重庆理工大学
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日期：2022年5月28日
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日期：2022年 5月 28日
日期：2022年5月28日

摘要
摘要
在过去的几年中，我国始终坚持“房子是用来住的而非用来炒的”的观点，把推
动房地产发展视为长期发展规划，我国房地产销售保持增长，房地产价格总体平稳，
相关的政策不断完善，房地产市场越来越成熟。面对日益竞争的市场环境，企业只有
不断了解消费者，进而优化其营销策略满足消费者的需要至关重要。
目前三四线城市住房空置率26%。按照国际标准，商品房空置率的合理区间为
5%-10%，危险区间为10%-20%，若空置率处于20%以上则证明商品房处于严重积压状
态。开发商在三四线城市战略布局需做好长周期准备，更需要改变营销模式，在相对
低迷的市场环境下，快速去化库存，保持资金链的安全。因此，三四线城市更应该关
注营销模式和营销策略的改变，进而为摆脱困境提供帮助。
JK公司作为房地产龙头企业，不仅投资一二线城市的房地产项目，也在三四线
城市投资房地产项目。Y项目是JK公司投资在三四线城市奉节县的一个房地产项目，
主要打造高端的房地产项目。因此，通过对JK公司Y项目的调查分析，进而提出优
化的市场营销策略方案，对三四线城市房地产项目的市场营销具有重要意义。本研究
以JK公司Y项目为研究对象，通过阅读国内外学者在市场营销领域的经典文献，以
STP理论、4P营销理论为基础，通过市场调研和案例分析方法，结合JK房地产公司
Y项目进行PEST分析，以及通过SWOT分析Y项目的优势、劣势、机会和威胁等，同
时对Y项目目前存在的市场现状和问题进行剖析，构建一套适合JK公司Y项目的市
场营销优化策略。具体而言，STP策略主要是通过年龄、职业、使用社交软件、家庭
结构、区域、收入以及偏好户型等7个维度进行市场细分，再从各个维度分别选择
31-40岁这个年龄段的人群、教育工作者和企业员工人群、使用微信的人群、三口之
家人群、夔州街道的人群、家庭收入在10-25万人群以及看重开发商配套和生活便利
性的人群作为目标群体，接着根据细分市场的消费特点进行产品定位。4P策略中，
产品策略主要包括差异化产品策略、产品附加值策略；价格策略主要包括价格折扣与
折让策略，单一价格与变动价格策略，“特价品”定价策略，心理定价策略以及非价
格竞争策略；渠道策略主要包括自建渠道策略、房地产中介策略、精细化拓客策略、
渠道专业化策略以及“大客户拓客”策略；促销策略主要包括户外媒体投放促销策略、
优惠促销策略、品牌促销策略以及数字媒体促销策略。此外，还提出本研究人力资源、
激励措施和营销方面对本研究提出的市场营销策略的保障措施。最后，得出本研究的
研究结论。
关键词：JK房地产公司；三四线城市；Y项目；STP理论；4P理论
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ABSTRACT
ABSTRACT
In 2021, our country will always adhere to the positioning of “housing to live without
speculation”, actively and steadily implement the long-term mechanism for real estate, and
do not use real estate as a tool and means to stimulate the economy in the short term. my
country's real estate sales maintained growth, real estate investment continued to expand,
real estate prices were generally stable, and the construction of affordable housing was
solidly advanced. However, with the continuous improvement of my country’s housing
system, the real estate market is gradually becoming more mature. Faced with an
increasingly competitive market environment, it is crucial for companies to continuously
understand consumers' preferences and then optimize their marketing strategies to meet
consumers' needs.
At present, the housing vacancy rate in third- and fourth-tier cities is 26%. According
to international standards, the reasonable range of commercial housing vacancy rate is
5%-10%, and the dangerous range is 10%-20%. If the vacancy rate is above 20%, it proves
that commercial housing is in a serious backlog. The vacancy rate in third- and fourth-tier
cities has reached the warning line of a serious backlog, and the overdraft market demand
in the third- and fourth-tier real estate markets is more serious. Developers need to prepare
for a long-term strategic layout in third- and fourth-tier cities, and they also need to change
their marketing models. In a relatively sluggish market environment, they can quickly
destock and maintain the safety of the capital chain. Therefore, third- and fourth-tier cities
should pay more attention to changes in marketing models and strategies, so as to provide
help for real estate companies to seek opportunities to get out of their predicaments.
As a leading real estate company, JK Company not only invests in real estate projects
in first- and second-tier cities, but also invests in real estate projects in third- and
fourth-tier cities. Project Y is a real estate project invested by JK Company in Fengjie
County, a third- and fourth-tier city, mainly to build high-end real estate projects. Therefore,
through the investigation and analysis of the Y project of JK Company, the optimized
marketing strategy plan is proposed, which is of great significance to the marketing of real
estate projects in third- and fourth-tier cities. This research takes the Y project of JK
company as the research object, and through reading the classic literature of domestic and
foreign scholars in the field of marketing, based on STP theory and 4P marketing theory,
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