A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
（Master of Business Administration）
Research on Optimization of Marketing Strategy of C
Real Estate Enterprise WY Plaza
Candidate:Cai Lingzhi
Supervisor: Prof. Mo Zan
May 28,2022
School of Management
Guangdong University of Technology
Guangzhou，Guangdong，P.R. China，510520
摘要
摘要
进入新世纪以来，国内生产总值的稳步增长和城镇化水平的快速提升，离不开房
地产行业的巨大推动作用。C房地产企业 WY广场更是承担了提升YF市城市消费及
城市人居品质升级的重要任务。自从2019年末起新冠肺炎疫情蔓延的两年多时间以来，
几乎全社会所有的传统线下产业都遭受到了极大的冲击，房地产行业也不例外。然而，
互联网产业在疫情防控背景下，线上线下融合业务爆发式增长，互联网与实体经济融
合不断加深，推动传统行业转型升级。我国正处于互联网信息化高速发展阶段，以互
联网为媒介的网络营销策略，也已经成为各个领域最热门的营销推广方式，也毫无疑
问地成为了未来营销的必然选择与趋势。
C房地产企业 WY广场在当前的营销环境发生巨大变化的背景下，项目营销效果
受到极大影响，人流量锐减，项目营销投入受到较大损失，实施的传统市场营销策略
市场定位不清晰、推广宣传效果差、通路效果评估难、营销费用占比高、网络营销不
成形的问题日益凸显。应对新形势、新发展、新模式，抓住互联网的发展机遇，优化
市场营销策略，不论对房地产企业以及整个房地产行业，都有着重要意义。因此，要
从产品、价格、渠道、促销四方面为 C房地产企业 WY广场进行以网络营销策略为主，
线上线下相结合的市场营销策略优化。
本论文把 C房地产企业 WY广场的市场营销策略优化作为研究对象，对论文的研
究背景和意义、国内外研究状况等进行阐述，主要通过文献研究法、问卷调查法、个
案分析法的研究方法，从多维度对 C房地产企业 WY广场的房地产市场营销策略优化
展开研究，进而发现问题、分析问题和解决问题。首先，从介绍市场营销策略的基础
理论和营销分析方法出发，重点介绍了 4P理论、STP理论和网络营销理论，同时详细
介绍了 PEST分析法和波特五力模型；其次，深入了解了 C房地产企业 WY广场当前
市场营销现状；再次，通过对 C房地产企业 WY广场的内部环境、宏观环境、行业环
境进行分析，总结出营销环境变化带来的影响，进而发现了当前市场营销的主要问题
及分析；接着，深入 C房地产企业 WY广场目标客群的市场调查，对C房地产企业
WY广场市场定位；最后，在营销策略理论的指导下，提出了产品、价格、渠道、促
销四方面市场策略的优化及保障措施建议。
关键词：房地产企业；营销策略优化；网络营销
I
广东工业大学硕士专业学位论文
ABSTRACT
Since the beginning of the new century, the steady growth of GDP and the rapid
improvement of urbanization level can not be separated from the huge driving role of the
real estate industry. C real estate enterprise WY square has undertaken the important task of
promoting urban consumption and upgrading urban residential quality in YF city. Almost all
traditional offline industries in the whole society have suffered a great impact since the
COVID-19 epidemic spread for more than two years from the end of 2019, and the real
estate industry is no exception. However, in the context of epidemic prevention and control,
the Internet industry has witnessed explosive growth of online and offline integration
businesses, and the integration of the Internet and the real economy has deepened, promoting
the transformation and upgrading of traditional industries. China is in the high-speed
development stage of Internet informatization. The Internetbased network marketing
strategy has also become the most popular marketing promotion method in various fields,
and has undoubtedly become the inevitable choice and trend of future marketing.
Under the background of great changes in the current marketing environment, the
project marketing effect of WY Plaza, a real estate enterprise C, has been greatly affected.
The traffic of people has been sharply reduced, and the project marketing investment has
suffered great losses. The problems of the implementation of the traditional marketing
strategy, such as unclear market positioning, poor promotion and publicity effect, difficult
channel effect evaluation, high proportion of marketing expenses, and shapeless network
marketing, have become increasingly prominent. It is of great significance for real estate
enterprises and the whole realestate industry to cope with thenew situation, new
development and new mode, seize the development opportunity of the Internet, and optimize
marketing strategies. Therefore, from the four aspects of product, price, channel and
promotion, we should optimize the marketing strategy of C real estate enterprise WY Plaza,
which focuses on online marketing strategy and combines online and offline marketing
strategy.
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