摘要：房地产行业是中国国民经济的主导产业，在现代社会经济生活中起着举足轻重的作用。近年来由于国家以及市场的调控，房价渐渐的趋向平稳。在这种情况下，消费者的购房意愿趋于迷茫，房地产行业也渐渐走向低迷。此外，随着房地产行业从卖方市场过渡到买方市场以及行业竞争的日趋激烈，市场营销日益被房地产行业所重视，一个好的营销策略正逐渐发挥其重要性。星河国际在这时进入常州市场，正着力研究其市场营销策略，并试图使其营销策略能够适应现在的市场环境，以面对挑战从中获利。
本文根据星河国际所处的营销环境，先分析其优势、劣势、机会、威胁，以及面对这种环境时所应对的营销策略，再分析这些营销策略的优缺点，并对其不足之处提出改进意见，最后试图总结出一套既科学又切实可行的房地产营销策划框架，为房地产开发企业提供有益的帮助。
关键词：调控；营销策略；价格；渠道
Abstract：The real estate industry, as one of the leading industries in China’s national economy, plays a very important role in modern society, economy and life. In recent years, due to the regulations carried out by the state and market, hosing price has gradually leveled off. Under this circumstance, consumers tend to have a confused will for house purchasing; and the real estate industry is also gradually moving towards downturn. In addition, with the transition of real estate industry from a seller to a buyer's market, as well as the increasingly fierce competition in this industry, marketing is gaining increasingly great concern, and a good marketing strategy is gradually playing its importance. Entering Changzhou market just at this point, Xinghe International is now focusing on studying its marketing strategies, and making effort to let them suitable for the current market environment, so as to make profits in challenge.
In this paper, according to the marketing environment where Xinghe International is situated , an analysis was given on its strengths, weaknesses, opportunities and threats, as well as the marketing strategies it uses to cope with this environment, then, the advantages and disadvantages of these marketing strategies were discussed, and the inadequacies existing in them and corresponding suggestions were proposed. In the last part of the paper, it attempted to summarize a set of both scientific and practical real estate marketing planning framework, in order to provide some useful guidance for enterprises devoted to real estate development.
Keyword: regulation; marketing strategy; price; channels
