武汉健宏房地产公司营销困境探析

　　摘 要

　　随着时代的发展，经济的迅速崛起，人口的高速增长，我国房屋的市场需求与日俱增，房地产开发企业如雨后春笋般涌现，我国的房地产产业日渐成型。房地产产业利润高，收益大，因此吸引了大批的企业进行房地产投资。当前，我国的房地产处在结构调整期，市场环境并不稳定，这种不稳定主要体现在市场需求的变化上：由以前的卖方主导市场需求慢慢转变成为买方主导市场需求。由于房地产企业的竞争日趋白热化，材料、人工成本不断增加，导致企业利润下降明显。

　　与此同时，国家政府部门对房地产业的调控也有着一系列的变化。随着当今房产经济的不断变化，市场动向不定，面对这些不利趋势，房地产公司必须在经营管理方面进行升级，以期在越来越不利的情势下，保持企业的竞争优势以及核心竞争力，势必需要更加关注房地产的营销管理。房地产的销售业绩好坏取决于很多因素，但最关键的因素还是企业制定的市场营销策划是否新颖、独特。综合我国的比较具有代表性的有名房地产企业，他们的营销模式主要侧重于房地产市场信息的分析和把握，熟知消费者需求，并根据国家政策、市场讯息及时调整企业的营销策略，只有这样才能增强企业的综合竞争实力。优秀的房地产企业一定会拥有相应的优良的营销策略战略。

　　本文通过理论和实践相结合，分析研究探讨房地产营销策略。本文以武汉健宏房地产公司营销策略为研究对象。在近几年内，武汉健宏房地产公司在市场营销方面得到了一定提升，然而，较国内同等级乃至当地中型房地产企业还有一定的差距。为了促进武汉建宏公司的长远发展以及企业理念变革，公司需要通过系统的策划来提升公司市场营销人员以及部门的营销水平。笔者对 STP、4P、4C、4R 四个理论进行了深入的调研，得出了结论：四个理论存在内在的联系，只是侧重点不一样，可以通过对彼此的优势互补，形成一套完备、系统的营销理论体系。STP 理论属于战略层理论，主要适用于制定营销战略；4P 理论和 4C、4R 理论同属战术层理论，前者具体指导开展营销组合，后者注重营销组合的完善以期达到消费者满意度最大化。

　　笔者在本文针对武汉建宏房地产公司提出的营销战略是对 STP、4P、4C、4R四个理论分析之后的综合应用。第一，明确企业发展的战略方向，以此为基础制定营销战略；第二，在上一步的基础上制定营销组合；第三，对营销组合进行改进和完善，以期达到消费者满意度最大优化。

　　本文将当前主流的营销理论综合应用到实际的房地产企业营销策略制定上，比以往根据单一理论制定营销策略更具优势，且可操作性更强。

　　关键词：房地产 营销战略 营销组合 策略改进

　　Abstract

　　Along with the development of the era, the rapid rise of the economy, and thegrowth of population, the demand of China's housing market is increasing , real estatedevelopment enterprises spring up like mushrooms , and our country's real estateindustry is in forming.For the great profits, a large number of enterprises areattracted to invest in real estate .At present, the real estate of our country is in theperiod of structure adjustment, the market environment is not stable, which reflects onthe change of market demand, the demand of the market dominated by the sellerbefore has been dominated by the buyers now. As a result of the real estateenterprises' competition heating up,the materials and labor costs 'continue toincreasing, the corporate profits is declining obviously.At the same time, theregulation of the national government to the real estate industry also has a series ofchange.

　　With the changing of today's real estate economy and the market trend, realestate companies have to upgrade in management, in the face of these adverse trends.

　　more attention should be paid to the real estate marketing management to keep theenterprise competitive advantage and core competitiveness in the more and moreunfavorable situation .Real estate sales performance depends on a number of factors,but one of the most crucial factor is the novelty and unique of the enterprisemarketing planning .By the comprehensive comparison of some representativefamous real estate enterprises in our country,we know their marketing model mainlyfocus on the analysis and grasp of real estate market information, know consumers'demand very well, and adjust the enterprise marketing strategy according to thenational policy,and the market information , only in this way the enterprise'scomprehensive competitive power can be enhanced .The outstanding real estateenterprises must have corresponding good marketing strategy .

　　By combining theory and practice, the analysis and research to explore the realestate marketing strategy will be shown in this paper.I take Wuhan JianHong RealEstate Company marketing strategy as the object of study. In recent years, Wu HanJianHong real estate company in marketing has got certain ascend, however,compared with domestic real estate enterprises and the local medium real estateenterprise there is still a certain gap.In order to promote the long-term development ofWuhan JianHong Real Estate Company, the company's marketing apartment and staff'

　　marketing level should be enhanced through a system planning.The author hasconducted a thorough study to the STP, 4P, 4C ,4R four theory, draws the conclusion:

　　there is an inherent link between the four theory, but the focus is not the same, whichcan be mutually complementary to each other, to form a complete set of marketingtheory system.The STP theory is a strategic theory, which is suitable for theformulation of marketing strategy;the 4 p and 4 c and 4 r theory belong to the sametactics layer theory, the former support a specific guidance to carry out the marketingmix, the latter pays attention to the improvement of the marketing mix in order tomaximize customer satisfaction.

　　In this paper the Wuhan JianHong Real Estate Company's marketing strategyproposed by the author is the comprehensive application of the STP, 4P, 4C ,4R fouranalysis. First, have a clear strategic direction of the enterprise development, which abasis to develop marketing strategies; second, develop the marketing mix based on thelast step; third, improve and perfect the marketing mix, in order to achieve customersatisfaction optimization.

　　In this paper, the current mainstream of integrated marketing theory iscomprehensively applied to the real estate enterprise marketing strategy formulation,which has more advantages than developing marketing strategy according to thetheory of single before, and shows a stronger opera bility.

　　Keywords: Estate ,Marketing-strategy ,Marketing-mix ,strategy-improvement
 

　　目 录

　　摘 要

　　Abstract

　　第 1 章 引言

　　1.1 选题背景与研究意义

　　1.1.1 选题背景

　　1.1.2 研究意义

　　1.2 国内外研究现状

　　1.2.1 国外研究现状

　　1.2.2 国内研究现状

　　1.3 研究框架

　　1.4 研究方法

　　第 2 章 房地产营销策略相关理论分析

　　2.1 STP 理论

　　2.1.1 市场细分

　　2.1.2 目标市场

　　2.1.3 市场定位

　　2.2 4P 理论

　　2.3 4C 理论

　　2.4 4R 理论

　　2.5 相关营销理论总结

　　第 3 章 健宏房地产公司营销现状及营销策略

　　3.1 营销在房地产领域的作用

　　3.2 我国房地产市场特征

　　3.3 健宏房地产公司简介

　　3.4 健宏公司内部环境分析

　　3.4.1 企业文化

　　3.4.2 公司的人力资源

　　3.4.3 公司的结构组织

　　3.4.4 公司财务状况和土地储备

　　3.5 健宏公司外部环境分析

　　3.6 健宏房地产营销策略分析

　　3.6.1 产品策略（Product）

　　3.6.2 价格策略（Price）

　　3.6.3 促销策略（Promotion）

　　3.6.4 渠道策略（Place）

　　第 4 章 健宏房地产公司营销策略问题分析及改进

　　4.1 健宏房地产公司营销策略存在的问题

　　4.1.1 对目标客户缺乏精准推广

　　4.1.2 缺乏市场细分

　　4.1.3 营销推广方式保守

　　4.1.4 健宏地产人员素质不高服务意识不强

　　4.2 打造新型营销体系

　　4.2.1 拓深健宏公司管理层对营销策略创新认识

　　4.2.2 融入 STP、4P 、4C 和 4R 理论制定营销策略

　　4.2.2.1 明晰自身定位

　　4.2.2.2 建立实战型营销体系

　　4.3 健宏新营销体系解析

　　第 5 章总结和展望

　　5.1 研究结果及讨论

　　5.2 本文的创新点

　　5.3 研究不足及展望

　　参考文献