国民经济体系中房地产行业占据着不可取代的地位，在创造收益、提供就业 岗位等多个方面发挥积极作用，由于房地产占据着国民经济发展的关键位置，国 家始终在宏观层面上进行调控，以确保行业发展的规范性，避免市场失去控制。 处于这样的背景之中，房地产行业内的竞争态势尤为激烈，为了能够稳固自身在 行业中的优势，拉动销售业绩的提升，扩大市场占有份额，而恰当的市场营销措 施能够帮助企业达成上述目标，帮助企业在市场中打开知名度，树立起品牌形象， 获取消费者的认同与信赖，继而也就成为企业销售业绩增长的前提与基矗但是 就现阶段来看，国内房地产行业内在市场营销工作中多有不足之处，营销措施尚 未完善，市场营销工作中仍然存在种种问题有待于解决和完善，因此对市场营销 的相关问题进行分析是房地产行业企业需要普遍考虑的一项工作。LG地产公司是 国内知名房地产公司，公司业绩在近年中获取了一定的进步与发展，但公司市场 营销方面的工作中仍然存在一些需要调节和改善的地方，而这也是整个房地产行 业内的典型现象。 为了解决房地产行业内企业市场营销工作中存在的问题，促进房地产企业制 定更加切合实际、符合自身需求的营销策划方案，吸引更多消费者，本文采用文 献研究、案例分析等方法，以LG地产公司作为对象，对该公司市场营销的相关情 况进行案例分析。首先，论文针对房地产市场营销的有关概念、理论进行阐述， 为论文奠定理论基矗其次，论文以LG地产公司作为对象，针对公司的市场营销 内部环境、外部环境进行分析，明确当前LG地产公司市场营销工作所面临的境况。 再次，论文针对LG地产公司的市场营销现状进行产品、价格、渠道以及促销几个 方面的阐述和介绍，并在此基础上分析LG地产公司的市场营销问题，结果发现公 司的产品缺乏多元化，价格缺乏差异性，渠道协同性不足以及促销理念比较保守。 最后，得出结论认为，LG地产公司市场营销策略的提升需要明确差异化的思路， 制定差异化的STP策略和4P组合策略，同时加强市场营销的实施保障措施等。旨 在能够为房地产市场营销工作提供一定参考和借鉴作用。 关键词：市场营销，房地产行业，LG地产公司，STP，4P 湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract The real estate industry occupies an irreplaceable position in the national economic system and plays an active role in creating income and providing jobs. Since real estate occupies a key position in the development of the national economy, the state has always regulated at the macro level to ensure that The normative development of the industry to prevent the market from losing control. Against this background, the competition in the real estate industry is particularly fierce. In order to be able to stabilize its own advantages in the industry, boost sales performance and expand market share, and appropriate marketing measures can help companies achieve the above goals. Helping companies to gain popularity in the market, establish a brand image, gain consumer recognition and trust, and then become the premise and foundation for the growth of corporate sales performance. However, at this stage, there are many deficiencies in the internal marketing work of the domestic real estate industry. The marketing measures have not been perfected. There are still various problems in the marketing work that need to be resolved and improved. Therefore, the analysis of marketing related issues is A job that companies in the real estate industry need to consider generally. LG Real Estate is a well-known domestic real estate company. The company's performance has achieved certain progress and development in recent years, but there are still some details in the company's work on marketing that need to be adjusted and improved, which is also within the entire real estate industry. Typical phenomenon. In order to solve the problems existing in the marketing work of enterprises in the real estate industry, promote real estate enterprises to formulate more realistic marketing plans that meet their own needs, and attract more consumers, this article uses literature analysis, data analysis and other methods to use LG Real Estate Company As an object, a case analysis of the company's marketing related situation. First, the thesis elaborated on the relevant concepts and theories of real estate marketing, laying a theoretical foundation for the thesis. Secondly, the thesis takes LG real estate company as the object, analyzes the company's marketing internal environment and external environment, and clarifies the current situation faced by LG real estate company's marketing work. Thirdly, the thesis expounds and introduces several aspects of products, prices, channels and sales promotion of LG Real Estate's marketing status, and analyzes LG Real Estate's marketing problems on the basis of this. It is found that the company's products cannot meet market demand There is a lack of price differentiation, insufficient channel synergy and a conservative promotion concept. Finally, it is concluded that the improvement of LG Real Estate's marketing strategy requires clear thinking of differentiation, formulating differentiated STP strategy and 4P combination strategy, and at the same time strengthening marketing implementation guarantee measures. It aims to provide a certain reference and reference for real estate marketing. 湖 北 工 业 大 学 硕 士 学 位 论 文 III Keywords: Marketing，real estate industry，LG real estate company，STP，4P 湖 北 工 业 大 学 硕 士 学 位 论 文 IV 目 录 摘要 ...................................................................... I Abstract ..................................................................... II 第1章 引 言................................................................... 1 1.1 选题背景及意义......................................................... 1 1.1.1 选题背景 ......................................................... 1 1.1.2 研究意义 ......................................................... 2 1.2 国内外研究现状......................................................... 3 1.2.1 国外研究现状 ..................................................... 3 1.2.2 国内研究现状 ..................................................... 4 1.2.3 文献述评 ......................................................... 6 1.3 研究内容及方法......................................................... 6 1.3.1 主要研究内容 ..................................................... 6 1.3.2 研究方法 ......................................................... 7 1.4 研究技术路线........................................................... 8 第2章 房地产市场营销概念及理论基础 ............................................ 9 2.1 房地产市场营销概述 ..................................................... 9 2.1.1 房地产市场营销概念 ............................................... 9 2.1.2 房地产市场营销特征 ............................................... 9 2.2 企业市场营销理论基础 .................................................. 10 2.2.1 STP理论 ........................................................ 10 2.2.2 4P营销理论 ..................................................... 12 第3章 LG地产公司市场营销环境分析 ............................................ 14 3.1 房地产行业发展现状 .................................................... 14 3.2 LG地产公司基本发展状况 ............................................... 15 3.3 LG地产公司市场营销内部环境分析 ....................................... 16 3.3.1 企业资源 ........................................................ 16 3.3.2 企业文化 ........................................................ 20 3.4 LG地产公司市场营销外部环境分析 ....................................... 21 3.4.1 宏观环境 ........................................................ 21 湖 北 工 业 大 学 硕 士 学 位 论 文 V 3.4.2 行业环境 ........................................................ 23 第4章 LG地产公司市场营销现状及问题 .......................................... 26 4.1 LG地产公司市场营销现状 ............................................... 26 4.1.1 产品营销现状 .................................................... 26 4.1.2 价格营销现状 .................................................... 27 4.1.3 渠道营销现状 .................................................... 29 4.1.4 促销营销现状 .................................................... 30 4.2 LG地产公司市场营销现存问题 .......................