【作者】 张媛；

【导师】 田毕飞； 梁恒；

【作者基本信息】 中南财经政法大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 房地产营销目前普遍使用的理论是4P营销理论,4P营销理论通过四个要素(产品、价格、渠道、促销)把握销售的整个过程。但有别于其他商品营销,中国的房地产营销受到持续的政府宏观调控政策影响,并且这种影响呈现出明显的地域差异,除此之外,不同地域的消费特征和市场情况也存在差异。4P营销理论是在完全市场化的情况下提出的,难以适应中国当前特殊的房地产营销环境,因此研究宏观环境因素影响下的房地产营销理论,对中国的房地产营销来说,无疑具有重要的理论和实践价值。本文即是以房地产营销环境为基础,以营销理论的本土化为研究主题,结合当地的差异化环境因素,研究营销理论在房地产行业中的策略运用。本文采用案例研究法,以金科集团在南阳开发的金科集美晴洲这一项目为例,对案例所在区域的营销环境因素进行全面分析,结合地域差异化因素,研究如何结合当地营销环境制定房地产营销策略,从而实现营销理论在房地产行业中的本土化和适应性。全文共分为六个章节:首先对房地产营销及经典营销理论的内容进行了介绍;其次,针对该项目当地的宏观环境政策、市场竞争情况、行业发展情况及当地客户心理等环境因素进行了分析;再次,针对这些环境因素及营销难点,制定了差异化的营销策略,并对营销策略的实施提出了保障措施;最后,对该项目的成功原因进行了总结,并展望了未来房地产营销的研究方向。本文研究发现:该项目取得成功的原因,首先基于对当地环境因素全面充分的调查分析,做出了营销理论如何适应的判断;其次是针对环境的差异化因素制定了相应的营销策略,形成了差异化的竞争优势,使营销理论得以在房地产行业中成功运用;最后围绕营销策略的实施,同步制定了强有力的保障措施,使营销策略在执行过程得以顺利实施。本文的创新性体现在:一是结合房地产营销环境因素研究营销理论的适应性,剖析了环境因素对营销策略的具体影响,从而制定有针对性的营销策略,实现营销理论的本土化和适应性。二是解决了在差异化营销环境下如何通过营销理论,找到差异化竞争优势,为营销理论在房地产营销工作中的运用提供了借鉴和指导。更多还原

【Abstract】 The 4P marketing theory is used commonly in the real estate marketing at present.The four elements of "Product,Price,Place and Promotion" are adopted to grasp the whole process of sales.However,it is different from other commodity marketing that the Chinese real estate marketing is affected by the continuous macro-control policy of the government.Moreover,the obvious regional difference is showed by the effect.The classical marketing theory put forward under the condition of complete marketization is difficult to adapt to the Chinese special real estate marketing environment at present.As a result,there is a great theoretical and practical reference value for the Chinese real estate marketing in the research on the real estate marketing theory under the influence of the macro environmental factor.The case research method is adopted in this paper.The project of Jinke Jimei Qingzhou is taken as an example to study the combination of the local marketing environment for the development of the real estate marketing strategy.The paper is divided into six chapters.Firstly,the real estate marketing and the classic marketing theory are introduced.Secondly,the local policy,competition,industrial situation and customer psychology of the project are analyzed.Thirdly,the corresponding marketing strategy is formulated and some safeguard measures about the implementation of the marketing strategy are put forward according to these environmental factors and marketing problems.Finally,the reason for the success of the project is summarized and the future research area of the real estate marketing is prospected.It is found in the research that: In terms of the reason for the success of the project,the judgment about the adaption of the marketing theory is made on the basis of the comprehensive and sufficient investigation and analysis of local environmental factors firstly.Secondly,the marketing strategy is formulated for environmental factors so as to localize the marketing theory.Finally,some strong safeguard measures are formulated simultaneously around the implementation of the marketing strategy.The innovation of the paper is reflected in: On the one hand,the adaptability of the marketing theory is studied and the specific effect of environmental factors on the marketing strategy is analyzed by combining the environmental factors of the real estate marketing so as to formulate a localized marketing strategy.On the other hand,the classic marketing theory is revised in the special marketing environment,which can play a role in the theoretical guidance of the real estate marketing industry.更多还原