摘 要
随着我国进入“十四五”时期，生育政策、教育政策发生了系统性的调整，
加之房地产领域的宏观调控政策频出，房地产领域的改革进入深水区。随着万科、
恒大、碧桂园等大型地产企业进驻贵阳大面积扩展业务，贵阳本土中小型房地产
企业如何应对大型地产企业的挤压，在新常态、新的发展阶段下实现可持续发展
显现的非常重要。
本文通过文献研究法、案例分析法，以贵阳本土中小房地产企业——YC 公
司 SP 房地产项目为研究对象，结合当前供给侧改革的政策背景，对案例公司房
地产项目营销策略的改进进行研究。主要是依托房地产营销、关系营销、STP理
论、4Ps营销理论，通过PEST分析法、SWOT分析方法对YC公司的营销环境进行
分析，探究SP项目营销策略中存在的问题及原因，最后提出营销改进策略。
经研究发现，案例企业由于管理层缺乏现代营销理念、营销激励机制不健全
等原因，研究项目存在品牌打造投入不足、产品定价不灵活、分销渠道关系管理
不到位、促销方式不丰富、目标营销不准确等问题，从而提出从提升 SP 项目价
值、采取灵活定价策略、构建高效分销渠道、多维度优化促销手段、分析市场找
准定位等五个方面进行改进的策略。
总的来说，随着“房住不炒”理念的一以贯之，房地产市场逐步回归理性，
促使着房地产营销模式需要与时俱进不断创新和改革。房地产企业必须以 STP
理论为基础实施目标营销，重视现代营销管理理念、重视品牌建设，顺应市场变
化和政策调整，通过加强与内部职工、合作伙伴、竞争者、政府部门建立长期稳
固良好的合作关系和沟通反馈渠道，为客户提供称心满意的优质服务，维护和发
展客户忠诚度，构建良好的客户关系，才能应对新常态下纷繁复杂的市场实现可
持续发展。
关键词：房地产营销；4Ps营销理论；关系营销；新常态
I

Abstract
As China enters the "14th Five-Year Plan" period, systemic adjustments have
taken place in fertility policies and education policies, and with the frequent
occurrence of macro-control policies in the real estate sector, reforms in the real estate
sector have entered a deep water zone. At present, large real estate companies such as
Vanke Group, Evergrande Group and Country Garden have entered Guiyang . It is
very important for Guiyang local small and medium-sized real estate companies to
cope with the squeeze of large real estate companies and achieve sustainable
development under the new normal and new development stages.
Based on the literature research method and case analysis method, this paper
takes the Guiyang local small and medium real estate company——YC company SP
real estate project as the research object, and combines the current supply-side reform
policy background to study the improvement of the real estate project marketing
strategy of the case company. Mainly relying on real estate marketing theory,
relationship marketing theory, STP theory,the marketing theory of 4Ps, PEST analysis
and SWOT analysis to analysis of the marketing environment of YC companies, then
analyze the problems and reasons of the project's marketing strategy, and finally
propose a marketing improvement strategy.
The research found that due to the lack of modern marketing concepts in the
management and the incomplete marketing incentive mechanism, there are a series of
problems such as insufficient investment in brand building, inflexible product
pricing,inadequate promotion methods and inaccurate target marketing.And put
suggestions for improvement from five aspects,that enhance the value of SP projects,
implement flexible pricing strategies,build efficient distribution channels,adopt
multi-dimensional promotion strategy,find the right positioning.
In general, acting on the principle that houses are for living in,not for speculation,
the real estate market has gradually returned to rationality, prompting the real estate
marketing model to keep pace with the times and continue to innovate and reform.
Real estate companies must implement target marketing based on STP theory, pay
attention to modern marketing management concepts and value brand building, adapt
to market changes and policy adjustments, and establish long-term, stable and good
cooperative relations and communication feedback with internal employees, partners,
II

competitors, and government departments. Channels, provide customers with
satisfactory and high-quality services, maintain and develop customer loyalty, and
build good customer relationships, in order to cope with the complex market
competition and achieve sustainable development.
Keywords: Real Estate Marketing; The Marketing Theory of 4Ps;Relationship
Marketing; New Normal
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