在激烈的房地产市场竞争中，地产企业如何趋利避害，制定有效的房地产营 销的策略，从而促进销售以获得更大的市场份额，已经引起了房地产欧亿·体育（中国）有限公司内的普 遍重视。绿地城项目是LDZY公司在济南高新区实施的首个项目，其面临着周边 多个大型房地产项目的激烈竞争，如“恒大城”、“水发家园”等多个项目定位与绿 地城较为接近，吸引走了部分优质客户。因此如何做好绿地城项目的营销，逐渐 扭转日渐不利的营销局面，成为了济南LDZY有限公司在推进绿地城项目建设中 的一个重要问题。本文从工作实际出发，以战略管理和市场营销相关理论为基础， 结合文献研究、SWOT分析、调查研究等方法，对LDZY公司的绿地城项目营销 策略进行研究，从而为该企业的发展提供理论指导，也可以为同类型项目营销提 供参考和借鉴。 本文首先全面分析了LDZY公司绿地城项目的现状，明确了其建设状况、组 织结构、人力和财务资源。然后在此基础上进行了内部因素矩阵（IFE）分析， PEST分析法，五力模型分析，以及外部因素矩阵（EFE）分析，深入分析了项目 面临的外部机遇与威胁，进一步明确了该项目的营销环境。同时，结合调查问卷 的方法对项目潜在客户进行调查分析，分析他们在品牌、区位、价格和营销手段 上的具体情况。最后，在STP分析基础上，制定了该公司绿地城项目的4P营销 策略组合，主要包括产品策略、价格策略、线上线下结合的渠道策略、更加灵活 的促销策略等，并提出了相应的营销保障措施。 通过本文研究可知，LDZY公司应坚持项目目标定位，针对细分市场采取差 异化的价格策略与产品策略，同时做好O2O渠道建设，并辅以全周期促销策略， 迎合消费者的购买需求，从而助推绿地城项目实现快速销售，以帮助LDZY公司 实现快速发展。 关键词：房地产；4P营销策略；SWOT分析 昆明理工大学专业学位硕士学位论文济南LDZY公司绿地城项目营销策略研究 IV ABSTRACT Withthedevelopmentoftoday'srealestatemarket,moreandmorepeopleare investingintherealestateindustry,whichmakestherealestatemarketcloseto saturation.Therefore,itisurgenttopromoteaneffectivemarketingmethodtowhich housecansellmoremarketshare.Therefore,formulatinganeffectiverealestate marketingstrategyisparticularlycriticalandimportantinthefiercerealestatemarket. GreenbeltCityProjectislocatedattheintersectionofCenturyAvenueand TangyezhongRoadinLichengDistrictofJinanCity.Sinceitsconstructionin2015, GreenbeltCityhasbeenfacingfiercecompetitionfrommanylarge-scalerealestate projectsaroundit,suchas"HengdaCity"and"ShuifaHome",whicharelocatedclose toGreenbeltCityandattractsomehigh-qualitycustomers.Therefore,howtodoa goodjobinthemarketingofgreencityprojectsandgraduallyreversetheincreasingly unfavorablemarketingsituationhasbecomeanimportantissueforJinanLDZYCo., Ltd.inpromotingtheconstructionofgreencityprojects.Thispapercombinesthe actualwork,literatureresearch,SWOTanalysis,researchandtheorywithpractice, basedonthetheoryofstrategicmanagementandmarketing,combinedwithin-school. Theknowledgewehavelearntandthemarketingstrategyofgreencityprojectsare studiedtoprovidetheoreticalguidanceforthedevelopmentofenterprises. Thispaperisdividedintosixmainparts:thefirstpart,introduction.Firstly,the backgroundandsignificanceoftheresearchareintroduced;secondly,thecontentsand methodsoftheresearchareelaborated;finally,thetechnicalrouteoftheresearchis refinedandsummarized.Thesecondpart,thetheoreticalbasisandanalysistoolsofthe study,mainlyonthemarketingstrategytheory,marketingmixtheory,aswellasPEST analysis,five-forcemodelanalysis,SWOTanalysisandotherrelatedanalysistools in-depthanalysis.ThethirdpartisthemarketingenvironmentanalysisofLDZYGreen Cityproject.Firstly,thecurrentsituationofLDZYGreenCityprojectisanalyzed. Then,theinternalenvironmentofLDZYGreenCityprojectisanalyzed,andits constructionstatus,organizationalstructure,humanandfinancialresourcesaredefined. Onthisbasis,theinternalfactormatrix(IFE)analysisiscarriedout.Thenthe 昆明理工大学专业学位硕士学位论文济南LDZY公司绿地城项目营销策略研究 V macro-developmentenvironmentofLDZYcompanyisanalyzedbyPESTanalysis method,andthentherealestateindustrycompetitionenvironmentfacedbythegreen cityprojectofLDZYcompanyisanalyzedbyfive-forcemodel.Onthisbasis,the externalfactormatrix(EFE)analysisiscarriedout.ThentheSWOTanalysisiscarried outcombinedwiththecontentofthepreviouschapter.Thefourthpart,LDZYGreen Cityprojectquestionnaireinvestigationandanalysis,designquestionnaires,surveyand analysisoftheprojectpotentialcustomers,analysisoftheirbrand,location,priceand marketingmeansofthespecificsituation,thuslayingthefoundationforthefollowing targetedmarketingstrategy.Thefifthpart,LDZYGreenCityproject4Pmarketing strategy,firstofall,theuseofSTPanalysis,marketsegmentation,targetmarket selectionandmarketpositioning,andthendeterminetheLDZY4Pmarketingstrategy mix.Itmainlyincludesdifferentiatedproductstrategy,differentiatedpricestrategy, onlineandofflinechannelstrategy,andmoreflexiblepromotionstrategy. Keywords:RealEstate;4PMarketingStrategy;SWOTanalysis 昆明理工大学专业学位硕士学位论文济南LDZY公司绿地城项目营销策略研究 i 目录 摘要.........................................................................................................................III ABSTRACT.......................................................................................................................IV 第一章绪论...................................................................................................................1 1.1研究背景和意义.............................................................................................1 1.1.1研究背景..............................................................................................1 1.1.2研究意义..............................................................................................1 1.2国内外研究现状.............................................................................................2 1.2.1营销理论研究方面..............................................................................2 1.2.2市场营销策略研究..............................................................................3 1.2.3房地产营销策略研究..........................................................................5 1.3研究内容..........................................................................................................7 1.4研究方法与技术路线......................................................................................7 1.4.1研究方法..............................................................................................7 1.4.2研究技术路线......................................................................................8 第二章相关理论基础.................................................................................................11 2.1市场营销理论................................................................................................11 2.1.1STP营销理论....................................................................................11 2.1.24P营销组合策略..............................................................................13 2.2相关理论分析工具.......................................................................................14 2.2.1PEST分析法......................................................................................14 2.2.2五力模型分析法................................................................................15 2.2.3SWOT分析..........................................................................................16 第三章LDYZ公司绿地项目营销环境分析................................................................19 3.1LDZY公司绿地城项目现状分析..................................................................19 3.1.1项目基本情况...................................................................................19 3.1.2组织结构情况...................................................................................20 3.1.3人力资源情况...................................................................................21 3.1.4财务状况............................................................................................22 3.2基于PEST分析法的宏观环境分析.............................................................22 3.2.1政策环境分析....................................................................................22 3.2.2经济环境分析.....................................