營口市XT房地产公司A项目营销策略案例分析.docxVIP

摘 要随着中国经济进入转型期，中国的房地产业也将面临新的转型，房地产竞争日益加剧，商品已经从卖方市场向买方市场转变。面临房地产市场如此激烈的竞争、房地产市场产品迅速的升级，企业竞争已从产品走向品牌，如今已步入越来越精细化，越来越品牌化的时代。以前单纯的销售手法已难以适应当前的形式，房地产企业充分意识到想要领跑脱颖而出就要把握好市场的脉搏；走在市场的前头，就必须提高自身在市场中的竞争力，而作为关键条件之一的营销策划在现阶段的作用也越来越重要。本文针对营口市XT房地产所开发的A项目前期的销售情况，以市场营销的相关理论结合营口市整体的政策环境，经济状况和消费者消费心理等因素从项目的定位和营销现状出发分析了XT房地产公司所面临的内外部环境，找出销售过程中存在的问题，并运用营销理论中的STP营销、体验营销和营销组合理论对目前公司面临的营销问题进行分析，提出了适合营口市房地产营销的改善方法与其保障措施。营口市XT房地产公司面临的营销问题具有一定的代表性，作为一个三线城市的本地中小型房地产企业面对由于国家宏观房产调控措施而从一线大城市转向二、三线城市的大型房地产商，如何利用自身优势并不断弥补自身发展中的不足，这对于如今大多数中小房地产企业而言显得尤为重要，希望论文的研究方法和成果能够对XT房产公司及类似房地产企业在三线城市进行快速稳步的发展提供一定的借鉴作用。关键词：房地产；营销策略；营销组合；战略分析A Study of Marketing Strategies Research of XT Real Estate Company A ProjectAbstractWith Chinas?economy has entered a?transitional period, China’s real estate will face new?restructuring, the competition between real estate companies would become intensely, The market has changed from seller’s to buyer’s. Faced with the intense real estate market and the rapid?escalationof real estate?market products, the competitions between companies convert from products to brands, now the competition has entered to a era which is more refined and brand-oriented. The previous?marketing practices used before has been difficult to?adapt to the?current form, many companies have realized they must grasp the?pulse of the market in order to become outstanding compared with other companies. Companies must?improve their?competitiveness?in the market for becoming a leader in real estate industry, as a?key?one of the conditions?of the?marketing plan, marketing strategies has become more and more important.In this paper, based on sales conditions of XT?A?real estateAproject and the theory?related with the marketing strategiesand combining with policy?environment, economic?conditions and consumer psychology in Yingkou?City to analyze the?present situation?XT?real estate companies faced at present?internal and external, find out the problems in?the sales process. With the use of marketing theory?in