论文总字数：19761字

摘 要

随着我国改革开放的深入，社会主义市场经济体制的建立，使包括房地产行业在内的各行业蓬勃发展，同时也显露出经济体制不够健全下各行业迅速发展带来的弊端，尤其是房地产行业，我们可以看到近十年来房价的飞速增长，物价水平的提高，一线城市房价增长同时供不应求的局面和无数三线鬼城的存在，但随着政府出台的一次比一次严厉的限购限贷政策，各一线城市市场行情才有所缓解，得到一定的控制。然而我国房地产市场已经由卖方市场过渡到买方市场，不同住房需求造就了不同的市场，市场的行情规则以及消费者的需求越来越难以把握，加上同行业之间的竞争使得各公司产品营销策略甚至在公司发展战略理念上出现雷同现象，为了能使自己的企业在市场上占有一席之地，各大房产公司深深地意识到了房产开发中营销策略的重要性。

在现阶段我国房产市场环境中，一个好的营销策略是取胜的秘诀，而只有以客户需求为中心，质量上乘的产品，和全方位一体化的服务模式才能称的上是好的营销策略，本文中弘阳地产正式具有这样的营销策略的房产开发商，研究弘阳地产的房产开发营销策略对其在售的该项目加快销售起到积极作用，对同行业营销策略的研究也具有重要的现实意义。本文以弘阳地产为例，通过swot分析法对弘阳地产项目的内外部营销环境做具体分析，通过stp分析法对弘阳地产的市场细分、目标市场、市场定位作明确分析，并对弘阳地产人员组织架构、营销创新、广告宣传、做必要的分析。最后通过以上的分析总结出弘阳地产营销策略的优势与弊端，在此基础上给予一些建议。

关键词：弘阳地产；营销策略；stp；swot

Research on Marketing Strategy of Rsun Real Estate Development Company

Abstract

With the deepening of reform and opening up and the establishment of a socialist market economy, the real estate industry, including the industry, is booming, but at the same time it also reveals the disadvantages brought about by the rapid development of the industry under the imperfect economic system. Especially in the real estate industry, we can see the rapid growth of housing prices in the past ten years, the increase of housing prices, the growth and supply of first-tier cities and the existence of many third-tier cities. However, with the government's strict restrictive credit policies, the market in first-tier cities has been eased and has been controlled to a certain extent. However, China's real estate market has changed from a seller's market to a buyer's market. Different housing needs have created different markets. Market rules and consumer needs are becoming more and more difficult to grasp. Competition among the same industries makes the product marketing strategies of various companies and even similar phenomena in the concept of company development strategies. In order to enable our enterprises to occupy one person's space in the market, all major real estate companies are deeply aware of the importance of marketing strategies in real estate development. In the current China's real estate market environment, a good marketing strategy is the secret of success. However, this article only formally introduces the real estate marketing strategy of Hongyang real estate developers, which is based on customer demand, high-quality products and comprehensive service mode. The research on the development of real estate marketing strategy plays a positive role in the sales of real estate projects in the same industry. The research on marketing strategy has important practical significance. This article takes Hongyang Real Estate as an example, through SWOT analysis of marketing environment, STP analysis of market segmentation, and finally, through analysis of advantages and disadvantages of Rsun Real Estate marketing strategy, on this basis, some suggestions are given.

Keywords:Rsun real estate; marketing strategy; STP; swot

目 录

摘 要 I

Abstract II

目 录 III

第一章 绪 论 1

1.1 研究背景 1

1.1.1弘阳地产的营销背景 1

1.1.2 弘阳地产公司简介 1

1.2 研究意义 1

1.3 技术路线与研究框架 2

第二章 文献综述 3

2.1 研究概述 3

2.2 相关理论研究 4

2.3 理论总结 5

第三章 房地产市场营销的环境分析 6

3.1房地产行业发展现状 6

3.2 弘阳SWOT分析 13

3.2.1 弘阳的优势（S） 13

3.2.2 弘阳的劣势（W） 14

3.2.3 弘阳的营销机会（O） 14

3.2.4 弘阳的营销威胁（T） 15

第四章 弘阳地产市场营销策略研究 15

4.1 弘阳地产stp战略分析 15

4.1.1 弘阳地产的市场细分 15

4.1.2 弘阳地产的目标市场选择 16

4.1.3 弘阳地产的市场定位 16

4.2弘阳地产营销策略问题研究 17

4.2.1 市场调研不足 17

4.2.2 目标市场不明确，市场定位模糊不清 17

4.2.3品牌意识不足 17

4.2.4 销售渠道单一 17

第五章 进一步完善弘阳地产市场营销策略的建议 18

5.1 加强房地产市场的调研 18

5.2 明确目标市场，科学市场定位 18

5.3 进行产品改造 18

5.4 注重品牌建设 19

5.5采用多种销售渠道 20

参考文献 21

致谢 23

第一章 绪 论

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