【作者】 王伟；

【导师】 曹丽杰； 李小飞；

【作者基本信息】 河北科技大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 1978年中国经济体制改革,逐步实现了土地所有权和使用权的分离,诞生了中国现代房地产业的雏形。经过40余年的发展,房地产行业对中国经济的增长起到了巨大的支持作用,成为了国家的支柱产业之一。随着城镇结构化的发展,以及国家大力推动产业优化升级等措施的落实,房地产行业对我国经济发展的影响仍旧不可撼动。我国房地产行业历经从卖方市场到买房市场的转变,房地产开发企业数量激增,市场竞争激烈,消费者对于购买商品住房日趋成熟与理性。这使得房地产营销成为关系到房地产开发企业生存和发展的关键之一。R项目是Z企业在石家庄开发的一个重要项目,目前该项目正在销售之中,同时面临后续项目开发。本文针对主要R项目,以市场营销经典4P理论作为依据,运用PEST分析法、SWOT分析法等多种分析工具,深入研究R项目所处的营销环境、市场定位和营销现状,发现并指出现营销策略所存在的问题,为R项目提供一套更为适合的营销策略,并提出新策略实施的保障措施。更多还原

【Abstract】 In 1978,China’s economic system reform gradually realized the separation of land ownership and use right,giving birth to the embryonic form of China’s modern real estate industry.After more than 40 years of development,the real estate industry has played a huge role in supporting China’s economic growth and has become one of the country’s pillar industries.With the development of urban structure and the implementation of national measures to vigorously promote industrial optimization and upgrading,the impact of the real estate industry on China’s economic development is still unshakable.The real estate industry in China has experienced the transformation from the seller’s market to the house buying market.The number of real estate development enterprises has soared,the market competition is fierce,and consumers are increasingly mature and rational about purchasing commodity housing.This makes real estate marketing become one of the keys to the survival and development of real estate development enterprises.R project is an important project developed by Z Enterprise in Shijiazhuang.Currently,the project is under sale,and the second phase of product development is facing.Main R project,the author of this paper,with classic marketing theory 4 p theory as the theoretical basis,using a variety of analysis tools such as PEST analysis,SWOT analysis,in-depth study R project marketing environment,market positioning and marketing present situation,discovered and points out that the presently existing problems in the marketing strategy,for the R project to provide a more suitable marketing strategy,And put forward the new strategy implementation safeguard measures.更多还原