? I? 摘要 中国经济在近十多年的发展进程中，房地产逐渐成为我国国民经济最重要的 组成部分。随着房地产市场的成熟和可观的获利空间，导致地产商不断涌现，竞 争更为激烈。由于住房供应日渐充足，消费者收入逐步提高，他们开始追寻能满 足更高需求的地产项目，如何在地产营销策略中吸引消费者关注变得非常重要。 本文以成都本地房地产企业WH地产公司为研究对象，对其市场营销策略进行了 相关分析，并发现其营销策略中存在的问题。针对于以上问题，利用WH地产社 群经济特点，在高端地产定位基础上来解决其营销策略面临的困境，有助于探索 适合于地产企业自身发展的“社群+营销”模式，在未来的地产竞争环境中开辟一 条新的道路。 本文主要依据市场营销学的相关知识理论，通过调查、归纳、文献研究等方 法来对WH地产公司进行综合分析。以社群经济为基础，立足于国内房地产市场， 重点研究成都WH地产公司的营销策略。通过对WH地产营销环境的内外部分析 提出当下营销策略中存在的问题，结合WH地产社群经济特点，构建“社群+营销” 为目的平台，借助社群来优化渠道布局，建立数据化精准营销和生态化的社群营 销。基于高端地产的市场定位，为WH地产在营销策略中提出以场景化和个性化 为重点，利用现有社群平台来扩展营销渠道和带动营销传播，构成完整的社群营 销组合，解决当下的营销困境。 本研究根据WH地产公司高端地产的实际案例，归纳总结出适合于高端地产 社群经济背景下的营销策略。这将有助于WH地产公司在后续的营销活动中获取 一定的竞争优势，同时也能帮助类似WH地产公司的高端地产项目在社群经济背 景下做营销策略时提供参考意见， 关键词：高端地产，营销策略，社群经济，社群+营销 ABSTRACT? ?II ABSTRACT In the development of China's economy in the past ten years, real estate has gradually become the most important part of China's national economy. With the maturity of the real estate market and considerable profit space, the real estate companies continue to emerge, the competition is more intense. Due to the increasing supply of housing and the increasing income of consumers, they began to pursue real estate projects that can meet higher demand. How to attract consumers' attention in real estate marketing strategy has become very important. This paper takes WH real estate company, a local real estate company in Chengdu, as the research object, analyzes its marketing strategy, and finds the problems in its marketing strategy. In view of the problems, using the characteristics of WH real estate community economy to solve the difficulties faced by its marketing strategy on the basis of high-end real estate positioning will help to explore the "community + marketing" mode suitable for the development of real estate enterprises, and open up a new road in the future real estate competition environment. Based on the relevant knowledge theory of marketing, this paper makes a comprehensive analysis of WH real estate company through investigation, induction, literature research and other methods. Based on the community economy and the domestic real estate market, this paper focuses on the marketing strategy of Chengdu WH real estate company. Through the internal and external analysis of WH real estate marketing environment, this paper puts forward the existing problems in the current marketing strategy, combines the characteristics of WH real estate community economy, constructs the "community + marketing" as the purpose platform, optimizes the channel layout with the help of the community, and establishes the data accurate marketing and ecological community marketing. Based on the market positioning of high-end real estate, WH real estate put forward to focus on scenario and personalization in its marketing strategy, use the existing community platform to expand marketing channels and drive marketing communication, form a complete community marketing mix, and solve the current marketing dilemma. According to WH real estate company's high-end real estate case, this study summarizes the marketing strategies suitable for high-end real estate in the context of ABSTRACT? ?III social economy. This will help WH real estate company to obtain certain competitive advantages in the subsequent marketing activities, and also help similar WH real estate company to provide reference opinions when making marketing strategies in the context of social economy for high-end real estate projects, Keywords: high end real estate, marketing strategy, social economy, community + marketing ABSTRACT? ?IV 目 录 摘要 ................................................................................................................................... I ABSTRACT .................................................................................................................... II 第一章 绪论 .................................................................................................................... 1 1.1选题背景及研究意义 ........................................................................................ 1 1.1.1选题背景 ................................................................................................. 1 1.1.2 研究意义 ................................................................................................ 1 1.1.3 本文研究的问题 .................................................................................... 2 1.2 研究内容及框架 ............................................................................................... 3 1.2.1 研究内容 ................................................................................................ 3 1.2.2 研究框架 ................................................................................................ 3 1.3 研究方法 ........................................................................................................... 4 第二章 相关理论概述 .................................................................................................... 5 2.1 房地产市场营销理论 ....................................................................................... 5 2.1.1 房地产营销策略概念及特征 ................................................................ 5 2.1.2 房地产市场营销策略的意义及作用 .................................................... 5 2.1.3市场营销策略研究相关理论 ................................................................. 6 2.1.4 房地产市场营销相关研究现状 ............................................................ 8 2.2 社群经济理论 ................................................................................................... 9 2.2.1 社群及社群经济相关概念 .................................................................... 9 2.2.2 社群经济的基本特征 ............................................................................ 9 2.2.3 社群经济的商业模式 .......................................................................... 11 2.2.4 社群经济理论国内外研究现状 .......................................................... 12 2.3 地产营销与社群经济关系的相关研究 ......................................................... 12 第三章 WH地产营销环境分析 .................................................................................. 14 3.1 内部环境分析 ................................................................................................. 14 3.1.1 项目情况介绍 ...................................................................................... 14 3.1.2 企业发展理念 ...................................................................................... 15 3.1.3 产品设计规划 ...................................................................................... 16 3.1.4 企业资源分析 ...................................................................................... 16 3.2 宏观环境分析 ................................................................................................. 17 ABSTRACT? ?V 3.2.1 政治环境分析 ...................................................................................... 17 3.2.2 经济环境分析 ...................................................................................... 18 3.2.3 社会环境分析 ...................................................................................... 19 3.2.4 技术环境分析 ...............................