摘要
摘要
伴随着当前人民群众生活质量的不断提高，他们在购买商品房的同时，也更
加注重房屋整体的系统性和专业性，对于房地产项目也有了更高的期望值和要求。
并且，越来越多的购房群众对于房屋的套型结构、文化氛围、服务质量以及商业
配套情况等方面的内容也有了更高的要求，他们的购房需求变得更加客观和实际。
因此，对于广大的房地产开发商们来讲，如何在日益激烈的房地产欧亿·体育（中国）有限公司不断强化
自身的竞争优势，拓展市场占有份额，树立良好的市场口碑，已经成为了当下面
临的重要任务。由于房地产欧亿·体育（中国）有限公司所出台的营销方案，对于该房地产欧亿·体育（中国）有限公司的成败与
否，能够产生至关重要的影响作用，这也导致越来越多的房地产开发商开始积极
探索同自身实际情况相一致的营销策略，并实时地根据市场实际发展需求，而制
定出了能够同市场政策相适应，且与自身形象相一致的营销方案，以确保本企业
能够实现市场价值的最大化。
本文以 HT房地产公司为研究对象，以 4P理论为基础，深入分析 HT公司 Y
住宅项目在营销过程中遇到的问题，并剖析问题的成因，针对当前 HT公司 Y住
宅项目存在的影响问题，有针对性的提出 HT公司 Y住宅项目营销策略改进措施
和建议，经研究发现：当前，HT公司 Y住宅项目存在产品定位不准确，产品价
格较混乱，促销手段缺乏新颖，营销渠道狭窄等问题，就其原因主要体现在：产
品策划不充分、消费者需求调研不足，促销创新意识不足，营销过于依赖传统。
为解决这些现实问题，本文结合自身工作实际和先进管理经验，提出了营销策略
改进建议：以消费者为中心完善项目产品需求，采取多种时段定价方式完善房价
定价策略，同时建立特色营销渠道，丰富促销形式，提升购房体验。为保障营销
策略有效实施，本文提出了营销保障措施，强化营销队伍建设，重视企业文化宣
贯，加强培训激励和完善售后服务体系，以促进 Y住宅项目高效发展。
关键词：HT公司；房地产营销；营销策略
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Abstract
Abstract
With the continuous improvement of the current people's quality of life, while
purchasing commercial housing, they also pay more attention to the overall
systematization and professionalism of the housing, and have higher expectations and
requirements for real estate projects. Moreover, more and more people who buy
houses have higher requirements for the apartment structure, cultural atmosphere,
service quality and commercial supporting conditions, and their demand for house
purchase has become more objective and practical. Therefore, for the majority of real
estate developers, how to continuously strengthen their competitive advantages,
expand market share and establish a good market reputation in the increasingly fierce
real estate industry has become an important task. As the marketing plan issued by the
real estate industry can have a vital impact on the success or failure of the real estate
industry, more and more real estate developers begin to actively explore marketing
strategies consistent with their own actual situation, and formulate marketing
strategies that can adapt to market policies in real time according to the actual
development needs of the market, And a marketing plan consistent with its own image
to ensure that the enterprise can maximize the market value.
Taking ht-ht real estate company as the research object and based on 4P theory,
this paper deeply analyzes the problems encountered in the marketing process of Y
project of HT real estate company, analyzes the causes of the problems, and puts
forward targeted measures and suggestions for the improvement of marketing strategy
of Y project of HT real estate company in view of the impact problems existing in Y
project of HT real estate company. It is found that at present, The Y project of HT real
estate company has some problems, such as inaccurate product positioning, chaotic
product prices, lack of novel promotion means, narrow marketing channels and so on.
The main reasons are: insufficient product planning, insufficient consumer demand
research, insufficient awareness of promotion innovation, and marketing relying too
much on tradition. In order to solve these practical problems, combined with its own
work practice and advanced management experience, this paper puts forward some
II

Abstract
suggestions for the improvement of marketing strategy: improve the product demand
of the project with consumers as the center, adopt a variety of time period pricing
methods to improve the house price pricing strategy, establish characteristic marketing
channels, enrich promotion forms and improve the house purchase experience. In
order to ensure the effective implementation of marketing strategy, this paper puts
forward marketing guarantee measures, strengthen the construction of marketing team,
pay attention to the publicity and implementation of corporate culture, strengthen
training incentives and improve the after-sales service system, so as to promote the
efficient development of Y project.
Key Word：HT; Real estate marketing; Marketing strategy
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