中文摘要
HR 集团 X 房地产项目是位于哈尔滨市松北区的一个基于“城市综合体”理念
的房地产项目。如今松北区现在是哈尔滨市政府以及哈尔滨市各个企业单位积极
发展的区域。面对房地产市场竞争的白热化，HR 集团看准市场，抢占先机，将 X
房地产项目打造成了适合人们居住的即和谐又时尚的小区。

本文的目的是在实际的基础上分析 HR 集团 X 房地产项目的原有情况，通过对
当前哈尔滨市房地产市场发展状况、HR 集团 X 房地产项目大概情况以及 HR 集团 X
房地产项目现有营销策略的分析，基于营销策略中的 4P 理论提出了一套适应 X 房
地产项目发展的营销策略。

关键词：市场营销策略；房地产营销；4P 理论

Abstract
The real estate project X of HR Group locate in the loose north district in Harbin.
The “Urban Complex” is its idea. Now, loose north is the emerging area in Harbin, the
government of Harbin is try its best to develop the loose north. In the face of the intense
competition of real estate, HR Group positioning the target market, early movers, make
the project of X become a harmony living.
The purpose of this article is to analyze current situation of the project X. Based on
the current real estate market development status、general situation of project X and the
marketing strategy of project X, based on the theory of 4P to put forward a set of
marketing strategy to adapt the project X.
Keywords: real estate marketing; marketing strategy; 4p theory