摘要
摘要
我国房地产行业经历了飞速发展到现在的相对稳定时期。近几年来，各大房地产
企业纷纷快速扩张，深入到各个大中小城市。西安市的房地产行业自 2016年底飞速发
展，市场竞争也越来越激烈。在激烈的竞争下如何能更好地发展，如何提高销量增加
公司利润十分重要，关系着公司的发展。
在如今房地产行业迅速发展的情况下，各个房企公司纷纷涌入，都想在房地产行
业分一杯羹。另一方面又面临着国家的管控，限购政策让许多消费者没有资格去购买
房产，限贷政策，贷款门槛的提高，让许多消费者没有能力去购买。在如此激烈的竞
争和国家政策的影响下，企业的销量受到了很大的影响，因此就需要寻找改善的方法，
提高销售业绩，以保证公司的利润。
本文通过对西安市房地产市场的研究，以 X房地产公司 Y住宅项目为研究对象，
运用问卷调查法、文献分析法等方法，对 X房地产公司 Y住宅项目的营销现状进行研
究分析，找出公司营销策略存在的问题，运用 SWOT理论分析项目当下营销面临的机
会与威胁同时运用 4P理论在产品、价格、渠道、促销四个方面进行分析，找出问题，
提出解决方案并制定营销策略，最后提出相关配套措施。本文力求透彻分析问题，并
提出解决对策，对公司在营销方面作出贡献。
关键词：房地产，市场分析，行业竞争，营销策略
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西北大学硕士学位论文
Abstract
China's real estate industry has experienced a relatively stable period from rapid
development to now. In recent years, Major real estate enterprises have expanded rapidly
and penetrated into large, medium and small cities. The real estate industry in Xi'an has
developed rapidly since the end of 2016, and the market competition is becoming more and
more fierce. In the fierce competition, how to develop better and how to improve sales and
increase company profits are very important, which is related to the development of the
company.
With the rapid development of the real estate industry, various real estate enterprises and
companies have poured in one after another, trying to take a share in the real estate industry.
On the other hand, it is facing national control. The purchase restriction policy makes many
consumers ineligible to buy real estate. The loan restriction policy and the increase of loan
threshold make many consumers unable to buy. Under the influence of such fierce
competition and national policies, the sales volume of enterprises has been greatly affected.
Therefore, it is necessary to find ways to improve and improve sales performance to ensure
the profits of the company.
Through the research on the real estate market in Xi'an, taking the Y residential project of X
real estate company as the research object, this paper studies and analyzes the marketing
status of Y residential project of X real estate company by using the methods of
questionnaire survey and literature analysis, and finds out the problems existing in the
company's marketing strategy, SWOT theory is used to analyze the opportunities and threats
faced by the current marketing of the project. At the same time, 4P theory is used to analyze
the four aspects of product, price, channel and promotion, find out the problems, put
forward solutions, formulate marketing strategies, and finally put forward relevant
supporting measures. This paper tries to thoroughly analyze the problems and put forward
countermeasures to contribute to the company's marketing.
Key words: real estate, market analysis, industry competition, marketing strategy
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