中文摘要
改革开放以来，房地产行业所产生的经济效益是中国经济快速增长的重要
组成部分。但是，随着近几年商品房价上涨过快，买房难已逐渐成为民生问题。
为此，政府出台稳地价、稳房价、稳预期等一系列调控政策，从需求端和供给
端共同遏制房地产行业野蛮发展，房地产行业步入深度调整阶段。除了政策调
控，房地产业的行业集中度越来越高，各类资源向头部房企集中，使得行业竞
争更加激烈。呼和浩特市作为省会城市，近年来已成为各家房地产企业争相进
入的对象，随着各大房企的进入，市场竞争逐渐白热化。在各家房地产企业追
求高周转、高利润的要求下，传统的营销策略已经不能满足当下房地产项目的
营销诉求，房地产企业必须及时调整自身营销策略和经营理念才能立于不败之
地。
本文以 XS地产内蒙公司开发的 C项目作为研究对象，通过对房地产营销
领域和国内外房地产营销理论的研究，对 C项目的营销策略存在的问题进行探
索。首先，结合 4P营销理论对 C项目的营销现状、面临问题进行剖析；其次，
运用 PEST模型、波特五力模型、SWOT矩阵等分析项目所处环境，指导 C项
目后续营销策略的制定方向；最后，运用 STP模型对 C项目后续销售进行目标
市场定位，并从产品、价格、渠道、促销等环节为 C项目制定切实可行的营销
策略。为了保障 C项目营销策略的顺利执行，结合公司目前情况，制定了保障
措施。
本文以期通过对 C项目营销策略的调整，加快项目销售速度和资金周转，
实现更高的利润。同时，希望能为我国的房地产营销策略研究提供实证案例。
关键词：房地产；营销策略；市场定位；PEST模型；波特五力模型

ABSTRACT
Since the reform and opening up, the economic benefits generated
by the real estate industry have been an important part of China's rapid
economic growth. However, with the rapid rise of commodity house
prices in recent years, the difficulty of buying a house has gradually
become a problem of people's livelihood. To this end, the government
has introduced a series of control policies to stabilize land prices, house
prices, and expectations, to jointly curb the barbaric development of the
real estate industry from the demand side and the supply side, and the
real estate industry has entered a stage of deep adjustment. In addition to
policy regulation, the industry concentration of the real estate industry is
getting higher and higher, and various resources are concentrated to the
leading real estate enterprises, which makes the industry competition
more intense. As the provincial capital, Hohhot has become the target of
various real estate companies competing to enter in recent years. With
the entry of major real estate companies, the market competition has
gradually intensified. Under the requirements of various real estate
companies pursuing high turnover and high profits, traditional
marketing strategies can no longer meet the current marketing demands
of real estate projects. Real estate companies must adjust their marketing
strategies and business concepts in time to remain invincible.
This paper takes the C project developed by XS Real Estate Inner
Mongolia Company as the research object, and explores the problems
existing in the marketing strategy of the C project through the research
on the real estate marketing field and real estate marketing theory at
home and abroad. Firstly, it analyzes the current situation and problems
of C project marketing based on 4P marketing theory; secondly, it uses
PEST model, Porter's five forces model, SWOT matrix to analyze the
environment of the project, and guides the development direction of C
project follow-up marketing strategy, use the STP model to locate the
target market for the follow-up sales of the C project, and formulate
practical marketing strategies for the C project from the aspects of

products, prices, channels, and promotions. In order to ensure the
smooth implementation of the marketing strategy of the C project,
combined with the current situation of the company, safeguard measures
have been formulated.
This article aims to speed up the project's sales speed and capital
turnover by adjusting the marketing strategy of the C project, so as to
achieve higher profits. At the same time, I hope to provide empirical
cases for the research on real estate marketing strategies in my country.
Key Words: Real estate; Marketing strategy; Market positioning; PEST;
Porter's Five Forces Model
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