【作者】 王凯；

【导师】 梁君；

【作者基本信息】 广西师范大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 今年以来,国民经济持续恢复向好,我国对房地产的宏观调控不断深化。国家明确提出要“适应我国房地产市场供求关系发生重大变化的新形势,因城施策用好政策工具箱,优化供地结构,更好满足居民刚性和改善性住房需求,促进房地产市场平稳健康发展”,标志着新一轮的房地产调控政策开启,政府相关部门陆续出台了首套房“认房不认贷”、“降低首付比例和利率”等政策,以进一步支持刚性和改善性住房需求。同时,随着城镇化进程不断深入,城市更新项目也逐步成为房地产行业不断发展的必然产物,地方通过土地出让、税收、规划指标等一系列优惠政策的引导,房地产企业能够利用社会资金参与进来,在完善提升城市形象、激发城市活力社会责任基础上,进一步节省了土地开发成本,提升土地开发效益。本文以城市更新背景下房地产市场营销为视角,以肇庆市QX房地产公司X项目为研究对象,通过文献搜集法、实地调查法、案例研究法、理论与实践结合法,搜集和调查肇庆市QX房地产公司基本情况和营销现状,研究房地产相关营销概念和理论,对当下的相关利好政策方针与市场环境进行分析,提出项目营销策略优化建议,制定切实可行的营销策略。首先,通过研究房地产市场营销以及城市更新的相关理论发展,对其概念和理论基础作进一步界定和探析。在理论基础上,运用PEST分析法,对肇庆市QX房地产公司X项目在政治、经济、社会、技术四个层面进行宏观环境分析。通过波特五力模型,将潜在进入者、替代品、购买者议价能力、供应方议价能力、行业内竞争对手等五个方面对项目面临的挑战做解析,并对购房者的目的和需求进行分析。其次,本文根据营销4P理论分析肇庆市QX房地产公司X项目的营销现状。随后通过分析实地调查问卷结果探究肇庆市QX房地产公司X项目营销中存在的一系列问题。最后从产品、价格、渠道、促销四个方面对肇庆市QX房地产公司X项目的营销方面的不足之处提出改进建议。本文研究发现,肇庆市QX房地产公司X项目目前营销过程中展现出诸多问题,但进一步立足项目优势,把握政策红利,明确市场定位,及时优化和落实营销改进措施,能够做到扬长补短,制定出符合自身项目实际的营销策略,推进项目营销取得预期效果。更多还原

【Abstract】 Since the beginning of this year,the national economy has continued to recover and improve,and China’s macro-control over real estate has been continuously deepened.The state has clearly proposed to "adapt to the significant changes in the supply and demand relationship of China’s real estate market,implement policies tailored to different cities,make good use of the policy toolbox,optimize the land supply structure,better meet the rigid and improvement housing needs of residents,and promote the stable and healthy development of the real estate market," marking the start of a new round of real estate regulatory policies.Government departments have successively introduced policies such as "recognizing the house but not the loan" for the first home purchase and "reducing down payment ratios and interest rates" to further support the rigid and improvement housing needs.At the same time,as the urbanization process continues to deepen,urban renewal projects have gradually become an inevitable product of the continuous development of the real estate industry.Local governments guide real estate enterprises to participate through a series of preferential policies such as land transfer,taxation,and planning indicators.This not only saves land development costs and improves land development efficiency but also enhances the city’s image and stimulates urban vitality on the basis of social responsibility.This paper takes the perspective of real estate marketing under the context of urban renewal and studies the X project of Zhaoqing QX Real Estate Company.Through methods such as literature collection,field investigation,case study,and combining theory with practice,it collects and investigates the basic situation and marketing status of Zhaoqing QX Real Estate Company,studies related marketing concepts and theories,analyzes current favorable policies and market environment,proposes suggestions for optimizing project marketing strategies,and formulates practical marketing strategies.Firstly,by studying the development of real estate marketing and urban renewal theories,the concepts and theoretical foundations are further defined and explored.Based on the theoretical foundation,the PEST analysis method is used to conduct a macro-environmental analysis of the X project of Zhaoqing QX Real Estate Company at the political,economic,social,and technological levels.Through Porter’s Five Forces model,the challenges faced by the project in terms of potential entrants,substitutes,buyer bargaining power,supplier bargaining power,and industry competitors are analyzed,as well as the purposes and needs of homebuyers.Secondly,this paper analyzes the marketing status of the X project of Zhaoqing QX Real Estate Company according to the marketing4 P theory.Subsequently,a series of issues in the marketing of the X project are explored through the analysis of field survey questionnaire results.Finally,suggestions for improvement are made from the aspects of product,price,place,and promotion for the marketing deficiencies of the X project of Zhaoqing QX Real Estate Company.The research finds that the X project of Zhaoqing QX Real Estate Company currently shows many problems in the marketing process.However,by further leveraging project advantages,grasping policy dividends,clarifying market positioning,and timely optimizing and implementing marketing improvement measures,the company can compensate for its shortcomings,formulate marketing strategies that fit the actual situation of its own project,and achieve the expected results in project marketing.更多还原