房地产是在商品经济日益发展的大背景下出现的,房地产业为我国的经济发

展做出了重要的贡献。随着房地产价格的飞涨,房地产投资增多,房地产市场竞

争加剧;另一方面,国家为控制房地产价格的过快增长,出台各项抑制政策,楼

市逐渐过渡到买方市场,如何在激烈的市场竞争面前把楼盘卖出去,需要更加优

异的房地产市场营销管理,制定更具特色的房地产市场营销方案。

本文首先查阅了国内外学者对房地产市场以及房地产市场营销管理的研究

文献,对其进行了整理和总结,争取为本文所要研究的内容给予很好的借鉴;其

次,研究了房地产、市场营销和营销管理的基本定义,涉及到的基本理论,为下

文的研究提供理论基础;再次,通过文献查阅、实地调研以及总结自身相关的工

作经验,了解房地产市场营销的发展历史,总结房地产市场营销的现状,针对现

存的问题,提出房地产市场营销过程中改善方法;最后,本文落实到实践应用,

以平度的一处房地产项目一锦绣山庄为例,在充分搜集开发公司的概况,分析项

目幵发建设的相关欧亿·体育（中国）有限公司的基础上,从项目前期市场调研、市场定位、选取营销战

略以及营销风险控制等方面,做出了系统的市场营销管理方案。

这一房地产项目的营销管理力争与实际相结合,凸显独特性,提高该楼盘的

销售业绩。

关键词:房地产市场营销营销策划房地产市场营销管理

MARKETING MANAGEMENT RESEARCH

OF REAL ESTATE PROJECTS

TAKE SAMITE MOUNTAIN VILLA FOR EXAMPLE

ABSTRACT

Real estate appeared in the big background of the growing of commodity

economy,the real estate industry made important contributions to China's economic

development. Along with soaring real estate prices, real estate investment is

increasing and real estate market competition is aggravating;On the other hand, for the

control of the excessive growth of real estate prices, our country introduced various

inhibition of policies, the housing market gradually transitions to the buyer's market.

It needs more excellent real estate marketing management and more characteristic

marketing program to sell out building dish in the face of fierce market competition.

This paper first reviewed the domestic and foreign scholars on the real estate

market and real estate marketing management research literature, on the sorting and

summary,in order to give a good reference of the study in this paper; Secondly,

providing theoretical basis for study of below by studying the basic definition of the

real estate, marketing and marketing management, involve the basic theory; Again,

through literature review, field investigation and summary of relevant work

experience, to understand the historical development of real estate marketing,

summarize the present situation and then put forward the improving methods aiming

at the existing problems; Finally, the article is in the practical application, taking

example of a real estate project in Ping Du — Samite Mountain Villa, have made the

market marketing management scheme of the system from preliminary market

research project selection, market positioning, marketing strategy and marketing risk

control, etc. On the basis of full collection development overview of the company and

any lies of the construction of the project development related information.

This real estate project marketing management strives to combine with the actual,

highlight individuality and improve sales performance of the building.

KEY WORDS: the real estate marketing management marketing plan

real estate marketing management