房地产公司项目车位的营销同其他业态的营销一样，有着许多相同的特点。但车 位货值较大、销售慢，价格“高”、投资回报率低等特点又决定了车位销售的特殊性。 R房地产公司在过去十多年的发展里，积累了优秀的品牌价值，将旅游休闲、居住与成 都完美结合，确立了“优质生活创想家”、“中国全域旅游的示范者”、“中国新型城镇化 引领者”、“中国文化产业的领跑者”的品牌定位。R房地产公司在开发和房地产住宅销 售方面取得了不俗的成绩。但车位严重滞销，对R房地产公司整体利润均匀释放、销 售资金回流和税收筹划产生了严重影响。因此，车位营销策略的优化具有重要研究价 值。 本文首先通过对成都车位市场宏观环境PEST和行业竞争的五力模型进行了分析， 从成都车位销售政策，市场保有量和需求度，乃至前沿的电动汽车、共享车位和车位金 融等方面并结合行业中的五种力量分析了成都车位高需求的必然性趋势。其次，从房 地产车位行业困局出发，结合R房地产公司车位的滞销的现状和困境为案例进行研究， 深度剖析房地产车位对项目“现金流”和“净利润”贡献的重要性。根据财务净利润公 式出发，由此推断影响“销售毛利”的关键因素：单位时间的“销量”和“高价格”。 再次，本文利用SWOT分析，剖析得出R房地产企业内部影响单位时间的“销量” 和“高价格”的关键因素，主要集中在：发挥R房地产公司的品牌、物业服务等优势， 把握好宏观车位销售政策、金融多元化方案及互联网共享经济的商业机会，并以此提 出公司中长期营销战略。结合R房地产公司车位STP战略分析，明确R房地产公司在 车位市场机会，便于开拓新市场。最后，通过4Ps的进一步分析，创新型研究并提出： 通过提升车位产品范围、延长价格感知、新增共享车位、人防车位长租代售等办法解决 销售单位时间的“销量”和“高价格”。同时，提出R集团车位营销延伸战略，通过缔 造优质车位管理服务商、多盘联动共享停车的商业契机，拓展出房地产车位营销的新 天地。 关键词： 财务分析；PEST分析；SWOT分析；STP战略；4Ps理论 西南交通大学硕士研究生学位论文 第 II 页 Abstract The marketing of Real Estate Company parking spaces, whose particularities are determined by the large value, slow sales, high price and low rate of return on purchase , has many similar characteristics as those of other formats. R Real Estate Company has accumulated excellent brand value in the past ten years and combines tourism and leisure, residence theme in the city of Chengdu successfully. The R Real Estate Company brand is positioned by "high quality life creator", "model of China's global tourism", "China's new urbanization leader" and "China's cultural industry leader". R real Estate Company has achieved good results in tourism development and real estate sales, but the parking space is seriously unsalable。This paper takes R real estate Company as an example. After the financial analysis, the stock parking spaces value of A project is low (18%), but the net profit is relatively high (43%). Due to the slow sales of the parking space, the overall return and the uniform release of the whole project have been seriously affected. Therefore, the optimization of parking space marketing strategy is of important research value. This paper first analyzes the macro environment (PEST + Five models) of Chengdu parking space market, through the Chengdu's open parking space sales policy, market holdings and demand, and even the frontier electric vehicles, shared parking spaces and parking space financial solutions, which determined the inevitable trend of high demand of parking spaces. Secondly, this paper studies the current situation and dilemma of the slow-sale parking space of the R real estate company, and pointed the importance of the real estate parking space contribution to the project “cash flow” and “net profit”. According to the financial formula net profit, cumulative annual parking space gross profit discount, from which it is inferred that “sales volume” and “high price” per unit time are the key factors of gross profit: Thirdly, this paper uses SWOT analysis to analyze the key factors that influence the “sales” and “high price” of R real estate enterprises within the unit time, which are mainly concentrated on leveraging the advantages of R real estate company's brand and property services, and grasping the macro parking space sales policy, financial diversification plan and business opportunities of the Internet sharing economy. Finally, this paper combines the 4Ps theory and proposes to solve the "sales volume" and "high price" of sales unit time by improving the product range of the parking spaces , extending the price perception, adding new shared parking spaces, and long-term rentals instead of selling for Civilian parking space. At the same time, in view of the large stock and low-sale of parking spaces in Chengdu market, through business circle analysis, real estate business analysis, real estate development property planning ,this paper creatively comes to a proposal for parking spaces sale by suggestion of multi-disc linkage and shared-holding spaces, which expands the new world of real estate parking space marketing. 西南交通大学硕士研究生学位论文 第 III 页 Key words: Financial analysis; PEST analysis; SWOT analysis; 4Ps theory; 西南交通大学硕士研究生学位论文 第 IV 页 目 录 第1章 绪 论 ...................................................................................................................1 1.1 论文研究背景 ..........................................................................................................1 1.2 论文研究的目的和意义 ...........................................................................................2 1.3 论文研究思路及框架 ..............................................................................................3 1.3.1 研究内容...........................................................................................................3 1.3.2 研究方法...........................................................................................................4 1.4 国内外研究现状 ......................................................................................................4 1.4.1 国外研究现状 ...................................................................................................4 1.4.2 国内研究现状 ...................................................................................................6 第2章 R房地产公司车位营销的内外部环境分析 .........................................................8 2.1 R房地产公司简介 ...................................................................................................8 2.2 R房地产车位营销的外部环境分析 .........................................................................8 2.2.1 车位宏观环境分析（PEST） ...........................................................................8 2.2.2 车位宏观环境分析（五力模型） ................................................................... 12 2.3 R房地产公司内部环境分析 .................................................................................. 15 2.3.1 R房地产公司组织架构 ................................................................................... 15 2.3.2 R房地产公司运营能力 ................................................................................... 15 2.4 R房地产公司SWOT分析 ..................................................................................... 17 2.4.1 优势S ............................................................................................................. 17 2.4.2 劣势W............................................................................................................ 18 2.4.3 机会O ............................................................................................................ 18 2.4.4 威胁T ............................................................................................................. 19 2.4.5 SWOT组合分析 .............................................................................................. 20 第3章 R房地产公司车位营销策略现状与问题分析 ................................................... 22 3.1房地产公司车位现状分析 ..................................................................................... 22 3.1.1 车位对项目营销的重要