摘要:近年来，随着我国房地产市场行情的动荡，房地产行业已经完全进入了激烈的市场化竞争时代，粗放型的传统经营已不能满足需要，企业要想实现长期生存发展，必须用先进的市场化营销策略来武装自己增强自身的竞争优势，因此，房地产开发商及代理商越来越重视营销策略的制定与执行。
本论文以房地产市场营销的相关理论为基础，在国内外对房地产营销策略的研究现状的背景下，以大城小院项目为具体的研究对象，运用SWOT分析法分析项目自身的优势、劣势、机会及威胁，对该区域内的竞争项目的基本情况、优缺点列表进行比较研究，根据自身特点结合竞争环境对目标顾客进行分析，在此基础之上根据4P营销理论对大城小院项目制定关于产品、价格、渠道及促销的一系列营销策略，从而增强了项目在激烈的竞争环境下的竞争力。
关键词 房地产项目；市场分析；营销策略
Abstract:In recent years, due to the unstable real estate market, the real estate industry has been being faced with intense market competition. The traditionally extensive marketing strategy could not meet its need any more. In order to achieve long-term survival and development, the real estate industry must arm itself with advanced market-oriented marketing strategy to enhance their competitive advantage. Therefore, real estate developers and agents are paying more and more attention to the development and implementation of the marketing strategy.
Based on the theory of the real estate marketing, this thesis analyzes the home and abroad research on real estate marketing strategy. With the Dachengxiaoyuan project as the research project, it studies the advantages, disadvantages, opportunities and threats of the project by using the method of SWOT analysis. This thesis also has a research on the other competing-projects in the region by comparing their basic situation and lists of advantages and disadvantages. After that, a series of marketing strategies on product, price, channel and promotion are formulated according to the 4P marketing theory, so as to enhance the competitiveness of the project under the fierce competitive environment.
Keywords real estate project market analysis the marketing strategy
随着人们生活质量的逐步提高，精神需求也日益注重，对住房的质量审美等多方面也有了自己的要求，因此，除了对楼盘自身及楼盘附属建筑设施的质量审美等全方位要求不断提高外，为了避免因为营销策略而使企业错失顾客消费者错失满意的楼盘，研究企业项目的营销策略对企业及消费者都具有重要意义的。一方面对于企业，营销策略的研究可以帮助企业准确把握市场动态，经过市场调研分析研究及科学的理论指导等，可以让企业领导准确把握市场，作出正确的决策，避免项目运作中出现偏差；另一方面对于具体的房地产项目，通过科学的市场营销理念及先进营销技术相结合，根据项目本身的具体情况运用于本项目中，才能在激烈的市场竞争中得到更大的优势。
虽然房地产开发商们都知道营销的重要性，可是他们很多人对于房地产市场营销的理解仅仅停留在广告宣传的部分，并没有全面的理解房地产营销的整个过程，因此，房地产营销策略的研究是很有必要很有意义的。
