房地产行业作为我国传统支柱性产业，它影响着整个国家的经济发展，关系着人 们的生活水平。近几年来，由于房地产市场主体的变化，房地产开发商如雨后春笋般 快速发展，开发商数量的剧增严重冲击了本已竞争激烈的房地产市场，使得行业竞争 越来越复杂多样化，企业要想在市场中提高营销竞争力，就必须敢于创新，提高营销 管理能力。当前，市场营销学科逐渐成熟，更多的学者逐渐认识到在行业发展中，营 销管理的重要性，一些勇于创新的房地产开发商将市场营销学科与实践相结合，创造 了许多成功的营销案例。但同时我们也应看到，由于我国房地产营销理论不成熟，实 践基础薄弱，致使房地产市场营销管理还存在许多问题。因此，对房地产营销管理的 研究对解决目前营销问题，提高企业营销竞争力具有现实意义。 本文在参考国内外研究现状的基础上，以市场营销学相关理论为指导，展开论文 的写作，文章以狮峰房地产开发有限公司为研究对象，以狮峰公馆项目的营销策略为 线索，内容包含五个部分：第一部分为绪论，叙述本文的研究目的和意义，归纳研究 成果，总结研究方法，为下文写作奠定理论基础；第二部分狮峰公司及本案基本情况 介绍，搜集整理狮峰公司组织结构、企业内部环境、运行管理模式等，从销售资源和 营销客户两个方面分析本案的销售状况；第三部分狮峰公馆营销现状与存在问题分 析，基于营销STP和7P理论，进一步得出狮峰公馆项目营销存在的问题：营销观念落 后、营销手段缺乏创新、销售模式存在弊端。第四部分狮峰公馆营销环境分析，该部 分结合项目营销现状，从宏观环境、消费者需求、行业与竞争、SWOT四个方面分析 本案环境因素。第五部分狮峰公馆营销策略优化建议，通过对市场环境的分析，把握 本案优劣势，围绕项目营销中存在的问题，基于营销战略理论和营销策略7P理论，进 一步细化营销对策。 关键字：房地产市场；项目营销；营销环境；营销策略； II Abstract As a traditional pillar industry in China, the real estate industry influences the economic development of the whole country and relates to people's living standard. In recent years, due to the change of the real estate market main body, real estate developers have sprung up and rapid development, the number of developers increase severely impact the already fierce competition in the real estate market, the industry competition is more and more complex diversification, the enterprise to improve marketing competition in the market, we must dare to innovation, improve the ability of marketing management. At present, the marketing discipline is gradually mature, and more scholars have gradually realized the importance of marketing management in the development of the industry. Some innovative real estate developers have combined marketing discipline with practice and created many successful marketing cases. But at the same time, we should also see that due to the immature real estate marketing theory and weak practice foundation, there are still many problems in the real estate marketing management. Therefore, the research on real estate marketing management is of practical significance to solve the current marketing problems and improve the marketing competitiveness of enterprises. Reference is presented in this paper, on the basis of domestic and foreign research present situation, take the market marketing related theory as the instruction, writing a paper, taking the lion peak real estate development co., LTD., as the research object, with the lion peak mansion project marketing strategy as the clue, the content includes five parts: the first part is the introduction, described in this paper, the research purpose and significance, summarized research results, summarizes the research methods, for the following writing theory basis; The second part is the introduction of shifeng company and the basic situation of this case. It collects and sorts out the organizational structure, internal environment and operation management mode of shifeng company, and analyzes the sales situation of this case from two aspects of sales resources and marketing customers. In the third part, the marketing status and existing problems of shifeng mansion are analyzed. Based on the marketing STP and 7P theories, the problems in the project marketing of shifeng mansion are further drawn: backward marketing concepts, lack of innovation in marketing means and drawbacks in sales model. The fourth part is the analysis of the marketing environment of shifeng mansion. Combining with the current situation of project marketing, this part analyzes the environmental factors of this case from four aspects: macro environment, consumer demand, industry and competition, SWOT. The fifth part is the marketing strategy optimization III Suggestions of shifeng mansion. Through the analysis of the market environment, the author grasps the advantages and disadvantages of this case, focuses on the problems existing in the project marketing, and further elaborates the marketing countermeasures based on the marketing strategy theory and the marketing strategy 7P theory. Key words: real estate market; project marketing; marketing environment; marketing strategy； IV 目 录 摘要 ................ I Abstract ........ II 第一章 绪论 ... 1 1.1 选题背景与研究意义 .......... 1 1.1.1 选题背景 ....................... 1 1.1.2 研究意义 ....................... 1 1.2 研究现状 .............................. 1 1.2.1 国内外研究现状 ........... 1 1.2.2 研究综述 ....................... 5 1.3 论文的研究内容和方法 ...... 5 1.3.1 研究内容 ....................... 5 1.3.2 研究方法 ....................... 5 第二章 狮峰公馆项目简介 .......... 6 2.1 公司基本情况 ...................... 6 2.1.1 母公司简介 ................... 6 2.1.2 本案公司介绍 ............... 6 2.2 公司内部环境状况 .............. 6 2.2.1 公司发展简况 ............... 6 2.2.2 人力资源状况 ............... 6 2.2.3 组织机构状况 ............... 7 2.3 项目基本情况 ...................... 7 2.3.1 楼盘信息 ....................... 7 2.3.2 地域信息 ....................... 8 2.3.3 建筑资质 ....................... 9 2.3.4 物业信息 ..................... 10 2.3.5 配套信息 ..................... 10 2.4 项目销售状况 .................... 11 2.4.1 项目营销资源状况 ..... 11 V 2.4.2 项目营销客户分析 ..... 11 2.5 本章小结 ............................ 13 第三章 狮峰公馆营销现状及存在的问题 ............... 14 3.1 基于STP理论的营销战略现状 ...................... 14 3.1.1 市场细分 ..................... 14 3.1.2 目标市场选择 ............. 14 3.1.3 市场定位 ..................... 15 3.2 基于7P理论的营销策略现状......................... 15 3.2.1 产品策略 ..................... 15 3.2.2 价格策略 ..................... 16 3.2.3 渠道策略 ..................... 17 3.2.4 促销策略 ..................... 18 3.2.5 人员策略 ..................... 18 3.2.6 有形展示策略 ............. 19 3.2.7 服务过程策略 ............. 19 3.3 狮峰公馆项目营销存在的问题 ....................... 20 3.3.1 营销观念落后 ............. 20 3.3.2 营销手段缺乏创新 ..... 20 3.3.3 销售模式存在弊端 ..... 21 3.4 本章小结 ............................ 22 第四章 狮峰公馆营销环境分析 23 4.1 基于PEST项目宏观环境 23 4.1.1 政治环境 ..................... 23 4.1.2 经济环境 ..................... 23 4.1.3 社会环境 ..................... 24 4.1.4 技术环境 ..................... 25 4.2 行业与竞争环境 ................ 25 4.2.1 行业竞争者 ................. 25 4.2.2 替代品竞争者 ............. 30 4.2.3 买方议价能力 ............. 30 VI 4.2.4 卖方议价能力 ............. 31 4.3 消费者需求环境 ................ 31 4.3.1 对住房需求的状况 ..... 31 4.3.2 购买住房因素分析 ..... 32 4.3.3 住房总体状况预期分析 ............................ 33 4.4 狮峰公馆项目SWOT分析 ............................. 34 4.4.1 优势分析 ..................... 34 4.4.2 劣势分析 ..................... 34 4.4.3 机会分析 ..................... 35 4.4.4 威胁分析 ..................... 35 4.5 本章小结 ............................ 35 第五章 狮峰公馆营销策略优化建议 ....................... 37 5.1 营销战略内容的优化 ........ 37 5.1.1 狮峰房企市场营销战略目标 .................... 37 5.1.2 狮峰房企市场营销定位 ............................ 37 5.1.3 狮峰房企营销组合战略 ............................ 37 5.2 营销策略实施的关键内容 38 5.2.1 营销部门结构优化调整 ............................ 38 5.2.2 完善阶段性营销策划方案 ........................ 39 5.2.3 细化市场做好产品定位 ..........