随着国内经济进入“调结构、稳增长”的发展新常态，作为国民经济重要支 柱的房地产行业也迎来了深度调整期。国内房地产行业在经历多轮周期性调整之 后，已经逐步呈现出“买方市场”主导的端倪。在这种大背景下，房地产企业应 当在营销策划的过程中，认真控制营销策划的费效比，深刻研究消费者的购房需 求，做出符合市场需求的产品设计。做到精准营销、有效策划，从而能够在激烈 的房地产市场中获得发展空间，获得持久的核心竞争力。 基于当前诸多房地产企业在项目营销中存在问题及对营销策划理论认知不 足，需要进一步完善项目营销中存在过程缺陷。为此，本文旨在开展房地产项目 营销策划方案研究，并以营销策划有关营销理论及营销策划模式等理论知识入 手，在国内房地产行业调控和竞争的大环境下，研究一个典型住宅开发项目—— 山水家园的营销策划方案，通过对该房地产项目的营销环境、策划、方案及营销 策划效果的过程追踪，以期为行业中同类型房地产开发企业项目提供有效营销借 鉴。 通过文章对房地产项目营销策划方案研究，本文的主要研究结论有： 由于房地产营销策划贯穿项目各时期，在当前市场环境下，房地产项目营销 策划应围绕项目开发流程核心工作开展，利用和整合外部环境及自身一切有利资 源和条件，协调开发企业各部门，实行营销活动的全程策划。 文章中对房地产项目营销策划方案列示了多种策略和组合手段。不同企业在 具体实践过程中，需要根据企业自身的营销模式、习惯、思维及营销水平决定采 用何种策略和方法。在营销策划中既要进行营销方式创新，也要保持原有好的营 销方法，逐步探索符合自身特色的营销模式。 在立足营销策划理论基础上，摸准消费者产品需求变化脉络，结合企业自身 特色，以销定产，最大程度提供满足需求的产品，实现企业利润目标。 房地产行业竞争日趋激烈，竞争不仅体现在拿地和建造方面，而在企业方方 面面综合实力的体现，通过加强房地产项目营销策划研究，对于房地产开发项目 的成功具有重大战略意义。MBA 学位论文 作者：李 鹏 鸿程公司“山水家园”房地产项目全程营销策划研究 III 关键词：房地产营销策划；市场研究；全程营销策划；效果评价MBA 学位论文 作者：李 鹏 鸿程公司“山水家园”房地产项目全程营销策划研究 IV Hongcheng Company "Landscape Home" Research on Full-Marketing Planning of Real Estate Projects ABSTRACT As the domestic economy enters a new normal of “structure adjustment and steady growth”, the real estate industry, which is an important pillar of the national economy, has also ushered in a period of deep adjustment. After experiencing multiple rounds of cyclical adjustments, the domestic real estate industry has gradually emerged as the leader of the “buyer market”. Under such a background, real estate enterprises should carefully control the cost-effectiveness of marketing planning in the process of marketing planning, deeply study the consumer demand for housing, make product design in line with market demand, and achieve precise marketing and effective planning. In order to gain development space in the fierce real estate market and obtain lasting core competitiveness. Based on the current problems of many real estate enterprises in project marketing and lack of understanding of marketing planning theory, there are process defects and misunderstandings in actual project marketing, which need to be further improved. To this end, this paper aims to carry out research on real estate project marketing planning, and Based on the marketing knowledge related to marketing theory and marketing planning model, in the context of domestic real estate industry regulation and competition, research on a typical residential development project, Shanshuijiayuan marketing planning, through the marketing environment of the real estate project The whole process tracking of the implementation results of marketing planning and marketing strategy provides a reference case for project planning for domestic real estate enterprises. Through the article on the real estate project marketing planning research, the main research conclusions of this paper are: 1. Since real estate marketing planning runs through the project period, in the current market environment, real estate project marketing planning should be carried out around the core work of the project development process, utilizing and integratingMBA 学位论文 作者：李 鹏 鸿程公司“山水家园”房地产项目全程营销策划研究 V the external environment and all its favorable resources and conditions, coordinating the development of various departments of the enterprise, and implementing The whole process of marketing activities. 2. The article lists various strategies and combinations of real estate project marketing planning programs. Different companies need to decide which strategies and methods to adopt according to their own marketing models, habits, thinking and marketing levels. In marketing planning, it is necessary to carry out marketing methods innovation, but also to maintain the original good marketing methods, and gradually explore the marketing model that suits its own characteristics. 3. Based on the theory of marketing planning, we will identify the changes in consumer product demand, combine the characteristics of the company, and set the production to the maximum extent to provide products that meet the demand and achieve corporate profit targets. The internal competition in the real estate industry is becoming increasingly fierce. The competition among real estate enterprises is not only reflected in the land acquisition and construction, but also the embodiment of the comprehensive strength of the enterprise. By strengthening the research on the marketing planning of real estate projects, it is of great strategic significance for the success of real estate development projects. . Keywords: real estate marketing planning; market research; full marketing planning; effect evaluationMBA 学位论文 作者：李 鹏 鸿程公司“山水家园”房地产项目全程营销策划研究 VI 目 录 中文摘要................................................................................................ II ABSTRACT ..........................................................................................IV 第一章 绪论...........................................................................................1 1.1 研究的背景与意义......................................................................................... 1 1.1.1 研究的背景.............................................................................................. 1 1.1.2 研究的意义.............................................................................................. 2 1.2 研究的内容与方法......................................................................................... 2 1.2.1 研究的内容.............................................................................................. 2 1.2.2 研究的方法.............................................................................................. 3 1.3 研究的思路与框架......................................................................................... 3 1.3.1 研究的思路.............................................................................................. 3 1.3.2 研究的框架.............................................................................................. 4 第二章 相关理论概述............................................................................5 2.1 房地产营销策划概述..................................................................................... 5 2.1.1 营销策划的含义...................................................................................... 5 2.1.2 营销策划的动态性与营销反馈.............................................................. 5 2.2 4P 营销理论与 4C 营销理论.......................................................................... 5 2.2.1 4P 营销理论 ............................................................................................. 5 2.2.2 4C 营销理论 ............................................................................................. 6 2.3 三种房地产营销策划模式对比..................................................................... 6 2.3.1 卖点营销策划模式.................................................................................. 7 2.3.2 概念营销策划模式..........................................................................