近年来，国内大中型城市房地产市场，由于供需关系的失衡发展，尤其是国 内外热钱炒房团涌入，发展呈现畸形态势。与此同时，政府为了让房地产欧亿·体育（中国）有限公司回 归理性化发展，加大了政策调控的力度，相继出台了很多政策，如各地区的“四 限”政策等，对房地产市场的销售，特别是高端别墅项目的销售产生了巨大的影 响。但是由于多数高端的房地产项目是先于“四限”之前规划的，前期投入巨大， 使其后期销售的定位高过目前市场预期，因此高端房产出现了较大范围的销售停 顿。北京红酒庄园一期别墅项目地处北京远郊，属于国内顶尖高端房地产项目， 打造成本高、定位高、定价高。因此，科学合理地剖析并理顺营销关系是推动北 京红酒庄园别墅销售的关键所在。 本文在全面阐述了北京红酒庄园一期别墅项目的市场竞争环境、客户需求等 外部环境，以及企业内部资源配置和市场定位趋向等情况，运用传统市场营销理 论，从市场的角度去分析其产品、价格、渠道、促销四大因素，从这四个角度分 析其现实层面的营销策略；运用了 SWOT 理论，对北京红酒庄园一期别墅项目的 市场环境、竞争环境、客户需求进行了分析；从品牌、产品、价格、客户渠道及 促销等策略等方面进行深入研究，力求寻找营销策略上的最优解，借助于 USP 策 略，兼顾创意文案宣传上力争突破；对项目的营销管理团队进行组织优化，建设 一支针对每一个目标客户提供个性化服务的高素质服务团队，建立科学的绩效考 评体系，完善物业基础配套设备及其服务水准和管理水平，形成梯度化销售及物 业管理人才构架，以销售产品的“软、硬”实力双驱动来加强拓宽销售域度，最 终为实现别墅营销提供销售策略保障。 本论文的研究成果对破解北京红酒庄园一期别墅项目的营销瓶颈具有指导 意义，为今后的营销指明了方向，同时实现营销业绩增长，也会对全国范围内的 别墅营销提供了有益的镜鉴。 关键词：北京红酒庄园项目,高档别墅,别墅营销,营销策略II The study on marketing strategy of Beijing red wine Villa project I Abstract In recent years, due to the unbalanced development of supply and demand in the real estate market of large and medium-sized cities in China, especially the influx of hot money from home and abroad, the real estate market has presented a distorted development trend.At the same time, in order to make the real estate industry return to rational development state, the government has to enactthe power of policy regulation to control the real estate market“temperature”, such as the four limits policy in various regions, which had a huge impact on the sales of the real estate market, especially the sales of highpoint villa projects Ⅰ.However, as most highpoint real estate projects are planned before the four limits, the huge investment in the early stage makes the positioning of the later sales higher than the current market expectation, so the highpoint real estate sales stop in a wide range.The Beijing red wine Villa project I is located in the outer suburbs of Beijing, which belongs to the top highpoint real estate project in China, with high cost, positioning and pricing.Therefore, a scientific and reasonable analysis and rationalization of marketing relations is the key to promote the sales of Beijing red wine Villa project I. This paper comprehensively expounds the Beijing red wine Villa project I in the market competition environment, external environment, such as customer requirements, as well as enterprise internal resources allocation and market orientation, etc., using the traditional marketing theory (4 P, 4 Cand, 4 R theories), from the angle of the market to analyze the product, price, channel, promotion four factors, analyzes its practical from the perspective of the four marketing strategies;SWOT theory is applied to analyze the market environment, competitive environment and customer demand of the Beijing red wine Villa project I.Conducting in-depth research from the aspects of brand, product, price, customer channel, promotion and other strategies, and strive to find the optimal solution in marketing strategy. With the help of USP strategy, give consideration to the breakthrough in creative copywritingIII publicity.Marketing management team of project organization optimization, one for each target customers with the high quality service, personalized service team, set up scientific performance evaluation system, perfecting the property basic form a complete set of equipment，service level and management level, the formation of gradient sales and property management personnel structure, to sell the products with “soft and hard power”double drive to strengthen to broaden sales domain, eventually provide a sales strategy for villa marketing. The research results of this paper have guiding significance for solving the marketing bottleneck of the Beijing red wine Villa project I, pointing out the direction for the future marketing, at the same time to achieve the growth of marketing performance, but also provide a useful mirror for villa marketing across the country. Keywords:Beijing Chateau project, highpoint villa, villa marketing, marketing strategyIV 目 录 中文摘要...................................................................................................... I Abstract...................................................................................................... II 第一章 绪论..............................................................................................1 1.1 研究背景.........................................................................................................1 1.2 研究意义.........................................................................................................2 1.3 研究内容.........................................................................................................2 1.4 研究方法.........................................................................................................4 1.4.1 调查研究法...............................................................................................4 1.4.2 文献研究法...............................................................................................5 1.4.3 案例研究法...............................................................................................5 1.4.4 统计分析法...............................................................................................5 第二章 相关理论基础............................................................................. 7 2.1 市场营销相关理论.........................................................................................7 2.1.1 市场营销 STP 理论.................................................................................7 2.1.2 市场营销 4P 理论....................................................................................7 2.1.3 市场营销 4C 理论................................................................................... 8 2.1.4 市场营销 4R 理论................................................................................... 8 2.1.5 市场营销管理工具..................................................................................9 2.2 房地产市场营销相关理论...........................................................................10 2.2.1 文化营销理论.........................................................................................10 2.2.2 关系营销理论........................................................................................11 2.2.3 全程营销理论.........................................................................................11V 2.2.4 绿色营销理论.........................................................................................11 2.2.5 全员营销理论........................................................................................12 2.3 高端住宅营销相关研究...............................................................................12 2.3.1 高端住宅简介........................................................................................12 2.3.2 高端住宅价格........................................................................................13 2.3.3 高端住宅渠道........................................................................................13 2.3.4 高端住宅促销........................................................................................14 第三章 北京红酒庄园一期别墅项目市场