摘要 2012年后，我国逐渐加大了房地产市场调控的力度，政府在继续加大房地 产市场调控的同时，在“多主体供应、多渠道保障、租购并举”的住房制度方面， 出台了更多的细则和措施，以税收、法律、金融、财政等市场调节为主的房地产 机制将占据主导地位，房地产市场趋于新常态化发展。党的十九大进一步指出， 房子是用来人们住的，而不是用来炒的，房地产市场一定要做到合理开发，理性 消费。在房地产市场新常态下，房地产企业必须要有新的经营理念、新的营销策 略，以适应当前的房地产市场。 本文以沈阳HR房地产公司为研究对象，对企业营销现状进行分析，找出其 中存在的问题，并有针对性提出优化策略。论文主要分为五个部分：第一部分为 绪论，介绍研究背景、研究目的以及国内外研究现状等；第二部分为理论基础部 分，对房地产营销的概念进行阐述，并介绍了4P、4C营销理论和PEST、SWOT 等分析方法。第三部分主要是对沈阳HR房地产公司的营销环境、营销现状进行 分析。利用PEST分析模型对沈阳HR房地产公司的宏观环境进行了详细分析，同 时利用SWOT分析模型研究了企业面临的优劣环境与风险机会，在此基础上，对 沈阳HR房地产公司产品策略、价格策略、渠道策略、促销策略、客户服务策略 存在的问题进行分析。第四部分针对存在的这些问题和不足，提出营销策略优化 的方案：沈阳HR房地产公司需要做好产品的开发与创新、合理定价和调价、利 用现代互联网、大数据技术拓宽营销渠道、并特别强调了在设计环节、体验营销 等方面策略的创新。第五部分在组织结构、人力资源管理以及企业竞争力等几个 方面提出了营销策略顺利实施的保障。通过本文的研究，不仅为沈阳HR房地产 公司制定营销策略提供更多理论和实践依据，而且也为沈阳市房地产市场的营销 策略提供优化方向，有利于推动沈阳HR房地产公司的可持续性发展。 关键词：房地产；市场营销；策略优化 ABSTRCT III ABSTRCT After 2012, China has gradually increased the regulation of the real estate market. While the government continues to increase the regulation of the real estate market, it has issued more detailed rules and measures in the housing system of "multi-agent supply, multi-channel guarantee, rent and purchase simultaneously". The real estate mechanism dominated by market regulation of tax, law, finance and finance will occupy the leading position. The real estate market The field tends to develop in a new normal way. The 19th National Congress of the Communist Party of China further pointed out that houses are used for people's living, not for speculation. The real estate market must be reasonably developed and rationally consumed. Under the new normal of real estate market, real estate enterprises must have new management concepts and new marketing strategies to adapt to the current real estate market. This paper takes Shenyang HR real estate company as the research object, analyzes the current situation of enterprise marketing, finds out the existing problems, and puts forward optimization strategies. The paper is divided into five parts: the first part is the introduction, which introduces the research background, research purpose and research status at home and abroad; the second part is the theoretical basis part, which describes the concept of real estate marketing, and introduces 4P, 4C marketing theory and pest, SWOT and other analysis methods. The third part mainly analyzes the marketing environment and current situation of Shenyang HR real estate company. The macro environment of Shenyang HR real estate company is analyzed in detail by PEST analysis model, and the good and bad environment and risk opportunities faced by enterprises are studied by SWOT analysis model. On this basis, the problems of product strategy, price strategy, channel strategy, promotion strategy and customer service strategy of Shenyang HR real estate company are analyzed. In the fourth part, aiming at these problems and deficiencies, the author puts forward the scheme of marketing strategy optimization: Shenyang HR real estate company needs to do well in product development and innovation, reasonable pricing and price adjustment, use ABSTRCT IV modern Internet, big data technology to expand marketing channels, and especially emphasizes the innovation of strategy in design, experience marketing and other aspects. The fifth part puts forward the guarantee for the smooth implementation of marketing strategy in the aspects of organizational structure, human resource management and enterprise competitiveness. Through the research of this paper, it not only provides more theoretical and practical basis for Shenyang HR real estate company to formulate marketing strategy, but also provides optimization direction for the marketing strategy of Shenyang real estate market, which is conducive to promoting the sustainable development of Shenyang HR real estate company. Keywords: real estate; Marketing; strategy optimization 目录 1 目 录 摘要 .................................................. II ABSTRCT ................................................ III 目 录 ................................................ 1 第一章 绪论 ............................................. 1 第一节 研究背景与意义 ................................... 1 一、研究背景 .................................................... 1 二、研究意义 .................................................... 2 第二节 国内外研究现状 ................................... 2 一、国外研究现状 ................................................ 2 二、国内研究现状 ................................................ 4 三、国内外研究评述 .............................................. 6 第三节 研究思路及方法 ................................... 6 一、 研究思路 ................................................... 6 二、 研究方法 ................................................... 7 第四节 研究创新及不足之处 ............................... 8 第二章 营销相关理论和分析工具 ........................... 9 第一节 营销相关理论 .................................... 9 一、4P理论...................................................... 9 二、4C理论...................................................... 9 第二节 房地产营销概述................................... 10 一、营销的概念 ................................................. 10 目录 2 二、房地产营销的概念 ........................................... 10 三、房地产营销的特征 ........................................... 11 第三节 分析工具 ....................................... 12 一、PEST分析模型............................................... 12 二、SWOT分析模型............................................... 13 本章小结 ............................................... 13 第三章 沈阳HR房地产公司营销环境及存在问题分析 ......... 14 第一节 沈阳HR房地产公司简介 ........................... 14 一、 HR房地产公司简介.......................................... 14 二、沈阳HR房地产公司简介 ...................................... 14 第二节 沈阳HR房地产公司的发展环境分析 ................. 15 一、沈阳HR房地产公司营销面临的宏观环境分析 .................... 15 二、沈阳HR房地产公司营销面临的微观环境分析 .................... 18 三、沈阳HR房地产公司营销的SWOT分析 ........................... 19 第三节 沈阳HR房地产公司营销策略中存在的问题分析 ....... 22 一、产品策略存在的问题 ......................................... 22 二、价格策略存在的问题 ......................................... 23 三、渠道策略存在的问题 ......................................... 24 四、促销策略存在的问题 ......................................... 24 五、客户策略存在的问题 ......................................... 25 本章小结 ............................................... 26 第四章 沈阳HR房地产公司营销策略优化的对策 ............. 27 第一节 产品和品牌策略的优化 ............................ 27 一、产品的研发 ................................................. 27 二、品牌的维护 ................................................. 27 目录 3 第二节 价格策略的优化 .................................. 28 一、定价策略 ................................................... 29 二、调价策略 ................................................... 29 第三节 渠道策略的优化................................... 30 一、加强与第三方平台合作 ....................................... 30 二、加强与电商平台合作 ......................................... 30 第四节 促销策略的优化 ......