西安市房地产市场状况良好，但市场开发主体逐年增多，竞争压力不断加剧。SJ房 地产项目是其开发企业在房地产领域的首次尝试。项目总建筑面积311495.00㎡，资金 投入巨大，营销工作将从2016年持续到2022年，分为四期滚动开发，持续时间很长。 对于首次涉足房地产行业的企业，营销时间长、资金投入多、竞争压力大，营销工作面 临很大的挑战和风险。在这种情况下，分析市场环境，找准项目定位，形成科学的营销 策略，是亟待解决的问题。 本文首先分析了SJ房地产项目所处的宏观和微观环境，由此明确了项目营销面临的 三个主要问题。项目定位方面在确定总体战略的基础上，应用基于STP理论的品类分析 法确定了项目的整体定位，结合整体定位、项目自身特点和竞争项目情况形成SJ房地产 项目的价值主张和核心价值定位，应用波士顿矩阵法进行核心产品线定位。参照竞争项 目的客群数据和本项目210组前期到访客户数据进行客群分析，并在此基础上对项目的 价值主张进行优化。SJ房地产项目的营销策略分为产品策略、价格策略和促销策略。产 品策略是基于1178组项目到访客户数据进行产品分级，并由此确定均匀去化、高低搭配 和以高带低的策略。价格策略是先估算产品价格和区间，用需求和竞争导向两种方法验 证估算价格和区间的合理性，由此确定产品价格高开高走的定价策略，并对可能由竞争 项目引发的风险提出了应对方案。促销策略主要包括广告策略、公关策略和认筹策略， 研究策略的实施方法并进行多方案比眩最后研究了SJ房地产项目的营销保障策略，在 对多种活动时间和费用分析的基础上形成了整合策略；在对营销人员分类的基础上形成 了销售团队激励策略；对顾客链法则分析的基础上形成了客户维系策略；对O2O模式分 析的基础上形成了项目自身的O2O保障策略。 本文以SJ房地产项目为例，研究在区域市场中，经验不足的品牌弱势企业在面对强 大的竞争对手时，如何对以别墅类产品为主的项目进行营销。本文的研究不仅对本项目 后期的营销工作极具指导意义，对以别墅类产品为主的其他房地产项目营销也具有相当 的参考价值。 关键词：房地产项目 营销策略 营销保障 论文类型：应用研究 III Subject ： Study on the Marketing Strategy of SJ Project Speciality： MBA Name ： DongWenjuan (signature) Instructor：WangJunping(signature ) ABSTRACT The real estate market in Xi'an is in good condition,but the market development subjects are increasing year by year, and the competition pressure is increasing. SJ real estate project is the first attempt of its development enterprises in the field of real estate. The total construction area of the project is 311495.00 m2, and the capital investment is huge. The marketing work will last from 2016 to 2022, which is divided into four phases of rolling development and lasts for a long time. For the first time involved in the real estate industry enterprises, marketing time is long, capital investment, competitive pressure, marketing work is facing great challenges and risks. In this case, it is urgent to analyze the market environment, find out the positioning and form a scientific marketing strategy. This paper first analyzes the macro and micro environment of SJ real estate project, and then clarifies the three main problems of project marketing. In terms of project positioning, on the basis of determining the overall strategy, the category analysis method based on STP theory is applied to determine the overall positioning of the project. Combined with the overall positioning, project characteristics and competitive projects, the value proposition and core value positioning of SJ real estate project are formed, and the Boston matrix method is applied to locate the core product line. According to the customer group data of competitive projects and the customer data of 210 groups in the early stage of the project, the customer group analysis is carried out, and on this basis, the value proposition of the project is optimized. SJ real estate project marketing strategy is divided into product strategy, price strategy and promotion strategy. Product strategy is based on 1178 groups of customer visit data to grade products, and then determine the strategy of uniform de-noising, high and low matching and high with low. The price strategy is to estimate the price and range of the product first, and verify the rationality of the estimated price and range with two methods of demand and competition orientation, so as to determine the pricing strategy of the high price of the product, and put forward the Countermeasures for the risks that may be caused by the competitive projects. The promotion strategy mainly includes advertising strategy, public relations strategy and subscription strategy. The implementation method of the strategy is studied and multi scheme comparison is carried out. Finally, the paper studies the marketing guarantee strategy of SJ real estate project, and forms the integration strategy based on the analysis of time and cost of various activities; forms the sales team incentive strategy based on the classification of marketing personnel; forms the customer maintenance strategy based on the analysis of customer chain rules; and forms the o2o guarantee strategy of the project itself based on the analysis of o2o mode. Taking SJ real estate project as an example, this paper studies how the inexperienced brand weak enterprises in the regional market, when facing the strong competitors, carry out marketing for the projects mainly based on villa products. The research of this paper not only has great guiding significance for the later marketing work of this project, but also has considerable reference value for the marketing of other real estate projects which mainly focus on villa products. Keywords： Real estate project, Marketing strategy, Marketing guarantee Thesis： Application Study V 目 录 第一章 绪论.............................................................................................................................1 1.1研究背景.......................................................................................................................1 1.2研究目的及意义...........................................................................................................2 1.2.1研究目的............................................................................................................2 1.2.2研究意义............................................................................................................3 1.3国内外研究现状...........................................................................................................3 1.3.1国外研究现状....................................................................................................3 1.3.2国内研究现状....................................................................................................5 1.4研究内容和方法...........................................................................................................6 1.4.1研究内容............................................................................................................6 1.4.2研究方法............................................................................................................8 第二章 房地产营销的相关概念与理论基础.........................................................................9 2.1 房地产市场营销相关概念..........................................................................................9 2.1.1房地产市场的概念及特征................................................................................9 2.1.2房地产市场营销的概念与作用........................................................................9 2.1.3房地产市场营销的理念..................................................................................10 2.2 STP理论.....................................................................................................................10 2.3“4P”营销理论..........................................................................................................11 2.4 波士顿矩阵法............................................................................................................12 第三章 SJ房地产项目营销现状与问题分析......................................................................14 3.1 SJ房地产项目概况...................................................................................................