promoted the development of high-grade residential industry in real estate industry. At the same time, the industry has been strictly controlled by the government in land use approval, which has tightened the resources of high-grade residential land and increased the value of investment. There are obvious differences between high-end residential industry and general residential industry. First, it reflects in high investment cost, secondly in high-scale, high purchase requirements, and finally in the fierce sales. Therefore, when formulating the construction strategy of high-end residential projects, real estate enterprises should fully integrate the needs of local users to conduct a comprehensive investigation and formulation. This paper takes the construction strategy formulation of Y project of Company A as the analysis object, and combines the application of marketing theory in a high-grade residential project in Yuhua District of Shijiazhuang City, launches the implementation study of specific strategies, in order to simulate the strategy formulation of high-grade residential projects. Firstly, starting from the marketing practice of the real estate project of A enterprise, this paper expounds the marketing strategy from the theoretical level as the theoretical research support of the project; secondly, under the guidance of marketing theory, it completes the construction of the strategic framework; thirdly, it completes the marketing strategy formulation of Junhua project, and analyses its macro, meso and micro effects. In the process of analysis, Porter's five-force analysis method, PEST analysis method and SWOT analysis method are used to evaluate the shortcomings and advantages of enterprise A's Y project strategy formulation. Combining with the project development, theV market positioning and resource matching are carried out, and STP analysis is used to complete the market positioning analysis. Finally, combined with the formulation and experience of Y project marketing strategy, the marketing 4P strategy is summarized, and the follow-up research and industry use support and reference are provided. The innovation of this paper lies in the marketing strategy analysis of Shijiazhuang's high-grade residential projects, which summarizes the advantages, experiences and shortcomings of the strategy, and further analyses the marketing strategy combined with the marketing theory. Keywords: STP analysis; PEST analysis; High-end real estate; MarketingVI 目 录 摘要.....................................................................................................................................III Abstract...............................................................................................................................IV 1 绪论.....................................................................................................................................1 1.1 研究背景与研究意义................................................................................................1 1.2 国内外的研究概述....................................................................................................2 1.2.1 国外的研究........................................................................................................2 1.2.2 国内的研究........................................................................................................3 1.2.3 研究评述............................................................................................................5 1.3 研究内容................................................................................................................5 1.4 研究的方法概述........................................................................................................6 1.4.1 文献研究法........................................................................................................6 1.4.2 实地研究法........................................................................................................6 1.4.3 对比研究法........................................................................................................6 1.4.4 系统分析法........................................................................................................6 1.5 研究的创新点............................................................................................................6 2 相关理论综述.....................................................................................................................7 2.1 4P 营销理论...............................................................................................................7 2.2 4C 营销理论...............................................................................................................8 2.3 4R 营销理论...............................................................................................................8 2.4 体验营销....................................................................................................................9 2.5 目标营销理论............................................................................................................9 2.6 房产营销的理论概述..............................................................................................10 3 高端房地产 Y 项目的环境影响分析...............................................................................13 3.1 A 公司简介............................................................................................................13 3.2 项目概述..................................................................................................................13 3.3 房产业的环境分析..................................................................................................16 3.3.1 潜在威胁分析..................................................................................................16 3.3.2 当前竞争分析..............................................................................................